Marketing Your Business Online

aboutus-imgIf you are not already marketing your business online, it is time to start. Although there are a few exceptions, just about every business can benefit from online marketing. There are just so many advantages to this type of marketing. First of all, it is extremely affordable to market your business online. Other advantages to marketing your business online include the ability to reach a large target audience, the ability to reach potential customers all over the world and the ability to customize the marketing for different sectors of the target audience.

The affordability of Internet marketing is one of reasons many business owners are turning to the Internet for advertising. Advertising online is incredibly affordable especially when you consider how many potential customers a business owner can reach with an online marketing campaign. Most methods of online advertising are quite affordable and some of them do not have any direct costs. For example, you may choose to market your business online by participating in industry forums and posting links to your website whenever it is appropriate to do so. In this case the cost of creating and maintaining the website is insignificant in comparison to the number of potential clients you could reach through online marketing. Additionally, the costs associated with posting links to your website are incidental. You could consider the cost of having access to the Internet as part of the cost but you most likely require Internet access for other reasons as well so it is completely worthwhile.

Reaching a large target audience is another very worthwhile reason for marketing your business social-media-488886_640online. You may have spent a great deal of time and energy doing market research and determine who your target audience is. You may have also spent a great deal of time trying to figure out the best way to reach this audience. This is a very sound marketing principle but as it applies to marketing on local television, radio and print media it only allows you to reach a limited audience. However, when you take your marketing to the Internet you automatically drastically increase your potential target audience because you now have the ability to reach members of your target audience around the world.

How To Make Your e-Mail Marketing Campaigns More Effective

The email marketing campaign is one of the traditional online promo tools that still deliver great results.

To figure out whether you are reaching your target audience and accomplishing your marketing goals, you will have to learn more about measuring the effectiveness of email marketing.

Return of investment (ROI) is one of the most important factors in the world of internet marketing. ROI is measured by comparing the investment in marketing to the revenue generated through the campaign.

Here are some suggestions you can use to assess your campaign and introduce changes, in case such are needed.

Email Marketing Campaign Goals

To assess the effectiveness of your email marketing campaign, you need to come up with a list of promo goals in advance. Through the use of email marketing, you can accomplish one or more of the following goals:

  • Increase traffic to your website
  • Gain new subscribers
  • Increase the number of ecommerce sales
  • Increase event attendance
  • Increase brand recognition
  • Generate email orders
  • Lower your marketing costs
  • Increase repeat business
  • Stay ahead of the competition

Being very precise about email marketing goals will provide you with the framework necessary to evaluate ROI and the outcome of your campaign.

The Most Important Email Marketing Metrics

To evaluate the success of your email marketing campaign, you will have to track a range of metrics. Here are the most important ones for assessing the ROI of your campaign:

  • Delivery rate – number of emails delivered to inboxes
  • Email open rate
  • Click-through rate
  • Subscriber’s list growth rate
  • Email sharing and forwarding rate
  • Bounce rate
  • Unsubscribe rate

Click-Through Rate

The click-through rate or CTR is an important measure of email marketing success. The CTR represents the number of people who followed a link included in your newsletter or promo mail message and visited your website.

According to a 2013 Silverpop report, the median CTR of email newsletters across industries is 2.3 percent. Some industries and companies see a much higher success rate and the CTR reaches up to 12 percent. A poor score can be the result of several key mistakes:

  • Sending too many mails or newsletters on a weekly basis
  • A poorly written subject line
  • The lack of interesting content
  • The lack of a clear call to action
  • The lack of unique offers/product previews in the newsletter

Number of New Subscribers

The number of new subscribers you get on a weekly basis is also indicative of email newsletter effectiveness.

The number of new subscribers is known as list growth rate and it is indicative of the campaign’s “healthiness.” Building a large subscriber list will increase your rich and ultimately – bring up the ROI of the campaign. If the number remains small, you are probably targeting the wrong audience or your call to action is to blame.

A Few Additional Tips and Suggestions

Keep on analyzing the results of your email marketing campaign. Try to understand what works and what seems to be leaving the audience indifferent. Seeing where your leads are coming from will enable you to assess the performance of each marketing channel.

The audience should be given options to unsubscribe from the newsletters. You can have a brief survey, asking people about the reason for their decision. Knowing why people lose interest will help you make the newsletter more appealing.

You have an opportunity to make changes on the go, which is a tremendous online marketing benefit. Customizing the content and the manner in which you get subscribers can quickly bring up your email marketing ROI.

Image Credits | by RaHuL Rodriguez
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Put a Face to Your Business

It’s very important to do everything you can to give yourself the edge over the competition. However this is often easier said than done, but giving your business a personal face and engaging with your target audience can go a long way to putting you ahead of the competition.

An Online Presence

One can not understate the importance of a good website. For online success it is absolutely essential to have that online presence. All your time and efforts could be wasted if links leads back to a poor website that is difficult to navigate and doesn’t engage your visitors.

A website should be clean, easy to use and nice to look at and it doesn’t have to cost a lot. A Content Management System (CMS) platform like WordPress will provide everything you need – from start to finish. By using WordPress you could save the expense of hiring a website developer/designer if you have someone on your team with some technical skills.

Your business needs a website to succeed in our media-based age. Having a website will enable you to sell goods and services, and encourage customers to keep coming back.

While there are many ways to set up your website, adding a blog with interesting content is probably one of the best ways to engage people. ‘Calls to action’ or points at which visitors have to do something located throughout your site will guide them, but avoid pushing your sales message down their throats.

If people like your site, they’ll probably stay long enough to look around, and engagement can often be converted into sales. Videos, photos and generally interesting content about your products, staff, industry and community will engage visitors, more so than boring sales messages.

Use Social Media

Facebook, Twitter, Pinterest and many other social media sites are enabling businesses to better understand their customers and connect with them on a daily basis. Certain social media sites work better for some businesses than others, and finding the right ones for you depends on how you want to come across to your customers. Spend some time reading up on your options and then decide which will work for you.

Do remember to always be careful with what you post and what messages you put out – once out there, it’s out there forever – you can’t call it back in!

Newsletters

Emails and newsletters may be considered “old hat”, but the truth is they are still one of the best ways to keep in touch with your customers and sustain their interest in your brand. They can also be less risky than some social media options, and they work very well side-by-side with social media.

Newsletters are a great way for customers to be kept up to date with your company/product news, competitions and developments, and if well written, with a sufficient number of ‘calls to action’ in them, they are a great way of keeping your customers interested and coming back.

Using social media, communicating via a blog and having a good, workable website all go a long way to taking advantage of what technology has to offer. Understanding how to connect online with your customers is vital for success in this digital age.

 

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