ONLINE MARKETING TECHNIQUES-“New Shore of Success”

April 7, 2017 - 14 minutes read

While thinking on marketing online but wondering what the options are and what online marketing strategies will best fit your business and your marketing budget? This marketing online primer presents an overview of strategies for you to choose from. I recommend choosing and implementing at least three; successful marketing online depends on diversity and persistence for most small businesses.

Have a Blog/Website

The first step to successful marketing online is to have a home base on the web.

It doesn’t really matter if you have an official website or a blog or a combination of both. Either will give you a web address where people can find you and a convenient way of referring to you, two things that will facilitate your marketing online efforts. So even if you don’t sell anything online directly, you need a website.

Online Advertising

Many small businesses in particular bother with this marketing online strategy, I suspect because they don’t want to shell out for it.

They only want to do free marketing online. I say, there’s absolutely nothing wrong with free marketing online strategies – as long as you realize they’re not. All the ‘free’ online marketing strategies I’m aware of take a considerable time investment, meaning they’re only free if your time is worth nothing.

Traditional online advertising, on the other hand, takes relatively little time and can be a very effective marketing online strategy. The first thing you need to know about it is that there are two cost models, CPM and CPC.

CPM stands for Cost Per Thousand Impressions. With this type of marketing online, you basically buy space on a web page and pay for a certain number of impressions, or the number of times your ad is going to be displayed. Many of the banner ads you see on various websites are being paid for on a CPM model.

CPC stands for Cost-Per-Click advertising. In this model, you pay only for the number of times a viewer clicks on your ad, not on the number of times it’s displayed.

Google Ad Words is perhaps the best known Pay-per-click marketing online program. When you’re marketing online with this program, you choose particular keywords that you want your ads to be associated with. When people search on Google using one of your keywords, your ad may appear next to the search results.

The theory is that these people are much more likely to be interested in your products or services.

Another online advertising strategy you may wish to try is creating and posting an online video (either to your own website or to a popular video sharing site such as YouTube). An online video can be marketing online gold if it becomes popular.

Directory Listings

Adding your business to appropriate directory listings (local directory listings, business directories, etc.) is another way of marketing online that takes little time and is relatively inexpensive. Whatever local business groups you belong to, such as your local Chamber of Commerce, probably have websites where they allow members to list their businesses online and perhaps even place ads on the site at special rates. Search out other local sites, especially those related to tourism, and make sure you’re listed there, too.

Then there are the professional sites. Are you a Virtual Assistant? A CGA? A Canadian retailer? Whatever your professional affiliations, chances are good that organization has a site with a directory of members. There are also a lot of specialized online networking groups/sites that promote marketing online. A Business Advertising package on the Canadian Women’s Business Network, for instance, costs only $36 CAN.

Participating in Social Media

Joining the conversation on Twitter, Facebook, and forums, posting on Flicker and YouTube, commenting on other people’s blogs, are all opportunities for marketing online.

Marketing online through social media requires a much more subtle technique than marketing online through advertising or directory listings. With all social media, the trick is to participate intelligently and actually attempt to converse rather than just advertising your products or services. Comments such as “Good point. See my site www.worldsbesttamales.com for the world’s best tamales” are just spam, not conversation. For more on how to do successful marketing online on social media See:

The downside of social media marketing is that it’s time-consuming. If you want to do it well and see any real benefit from it, you have to work at it. The upside is that it’s free and can really generate a lot of buzz about your products/services if something that you’ve done online ( a post, a video, an article) becomes really popular.

Online Networking

LinkedIn deserves special mention in any discussion of online networking. Its stated purpose is to help the world’s professionals connect with one another to accelerate their success. As of this writing, LinkedIn has over 40 million members in over 200 countries and territories around the world. It’s a powerful tool for internet marketing, giving you the opportunity to connect with potential customers, partners and colleagues.

And don’t forget the “older” online groups such as Yahoo Groups. Canadian Entrepreneurial Women is one such group that I’m a member of. Doing a Yahoo groups search on “small business” brings up almost 40,000 different groups currently.

Besides being a great source of support and information, groups such as these also provide some marketing opportunities. Other members may be potential customers or referral sources as they get to know you and what you do.

Like social media, online networking requires taking a subtle approach. The same basic rule applies to online networking that applies to networking face-to-face. Give, give, give and don’t worry about receiving; you will, likely in bigger, more powerful ways than you ever imagined.

Email Marketing

Email marketing is one of the best and most powerful ways of online marketing in my opinion. For one thing, once you’ve developed an email list, (notice the word developed, not bought), you are, in effect, preaching to the converted, sending your marketing message directly to people who have already indicated some interest in your products or services.

Make use of the Power of LinkedIn

There’s no doubt that social media is an effective tool in promoting a home business. Marketing experts recommend using social networking — usually Twitter, Facebook, and LinkedIn — to reach consumers. While this list is a good one, LinkedIn is a very different creature from the others. Twitter and Facebook allow you to do business networking and promotion, but they’re also used for fun and entertainment.

LinkedIn, on the other hand, is all about making professional connections. You’re not going to post what you had for breakfast or watch kitten videos on LinkedIn. Instead, you’re going to connect with potential clients, customers, mentors, and referrers. As a result, you need to use LinkedIn differently than the other networks.

Here are tips for maximizing LinkedIn to build your home business.

1. Create a profile that speaks to your market. Unlike the other social networks, LinkedIn gives you a lot of space to toot your horn. But instead of giving a laundry list of experiences as you might in a resume, create a benefits-oriented profile that will attract potential clients. Particularly in the summary, be clear on how your home business can help customers. Make it easy for members to learn what you do and how you can help them by using bulleted lists. For example, my summary has a short bio, but then I have a list titled, “Leslie Can Teach You How to” followed by a bulleted list of benefits such as “Discover the career you will love that fits the life you want to lead.”

2. Use keywords to get found. Search engines are not the only place keywords are important.

Keywords at LinkedIn will help your connections find you when they need the product or service you offer. Make a list of keywords related to your business and use them in your personal LinkedIn URL (if you want to brand your business or name, use them in your URL instead), headings and text areas. For example, under experience, I have a section on speaking and training, but instead of putting only “Speaker and Trainer” in the headline, I include my keywords of “work at home,” “marketing,” “writing,” and “publishing.”

3. Make strategic connections. Unlike Twitter and Facebook in which the more friends you have the more important you appear, LinkedIn is about quality over quantity.

In fact, once you hit 500, LinkedIn doesn’t post the total number of connections you have. Members of LinkedIn are more picky about who they connect with and in fact, if they don’t know you, they may not connect with you. That means you can’t start asking to connect with members willy-nilly. Doing so might get you labeled a spammer. Instead, start with people you know. You can search their names or allow LinkedIn to access your email to find members for you. Replace LinkedIn’s default note with a personal note when you ask for a connection. You can improve your chance of getting a connection by reminding the member about how you know him and why you want to connect.

4. Share professional news, events and updates only. LinkedIn is all about showcasing your expertise. It’s the place to post your new blog articles, milestones, product launch and industry-related news. Except possibly in group discussions, limit posts related to personal issues to Twitter and Facebook.

5. Participate in groups. Building your connections beyond your current network requires getting to know new people.

You do that by participating in groups. Search for or create groups that cater to your market. Once you join them, participate in discussions. Groups are not a place to blatantly promote your business. Instead, they’re where you share your expertise, provide help and support, and make connections. They’re a good resource to get support for and tips in your business as well.

6. Be generous. Social networking is a two-way street. If you want people to write recommendations, endorse you for a skill or introduce you to potential prospects, you need to do the same. Don’t wait for others to be nice to you. Instead, share the love first, and hopefully, they’ll return the favour

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