Online marketing is very useful for any business, large or small, with or without a website. That’s right; you don’t need a website to advertize your product or service online. Of course, a website is highly recommended; as your business grows you really should consider creating a website.
One of the most important things to know about online marketing is how the internet search engines work and how to take advantage of them. This article is about how to put your product or service at the top of Google Search results so that you appear ahead of your competition.
Internet Search Engines
A search engine is a directory of internet content made up of a set of programs that searches an index and returns matches to a specific keyword. When a user searches a specific subject, the search engine will list the sites or online content where they might find what they are looking for. For example, if one types in “plumbing repair Detroit” the results should be business directories, press releases, articles or classifieds advertising plumbers in the Detroit area.
Google Search Results
Google is the most popular search engine, used by over 60% of the market, followed by Yahoo and MSN. Using the Google Search tool, type in “plumbing repair detroit” and notice what appears on page one. The shaded area at the top of the page and going down the right side of the page are called sponsored links. The businesses that appear in these areas pay Google for these spots. Remember the Yellow Pages ads? Some were larger than others; the larger the ad, the more it cost the business owner.
In many searches, especially for services, you will see business directories below the shaded area at the top. Many of these directories are free to use; click on them and add your business or service here.
Now look at the next section of results. These are the organic search results. Look near the top of the page and you will see something like “Results 1-10 of 190,191 for plumbing repair Detroit.” If you are on page one then you have done a great job of online marketing for your business. About 42% of the people will click on the very first organic result, followed by 11% on the second one. Only a very small percentage, less than 5%, will bother going on to page 2.
Many people will consider doing business with the person who appears in the organic results before the sponsored links. Just like with the Yellow Pages, they feel that it is in their better interest to work with the smaller, local company. The big shot, with the ½ page ad, is paying big money for advertisement; it is very likely that he passes on this expense to his customer by charging higher fees.
Getting Started
There are free websites where you can submit your work and have it published online. Google search “free press release sites,” “free article submitters”, or “free classifieds.” Sign up or register your account and follow their instructions for use. Some are easier to use than others; some appear on page one of Google more often than others. Many of them contain helpful tips on writing a good article, press release or classified. Some have strict rules that you must follow or your work will be rejected. Have fun and learn as you go. Submit your work to several sites then Google search yourself to see which ones work the best for you.
Join as many of these sites as you wish and write plenty of unique material, using strong keywords that describe the product or service that you offer. Social networking sites like, FaceBook and MySpace, can be fun, interesting and good for your business.
Online marketing is an ongoing project; you must keep at it. Update your blogs, renew your classifieds, and write new articles and press releases. Remember, your competition will be working to stay ahead of you, so every time you reach the top, someone is likely to compete for that space.
Learning and Growing
The internet contains a wealth of information to help you with your marketing. I also suggest attending seminars and workshops where you can network with other business owners and exchange tips and information. Though many free seminars are designed to sell products or services, many of them still provide valuable tips.
Attend internet marketing seminars and small business workshops to meet other like-minded people who have goals similar to your own. Surround yourself by others who are more experienced and who know more than you do; learn from them and avoid some of the common mistakes and pitfalls they might have experienced along the way.
Getting a Website
Remember what I said about a website? As your business grows and your client base increases you will find yourself wanting a great website. Like any other type of business or service, there are many website designers who advertise on the internet. For a website to be effective, it is very important that it be created by a professional who is familiar with techniques for optimizing the site and getting a good ranking. Anyone can create a great looking webpage; but only a real professional can build a website for your business.
The best place to find a great web designer is at seminars and workshops. Talk to long-time business owners who already have websites. Get referrals and interview several website designers before choosing one to work with. A website can be somewhat expensive, but well worth your investment. You can either pay for an inexpensive site that looks great, but doesn’t provide results; or you can hire a professional, pay a little more, and see how quickly it pays for itself when the clients come rushing in and your phone is ringing off the hook!
Get off the Yellow Pages! Get on the Internet! Start Slow, but Think BIG!
Business Marketing on the Internet
Our current economy is suffering; unemployment is high; the stock market is down. As a result, many people are starting their own business. Unfortunately, 4 out of 5 small businesses fail within their first year because of the overwhelming workload of being the boss, employee, receptionist, bookkeeper, marketer, etc…The small business owner wears all the hats unless he can afford to outsource some services.
Marketing and advertising can be one of the largest operating expenses of a business; yet, necessary to get the public interested in your products or services. How will you market your business? Will you use Billboards, TV, Magazines or Yellow Pages? These are very expensive; but are they effective? Do you really read the billboards and jot down the contact information? Do you watch commercials on TV or pay much attention to magazine ads? Maybe, if they are advertising something that you are interested in at that particular time.
Why the Internet is so Effective
You run to the refrigerator or the bathroom during TV commercials; you change stations on the radio when they break for advertisements; you don’t even pay attention. This type of marketing is outdated and ineffective, for the most part.
When you are looking for a certain product or service, you go to the internet and Google Search something like “lawn care” and you will find companies who provide lawn treatment and fertilization services. This is effective marketing that reaches out to those who are in need of a product or service.
If your business, product or service shows on page one of Google Search results, you will likely attract the attention of someone who is looking for what you have to offer.
You can do a lot of internet marketing without spending any money. There are a lot of free submission sites where you can have articles, press releases and classifieds published. Here are some ways to use the internet to market your business:
Press Releases
A press release is a newsworthy report announcing something about your business that will spark interest in the reader. For example, you lease an empty building that has been an eyesore in town and the topic of nearby business owners’ complaints. Kids hang out there, the building is in disrepair and surrounded by litter and debris. This is newsworthy, so write a press release informing the community that you have resolved an issue. This is a great way to make friends in the community and introduce your new business.
Like with newspaper articles, the headline is important. Yours would say something like, “New Ice Cream Store Opens in Town, Providing a Safe Hang-out for Teens” or “Downtown Eyesore Cleaned up; Teens Enjoy Ice Cream Socials” Avoid making the mistake of writing a press release that sounds too much like advertising and promotion, or the site administrator might reject the material. Press releases are for announcing news; classifieds are for advertising.
A well written press release will introduce your business at the beginning and contain newsworthy information in the next few short paragraphs. It’s not overly long and detailed; just enough to gain the interest of the reader. Your contact information is listed at the end; if you have a website, include a hyperlink somewhere in the press release.
Articles
Write articles to show that you are an expert in your field of business. Write something interesting about ice cream and give it an interesting headline, like “Ice Cream: This year’s top 10 Flavors” or “Cool and Tasty Ice Cream Deserts.” Begin with an introduction paragraph that grabs the reader’s interest and tells a little of what the article is about.
Since articles are educational; some are written for entertainment purposes, they are not about you or your businesses. They do help you establish credibility and demonstrate that you are an expert in your field of business. Articles that are written purely to advertise and promote your business may be rejected.
Keep the article short and maintain the reader’s interest to the very important resource box at the end of your article. This is where you get to shine! The resource box is the “about the author” section, where you mention your name and your accomplishments and most importantly, a hyperlink to your website. For example:
This article was written by Mr. Writer, owner and operator of Best Ice Cream Parlor. Mr. Writer has been in business for over 15 years, providing refreshing ice cream treats and a place for teens to gather after school. Take a break from the daily grind; bring your lap-top, enjoy a double-dip cone, sundae or parfait; visit http://www.yourwebsite.com to learn more.
Keep the article short and interesting; be sure your hyperlink is formatted as shown above, with the http://www. With a little practice, you will find that you can write a great article.
Classifieds
There are many free classified sites on the internet where you can advertise your business. Internet classifieds are not like the one or two-liners that you have seen in newspapers. They can be much longer; different sites have different requirements. Some allow a limited number of characters or words in the headline and body of the ad; they all have different rules. Some people actually copy/paste their articles and press releases to classified sites. I like to write classifieds with bullet points so the best of what I have to offer stands out. Keywords are very important in classified ads.
Blogging and Social Networking
A blog is simply a weblog or an online journal. Social networking can be just for fun or it can be a great marketing tool. MySpace is a very popular site for teens; business owners also use this site. FaceBook is another example of a social networking site. ActiveRain is a popular site used by people in the real estate business.
Internet marketing is one of the most effective marketing and advertising tools available to small businesses, entrepreneurs and large corporations. You can find virtually anything by searching the internet. It is free to advertise on the internet and market your business, products and services to the consumers who are looking for you. Online marketing is a great way to advertise on a shoe-string when you are opening a new business.
Get Online! Be Creative, Start Blogging, Socialize and Network, Learn and Grow
Marketing and advertising can be one of the largest operating expenses of a business; yet, necessary to get the public interested in your products or services. How will you market your business? Will you use Billboards, TV, Magazines or Yellow Pages? These are very expensive; but are they effective? Do you really read the billboards and jot down the contact information? Do you watch commercials on TV or pay much attention to magazine ads? Maybe, if they are advertising something that you are interested in at that particular time.
Why the Internet is so Effective
You run to the refrigerator or the bathroom during TV commercials; you change stations on the radio when they break for advertisements; you don’t even pay attention. This type of marketing is outdated and ineffective, for the most part.
When you are looking for a certain product or service, you go to the internet and Google Search something like “lawn care” and you will find companies who provide lawn treatment and fertilization services. This is effective marketing that reaches out to those who are in need of a product or service.
If your business, product or service shows on page one of Google Search results, you will likely attract the attention of someone who is looking for what you have to offer.
You can do a lot of internet marketing without spending any money. There are a lot of free submission sites where you can have articles, press releases and classifieds published. Here are some ways to use the internet to market your business:
Press Releases
A press release is a newsworthy report announcing something about your business that will spark interest in the reader. For example, you lease an empty building that has been an eyesore in town and the topic of nearby business owners’ complaints. Kids hang out there, the building is in disrepair and surrounded by litter and debris. This is newsworthy, so write a press release informing the community that you have resolved an issue. This is a great way to make friends in the community and introduce your new business.
Like with newspaper articles, the headline is important. Yours would say something like, “New Ice Cream Store Opens in Town, Providing a Safe Hang-out for Teens” or “Downtown Eyesore Cleaned up; Teens Enjoy Ice Cream Socials” Avoid making the mistake of writing a press release that sounds too much like advertising and promotion, or the site administrator might reject the material. Press releases are for announcing news; classifieds are for advertising.
A well written press release will introduce your business at the beginning and contain newsworthy information in the next few short paragraphs. It’s not overly long and detailed; just enough to gain the interest of the reader. Your contact information is listed at the end; if you have a website, include a hyperlink somewhere in the press release.
Articles
Write articles to show that you are an expert in your field of business. Write something interesting about ice cream and give it an interesting headline, like “Ice Cream: This year’s top 10 Flavors” or “Cool and Tasty Ice Cream Deserts.” Begin with an introduction paragraph that grabs the reader’s interest and tells a little of what the article is about.
Since articles are educational; some are written for entertainment purposes, they are not about you or your businesses. They do help you establish credibility and demonstrate that you are an expert in your field of business. Articles that are written purely to advertise and promote your business may be rejected.
Keep the article short and maintain the reader’s interest to the very important resource box at the end of your article. This is where you get to shine! The resource box is the “about the author” section, where you mention your name and your accomplishments and most importantly, a hyperlink to your website. For example:
This article was written by Mr. Writer, owner and operator of Best Ice Cream Parlor. Mr. Writer has been in business for over 15 years, providing refreshing ice cream treats and a place for teens to gather after school. Take a break from the daily grind; bring your lap-top, enjoy a double-dip cone, sundae or parfait; visit http://www.yourwebsite.com to learn more.
Keep the article short and interesting; be sure your hyperlink is formatted as shown above, with the http://www. With a little practice, you will find that you can write a great article.
Classifieds
There are many free classified sites on the internet where you can advertise your business. Internet classifieds are not like the one or two-liners that you have seen in newspapers. They can be much longer; different sites have different requirements. Some allow a limited number of characters or words in the headline and body of the ad; they all have different rules. Some people actually copy/paste their articles and press releases to classified sites. I like to write classifieds with bullet points so the best of what I have to offer stands out. Keywords are very important in classified ads.
Blogging and Social Networking
A blog is simply a weblog or an online journal. Social networking can be just for fun or it can be a great marketing tool. MySpace is a very popular site for teens; business owners also use this site. FaceBook is another example of a social networking site. ActiveRain is a popular site used by people in the real estate business.
Internet marketing is one of the most effective marketing and advertising tools available to small businesses, entrepreneurs and large corporations. You can find virtually anything by searching the internet. It is free to advertise on the internet and market your business, products and services to the consumers who are looking for you. Online marketing is a great way to advertise on a shoe-string when you are opening a new business.
Get Online! Be Creative, Start Blogging, Socialize and Network, Learn and Grow
Online Marketing Tips: How to Write a Great Article
Online marketing is an inexpensive, but effective way to market your business. Many business owners write articles to generate credibility for themselves and show that they are an expert in their field. A good article is one that grabs the reader’s attention and keeps them interested while demonstrating that the writer is someone they want to do business with.
Some people make the mistake of writing a very long, detailed article, that drones on and on about how great and knowledgeable the writer is. How many times have you started to read an article, just to lose interest in the first paragraph? Short paragraphs, containing useful information, will hold the reader’s attention. Adding some humor helps if it is appropriate for the subject that you are writing about. Here are some tips for writing a good article:
The Title
The title is important; it should catch a reader’s attention and clearly describe what the article is about. The title should be short, 25-65 characters, and contain good keywords for search engines.
People like tips, strategies, solutions, how to, etc… Examples of good article titles are: “Tips for Business Owners,” “7 Internet Marketing Techniques,” “5 Proven Strategies for Growing your Business,” “How to Increase Sales,” “The Top 5 Pitfalls Trapping Small Business Owners.”
The Introduction
Start your article with a short, five to seven line, paragraph that tells what the article is going to be about. Make it interesting so the reader will be compelled to read further.
The Body
This is the interesting, educational information that you wish to share with readers to demonstrate your knowledge and credibility. Keep paragraphs short, stick to your subject and just say what you need to. Don’t elaborate too much or your will lose your reader. Bullet points and lists with plenty of “white space” are easier to read than wordy paragraphs that are over ½ a page long. Remember the purpose of your article is to get the reader interested in visiting your business and trying your product or service.
The Summary
This is the conclusion of your article. This short paragraph should summarize the article, using about one sentence for each paragraph in the body to cover a few of the most important points of your article.
The Resource Box
This is the most important part of your article; this is the “about the author” part where you mention your name, something about your business and your accomplishments, some contact information and a hyperlink to your website. If you have done a good job in keeping the reader’s attention and gaining their interest, they should click through to your website and hopefully, become a client.
Here is an example of a resource box:
This article was written by Ms. Article Writer, an experienced journalist and noted author of several books. She has been a mentor to many small business owners who have discovered how successful they can be with good internet marketing skills. Visit Ms. Article Writer’s website at http://www.yourwebsite.com to learn more.
Articles can be an effective online marketing tool. Begin with a catchy title, using good keywords and an interesting introduction. Keep paragraphs short and interesting, making sure each flows nicely into the next so the article is easy to read and follow. Your goal is to keep your reader interested so they will not be able to resist clicking the link to your website to learn more.
Some people make the mistake of writing a very long, detailed article, that drones on and on about how great and knowledgeable the writer is. How many times have you started to read an article, just to lose interest in the first paragraph? Short paragraphs, containing useful information, will hold the reader’s attention. Adding some humor helps if it is appropriate for the subject that you are writing about. Here are some tips for writing a good article:
The Title
The title is important; it should catch a reader’s attention and clearly describe what the article is about. The title should be short, 25-65 characters, and contain good keywords for search engines.
People like tips, strategies, solutions, how to, etc… Examples of good article titles are: “Tips for Business Owners,” “7 Internet Marketing Techniques,” “5 Proven Strategies for Growing your Business,” “How to Increase Sales,” “The Top 5 Pitfalls Trapping Small Business Owners.”
The Introduction
Start your article with a short, five to seven line, paragraph that tells what the article is going to be about. Make it interesting so the reader will be compelled to read further.
The Body
This is the interesting, educational information that you wish to share with readers to demonstrate your knowledge and credibility. Keep paragraphs short, stick to your subject and just say what you need to. Don’t elaborate too much or your will lose your reader. Bullet points and lists with plenty of “white space” are easier to read than wordy paragraphs that are over ½ a page long. Remember the purpose of your article is to get the reader interested in visiting your business and trying your product or service.
The Summary
This is the conclusion of your article. This short paragraph should summarize the article, using about one sentence for each paragraph in the body to cover a few of the most important points of your article.
The Resource Box
This is the most important part of your article; this is the “about the author” part where you mention your name, something about your business and your accomplishments, some contact information and a hyperlink to your website. If you have done a good job in keeping the reader’s attention and gaining their interest, they should click through to your website and hopefully, become a client.
Here is an example of a resource box:
This article was written by Ms. Article Writer, an experienced journalist and noted author of several books. She has been a mentor to many small business owners who have discovered how successful they can be with good internet marketing skills. Visit Ms. Article Writer’s website at http://www.yourwebsite.com to learn more.
Articles can be an effective online marketing tool. Begin with a catchy title, using good keywords and an interesting introduction. Keep paragraphs short and interesting, making sure each flows nicely into the next so the article is easy to read and follow. Your goal is to keep your reader interested so they will not be able to resist clicking the link to your website to learn more.
Internet Marketing: How to Write Your own Press Release
A press release is a write up about you, your business or service. A press release is an excellent way to get free publicity for your business and generate your own credibility as an expert in the field.
Press releases are one way to generate traffic to your website or business. Begin by deciding what your story will be about; the news you want to inform the public about. Are you launching a new product or introducing a new type of service that will affect your customers?
There are many press release submission services on the internet; some have strict requirements; others will print nearly anything you submit. Some charge fees; many are free. One important thing to remember is that a press release is not a classified advertisement; a well written press release should read like a news article.
Begin your press release with a headline that interests the public. One with controversy is a good example; “New Health Food Store Opens, Upsetting Local Supermarket Owner.” “Local Real Estate Investor Upsets Gurus by Giving Free Tips on Buying Foreclosures.” Another example is mentioning accomplishments, “Local Appliance Repairman Acknowledged for Exceptional Service.” Be sure to use strong keywords in the headline.
Most press release submission sites require a sub-heading or summary of what will follow in the body of the press release. Here are examples to follow headlines listed above: Participants were happy with the free, valuable information they received, upsetting gurus who charge hundreds of dollars for study kits and foreclosure listings. Or something like, Will the local guy next door put national appliance repair services out of business?
Try to begin your press release with your major keyword or keyword phrase as the first words. Be sure to use your keywords and keyword phrases several times throughout the press release. Gain your reader’s attention and keep them reading to the end where you will put your “call to action” statement, your contact information and a link to your website.
Include quotes in your press release. Mr. Business Owner was recently interviewed and he said, “put quote here.” Ms. Service Provider recently spoke at a seminar where she offered energy saving tips to consumers. List a couple tips provided, followed by a quote from someone who attended. One participant said, “I was amazed to learn how many people are using Ms. Service Provider’s techniques.”
Keep the press release around 300 – 500 words; use short paragraphs, and proofread carefully. Remember, the public is going to be reading your press release as if it is the news. Your press release will represent you; therefore, you want it to be professionally written and error free. Who will buy your product if you cannot spell it? Who will read your book if you use poor grammar and punctuation?
Practice makes perfect. It takes time and effort to write a good press release but the free media exposure, increased credibility and the new clients and profits that you generate will make this a worthwhile endeavor.
Now discover the power of writing a great article - yes, an article is different than a press release!
Press releases are one way to generate traffic to your website or business. Begin by deciding what your story will be about; the news you want to inform the public about. Are you launching a new product or introducing a new type of service that will affect your customers?
There are many press release submission services on the internet; some have strict requirements; others will print nearly anything you submit. Some charge fees; many are free. One important thing to remember is that a press release is not a classified advertisement; a well written press release should read like a news article.
Begin your press release with a headline that interests the public. One with controversy is a good example; “New Health Food Store Opens, Upsetting Local Supermarket Owner.” “Local Real Estate Investor Upsets Gurus by Giving Free Tips on Buying Foreclosures.” Another example is mentioning accomplishments, “Local Appliance Repairman Acknowledged for Exceptional Service.” Be sure to use strong keywords in the headline.
Most press release submission sites require a sub-heading or summary of what will follow in the body of the press release. Here are examples to follow headlines listed above: Participants were happy with the free, valuable information they received, upsetting gurus who charge hundreds of dollars for study kits and foreclosure listings. Or something like, Will the local guy next door put national appliance repair services out of business?
Try to begin your press release with your major keyword or keyword phrase as the first words. Be sure to use your keywords and keyword phrases several times throughout the press release. Gain your reader’s attention and keep them reading to the end where you will put your “call to action” statement, your contact information and a link to your website.
Include quotes in your press release. Mr. Business Owner was recently interviewed and he said, “put quote here.” Ms. Service Provider recently spoke at a seminar where she offered energy saving tips to consumers. List a couple tips provided, followed by a quote from someone who attended. One participant said, “I was amazed to learn how many people are using Ms. Service Provider’s techniques.”
Keep the press release around 300 – 500 words; use short paragraphs, and proofread carefully. Remember, the public is going to be reading your press release as if it is the news. Your press release will represent you; therefore, you want it to be professionally written and error free. Who will buy your product if you cannot spell it? Who will read your book if you use poor grammar and punctuation?
Practice makes perfect. It takes time and effort to write a good press release but the free media exposure, increased credibility and the new clients and profits that you generate will make this a worthwhile endeavor.
Now discover the power of writing a great article - yes, an article is different than a press release!
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