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I’m going to go through a few things that are important in today’s day and age when doing email marketing campaigns. Whether it’s a one off campaign or your general company newsletter, there are a few things that you can do to improve deliverability and response on your campaigns.
The other side of the coin in online marketing is ‘online marketing real estate’. Online marketing companies are constantly looking to find high traffic websites on which they can market their clients’ products and services. Further, if you have a large database of clients/users that have opted in to receive further information, all the better.
So what’s important to take into consideration when looking for advertisers?
Is the topic/theme of your website conducive to advertising? Do you have a sufficient sized community that regularly visits the website? It’s important to note that if you’ve chosen a popular niche that your website is clearly a cut above the rest in terms of relevance and being up to date. Search engines will award your with traffic if they realise that you’re providing your users with relevant content and that in turns bring traffic which brings me to my next point.
Targeted traffic is very important. If you can show potential advertisers that you’re receiving a big load of relevant traffic each month in a specific niche, you have feet to stand on.
Know your users
You’re flying blind if you don’t know who’s using your website. First and foremost ensure that you have proper stats installed (try Google Analytics to start with). Secondly, try and capture some of your market via user registrations and newsletter subscriptions, as that will enable you to better profile your website users. Profile your users according to their preferences as well as age, gender, location and more. Try and find a balance between being overbearing and something your users will feel comfortable in sharing. If you can present a breakdown of your profiles and number of users within those profiles it will help agencies match potential advertisers with your website.
Ensure you can handle ads
Ensure that your website layout has dedicated areas for advertising. Don’t overdo it of course as clutter will cause your users to go blind to your ads. Do you have ad serving software in place? There are small and large scale solutions for serving ads. The simplest is Adsense of course, but if you really want to manage it properly a proper ad serving platform is required. Something like DoubleClick can be of great use and advertisers look out for credible ad serving solutions as part of their decision making processes. These ad serving platforms also provide you with great analytics which you can provide to potential advertisers.
Your website is not your only media channel, if you have a large subscriber database you can open up revenue opportunities by selling ad space in your newsletters as well. Further you can segment the different sections on your website as high target niches for advertising to better serve advertisers. Develop your channels over time and monetise accordingly!
Talk to potential advertisers
Once you have everything sorted on your website, start targeting potential advertisers. Advertising Agencies are generally a good bet, but online marketing agencies even better as they generally handle online media buying for their clients. Also prepare to pay commissions to agencies that handle their client accounts. Generally they would negotiate a cost per click or per 1000 impressions for placing ads on your website.
It’s not always easy to build up such a successful platform, but it can surely be lucrative once you get to that stage.
Talk to PERONii Solutions if you’re interested in a consulting session on monetising your website or if you’re in need of online marketing specialists to look at promoting your products and services
With many companies heaving under global economic pressure, it’s important to revise your marketing strategies to reach your markets by the more affordable and measurable means of online marketing.
Online marketing has always been lower priority for many large corporates in their marketing campaigns, but this is set to change as radio, print and television advertising budgets dwindle.
By employing various online media like search, pay per click, email and social networks you can spread out your budgets effectively and with real time stats, executives and marketing managers can quickly change direction to focus on the avenues that deliver high returns.
PERONii assists companies in developing sound online marketing strategies and to implement these strategies effectively. Our experience in online marketing allows us to make recommendations up front to maximise the efficiency of your online marketing spend. Comprehensive reporting also provide the means for quick decision making by our clients.
We have never recommended that companies entirely forfeit traditional marketing spend for online marketing, but in these times we would recommend at least 30-40% spend of marketing budgets online. In the UK the current figure hovers just under 20% of total marketing budgets being spent online. It’s less than 1% behind press and TV advertising and is said to surpass these within the next year or two.
Sometimes start-ups and small companies don’t have large budgets to kick off online marketing campaigns. There are however quite a few FREE and low cost things that can be done to improve your website / business popularity.
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