Marketing
Two kinds of Advertising for a Marketing Strategy
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There are really just two kinds of advertising - that which you pay for and that which you get for free. And both should have their place in your overall marketing strategy. The problem arises when one does not understand how or when to use each.
While it's a true statement, the misleading part is that it's almost always followed by something like, "We'll give you a list of over 984324874984 places to advertise for free!" They normally go on to explain how anyone can get rich on the Internet because all of the advertising is free, and if you just send them $29.95 ... well you know how it goes.
Effective "free advertising" strategies do exist, but they aren't what the average online marketer thinks of when hearing this often hyped-up phrase.
Are you ready for the one concept that separates the men from the boys, so to speak, online?
Here it is:
Free advertising is the laziest way to promote your site!
You don't really think that Yahoo became the most popular web site on the Internet, getting millions of visitors per day, by using free advertising strategies do you? Heck no. Among other things, they spend millions of dollars per year on things like buying advertising on other big sites and advertising on both radio and television.
Now before I scare you off with the thought of having to spend lots and lots of money on advertising, there's something that you need to realize. And it's a basic concept you should be able to immediately agree with:
If you spend $50 on advertising and it generates more than $50 in net profits, that's a good investment.
Promoting a site should be approached with this type of a scientific or mathematical attitude. Any advertising you do is either profitable or not, and you need to know which it is so you don't waste time and money.
Use a combination of free or low-cost strategies to promote your web site, generating initial traffic which will serve as a starting point. Through proper tracking of your site, determine the exact "value" of a visitor in terms of dollars and sense. This is absolutely critical. Utilize paid advertising that proves to be profitable according to step 2, based on the value of a visitor and the number of visitors generated. Through ongoing testing, tracking, and tweaking, try to increase the value of a web site visitor as well as response to your advertising. Repeat steps 2-4 as necessary - or forever. The power of this scientific or mathematical approach to web site promotion is that once you have completed the steps
On the other hand, if you could spend $1,000 a day on advertising to make $1,000 a day in profits -- without spending hours doing it -- why wouldn't you just do that? It's not hard at all. Consider www.Overture.com for
That fits the formula quite nicely. Overture alone won't send you enough traffic to make you rich, but it's a good example of effectively promoting your site without spending much time doing it. There are lots of others.
Give this 2-step scientific approach a try. If you find you just can't seem to make the formula work, there can only be a few reasons for it - either you're not advertising in the right places, your web site isn't doing its job, your profit margins are too low, or your product or service itself is the problem. Figure out which it is and you can't fail.
Steven Boaze, Chairman, is The Owner of www.Boaze.com Corporate Web Solutions Which houses Web Development services. Steven is also the author of two successful Books along with numerous articles on Marketing and Advertising published by Boaze Publishing. - http://www.boazepublishing.biz - owner@boaze.com - Copyright © 1998-2004 Boaze.com
