Online marketing now offers so many cost-effective options that it’s hard to know where to focus. Plus, recent studies estimate that a staggering 6 million documents are posted to the Web every day. You can’t simply launch a site and sit back. You must take action to get noticed.
- Make it easier to find your site. Much of search engine marketing is complex and time-consuming. But there are three fast ways to improve the odds of prominent placement.
- The right keywords. Top rankings come from having content on your site that matches the keywords or (better yet) specific phrases customers use to search for what you sell.
- Affiliate links. To find effective links, search for the phrases or keywords associated with the product or service you offer. In your search results, skip competitors, and choose marketers that support what you do. For instance, a kitchenware company might link to a table linens shop. Then send an e-mail or call to ask about exchanging links.
- Vertical search engines. Besides the broad horizontal engines, harness the targeted power of engines specific to your industry.
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- Reward customer error. Countless numbers of potential customers input a wrong address or misspell the name of the company when searching. Make sure they end up on your site anyway.
- Offer e-learning. The technology to create online courses or solo Webcasts is now relatively inexpensive. By investing in producing online courses, you can reach out to remote and large groups of prospects on an ongoing basis.
- Use offline ads to trigger a search. Offline and online marketing is increasingly blurred. You see a roadside billboard, a trade journal ad, a URL on a coffee mug and, bam! Next thing you know, you’ve pulled up the browser.
- Get friendly with Web 2.0. The rise of online social networking has been fast and furious. Real-time and peer-to-peer outlets, such as Facebook, LinkedIn, and MySpace, and the ballooning blogosphere directly reach thousands of customers for mere pennies. You can use these outlets to start online conversations, post editorials or product data and to announce news or products that build your reputation and expertise.
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