Expose Yourself to Marketing

EXPOSE YOURSELF ocial MARKETING Pros ONLINE Cons Banner blindness: display advertising is often ignored online Low start-up costs It's easy to target specific demographics and groups accurately Some users use ad blocking scripts It's easy to experiment without financial risk Many users are wary of brands using their info to target ads at them You have the ability to interact with your audience Online presence can diminish quickly unless effort is made to stay You can publish what you want, when you want relevant Spam: genuine advertisers must compete against a torrent of low-quality content There are few barriers to a global audience ON-SITE SEO Content Google THE ULTIMATE LOCAL SEO On-site search engine optimisa- tion involves making sure that search engines can find and understand your site, so that it shows up as highly as possible in the results for relevant que- Content marketing, or inbound marketing, is all about creating and publishing great stuff that will draw potential customers to your site Google Places for Business This often happens in the form of guides, articles, videos, and other well-produced pieces, which serve a genuine and useful purpose (this can be just to entertain). ries. This can be achieved through usability testing and optimisa- tion, using the correct markup in your HTML code, and ensur- ing that your meta data is up to scratch. OFF-SITE Social Link Building Email f ** in Social media accounts for your brand are known as 'earned' media Link building is an important activity, as the number and quality of the links pointing to a site are key ranking factors for search Electronic word of mouth on established networks can be a great way to connect more personally with your audience, and it can work really well with your content marketing efforts to promote the things you're making. Email marketing involves sending messag- es out to lists of potential or current cus- tomers. Mailing lists are a great example of this, and brands can entice their audi- ence with discounts or coupons for their subscribers. engines. Links can be built organically in tandem with content marketing and PR efforts, by encouraging relevant blogs to re-post or link to you. Lists of contacts can also be bought and used for unsolicited email marketing. ADVERTISING Display Native PPC afitiate BANNER ADS NATIVE GOOGLE AFFILIATES Are an example of display advertising. Are most frequently used when a brand pays a website owner based on the number ADS ADWORDS They can be contextual, only showing up on sites with relevant keywords, or target- ed bahaviourally, where a user's profile of interests is used to display ads that they are more likely to click on. Are designed to fit in with the context of the platform they appear on. They may appear to be regular articles, blog posts, tweets, or any other form of paid content designed to look organic. Is the most popular PPC plat- form, used to manage ads displayed in Google search results for specified key- words, for which you pay for every click an ad receives. of sales they can generate for the brand. OFFLINE | Pros Cons It's trustworthy: there's a high and proven success Expense: air time isn't cheap, and neither are print adverts rate You can reach those who Your efforts can be difficult to measure are unfamiliar with technology Less opportunity for real-time results No need to rely on one company (Google) for so much of your traffic Harder to target specific demographics or niches Your efforts are permanent and tangible, which can make them It can take a long time to produce and reproduce more memorable in the right context Highly regulated You can have a guaranteed mass audience Not enough on its own for many companies Offline media, especially newspapers and television, is still popular One-way: no interactivity with the audience PIERCE & PIERCE Mo AND AnatoN (120 5556 3421 PATRICK BATEMAN VICE PRESDENT Events & Netiworking Business Cards Leaflets& Flyers Word of Mouth Cold Calling Displag ads FRO Events Broadeast& Product Placement Marketing Guerilla GETTING STARTED Online Offine It can help to start off by attending events and networking, which is a lot cheaper than advertising All you need is a computer with an internet connection! Make sure that you sign up to the most useful analytics software for your strategy before you start any activity, so you can learn what works and what doesn't Decide on a solid strategy so you know what you're spending that money on Develop your writing and design skills - you'll need them Don't be afraid to ask a professional for help or advice! GOOD LUCK! Sources: everreach natedesmond.com en.wikipedia.org Paid Advertisine bunbboys mail ates