Maximising Profitability of Your Business
Online marketing (also known as e-marketing, web marketing and internet marketing) involves advertising and marketing of products and services using the internet.
Advantages of Online Marketing:
- Access to a wider customer base
- Provides ease of use for customers
- Advertising online costs less
- A variety of advertisement management options like PPI management, PPC management etc. are available online
- Conducting a market survey online is easy
- Increased accessibility and availability to goods
- Competitive prices
- Widespread promotions
- Result of campaigns can be tracked immediately
Disadvantages of Online Marketing:
- Marketing scams
- Insecure payment options
- Deceptive promotions
- Pyramid schemes
- Spyware, malware concerns
- Misleading product descriptions
To overcome the limitations of online marketing and to encourage customers to trust in the goods and services sold online, marketers must design and develop websites that are secure, have good reviews, attract a lot of visitors and have good visibility in ‘Search Engine Results Page.’ Some tools that contribute towards the same are:
Web Design and Development
It is important to build a website that is attractive, user friendly and informative. The information and product descriptions available on the website must be 100% accurate. Ideally, the website should have a blog where customers can hold discussions, though that blog should be closely monitored. The website should offer secure and malware-free content. It should also provide ease of navigation through the site to the customers; a site map comes in handy for this purpose. The interface should be interactive. Relevant pictures and articles should also be a part of the website layout. Payment options available must be secure and widely trusted.
SEO Management (Search Engine Optimisation)
It provides a cost-effective way of increasing the website’s visibility by ensuring that it is visible in the SERPs. A keyword is generated after assessment of various influencing factors such as the competition, customer behaviour and business content. This keyword is then integrated into the contents of the website (blog posts, product descriptions, company information etc.). Doing this ensures that whenever there are a keyword-related search your company’s website is visible n the commonly visited search engine pages. It is like buying online real estate. The site content and its ranking should be constantly monitored for effective long-term SEO.
PPC Management (Pay per Click):
It provides an effective and attractive alternative to traditional advertising practices. PPC management practices involve placing keyword-rich advertisements on top of search engine pages. Every time an advertisement is clicked, payment is provided by the advertiser to the publisher (the search engine). It increases the views of the site and brand-building endeavour. Also, effectiveness of the advertising campaign can be judged by the number of clicks it receives from various web surfers. This enables the PPC management team to evolve or redefine their advertising campaign accordingly.
The above mentioned are some of the commonly engaged-in activities undertaken by the entrepreneurs to improve their site’s visibility and image. Increased visibility leads to increased traffic to the site, which in turn leads to increased sales.
About the Author:
Carolyn Kay Mante is a freelance writer both in print and online. Her writing covers a wide range including online marketing and PPC management. She contributes to the virtual community by writing for different blogs.
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