Aspects of Internet Marketing
No matter what your business, Internet marketing should form part of your marketing
mix – how large a part will depend on your particular needs and budget. The tools you
use to develop your online presence and drive traffic to your website will also depend
on your particular business and target market demographics.
Internet marketing is a fast-changing industry that readily adapts to improvements in
technology. Therefore, there are always new marketing tools available to small
businesses (too many to list here). Below, we’ll briefly explain the most common
techniques used by beginners. Once you’ve learned the basics, we suggest that you
consult a professional to assess your business needs and take your strategy to the next
level.
Website Development & Search Engine Optimization (SEO)
Designing and building a website is only one aspect of bringing your business online.
With billions of websites on the Internet, it’s just as important that you ensure people
can find your website. And, since most website traffic still comes from search engines
and directories – 98% of Internet users claim they use search engines regularly – you
may want to focus your initial web marketing efforts on search engine optimization.
Search engines such as Google and Yahoo index billions of web pages and rank them
according to complex algorithms that assess a page’s accessibility, its relevance based
on specific search terms or keywords, and importance indicated by the number of sites
that link to it.
Search engine optimization (SEO) refers to the work that is done to a website to ensure
it gets noticed and ranked highly by search engines. Ideally, you want to strive for a top
ten ranking, because studies have shown that most search engine users don’t scroll
past the first page of results.
Keep in mind, SEO is not an exact science, and as such, SEO specialists often use
slightly different methods. That said, generally, SEO includes:
· Building a website using “search engine friendly” coding techniques that
minimize the use of Flash and frames
· Researching appropriate search terms – called “keywords” or “keyword
phrases” – that fit the target market
· Incorporating keyword-rich content into a website’s domain name, meta tags,
title tags, alt tags, headings and overall content, and ensuring that content is
updated regularly.
· Submitting the website address to search engines
· Developing a reciprocal linking strategy with other websites to grow quality
inbound links to the site
Submitting your Site to Search Engines and Directories
The question is often asked: Do I have to submit my site to engines/directories for the
search engines to find me? The answer is, yes and no. Some engines will find and list
your site on their own, some require you to register, and others offer a combination of
both. Further, some registration procedures are free and some require that you pay to
be listed.
In short, there are two kinds of search engines out there.
1. Crawler-based search engines, like Google, are those that use automated,
computer generated indexing systems. These engines use software to “crawl”
your website, index relevant content and keywords, and follow links. The
software will look for patterns or repetition in your content in order to determine
the website’s purpose. These engines do not require you to do anything other
than upload your “optimized” website to the Internet and wait for them to find it.
Since it may take a few months for the engines to crawl your site naturally,
however, they also offer you the opportunity to submit your URL (website
address) in the hope of being ranked more quickly. Failing that, you can always
purchase paid placement in some engines such as Google and Overture.
2. Human-powered directories, like Yahoo’s Directory, are those that use
humans to index website listings. These engines are actually called directories
and require you to submit your URL and wait for the directory editors to assess
and index your site based on perceived relevancy. Sometimes this procedure is
free, and sometimes you have to pay a fee for the privilege of being reviewed.
Here is a list of the most popular search engines and directories you’ll want to consider:
· Google – www.google.ca/com
· Yahoo – www.yahoo.ca/com
· MSN – www.msn.com
· Teoma – www.teoma.com
· Overture – www.overture.com
· Open Directory – http://dmoz.org/
· AltaVista – www.altavista.com
· Inktomi – www.inktomi.com
Growing Inbound Links
It should be emphasized that the more quality inbound links your website has, the more
likely it is to be deemed “important” by the search engines. Therefore, a good SEO
package includes the development of a quality linking strategy. This is a technique that
connects your website to other relevant websites, through the placement of text-based
links.
To begin, consider linking with complementary businesses and industry associations.
This is as easy as sending out a personalized email requesting a link on another
website. Keep in mind, particularly for those just starting out, linking strategies are
usually reciprocal. So, be prepared to offer a link on your own site in exchange for the
link you hope to receive.
To learn more about SEO, linking strategies and submitting your site to search engines,
visit www.searchenginewatch.com
Online Advertising Models
In addition to optimizing your website and increasing your site traffic through search
engines, consider advertising on third-party websites and in search engines using a
combination of banner advertisements and text links.
· Graphical banner advertisements, pop-ups and text based ads are online
ads that are placed on third-party websites that link back to your website. The
ads are designed to encourage users to click through to your site to learn more
and, ultimately, to buy. These ads can be set up for a fee – pay-per-click, pay-
per-lead, pay-per-sale – or they can be part of a reciprocal ad exchange with an
online “partner,” where you place your partner’s ad on your website in
exchange for your partner doing the same.
· Paid advertising in search engines. Above, we mentioned briefly that some
search engines offer marketers the opportunity to buy guaranteed search
engine listings through the purchase of keywords. Google, for example, has a
paid solution called Adwords – think of it as pay-per-click advertising in its
simplest form. Google allows advertisers to bid for “sponsored links” – paid
listings across the top and down the right side of Google's search results – on a
per-bid basis. As an advertiser, you decide what keywords you want to “bid” on,
how much you are willing to pay per click back to your website, and how much
you are willing to pay in total per day – USD $1? $10? More? Less? It’s
completely up to you.
Paid search engine listings are a quick, cost-effective way to get your site into search
engines, without the wait associated with “natural” ranking.
Publishing on Third-Party Websites
Another, often overlooked, but cost-saving method of marketing your business online is
by publishing editorials in third-party e-zines, e-newsletters and on information-based
websites. Just as editorials in offline media can help position you as an expert in your
field and drive readers to your website, providing articles written (or ghost-written) by
you to targeted online media can also drive traffic to your website, often with no out-of-
pocket expense. Just remember to include a short biography that outlines what you do
and a link to your website at the bottom of each article you publish.
Permission Marketing Using Email
Permission-based email marketing can be a low-cost and very effective component of
your web marketing strategy. It can help to build a relationship between your business
and target market, and can drive traffic back to your website. Email marketing can
consist of direct email blasts and sales letters, personalized auto-responders, and/or
email newsletters.
If you have the budget and don’t have the time, you can certainly hire a freelancer or a
firm to conceptualize, develop and publish your email messages for you. Although, for
many small businesses, the costs associated with fully managed solutions are simply
too high. The advantage to email marketing is that you can choose a do-it-yourself
option, where you do all of the work, or part of it yourself, saving hundreds, even
thousands of dollars.
Self-Publishing Using Low-Cost Internet Tools
There are a number of very easy to use self-publishing solutions available to small
businesses. The costs of these tools are low – from USD $20 per month and up – and
they are usually offered at a monthly or per-1000 email rate.
The solutions are hosted entirely online, allowing you access from any computer
connected to the Internet. Further, they are designed for small business owners with
little technical knowledge. At a minimum, they offer a database, where you can house
and manage your email addresses, a selection of HTML templates for your email
messages, the ability to import your own templates, plain-text options, testing functions,
and added extras such as customizable auto-responders and forward-to-a-friend and
unsubscribe features.
You may even find an email publishing tool designed specifically for your industry. For
example, the real estate industry has a number of do-it-yourself and fully managed
email newsletter solutions available, some of which even include “canned” articles that
users can choose to include in their own newsletter.
Here are some popular self-publishing solutions to consider:
· Constant Contact – www.constantcontact.com
· MyMailOut.com – www.mymailout.com
· Topica – www.topica.com
· Microsoft – www.microsoft.com/smallbusiness
The Problem with Spam
It must also be noted that more and more email marketers are struggling with spam
filters, which are designed to protect email users from unscrupulous and unsolicited
advertising. The problem arises when spam filters do such a good job that they succeed
in filtering out legitimate marketing messages that email recipients have requested to
receive.
Unfortunately, as spam proliferates, as it undoubtedly will, the filters will only become
better, causing email marketers to scramble to devise new ways to get their messages
out to the public.
Ensuring High Delivery Rates
The easiest way to ensure that your emails will be delivered is to get permission from
your client base to market to them through email. Getting permission is critical,
particularly since new privacy legislation was introduced in 2004, which regulates how
businesses collect, store and use their customers’ personal information. This includes
email addresses.
Getting permission may mean asking in advance if you can send emails for a specific
purpose, and requesting that your email address be flagged as legitimate in the
recipient’s list to ensure your messages bypass any filters s/he may have installed.
Currently, it also seems that HTML emails are becoming caught in spam filters more
readily than plain-text emails. This may mean that a simple, plain-text email containing
a link to an online message is the most effective method for getting your message out.
Alternatively, you can test your email messages for deliverability using software such as
SpamCheck (http://spamcheck.sitesell.com) which checks your emails’ subject lines
and body copy for filter triggers.
To learn more about email marketing visit www.emailsherpa.com
Business Blogs
A blog or weblog is simply a web page that scrolls chronologically like a journal and
contains links to other websites of interest. Blogs, as creative online journals, have
been used by technical specialists for a number of years, but business blogs, or
b-blogs are just now making inroads into the mainstream. As an alternative, low-cost (or
even free) means of electronic communication, blogs can make up a significant part of
your overall marketing strategy. Although b-blogs carry an inherent marketing focus not
found in creative weblogs, their casual structure provides the opportunity to connect
with readers on a more immediate and personal level than traditional websites and
newsletters allow.
Since blogs are generally “do-it-yourself” solutions, they can simplify and speed up the
online publishing process, allowing users to disseminate information in the most timely
manner available.
Here is a list of websites where you can learn more about blogging:
· www.blogger.com
· www.bloglines.com
· www.spaces.msn.com
Affiliate/Referral Programs
Affiliate programs, also known as referral programs or partnership programs, involve
the use of affiliates to help market a website's products and services in return for a
payment for each sale, lead, action, or visitor generated. Amazon.com has created one
of the most sophisticated and successful affiliate programs on the Internet – a program
that has no doubt contributed to their high level of brand recognition online, and the
significant traffic and resulting revenue their site generates.
Costs
The costs to implement Internet marketing strategies can vary widely in the industry.
They depend on the particular technique you choose, and the professional you choose
to implement it. With a little reading, and a basic understanding of websites and the
Internet, you may be able to implement some of these techniques on your own. Or, you
may find a freelance marketer or web designer/developer who can implement some of
the techniques mentioned above for $25 to $75 per hour, with approximately ten hours
required to start.
Alternatively, you may find Internet marketing firms that charge “project rates” rates
from $2,500 to $25,000. Therefore, it’s very important to shop around. Also, keep in
mind that most Internet marketing techniques require ongoing maintenance and these
costs should be addressed in your marketing budget.
The Importance of Offline Marketing to Drive Traffic Online
Never underestimate the value of using low-cost, offline marketing techniques to
encourage people to visit your website. Ensure your website address is clearly listed on
all of your marketing materials – that is, your business card, brochure, published
articles, print advertisements, sandwich boards, your vehicle (if you use it for business),
and so on. And, don’t be afraid to get creative with your offline marketing strategies.
Imaginative promotional techniques can be low-cost, yet attention getting ways to drive
traffic to your website.
Examples
Here are some examples of low-cost offline marketing techniques that can drive
traffic to a website:
1. A tree topping company uses a sandwich board on site which says:
Arborists working above. Ever wonder how we top the trees without killing
them… or you? Our methods are safe and environmentally friendly. Visit our
website to learn more.
2. A retail beachwear company offers a free pair of brightly colored flip-flops
with every purchase over $100 during the month of December. The sole of
the flip-flops are printed with the company’s name and website address.
3. A baking company includes a coupon in each $30 tin of cookies for 10% off
a future purchase and directs readers to their new online menu.
