What is the best way to advertise your business? As an entrepreneur, you want your product, service, or business idea to reach your target market as soon as possible.
The fastest way to market is to use the Internet. Online marketing reaches more people around the world quicker than traditional marketing campaigns. As a business owner, you can choose between paid or free marketing strategies that suit your budget. To get the word out about your business consider implementing some or all of these online marketing initiatives:
1. Get Found with Search Engine Optimization
- Get you business website on the first pages of search engine listings by optimizing for the search engines and web directories.
- Index your website for it to be found easily by search engines. Include text navigation and a sitemap for proper website indexing.
- Create useful content. People search online to get information. Give it to them with informative and relevant content.
- Build links from your website to other websites. Great content encourages linkage. Join the online communities of users and experts, such as forums and discussion boards.
- Optimize each webpage. Every page should have a relevant URL address and appropriate Meta tags. If there are images in the page, use Alt-tagging and write descriptive text attributes. Use title and header tags (h1, h2, h3) that describe the page accurately. All these SEO tactics are considered in search engine rankings.
2. Build a Business Blog
- Complement your website with a blog that delivers updates about your business, products and services regularly.
- Link your blog and your website for wider audience coverage for your business.
- Post interesting content in your blog, such as informative articles, current news and events, trends and studies. You can also interview experts and invite guest bloggers to write in your blog.
- Widen your blog’s coverage through social media networking. Link each blog post to the social media platforms you have joined, such as LinkedIn, Facebook, Twitter, etc. Incorporate share links to allow blog readers to share your posts to their social media sites. Share services like Addthis.com makes make link share possible.
- Incorporate an email opt-in form in your blog to gather readers’ email addresses. You can then include these addresses in your email marketing campaigns.
3. Get the Message Out with Email
- Include your business logo, company slogan or email signature with every email message you send. You can also place your social media profile links. These provide your identity and contact details.
- Create a good quality email layout that you use every time you send out your message. The design should include your brand identity and social media links. Choose your theme, colors, fonts and graphics carefully to match your brand and that appeal to your subscribers.
- Utilize social media campaigns to increase your email subscriptions. For example, place an email sign-up feature with each free newsletter you post to Twitter or with each promotional contest on your Facebook fan page.
4. Build Business Connections at LinkedIn
- Establish your business profile at LinkedIn to network with other business professionals and share valuable information and ideas. Place as much information about your business in your profile to attract more clients.
- Create or join groups related to your business niche or industry. This gives more exposure to your business and provides you information on trends, customers and products of your fellow group members.
- Use the News section at LinkedIn to automatically broadcast from your blog RSS. This allows your LinkedIn contacts to get visibility of your blog.
- Explore new business opportunities by using LinkedIn’s search engine and research tools.
5. Engage Fans with a Facebook Page
- Tap into Facebooks’ big user database by creating a fan page for your business. Place unique and useful information into the fan page.
- Promote your fan page by sharing the page link to other social media sites and through email.
- Place fresh content in your fan page by writing on your fan page wall regularly. Setup an RSS feed from your blog to automatically deliver content to your page whenever your blog is updated.
- Encourage email subscriptions by setting up an email opt-in form in your fan page.
- Join industry groups or become a fan of industry pages. Share posts from these groups in your fan page. Comment on postings actively.
- Post your business’ promotional campaigns in your fan page. This encourages fans to share your page with their friends.
6. Launch Your Business Presence on Twitter
- Create your profile on Twitter, making sure to place complete information about your business.
- Follow people you know at Twitter by using the Twitter search engine or by using your email contacts.
- Tweet regularly and in a conversational tone, to engage followers.
- Link your blog to your Twitter account using tools like HootSuite or Twitterfeed to automatically tweet any updates in your blog.
- Search for your company using Twitter’s search engine and find out who talks about your business or products. Reply to tweets about your business and thank these tweeters for mentioning you.
- Organize your Twitter following by groups. Click on each group to get a pulse of their topics. Join conversations if you can.
7. Advertise with Pay Per Click (PPC)
- Research the different PPC search engines and decide on the one that suits you. Your choice can be based on the costs involved or your planned level of involvement in managing the PPC campaign.
- Choose relevant keywords for your PPC ad campaign. These keywords can come from your marketing campaigns, or the search terms that visitors use to find your website. Review your social networks and study how customers, fans and followers refer to your product or website. How they refer to you can be the relevant keywords for your PPC ad.
- Include attractive business offers in your ad copy, such as price discounts, free shipping or other similar promos.
- Test different keywords when conducting ad campaigns, to see which gets more performance benefits. Use your PPC provider’s tracking tools, such as Google AdWords’ Quality Score, to monitor the performance of your keywords.
- Optimize the landing pages of your website. Your keyword-driven PPC ads should link to the most appropriate land page URL of your website. Consider revising the landing pages if they are not matched with your ads.
- Use negative keywords in your ad to exclude target users that are not matched to your marketing strategy. For example, the negative keyword “-free” can be used to prevent users from seeing your ad, if they are searching for free products and your campaign is not giving out freebies.