The Business of Online Advertising

Learn through customer analyticsOne thing is certain about today’s consumers–more and more of them are spending more and more time (and money) online. If that’s where they are, shouldn’t your business be there too? If you’re a busy small business owner and not sure where to start with online advertising, here’s a brief background and a few best practices to get you digitally dialed in.

The Basics
Email marketing, display advertising, search engine marketing, search engine optimization, online video and social media marketing all fall underneath the digital umbrella. You can click here to for a quick reference guide http://www.quirk.biz/resources/emarketingone to find more information on the different channels and which are best suited to your current strategy.

And if you’re like most business owners, decisions about how to allocate limited resources will also play a significant role in which channel(s) to explore. This easy-to-read chart http://moz.com/learn/local/digital-marketing-options can help you compare options based on the amount of time and money you can expect to invest in each.

Best Practices Before Getting Started
As with any type of campaign, make sure you set out with a clearly defined goal. Whether it’s generating more awareness for your brand, driving traffic to your site or increasing sales be sure your objectives are designed to help you achieve a certain end.

Dare to be different, and don’t be afraid to try something a new. http://www.inc.com/ss/7-successful-viral-marketing-campaigns Take advantage of the ability to provide prospects with interesting and engaging content. Whether this is an interactive game, funny video, a little creativity can go a long way in getting you noticed by more users.

A great ad with eye-catching imagery, compelling copy or an irresistible offer is only the beginning. If you promise something in your ad, be sure you’re delivering on the other end through a custom landing page, a digital storefront or an information request form. The last thing you want is to get your prospects to act only to find the destination confusing or completely irrelevant. http://www.forbes.com/sites/drewhendricks/2014/02/28/5-landing-page-mistakes-that-are-killing-your-chances-at-conversions/ And it doesn’t end after “going live,” don’t forget to test your ad to ensure everything is working properly!

Measure Your Success
A challenge marketers face with traditional forms of advertising is navigating the murky waters of the measurement. This can make it difficult to determine the return on investment and overall effectiveness of a campaign.

However, you can track and trace you online efforts easily with the help of tools like Google Analytics http://www.google.com/analytics/. The wealth of information in these reports can provide you with data and insights you can learn from to help sharpen your strategy and improve your messaging and conversion rates over time.

Do you plan to include online advertising to help your boost your business’ bottom line?

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