The internet allows you to market your product or service without having to invest a huge amount of money in the process. What you will probably need to invest in is a considerable amount of time and effort. But then it would be foolish of you to think that you could expect success without putting in the time and effort required, wouldn’t it?
The characteristics of the internet as a communications tool and its uniqueness means that you need to adapt the marketing strategy that you employ to take advantage of its strengths.
The first place to start off with is your own website.
If you are already trying to market your product or service on the internet it is highly likely that you already have a website. It is important that your website has copy that tells people what they should do, how they should do it, who you are and most importantly why they need what you are offering. Your website must have all the elements required to support this message. This will already help you to start generating some traffic.
Be sure to track and analyze this traffic. Your hosting company will in all probability offer traffic analysis data to you and all their clients. It is one of the best tools for you to be able to evaluate whether you site is performing as effectively as it could do and whether your marketing strategy is working.
Understanding this data is important as it allows you to know your audience and how they think. You will be able to see whether any one of your pages is attracting more attention or if there is one page that chases your visitors away because they’ tune out’ and stop clicking. This is a very useful tool to let you know where your site might need fixing.
Your website analytics will also tell you where your visitors come from. You can see what search terms got them to your site, what site they have come from and how long they browsed around on your site. This information is updated regularly. This means you are able to track any changes you make to your site and see whether they are effective ones.
Another good idea is to get top quality companies who offer goods and services that relate to what you are doing, to link to your site. Links are a great tool to use for generating traffic. It is unlikely however, that many competitors will wish to link to your site. But there will be many reputable companies who operate within your niche who would be an option to link to. Link building is an internet marketing technique that can dramatically increase your link popularity. As part of the ranking process, search engines check on your link popularity.
Think about this question…
If your site isn’t set up to sell a product or service or to gain new customers, what is the purpose of it then?
Your site needs a clear cut purpose. Every page of your site needs to follow that purpose. One of the most important objectives must be that your visitor needs to take the action that you wish him to take. That doesn’t need to be an immediate purchase. It could be that you are building a list and requires your visitor to fill in a form, request an email or invite them to make a phone call. Or possibly you just wish your customer to click through to more information.
Your website must never just be a billboard telling people that you are open for business. There is no purpose to this. The site must entice your visitors to follow along a specific, well planned and mapped out path that leads to a sale. Your marketing strategy has to focus on how to lead your potential customer carefully into a sale but without pushing them into a hasty purchasing decision.