Nowadays, digital entrepreneurs and business owners dream about marketing online and reaching out to millions of web users but making it happen is nothing less than a challenge. The very first issues that they come across are exactly how to find and then generate enough online traffic.
Let us divide the main strategies into two main streams:
- Paid Advertising
- Free and Low-Cost Advertising
In this blog post, I will focus on paid marketing and help to understand what to do for instant online visibility, relevant online traffic, authority resources, and greater visitors.
What is Paid Advertising?
These days, you do not need an insanely high amount for your marketing and advertising budget to spread the word about your business. In fact, some businesses are able to achieve marketing success with much lower budgets. They use paid online marketing strategies. Still, to invest money in online advertising, of course, you want to choose the right strategy that works the best for your specific product or service. Here I introduce the Six top paid online advertising strategies to get you started.
PPC or pay-per-click is a form of advertising in which you set a budget for your ads on a given platform, such as Google or Facebook, and then only pay for the clicks you receive. There are varieties of similar types of advertising, such as pay-per-impression or pay-per-view; all of these work on the premise that you pay only when the intended interaction, views, clicks, or impressions occur.
PPC advertising works perfectly for specialized, time-sensitive campaigns, to address competitors, or to break into new geographic markets. However, PPC advertising can be far too expensive, time-consuming, and temporary, if used as the sole approach of your online marketing presence. Instead, by using it in the context of a strategy that includes strong analytics, search engine optimization (SEO), content and video development, as well as social media presence, PPC shows its unique and powerful potentials. It is mostly recommended to learn “how PPC works” in detail to be able to start your first PPC campaign
Social Media Ads
Social media advertising is a category of digital advertising that places ads on social networking sites. The best social networks for e-Commerce advertising are Facebook, Instagram, Twitter, Pinterest, LinkedIn, and Snapchat.
What makes these sites attractive to advertisers starts with their vast reach. The ability of advertisers to communicate with such a vast number is impressive. However, in reality, the attractiveness lies in segmenting that huge audience and more effective targeting. The larger the audience, the greater the ability to target at a micro-level.
For example, a social network with 1 million users of whom 10,000 who have an interest in gardening is not attractive to a company such as Home Depot. But a network with 1 billion users and 10 million gardening enthusiasts is more attractive. Then add the ability to segment those gardeners even further (like landscapers versus flower gardeners) creates many opportunities for campaigns based on location, a specific sale, or the time of year.
Please click here for some more details on social media advertising.
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A banner ad is a form of online advertising that involves embedding an advertisement into a web page with the intention to attract traffic to a website by linking to the advertiser’s website. For example, as the advertiser, if someone were to click your banner ad, they will be taken to your site or landing page. Banner ads are image-based or use a multimedia object typically created using Flash or HTML5. This means that banner ads can be animated or static, depending on the software used to create them.
By placing your banner ads on a high traffic website, you can improve brand awareness, generate leads (traffic), and retarget your audience.
Once you’ve created your banners, you need to buy ad space on websites. You could contact individual web admin and blog owners to negotiate pricing if they don’t already have a set price for ad space. Alternatively, you could choose an advertising network such as Google AdWords to help you distribute your ads.
There some considerations for using Banner Ads in order to make them more efficient and to better placement within a specific website.
In recent years, influencer marketing has become an extremely effective source of paid advertising. Specifically, influencer marketing refers to working directly with a well-known industry name to encourage your target audience to choose your company/brand or simply to open your affiliate link. This strategy can be especially effective on social media and is a great alternative to paid ads, which some customers are now blocking.
Influencers, unlike celebrities, can be anywhere. They can be anyone. What makes them influential is their large followings on the web and social media. An influencer can be a popular fashion photographer on Instagram, or a well-read cybersecurity blogger who tweets, or a respected marketing executive on LinkedIn. Within any industry, there are influential people—you just have to find them. They are easily recognized by their hundreds of thousands (if not millions) of followers, and that’s the target audience you are after.
The influencer marketing hub is a great source of information for marketing under influencers.
Ad retargeting, also known as retargeting or remarketing, is the marketing process in which you target ads to users who have previously engaged with your website or social media platform, and haven’t converted to a sale. For instance, if someone visits your website and browses a few different pages, but doesn’t fill out your contact form or make a purchase, retargeting can help you reach them again.
Since you don’t have their email or contact info, retargeting works via pixels and cookies. So, when someone lands on your website and leaves without purchasing, you can run a retargeting ad campaign to send them further marketing messages. Instead of wasting your entire advertising budget to get new visitors, you must consider retargeting people who have already visited your website with personalized ads and messages.
Step by Step:
- a website and advertiser install a “tag” to their website that tracks visitor behavior.
- As website visitors land on your website, they are tagged and tracked via cookies or a pixel. Remember, with data privacy changes due to GDPR (General Data Protection Regulation), you need to ask permission from visitors to place cookies or collect data via pixels.
- The advertiser runs a campaign targeting those visitors with relevant information that they were interested in.
To see some results:
Ezine (or Electronic Magazine) is a newsletter which will be sent via email to list of subscribers and is the fastest way to reach potential customers if you do not have your own email list. Therefore, depends on how big that list is, using this strategy can reach thousands of customers per ezine and as a result giving you a greater opportunity to make sales online.
This type of marketing comes with no guarantee of making the sale of the campaign, but it is widely used and potentially can be a very successful marketing strategy, especially for new sites. One of the key factors to use ezine as an adverting tool is to choose target customers very carefully and use the most related ezine to your niche. In this way, you can make sure to bring your ad in front of the right customers. So, find related ezine then contact the owner to get pricing information and then prepare your ads for that specific niche and list of subscribers.
How to start?
Like any other start, taking the first step is the most crucial part of marketing. If you are new with online advertising, I do advise you to spend plenty of time to learn the knowledge and fundamentals and basics. You can also take advantage of learning online with Lynda.com on your related topic or simply google search for that specific marketing campaign you need to set up. Please also take your time and define your target market and demographics in detail and remember you can not market to everyone using the same ad with the same content. In this way, you also do need to a community of same- minded digital marketers, those people who have been in the same stage you are today and can be the best guide for you by transferring their valuable know-how to you. Get your access to Free online On-Demand workshops and get started with this wonderful community.
Please feel free to contact me anytime if you need any help or further questions. Keep an eye also for my other blogs in which I have the chance to give you more clarity and details about online lifestyle and its related business models 🙂