There are several more ways to use the Internet to reach your customers and potential customers, including using landing pages to introduce new services and products, newsletters, blogs, social networks, pay-per-click search, advertorials and other advertising.
We work with businesses on strategy, targeting and evaluation of technologies to increase efficiency and revenue.
With the on-line audience growing as the print audience shrinks, use the resources of the Internet to get your message delivered. Display advertising, email marketing; pay per click services (paid search, content network ads, and on-line advertorials); and mobile devices (cellphones, netbooks and tablets) all provide avenues to reach your target market. Dual-avenue marketing combines these avenues with landing sites to grab your target's attention and tell your story. For example, the ability to include a link from an overlay on a smartphone's map application to a landing page based on the user's location is a powerful way to interact with a prospective customer looking for a product or service.
Your mailing list is invaluable, and you likely want to keep building it through your website, blog and social media. Regular emailing keeps your name in front of your prospects and gives you the opportunity to reward their loyalty by offering them specials.
Using PPC is an inexpensive way to advertise your website on search results pages, especially when your organic listing is not on the first page of results. You can target the ad by demographics, time of day and geographic area -- while cutting your advertising cost significantly.
An ad can also show on virtually any publishers' sites, including blogs, news sites and on-line magazine sites with related content.
Many news sites will publish an advertorial story about your product or service, and link to your website or landing page. The news site as well as the format lends credibility to your story. You pay only for readers' clicks.
The brave new world of advertising puts a brief message on a user's cellphone, enabling the user to click through to your landing site, where you tell your story and offer a special. Target by demographics and geographic criteria.
Specialized websites offer third-party store coupons to their users or subscribers, which can generate retail traffic when a user searches for deals while shopping. Because the coupons are carried by an intermediary, the buy can be limited for testing. Restaurant chains are testing this method.
Offer coupons to your clients through emails or newsletters to promote reorders.
Landing pages are built primarily to introduce new products or services. Their content is typically designed narrowly to sell rather than broadly to inform, like a website. Here's a typical example (from an affiliate).
Coupling an ad with a special-purpose landing page enables testing, monitoring and rapid deployment. Whether the ad was shown in an email, on a search page, on a publisher's website, or on a mobile phone, an effective landing page can close the deal. It can also be easily modified without affecting the ad campaign. Because landing pages may be built as part of a specific campaign, they will have a short life-span and, to be cost-effective, should not be as comprehensive or elaborate as a website. If they become permanent, they probably should be folded into the corporate site so they can be maintained.
We can help you build your business through online advertising. We can advise you on strategy, targeting and tactics, reporting and analytics, manage PPC campaigns, and create effective landing pages and online sales letters.
"You launched the Google adWords pay-per-click campaign for my new ebook at 11:30am and I sold my first book at 3:30pm. I was amazed." Name withheld.
Coupling an ad with a special-purpose landing site enables testing, monitoring and rapid deployment.
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