Online Marketing Matrix

Written by Jeff Beale

Business owners are facing a harsh reality: A website in itself offers no guarantee of business. “If you build it they will come” is a cliché that has misled many into believing all a company needed was an online presence to succeed. However, without a strategic marketing plan and a tactical approach, you’re more likely to fail than to reach your goals. Proper planning will not only improve your chances of success, but it will also keep you from throwing away money on e-commerce fiascos.

The first step of planning is to define your goals in light ofrepparttar target market you aim to reach. As you classify your target, you should determinerepparttar 145687 core needs of that group and observerepparttar 145688 buying behavior that occurs among your potential purchasers. Characterizing their purchasing habits enables you to position your business to appeal to your target market with compelling information before they buy from another resource.

Several online resources can help you place your business inrepparttar 145689 forefront of your target audience. The process, however, can be complex because a variety of online vehicles, if utilized properly, can help you yieldrepparttar 145690 results you desire. Also,repparttar 145691 key to successful online marketing is in developing a diverse marketing plan which takes advantage of several approaches to deliver your message. Components in your marketing plan should include such elements as search engine marketing, pay-per-performance, ad placement, joint ventures, targeted traffic, e-mail marketing, media marketing, optimization and copywriting.

Search engine marketing has been one ofrepparttar 145692 most highly visible forms of online marketing. With millions of businesses employing search engines to gather information daily, search engine placement for key terms has been a major business generator for companies who properly place themselves inrepparttar 145693 search engines underrepparttar 145694 right terms relevant to their market offering. An obstacle to being ranked at or nearrepparttar 145695 top, however, is that thousands can be competing forrepparttar 145696 same position. And withrepparttar 145697 search engines changing their algorithms often, achieving placement onrepparttar 145698 first page forrepparttar 145699 terms relevant is extremely difficult without a solid working knowledge of and experience inrepparttar 145700 search engine marketing field. Consequently, one should not solely rely on ranking.

Another marketing technique onrepparttar 145701 rise is pay-per-performance advertising. This is a method for which you pay per click, impression, or visit that a site refers to your site. The application works best ifrepparttar 145702 placements chosen are locations that directly connect withrepparttar 145703 target market you desire to reach. Advertisement rates are based on an auction format in thatrepparttar 145704 highest bidder obtainsrepparttar 145705 top placement. If your bid is $1.00 for every time someone utilizes your link while your competitor bids $1.01, your competitor will gain a better placement than you. If 100 individuals click your link, you should understand that you will owe $100 whether they buy from you are not. Pay-per-performance advertising clearly requires a full understanding of your conversion ratio to determinerepparttar 145706 budget necessary to commit to such a program.

Ad placement is similar to pay-per-performance in that you pay for advertisement on sites or newsletters. The difference is that you typically pay for impressions and market reach. Impressions encompass how many unique visitors viewrepparttar 145707 location in which your ad is placed. The market reach refers torepparttar 145708 number of individuals accessing that website or newsletter over a period of time. However, you have no guarantee ofrepparttar 145709 number of visitors who will follow your ad to your website. The concept is similar to traditional print ad placement in that advertisers have no guarantee that people exposed to their print ads will visit their places of business. Another method, joint ventures, can be highly effective in helping businesses obtain referral customers. Joint ventures can be as simple exchanging links with another website or as complex as assembling a tiered affiliates program.

The Power Of A Story

Written by Lisa Packer

If you want your marketing to be effective, you absolutely must connect emotionally with your prospects. And one ofrepparttar best ways to do that is by telling a story.

A good story disarms your reader or listener. He forgets for a moment that you are trying to sell him something and instead relates with what is happening in your story. He connects emotionally with what is happening, and eventually (atrepparttar 145614 end) with your product or service.

And he remembers what you’ve told him far longer, because stories stick with us much longer than facts. A good story speaks straight torepparttar 145615 heart and forges a lasting emotional connection.

Building a good story is not as hard as you might think. Even if you’re not a writer, you tell stories allrepparttar 145616 time – about your day, about Aunt Rosie, aboutrepparttar 145617 funny things your kids do.

Every good story has three things: characters, conflict, and a climax/resolution. Your characters are simply who your story happens to. They can be people, or things like a car, or a business. There really is no limit other than your imagination. Just remember thatrepparttar 145618 best characters have unique personalities. It’srepparttar 145619 characters that make us relate torepparttar 145620 story.

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