Internet Marketing Versus Traditional Advertising
Old-fashioned advertising isn’t going anywhere any time soon, but is definitely felt the impact of the new kid on the block, namely internet marketing. the big problem for marketing firms is how new the internet is. Sure, it has been around for over a decade now, but it is still maturing, and people who use the internet still haven’t settled into a reliable pattern that traditional advertisers can readily react to.
This is good news for all of the people trying to make their living online. How so? Well, it means that a regular guy or gal can compete with well-established companies. On the internet playing field, the winner is the one who can connect with their site’s visitors the best. But it goes even deeper than that.
The really big companies tend to move more slowly. That’s not normally a problem, but the online world moves far too quickly for them to always respond in the best way. A big company has an entrenched corporate culture that it has to convince. The regular person does not.
A single person running an online business can make changes as they see fit, whenever the urge strikes them. Those who really understand internet marketing are constantly making changes then tracking the results. If the changes have a positive impact, then they incorporate them, and then try something else that’s new.
But none of this means that regular advertising is a bad thing. In fact, all of the basic principles used in internet marketing were developed by traditional advertisers. However, the medium has a major effect on how the message is perceived by a target audience.
The internet still has a certain wild feel about it. It is still trying to find its feet, so to speak. But at the same time, it is in a constant state of change. Slow moving companies are getting left behind. Even companies that seem to move quickly in the brick and mortar world can be slow to respond to changes happening online. Again, the sole proprietors who can make instant decisions and take a “see what happens” attitude are the ones who are poised to do the best.
It is a two way street, however, as the big companies are paying attention to what the “little guy” is doing. Granted, they don’t always get it right, but they do notice, and respond in a way they think is best. But, because they have such a large budget, they can absorb the occasional costly mistake. The average person can’t afford to lose a lot of money, so this gives them an added incentive to do things the right way.
Never before has the playing field been so even. Internet marketing is a great equalizer, and puts the potential for profits in the reach of anybody willing to learn how to do it right. It’s hard to say what the future holds in store, but right now is a great time to get into internet marketing.
Using Internet Marketing To Build Your Company
If you happen to be a small business owner that wants to expand your company, then you should seriously consider internet marketing. Now, this may sound obvious to anybody that is in a tech-related field, but it’s not so obvious to others. Regardless, internet marketing is a great way to build just about any business.
When you think about it, every business has something in common, and that is selling to customers. Of course, there are many variations on this, and what’s being sold could be a physical product, a service, or a virtual product such as a web application. The definition of what a customer is can vary as well. Either way, when you boil it down all businesses are basically the same.
No matter what type of company you have, internet marketing helps in two main ways: getting new customers, and keeping customers. While there is no hard data, it’s safe to say that the majority of businesses focus on getting new customers. And far too many of them don’t do it very well. The idea that you can open a business and customers will start pouring in is an idea that will set you up for failure.
If you’ve been in business for any amount of time, then you know that customers do not magically appear just because you have decided to start a business. This applies to both brick and mortar businesses and online businesses. To be blunt, customers don’t care about you or your business. All they care about is what you can do for them.
There may have been a time when just having a website was enough to attract the attention of would-be customers, but those days are long gone. Internet marketing may include having a website, but having a website is not all there is to internet marketing.
Internet marketing is just like it sounds: using the internet to market your business. There are many facets to online marketing, but the all revolve around getting and keeping more customers for your business.
The first thing you need to do is get people to your website (or whatever online presence you have). This is known as traffic. Some of the ways you can get traffic is by running a pay-per-click campaign, through high placement in the search engines for keywords related to your business, writing articles that point back to your site, or paying for advertising on another company’s website.
Once you have people at your site, you need to connect with them in a way they respond to. You need to make them feel that doing business with you is a better option than not doing business with you. Now, that doesn’t mean you have to write a pushy sales letter for them to read; though you may want to, depending on your business. You can do things in a low-key way, or be very blunt; whatever works best for your business.
The above things cover getting new customers, but that’s only half the battle. Customer retention is also an important aspect of running a successful business. An easy way to do this online is by capturing their name and e-mail address. That way you can market to them again and again. The best part is that they don’t even have to be customers to sign up. See, they may not be willing to buy right now, but they may be willing to buy later. And you won’t have to spend as much on traffic if you have a list of people that are ready to receive your message.
Those are the basics of internet marketing. The world is more competitive than ever, and that’s not likely to change any time soon. Business owners who harness the marketing power of the internet are more likely to succeed than those who don’t.
What are the Tricks to Effective Internet Advertising
In order to perform effective internet advertising, you first need to understand your target market. It doesn’t matter what business you are in or what products/services you offer. If you are unable to learn what your potential customers are looking for, you might as well not even waste the money on advertising. So spend some time researching your target market until you have their wants and needs crystal clear in your mind.
Put yourself in your audience’s shoes. They probably receive pages and pages of spam every day. If you are sending out email advertisements, you need to figure out a way to distinguish yourself from the rest of the hype. One easy way to do this is to not be “hypey” yourself. Create and ad that is informational and problem-solving, rather than one that is all about buy, buy, buy.
The headline of your ad, whether it’s a banner, a PPC ad or an email ad, is extremely important. Your audience will make a decision on whether they want to continue or not based on your headline so it must be compelling. Ask a controversial question or provide some shocking information. Those work well. But it should all tie into the benefits your audience will receive from your products/services. Your headline should also be keyword optimized. Research what keywords you want to be targeting with any of the free keyword research tools.
Effective internet advertising is professionally written and designed. Make sure you don’t have any grammatical or spelling errors, don’t use too many colors or fonts and try to use some “proven effective” shades as well.
Remember that your ad must have a “call to action”. Many advertisers forget this important step. After you’ve peaked your target audience’s curiosity and sold them on your benefits, you need to tell them what to do. Show them where to click so that they will be directed back to your website or wherever it is that you want to lead them. Always have a way for the reader to get in contact with you. Don’t make them search for it.
Incorporate an opt-in form to your advertisement. This is where your reader will fill in his/her details. Offering a free trial or free informational guide are some ways to get your reader to fill out the opt-in contact information. Don’t make him/her fill in too much information. The more they are required to put in, the more they are likely to just not enter in their information.
The response you get is also enhanced with your personal touch. If you can follow up by making a phone call to each of the new members on your customer lead list, you are miles ahead of the game in terms of establishing your trust-worthiness and credibility.
Finally, keep yourself in tune with what the market is offering in terms of effective internet advertising–new and innovative technologies are constantly being developed.
How to Establish an Advertising Marketing Plan
Many business owners are searching the internet to find information that deals with an advertising marketing plan. In reality, advertising and marketing are two different animals, although closely related. Marketing refers to the whole product service mix which includes those famous four “P”s: Price, Place, Product and Promotion. Advertising is just a part of the mix and of course, it fits within the Promotion aspect of marketing.
Within the marketing scheme, you need to establish a price-point for your product or service. You also need to set up a channel through which you will offer your product/service (this is the Place part of the mix). The product or service itself is a vital part of the mix. . .and then we get to Promotion which includes advertising.
In today’s internet economy, you can actually do certain forms of advertising which are free. Some of these advertising options include online classified advertising like CraigsList or US FreeAds. Perhaps one of the most effective free “soft advertising” methods makes use of the many social media sites that are now available. The key word in this type of promotion is “social”. In order to be effective, you need to stick to the social etiquette that is required. No spamming or hypey activity is allowed.
coming up with a solid advertising marketing plan will most likely take some trial and error. But there are some tips that can help you get going.
The most important is to understand who you are advertising to–in other words, know your target market. And know it very well. A thorough understanding of this will make your plan much more successful. Getting it wrong will set you up for failure. This will require quite a bit of research which cannot be skimped on.
Next, set your goals. Identify what you want to get in return for your advertising (recognition, sales, brand identity, etc) and set specific short-, mid- and long-term objectives.
Then you will want to do some brainstorming to come up with the actual advertisements. Create a rough draft. This is just the start. It will most likely be revised over and over again as you figure out what is doing well and what isn’t.
Which brings us to tracking, testing and tweaking. You need to have tangible results with every ad that you place. This is harder to do with magazine, television, newspaper or radio advertising. But online advertising very much lends to tracking. Analyze your results and make necessary changes. Sometimes just one word can make all the difference in advertisement conversions.
Research advertising agencies to find who you will work with best. If possible, go for those who are specifically expert in advertising your business niche.
Using the correct advertising marketing plan is a process. Taking action and getting help from professionals can help you get started.
How to Measure Internet Advertising Effectiveness
One common question that many business owners share deals with how to evaluate their internet advertising effectiveness. Up until fairly recently, it wasn’t too easy to track how well your online ads were doing, not to mention anything about trying to figure out offline advertising results. However, the online techniques have really changed. It’s getting easier and easier to track the progress of your internet marketing advertising and most sites will at least give you the chance to see how many impressions your ad has received and how many people have actually clicked on it.
If you are using Pay Per Click (PPC) advertising, the search engines will provide you with relatively sophisticated tracking systems, making it very easy to see which ads are being clicked on and which ones aren’t. More importantly, it shows you which ads are actually converting. Traffic without conversions won’t do you much good.
If you are doing online marketing advertising elsewhere, you can implement your own tracking methods by assigning different values to each of the sites in which your ads are appearing. This way, when and if a customer clicks on your ad, they won’t only be directed to your site but you can then see how they got to your site in the first place. This data can be seen in your web site’s log files, if you are creating redirects, through reports generated by a link program or within your autoresponders, depending on your methods.
One extremely simple way to measure internet advertising effectiveness is to add an unsophisticated referral box right in your site’s shopping cart. Here you can just ask anyone who is making a purchase to answer how they found your site before they complete their order. Many webmasters create a drop-down list which customers can choose from to make the process go by quickly. However, not everyone will enter in the correct information so the data will not be completely reliable.
How do you analyze the information that you’re getting from your tracking methods? If you see that the ratio of impressions to clicks is very low, you’ll at least need to consider making some changes to your ad campaigns. Keep in mind that your ad needs to connect with your target audience and compel them to want to find out more. If you are getting a good amount of clicks, but they aren’t converting, it could mean that your ad didn’t reflect what you are promoting very well.
If you have just started advertising online, make sure to start small and test the waters first. You don’t want to spend a great deal of time and money on an extensive campaign that isn’t bringing in results. Take small steps and learn with each one. Another good idea is to do split testing. For each products or service, create two ads and track which one does better. . .another part of the learning curve.
Measuring your internet advertising effectiveness should be a constant activity.
Dear Social Media Video Ads Marketeer,
How much would you like to sell? I am now going to almost give away an 1800 Dollar (yes that’s what I charge and that’s what companies happily pay me for a one hour marketing consultation) advice.
Firt of all, you should recognize that marketing has little to do with the product or service to be promoted or sold, but it has everything to do with psychology. A marketeer who has no serious psychology background has no chance of survival in these modern times of today. A few years ago you could still survive with all that CGI stuff, but that era has gone.
Marketeers must seriously get into commercial mind control, in an ethical way of course, and therefore a thorough understanding of the human mind is a must. I am going to show you why and how.
The fact that your ad video clips on for example YouTube allow interruption by the infamous SKIP AD button confirms that you do not value your own ads as good enough to be enjoyed till the end. Obviously, you did not apply enough psychology.
In other words, you know that your way of advertising sucks. Have you really studied what web visitors eat like candy and what they puke like shit? You completely ignore the viewers taste, and all you do is to design those boring and annoying school-book commercials from decades ago that no one gives a damn about. You had the wrong professor in front of the marketing class. A PowerPoint & CGI sales geek perhaps.
Here is the complete method on how to make stunning ad videos that no viewer will want to click away prematurely:
< BEGIN OF SNIP >
No, I am NOT going to give it for free. Twelve bucks I want!
BUY THE GODDAM BOOK!
< END OF SNIP >
Okay, dear Marketeer, yes I may be rude sometimes, but that is because I care and cannot stay indifferent like a robozombie. Why do I almost give away my advice? Because I want to see nice clips that make me buy what you advertize!
May I wish you happy marketing!
< MORE SNIP >