Modern Marketing Strategy
The function of marketing -- selling a product -- hasn't changed through the decades, but the strategies certainly have. Radio, television and print have allowed companies to expand their customer base beyond one geographic area. Now through the Internet, it's possible to establish a worldwide presence that operates all day every day. That doesn't mean you should abandon offline strategies, but modern marketing can complement your offline efforts.
Other People Are Reading
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Interactive Website
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Websites have gone beyond being a static online brochure or storefront. Engage visitors through forums where they can discuss your company's products and services or get employees' answers to their questions 24/7. A blog written by someone in management puts a human face on your business and allows interaction between customers or potential customers and a real person.
Search Engine Optimization
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You can build a phenomenal website, but if no one knows it's there, it won't do your company much good. Search engine optimization is the process of getting your website to the top of the search engine results. It's done through using keyword phrases -- those phrases people type into a search engine to find what they want on the Internet. Use keyword phrases in the titles of the website's pages and in the content. You also can use them in linking strategies, such as at the end of articles as live links.
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Online Advertising
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Online advertising drives traffic to your website, where you hope visitors will be converted to customers. The advertising takes the form of banner ads, text link ads, pay per click (PPC) and cash per action (CPA). Banner ads are graphics that show on related websites. Each time the ad is shown to a visitor, an impression is made. The ads are paid for by the number of impressions or times they are shown. Text link ads are keyword phrases that relate to your site. They're paid by the period of time the ad is on the site, either monthly, every six months or by the year. PPC ads are graphics or text ads. Every time people click on the ad, they're taken to your website; you pay for each click. CPA ads are displayed, but you only pay when the visitor clicks on the ad and takes some action, such as giving you a name and email address or buying a product.
Social Networking
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Social networking is not just for kids. It may have started as a way for college students to get to know each other, but it has expanded to businesses. Companies have Facebook pages, MySpace spaces, Twitter accounts and are LinkedIn.
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