Online marketing has grown to become one of the most effective mediums for small businesses for generating a return on investment. More traceable, measurable marketing methods combine with lower costs for advertisers to make the online environment an attractive option. But what can small business owners do to leverage the power of online marketing, and what types of campaign can deliver results in the online sphere?
Digital Advertising is Required
Advertising is the staple of online marketing campaigns. As compared to offline advertising, online advertising costs are still significantly cheaper, and successful campaigns can deliver streams of highly targeted prospects to your business. One of the most popular types of advertising bought by businesses is known as pay-per-click, through programs such as Google AdWords. This allows business owners to pay only for the visitors that click on their ads (as opposed to paying a flat rate for impressions or for a print ad, for example).
Businesses choose keywords relevant to their product or service and bid a per click rate. This allows for virtually instant traffic, allowing for instant conversions for your business at minimal cost. And because costs only arise when someone is interested enough to click your ad, you get maximum value for your advertising dollars.
An increasingly viable alternative now is YouTube ad placements, managed through Google’s AdWords platform. Your business can promote a video, a video ad or a standard ad alongside relevant YouTube and video content. This can help businesses in a surprising range of sectors reach new audiences for their business online. At the moment, it can be possible to buy traffic from just a few cents per click – much lower than the mainstream PPC option, but less targeted.
Finding the perfect online marketing campaign often involves a degree of trial and error. Social media marketing is one of those areas, and depending on your industry you may find varying degrees of success from your social media marketing strategies. Social media is all about becoming part of a wider online conversation. Through the creation and promotion of effective, interesting content, businesses can more closely align themselves with the interests and the personalities of those who are in their key demographics. By adding your own value to the social media concerned, you become a useful addition to the network – much more effective than being pegged as a spammer early on.
Diversify Marketing Channels
Those who deploy various online marketing strategies should always drive back to an email sign-up. Capturing an email address is one simple way of rapidly boosting the value per visitor, allowing for multiple relationship-building and sales communications in future. If you collect no email addresses, your content needs to convert visitors as soon as they look at your site. But by collecting email addresses from PPC ads, YouTube, Facebook and other online networks, you increase the possible return from your online marketing efforts.
Putting it All Together
There are many ways to increase your website’s worth and drive traffic and promote your business online. With the right mindset, even those previously unfamiliar with online marketing techniques and strategies can dramatically increase their online impact. The right formulas for online marketing can improve results for any business.