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2) Utilize plain vanilla text link advertising – find web sites or portals that have traffic that is comprised of customers who are in your market segment. Then, add a text link (banner ad or graphic button if you will) to a page or pages and negotiate a media buy that is based upon a “cost per click” basis; i.e. paying only for traffic that clicks through to your web site.
3) Creating and deploying a “link strategy” campaign (i.e. getting a site listed via other web sites) is one of
best self-sustaining interactive marketing processes available to any company seeking to drive qualified traffic to a web site. This process is not based upon more traditional “reciprocal links” procedure but incorporates some web-based competitive analysis. You start by analyzing links that are pointing back to your top 3-5 competitors’ web sites and then establish relationships with these sites and also submit your site to top and second tier directories to augment number of links.
4) Newsletter insert advertising used to be considered rather mundane and not very effective. But, if you contrast effectiveness of this process versus new opt-in e-mail response rates heretofore-lowly newsletter advertising has new and vastly improved luster! Also, in past it was difficult to track when and if people clicked on a text link ad in a newsletter - but new technology enables virtually any publisher to provide you with this information, enabling you to track your ROI for media buy. Finally, real beauty of newsletter text advertising is that it is very targeted and people want to receive information so you can be confident your ad will at least be viewed by some finite number of prospects.
5) Search Engine Ranking has come of age in last 12-24 months – you can now easily create and deploy a traditional (title, description, keywords inserts in content, submissions and optimization) search engine ranking process that is augmented with a pay per click (“PPC”) process. Deploying both ensures you derive long term (traditional rankings) and short term (pay per click) results, with latter being driven by amount of funds you have in your marketing budget.
Lee Traupel has 20 plus years of marketing experience - he is the founder of Intelective Communications, Inc. http://www.intelective.com, a marketing services company which provides strategic and tactical marketing services exclusively to small to medium sized companies. Lee@intelective.com Reprinted with permission from Intelective Communications - this article may be reprinted freely, provided this attribution box remains intact. (c) 2001-2002 by Intelective Communications, Inc.
