Every business needs to advertise to acquire clients, but marketing can be a costly business. The Holy Grail of every company, big or small, is to discover marketing tools that achieve a great deal with relatively little cost and this is where promotional items can be used to effectively market your business. What do promotional…
It is often said that there is no such thing as bad publicity, but that’s not true. While negative publicity still focuses attention on a company, it can destroy reputation and badly affect sales or production. Negative publicity is almost always unintentional; a company does something it thinks is good, and winds up getting a…
A large, quality mailing list is often one of the most valuable assets that any small business can have. It takes a lot of time and effort to build such a list, but the rewards make it very much worthwhile. There is no substitute for building an engaged audience for your email marketing campaign whereby…
Many business owners have a website dedicated to promoting their product or service, and allowing customers to purchase their product or service from a venue outside of physical points of sale. What many business owners fail to understand, however, is that their website can both attract leads and convert customers in their absence. Here is…
The homepage is the virtual doorway to your website. What you put here will determine whether or not your readers open the door and investigate what you have to offer. It’s the foundation of your website; it must be compelling. Today’s consumers have a lot of options. When people click on this page, you only…
By now you’re probably well aware of the fact that content marketing is an essential strategy in any online marketing campaign. However, just because you understand that creating content helps to increase brand awareness, loyalty, trust and identity, and is vital in helping to create more leads, doesn’t mean that it’s going to do all…
Many business owners operate under the assumption that having a website for their small business means converting leads by the barrel. This is not necessarily true. If you are having difficulty converting page views into credible leads, you could be making one–or all–of the following five mistakes: Slow loading time. Your visitors have clicked onto…
The next installment of an Introduction to Paid Online Advertising addresses display advertising and paid search. 2 – Display Advertising Display advertising, usually placed contextually, displays relevant advertisements to the people who are most likely to be interested in them, and this works because the ads displayed are chosen based on the content of the…
1 – Introduction and Benefits In contrast to unpaid online marketing methods, such as search engine optimisation, paid online advertising refers to any website traffic source that you have to pay for. In today’s increasingly online marketplace, your website is basically analogous to a high-street storefront, and relevant website traffic serves as the lifeblood of…
By now, most small businesses will have created a web presence of some kind, but simply building a website or Facebook page will not leave a recognizable footprint. Every website, blog, or social media property you build will rely on the traffic you can drive to it. Unfortunately, without a coherent plan there is little…