For too many companies, marketing takes place in a bubble. The marketing plan is created and approved by management, the money is distributed and each department fights for its little piece of the pie. While this approach to marketing is common, it is rarely effective. Your customers do not live in a bubble, and neither…
If you’re one of the 15 million businesses on Facebook, you’ve already made the first step towards establishing a presence on social media. However, managing your brand page takes time and effort, and you’ll need to be committed for the long term lest your page fade into obscurity. Growing your audience on the world’s largest…
Just because there’s a feature you can add to your website, doesn’t mean it’s something that’s going to appeal to customers. In fact, there are some website features that could be the reason for your lack of conversions and website traffic. Put yourself in the place of your potential customers and ask yourself, “Would I…
From small-time blogs to e-commerce powerhouses, dismal traffic figures plague countless sites across the web. While issues like high bounce rates and poor conversions certainly contribute to low sales and disappointing overall results, minimal traffic has a much greater impact, effectively limiting a site’s earning potential. Advertising and expensive marketing campaigns provide some relief for…
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…
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…