Online Marketing Part 2 – How the Paid Stuff Works

We explored a little in part one, some of the things you can do to help grow your online business that costs you nothing but the commitment of your time. To make the most of your online marketing strategy, there are a few basic principles to follow:

Actively Participate – One of the questions you might be asking is whether online marketing should be a part of your strategy. One way to answer that question is go back to your target market analysis (which you will find in part one). If you learn that your customers (or potential customers) are online, then some form of online engagement is necessary.

You might decide to try free online strategies to test the waters at first (the details are in part one) or you may decide to dive straight in with a paid campaign.

Whatever your choice, the decision to actively participate will increase exposure to your potential customers.

Be Conscientious – Once you have made the decision to use an online marketing strategy then be conscientious in your delivery. For instance, it is estimated that 95% of all blogs have been abandoned, creating a virtual ghost metropolis of derelict sites. Nothing could be more dispiriting for people who are looking for something that you might be able to help them with.

So once you’ve made the commitment to adopt an online strategy, make sure you follow through.

Be Prolific – Online marketing is like standing in a crowded street market and calling for attention. It will take a while for people to notice you. But once they realise that you are a regular fixture you will build up a following which attracts more people.

Online marketing is not a one-time affair, it requires a commitment to regularly participate and fine tune your message. So regularly blog or comment on suitable web sites and keep benchmarking the success of your online advertising.

Be Strategic – It is tempting to throw in everything, including the kitchen sink in developing any marketing program, but the most effective campaigns are always strategic.

The people behind successful campaigns know exactly who they are targeting, why they are targeting them and how to reach the target. Keeping this in mind will help you maximise your return on investment.

Be Results Focused – Have your goal in mind. What results would you like to achieve? Are they reasonable? How do you know? The essential step of research undertaken at the above step will answer those three questions and give you a time frame to ‘test and measure’ your campaign.

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