Online Marketing Activities

28John Wanamaker, a famous retailer, once said, “I know that 50 percent of my advertising is wasted. I just don’t know which 50 percent.” Web Analytics and Google Ad Words show you what is working and what isn’t. You can also learn about other Online Marketing Activities such as Web Intelligence Tools, Search Engine Optimization and Referral Marketing. Social Networking is the most powerful way to get in front of your audience on the Internet by discussing topics related to your product or service. New technologies like Twitter and Facebook make it easy to get imvolved.

Let’s look at a couple of online marketing activities and definitions in more detail; –

Referral Marketing

Referral-generated customers are the least expensive, most profitable and usually the most loyal source of new business you can have.

Referred customers tend to buy quicker, negotiate less, buy larger quantities, and in turn, refer even more business to you.

Use referral systems to increase the results generated from all your marketing techniques and advertisements by asking for referrals, and even rewarding your customers to spread the word about your company. You can reward them with gifts, discounts or even cash

Use “referral marketing systems” – techniques and tools that you can integrate into your business that will proactively generate referrals. For example, if you provide outstanding customer service you will have happier clients who will talk favourably about your business and automatically refer new business to you.

You could set up “joint-ventures” with other companies that could provide you with potentially lucrative partnerships, and share the revenue with them. Start an “affiliate program” for your website to encourage other sites to send visitors to you. Or give every customer who purchases from you five discount cards that they can give to their friends.

Google Analytics

John Wanamaker, a famous retailer, once said, “I know that 50 percent of my advertising is wasted. I just don’t know which 50 percent.”

But with tracking tools like Google Analytics and the Google Ad Words conversion tracker, you can see what is working. So you can eliminate what is not working, and produce better results from your budget.

For example, use your Google Analytics account to see which websites are sending you the best visitors. Build traffic from them by increasing your advertising with them and/or getting them to post your press releases and articles.

Improve your website’s performance by optimizing the navigation so visitors quickly find the content or product they want, and can buy it with the least number of clicks as possible.

Reduce the budget for your Google Ad Words PPC advertising, by running a “Search Query Performance” report to identify and eliminate off-target keywords and reduce costs on your PPC Campaign.

Search Engine Optimization

Search engine optimization (SEO) takes time and effort, but it’s well worth the investment because it will bring quality visitors to your site who are likely to buy your product or service.

According to Wikipedia, SEO is the process of affecting the visibility of a website or a web page in a web search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.

More than 88% of all Internet users search for websites, products and services using search engines and online directories.

Approximately 90% of the clicks on the search engine results pages (SERPs) are on the top 3 ranked websites (not the paid listings).

The top sites are generally considered more trustworthy because they are there on merit. And there are no pay-per-click fees involved which means lots of low-cost, high-quality visitors for you.

The upshot of this is that if your site isn’t listed at or near the top, it may as well not exist!

So, make sure your site is ranked prominently for keyword phrases related to your product or service with an effective Search Engine Optimization (SEO) campaign.

The first step is to find effective key phrases. These are the words and phrases that people will put in search engines when they are looking for your product. Look at what your competitors use, what your web stats show as the keywords that drive your traffic now. Ask your family, friends and colleagues what words or terms they would search if they were looking for your product online.

Optimize your web pages with keywords in the page titles, Meta tags, headlines, content and URLs.

Link your web pages to each other using keyword phrases.

Acquire keyword optimized in-bound links from industry authority sites that point to your site. There are several ways to acquire in-bound links to your website: –
Buy and acquire links on “authority websites” within your industry

Get listed in the best Internet Directories

Distribute keyword optimized press releases via services like

Distribute articles and information related to your product or service.

Boost your rankings with carefully selected links from the right websites. Stay safe by only seeking ‘related’ targeted in-bound links (IBL’s) from quality websites related to your website’s topic.

Social Networking

This is a great way to be noticed by audiences discussing topics related to your product or service. It is the most powerful way to get in front of your audience on the Internet.

Web Intelligence Tools

These can be used to automatically scan the Net daily and provide you with a list of Social Networking opportunities.

For example, you can use “Google Alerts” to find online discussions and blog posts related to your product or service. This will allow you to provide input on these topics as well as posting links back to your website. Google Alerts allows you to easily and consistently reply to blogs and news features.