A – Affiliate Marketing
Merchant products are promoted on 3rd party (affiliate) websites. When visitors click through from the affiliate site to the merchant site and make a purchase then an agreed fee is paid to the affiliate.
If you advertise your products online, affiliate marketing is an efficient way to generate additional business. It is a cost effective form of advertising for merchants, and a simple way for affiliates to earn revenue from their website.
B – Banner Advertising
Banner advertising generally has a low response rate, often yielding about 2 visitors per thousand banner impressions. Despite the relatively poor value of banners for driving traffic, banner advertising can be particular useful in certain circumstances such as raising brand awareness.
C – Categorise
Structuring your site well can be worth its weight in gold, not just to
users of your site, but also to search engines. A well structured site
in terms of infrastructure (i.e. directory structure, page naming
convention) will not only tell your visitor what the page is about
quickly, but also provide the search engines with an idea of what the
page is about before it is indexed.
D – Differentiation
A unique Marketing Campaign that allows a company and/or its products and services to stand out from its competitors. Having a niche product or service makes the job of marketing your product or service much easier. If your service is not unique, it is often possible to identify a ‘unique selling point’ of your product or service.
Focus on your unique selling points, those products or services that differentiate you from your competitors, and ensure you portray these to your potential customers.
There are many aspects that can make you similar to your competitors, so ensure your unique selling point is clear to your customers. This can make a significant difference between success and failure.
E – E-Mail Marketing
Using e-mail as a means of communicating commercial messages to an audience (Direct Marketing) can be a profitable addition to your marketing strategy.
This could take many forms:
- Targeting your existing client base with additional services or products.
- Targeting your existing client base with the purpose of enhancing the relationship of a client with its current or old customers and to encourage customer loyalty and repeat business.
- Targeting your existing client base with the purpose of selling 3rd party products for a fee.
- Purchasing a list of client email addresses for the purpose of marketing your products to a new client audience.
- Adding your advertisements to e-mails sent by other companies to their client base and marketing your products to a new audience.
Direct marketing is popular with companies online as it is:
LOW COST : Compared to direct mailing or printed newsletters the costs are negligible. The advertiser does not need to pay for production, paper, printing or postage.
IMMEDIATE : It is instant, as opposed to a mailed advertisement, an e-mail arrives in a few seconds or minutes.
TRACKABLE : It is easy to track. An advertiser can track hits, conversions and rise in sales. Real-time.
FAR REACHING: Direct marketing can reach substantial numbers of e-mail subscribers who have opted-in (consented) to receive e-mail communications on subjects of interest to them.
F – Focus
Keep it relevant! There is no point spending hundreds or thousands of pounds on advertising on your site, and then sending a potential customer to a non-related “landing page”. There are two scenarios as regards online marketing where this is especially true, namely
- PPC advertising – Send your customers through to a targeted page. Many companies send clients through to the homepage, or worse, a non related page to what the term is. By sending potential customers through to a relevant page, you reduce the number of clicks required to find the product, at the same time reducing the number of exit points, which have the effect of making the money spent on sending the client to the site redundant.
- Affiliate Marketing – These days may clients are using companies such as Tradedoubler and Miva to drive traffic to their site. However, the number of times I have seen companies use the extra functionality such as product feeds that these Affiliate Marketing companies provide, and then under utilise them is staggering. By again targeting the users directly to the product/service they are searching for you are reducing the chances of the customer leaving the site before he/she has even viewed your product.