One of the reasons internet marketing promotion seems so confusing is that the tactics are relatively new (or they seem to be), and there are so many people trying to convince you that they are the experts in either all types of promotion or in a specific type of promotion. In an effort to dispel some of the confusion and apprehension, here are the keys to internet marketing promotion.
1. Company web site. The way the site is built should move people from lead to customer, and it should be written to give them the information they need to make a buying decision. Your site is the foundation of all internet marketing promotion.
2. Keyword Research. You need it for search engine optimization and for Google AdWords.
3. A Google AdWords campaign. This can be as limited as your budget requires. It might be an occasional rather than a continuous option, and it should be limited in expenditure each day. It can be a good way to get traffic to your site in the beginning or during a major campaign.
4. Search Engine Optimization (SEO) Program. Keywords change. So do search engine algorithms. The goal of internet marketing promotion is to help people find your site.
5. Email Marketing. This is the most affordable way to stay in touch with your customers and prospects. Use it for company news, special offers, follow-up, new product or service information, gathering information from customers, and more. Even a monthly newsletter is an important internet marketing promotion.
6. Free Stuff on your Website. Depending upon the kind of business you operate, this could be a free gift, a loss leader, or information (fact sheets, articles, special reports, e-books).
7. Media Relations Program. Build relationships with local reporters so they will come to you as a local expert when necessary. Regularly publish press releases.
8. Social Networking, social bookmarking, blogging and other Web 2.0 tactics, including commenting on other sites, blogs, etc. This is the newest approach to internet marketing promotion, and the most effective.
9. Article Publishing. This is a good way to get people to know who you are and to build more links coming into your web site.
10. Paid Ads. You will want to support your other internet marketing promotion efforts by putting a few paid banner ads on sites other that are appropriate to your business.
If you will pay attention to these steps in internet marketing promotion, you can expect to be successful.
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