The Basics of Internet Marketing For Small Businesses
Small businesses rarely have large marketing budgets. That is why internet marketing is the best bet for most small business owners. Online Marketing enables you to reach more people in the most cost efficient manner. Research indicates that internet marketing consistently yields higher ROI than with traditional marketing channels. With most internet marketing strategies, your results are visible immediately and you can test and make changes to various page elements (like copy, images or even links) on the fly.
Search Marketing (PPC and CPA) as well as Search Engine Optimization are two of the most widely utilized internet marketing strategies and comprise most basic online marketing programs.
For starters when choosing internet marketing tactics, you want to get a good understanding of the time frame with which you expect to need results. For instant results, two popular forms of search marketing that work well are PPC and CPA marketing. These are results driven marketing programs that only cost you when you get results. For longer term results (6 months and beyond), SEO becomes a cost effective traffic building tool.
With PPC internet marketing, or Pay Per Click marketing, you are paying for clicks. You do not pay a flat fee over a length of time, but rather only pay for those who click on your ad. If you are not getting clicks, you can make adjustments, tweak the ad, move the ad to a new location, etc.
CPA, or Cost Per Acquisition, works by only charging you for those who complete an action - usually a sign up on a form located on your site or a purchase in your online shopping cart. Since businesses in Gainesville might often be only serving a regional customer base, this takes things a step further by allowing you to pay for real results instead of every site visitor. Think of it as a commission off the sale, which is far better than an up front payment.
Both these internet marketing methods work because advertisers can quickly gauge how much they will be paying per lead or per sale. With a steady flow of click thrush and purchases, a percentage of your internet marketing spend is going to the search engine or site you advertised on, but not coming out of your pocket for dead campaigns that you paid in advance for. So, as you can imagine, search marketing most times will outperform radio, tv, direct mail or any other traditional media outlet in terms of quantifiable ROI.
SEO marketing is another basic tool in the internet marketing arsenal. In Gainesville, internet marketing works well for brick and mortar businesses as well as online shops because they often can quickly gain traction in the natural search rankings by employing a savvy internet marketer who understands search engine optimization (SEO). Since Gainesville is a smaller market with less competition it is possible to achieve page one search engine rankings within a 6 month time frame. This gives a company more visibility and helps build a stream of free traffic.
Factors involved in effective search engine positioning also include how many other websites link to yours (referred to as a back link) and how well ranked those linking sites are. This helps search engines provide quality search results and keeps "spammers" from quickly building websites that hold many keywords but no real value from populating the search results. Search Engine marketing is so important because typically, the average person does not browse past the first page of their search results. In fact, many do not even scroll down to the bottom of the page. Really, the top 10 search results listings are in most cases the only search results that are ever seen...people rarely click "next" to search page two or even page three results. So, the idea is to get your site in that top ten or to at least display sponsored (CPC) ads on that first page of results.