It is easy to market online for almost no cost, assuming you have bags of time, patience and ability to write something that is interesting to the community you serve.
There are three key components to getting yourself noticed and talked about on the internet: email marketing, search engine optimisation and pay-per-click advertising. Each has their own merits but none of them offer a sure shot approach to winning orders and closing business. More vitally, none of them work without determination and playing the long game.
The first thing you need to recognise is that unlike traditional media, the internet is not built to help you reach the masses quickly. It has no way of interrupting people and asking them for attention in the way TV, newspapers and radio can. However if you have a community of customers, partners and likeminded followers that are willing to give you consent to talk to them (i.e. opt-in for your email newsletters) then you have an audience that will hang on your every word. Assuming your content is worth talking about; they will spread the word, forward the email and recommend you to fellow colleagues. This word-of-mouth phenomenon does not occur within traditional mass marketing. How many times have you been forwarded a radio ad? Building up a following will undoubtedly increase business, just remember only preach to those that want to listen and let them carry your story to others. Email marketing can cost a few pence when done on a small scale but have a massive impact.
Pay-per-click advertising (such as Google Adwords) is magnificent in joining up the searcher with the sought. It connects you with someone looking for your services and ensures that only quality sales opportunities are landing on your web site. Assuming your web site strategy is strong, your content compelling and the call-to-action clear, this should result in a strong sales lead. And best of all, you are only paying to talk to those that are interested as only ads that are clicked are charged to your account. If your budget is low, then start on more obscure terms or try restricting by geography. No point in connecting with someone in Glasgow if you only deliver as far as Glengormley.
Natural search engine optimisation (SEO) is always a good way of getting new sales leads. The difficultly behind SEO of this kind is unlike pay-per-click, it is neither instant nor guaranteed. The best sites with the most compelling content typically rise to the top of Google. These are the sites that most people link to, comment on and make reference to. If your site has this kind of dynamic and interesting content, over time it will rise naturally and recognition and top 10 listing will come your way. Outsourcing this function can be done, but not on a limited budget.
My top tips are: Build an audience by asking for their opt-in consent. Email them with information rich, life enhancing comment that helps them, not you. Be forthright in your comments, even controversial, just don’t be humdrum or recycle something you found on a newswire. Create a targeted Google Adwords campaign with monthly budget and finally publish strong material on your web site and blog to help expose your commercial knowhow and eventually improve your listing on the search engines.
