How can a business that is already successful in reaching their local market extend their marketing reach online? The good news is that the traditional offline marketing that has always worked so well will still work at least as effectively to promote your online presence. The other side of the coin is that to promote your business online, the old traditions need some updating to keep up with online marketing best practices.



Any business should already have a marketing plan and objectives from their offline initiatives, so let's jump straight into the technology aspects of online marketing. I generally look at the following things first, because they can be done at very low or no initial cost, and also because subsequent specialist marketing won't be as successful without these things in place. For help visit www.secretly-spy-your-internet-competition.com. This is the pre-school notes, to help get your site to a starting point on a low budget if you can't quite afford to be calling in the big guns to market your site for you professionally just yet.

1. Site optimization

This is always the place to start, because the effectiveness of everything which follows is often dependent on this being done up front. Only once your site has been optimized for intelligent visitors should you tweak it for search engines, but never at the expense of the former. Search engines look at things like keyword density and how specifically a page matches a specific search term. Of course this is extremely over simplistic, but nevertheless a worthwhile starting point. By identifying 10-20 key terms you would like search engines to pick up on, and creating specialized pages with relevant information which utilizes those terms in the right way, you will start getting much better results once your site has been indexed.

2. Linking and indexing

The next step is to get search engines to start to notice and index your site. Google, for example, won't even look at your site until it has been linked to by at least one other indexed site. Search engines take many factors into consideration when ranking a site. New sites, for example, don't initially fare well; however you will find they will allocate some credibility weighting to you the longer your site is up and running. For help visit www.achieving-liftoffs.com. The biggest factor though, external to the site itself, is the number of inbound (preferably non-reciprocal) links from other sites, and the context and wording of the referring link, as well as the ranking of the referring page, and referring site. The popularity of those sites plays a big role, as well as how high up in the sites own hierarchy the link is.

3. Implement online marketing partnerships with high-profile online businesses

This is where you can really benefit if implemented successfully. When I was previously running the e-commerce business unit for a large company, rather than pay high-traffic websites to advertise on their sites, which can be very much untargeted, we offered them a percentage of sales. This resulted in very low marketing costs to us, and the referring sites started placing more and more emphasis on their side to ensure that we got top placement whenever they were low on paid inventory.

4. Dabble in paid keyword advertising

Only at this point should you actually be starting to pay for online advertising. These forms of advertising, however, allow you to specifically target certain people, which mean you get a much better return on investment than simply advertising to everyone. This can take some trial and error to find what works best, but the amount you pay should be less than the amount of business you generate, and should normally include full measurement and reports on a reasonably regular basis, preferably online.

5. Involve an internet marketing specialist

At this point, you should be starting to see some results, and be in a good position to ask some intelligent questions. Preferably deal only with a business that has a good reputation (ask for client contact details so you can find out how effective they are), and has preferably has been around for at least a few years. They should also meet with you at least once a month to review successes and failures and involve you in the decision-making process of where next to promote your business. At least monthly, you should be in a position to evaluate your cost per sale for various promotions, and to change your focus accordingly.