Online Marketing Strategy Tips

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What are the benefits of creating online press releases?

Make Use of Online Press Releases

Some online marketing strategies will include the use of online press releases. A press release serves as a promotional vehicle touting the advantages of a site or business and has potential to reach more consumers than traditional email marketing strategies. This web marketing strategy presents an opportunity for even more visibility.

Writing an online press release is often considered one of the top online marketing tips as it can be placed and added to news directories. Being picked up by Internet news directories helps give promotional material an edge over items just picked up by a search engine as well as creating a legitimate look to what is generally an advertisement for a site or business. The information included in the press release will then reside in both search engine query results as well as news feeders for a duel pronged approach.

How important is web site maintenance?

Site Maintenance and Upkeep are Key

One of the best online marketing tips is to keep a site working and up to date. All efforts spent marketing on the web will be useless if what the site consumers are redirected to is not up to date or is not working properly. As a consumer, you have many sites and businesses vying for your attention, business and commerce and if you arrive at a site and your expectations are not met or you have been mislead, you are most likely already on to the next opportunity.

Plenty of time, effort and work must be put into email marketing strategies and Internet marketing techniques but equal effort and time must be placed on the destination site. It is then only that the efforts of a marketing plan can totally come to fruition.

Site administrators should constantly be testing the functionality of the site as well as the design and appeal of the site. Any and all feedback should be taken into a consideration, especially from users and consumers.

How should links be presented to consumers and what are the benefits?

Link Link Link

A link is a sure way to generate traffic to a site. Almost all online marketing tips boil down to providing links to consumers. That is a key web marketing strategy as a consumer needs to know where to go in order to get your products or services.

A business or site marketing on the web should include a link with all emails or comments on the Internet. Linking while on established sites and news sources is also beneficial and is a positive Internet marketing technique. A link provided to a consumer via an established site or trusted news source could potentially drive traffic and business up.

One could post her link as much as possible in an effort to increase traffic and business but if online marketing research is conducted, a more focused, targeted approach can be taken. This will present the target demographic with a link and potentially goods and services based upon their already known likes, needs and goals.

How important is it to market based upon geography?

Promote Geographic Services

The Internet is many things but is not a physical property. That means that you can't take your car to the Internet to get fixed. A web marketing strategy should include promotion of geography.

A business or site while marketing on the web should try to direct marketing toward those in their geographic area. A business should make itself available by seeking consumers in their area and conducting online marketing research to find those consumers. Cross-referencing a target audience based upon keywords as well as geographic location could give an advantage to a business by providing customers and traffic seeking a specific product in a specific area. This is an even more direct form of Internet marketing techniques as the combination of keywords and geographic location combined will present higher rankings on search engines. It is also another example of organic marketing.

How important is consumer feedback?

Speak to Your Target Audience

A business may choose to utilize email marketing strategies to reach out to their consumers but that will only reach those who choose to receive promotional emails. One web marketing strategy is to create a forum for business-to-consumer dialog to exist.

A business or site should create engaging content that speaks directly to their target audience and demographic but also provide an area for the consumer to provide feedback as well as the ability to ask questions and seek further information. Marketing on the web is a science that is constantly evolving; the greatest litmus test for an effective campaign is consumer response. Feedback is a true form of online marketing research and will allow a company to see how they are performing beyond stats in a consumer's eyes. This public information will also alert other consumers as to the experience of others and could help bring more ecommerce to a business.

What can keep consumers on a site as well as continuing to come back?

Provide an Incentive to Visit Your Site

There are thousands upon thousands of potential web destinations for consumers or even those just clicking and wandering through the Internet. Your site needs to provide a reason and incentives for not only business and ecommerce but also just for traffic. Any and all online marketing strategies should begin with the landing page and destination for future consumers and visitors.

The main site you are attempting to drive traffic to (as well as business to) should provide a consumer not only with a reason to visit, but a reason to stay. Successful marketing on the web may get the consumer to the site but engaging content and incentives need to keep them there.

A site needs to have focused direction aimed at a target audience (based on online marketing research). Content that is frequently updated as well as contests, prizes, etc. can keep a consumer coming back to a site on a regular basis.

How can one use affiliate marketing.

Using Affiliate Marketing

Another one of the many Internet marketing techniques is affiliate marketing. This web marketing strategy involves generating traffic from a link or redirection from another like-minded site. A link could be placed strategically on a site with a similar target audience in exchange for an incentive (pay, equal placement on your site). Many times a consumer is also offered an incentive for using a link instead of directly visiting a site (i.e. 10% off while using this link or presenting this promo code). This web marketing strategy is mainly incentive based, both for the consumer as well as the link provider.

Affiliate marketing is different from other online marketing strategies in that its effectiveness is often times very easy to trace and keep track of. Also business derived from a provided link (or via promo codes, etc.) can be tracked and noted to see which were most effective and which drove in little to know traffic or business. This bit of online marketing research allows a site or business to plan for future marketing on the web.

What is search engine optimization?

Utilizing Search Engine Optimization

Search engine optimization (SEO) creates an opportunity for a site or business to present a web destination to consumers based upon searched keywords. This web marketing strategy presents itself to a consumer organically and it is logical for a consumer to follow a link from a trusted search engine based upon searching for various keywords.

It is the duty of the site or business using this as part of several online marketing strategies to maintain proper keywords to reach the proper target audience. By doing so, you can reach the correct consumers and therefore they can find the site with the products and / or services they have been seeking. A consumer who would reach a site or business as the result of their own Internet searching would logically stay on the site longer and potentially peruse further as well as potentially conduct business with the site.

To assist with online marketing strategies, online marketing research and marketing on the web, there are many specialists available including search engine optimization firms and consultants.

How can a business directly contact their target demographic?

Direct, Up-to-Date Information

Any successful site or business needs to provide their consumers with up-to-date information. A well-thought-out web marketing strategy will allow a business to also reach their potential consumers and grant them the opportunity to keep everyone informed.

A key component to email marketing strategies is the ability to reach customers at will and provide them with up-to-date, current information. To help nurture an organic and unobtrusive feel, Internet marketing techniques involving email should be maintained utilizing subscriptions allowing consumers the ability to choose if they want to continue to receive your information. A consumer (or potential consumer) constantly besieged with unwanted information is less likely to follow links or to request other information. An email marketing strategy should present a consumer with early information as well as other incentives to keep the consumer on the correspondence list, allowing a business or site to continue to directly contact the researched demographic.

What are ways to make yourself visable?

Make Yourself Visable

There are many ways to approach marketing on the web, but arguably the most effective of all Internet marketing techniques is to constantly increase visibility. Almost all web outlets (blogs, news articles, social networking sites) provide a space to comment and / or provide an outgoing link. An effective web marketing strategy would find a site or business constantly making a presence on the Internet via blog posts, blog comments, news articles and comments and utilizing social networking sites and providing a link for interested consumers somewhere to go. An interested consumer who was directed to a site due to their desire would logically be a consumer more likely to do stay on the site and even potentially conduct business with the site.

A business or site should conduct the appropriate online marketing research to find where their target audience is visiting and what networks they are a part of and then reach out to that audience by providing links and comments via blogs, social networks and news stories.

How can you have your audience come to you?

Have Your Audience Approach You

The Internet presents an infinite number of forums of like-minded people forming networks together (e.g. social networking sites). These networks can be used as an effective tool in anyone, site or business interested in marketing on the web.

Social networking sites like Facebook and Twitter allow the opportunity to reach a network of consumers who have joined together through like-minded interests. This allows a site or company to target and present based upon differing networks likes and dislikes. A social network presents a company or site with all of the information in which they can effortlessly conduct online marketing research and cater their approach.

Using this web marketing strategy a business or site can also present information to a group (based upon their already known interests) in a non-obtrusive and organic way allowing for consumers to come to them when they desire instead of being forced to read or see an advertisement. A simple blog post or mention in a public, high visibility area using researched keywords can attract consumers to follow links to a web destination instead of being forced there.

What are the ways to directly contact consumers and what are the benefits?

Approach Your Audience

Email is a top web destination for Internet users. The information garnered through personal accounts is oftentimes read before anything else on the Internet. Gaining entry into the inboxes of Internet users allows a business essential visibility and important priority.

Users tend to keep their email addresses private, while many will offer the information in exchange for exclusive content, contest entry, etc. Compiling a list of user email addresses provides companies the ability to directly contact users as well as having eyes on a grouping of information, often in the form of a newsletter. Engaging and exclusive content is essential to keeping the email list active and potentially growing.

Email marketing strategies should focus on information that is unique and not content able to be found elsewhere. Direct email contact and a request for information can also provide businesses with the ability to conduct online marketing research via consumer feedback.

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Jennifer Mathes, Ph.D.