18 Effective Ways to Market Your Business Online
    18 Effective Ways to Market Your Business Online

    Navigating the digital environment can be an arduous task for small businesses, especially for companies that have been reliant on traditional marketing tactics. While business classes teach us that there are five main promotional activities in the communications mix – advertising, direct response marketing, sales promotions, personal selling, and public relations – online marketing has quickly evolved into a digital promotional mix on its own.

    While traditional marketing practices have certain nuances and skill requirements, online marketing has become a massive endeavor for businesses, where an increasing amount of skill sets are needed to manage campaigns on a large scale successfully. Technical and coding prowess, creative design, astute analytics skills, and copywriting are only a few of the main factors to be considered when deploying promotional activities on the internet. The evolution of social media platforms, periodic algorithm adjustments from search engines, and conception of online advertising exchanges have given digital marketers an arsenal unlike anything that has been seen before in advertising.

    However, despite all of the tools readily available at everyone’s disposal, many businesses have been slow in adopting digital marketing practices to capture traffic online. Contrary to popular belief, just creating a website will not lead to hundreds of users hitting your site every day. Whether it’s through social media marketing, search engine optimization, or media buying, you need to develop trust with users and search engines alike to even get the tiniest slice of traffic available on the web.

    Before venturing into digital marketing, there are some things a small business must consider before launching any campaigns, which may include:

    • What is my budget for online marketing? –> Depending on how much you’re willing to invest into digital marketing, the outcomes can either be substantial or minuscule. While we don’t want to hang onto the old saying “to make money, you have to spend money,” you will need to invest a good amount of resources, labor or otherwise, into propelling your brand into the spotlight.
    • What are my objectives? –> While establishing your goals may seem elementary, this is where a lot of small businesses make mistakes with digital marketing. Although fancy metrics such as likes, shares, and views illustrate one’s popularity, they do not always translate into leads and sales.
    • Who is my niche audience? –> Better understanding who you want to reach with online marketing will make it easier to develop a strategic plan of action. Media buying platforms, in particular, offer a wide array of targeting options that can help you pinpoint the people most likely to become a customer.
    • What is my competitive advantage? –> Once again, this may seem like a fundamental element in the planning process, but it can be quite easy to forget if you’re building a new business from scratch. It’s important to define the reason why people should consider your company over a myriad of competitors, especially if what you’re selling isn’t revolutionary or truly distinct from others. Make light of the benefits you provide over competitors and highlight it within your marketing initiatives.

    Now that we’ve gone through the preamble, it’s important to know the different tactics and channels that can be employed to promote your brand in a positive light and capture relevant traffic. Here is a list of all the ways you can market your business online: (more…)

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    10 Reasons Why Your Email Marketing Sucks
    10 Reasons Why Your Email Marketing Sucks

    Eons ago (hyperbolic effect intended), receiving a new email used to be a joyous and wonderful occasion. In fact, the growth of email was fun to watch, especially as Hollywood capitalized on the emerging trend by developing a whole film around the “You’ve Got Mail” tagline with Tom Hanks and Meg Ryan.

    You've Got Mail!
    Just look at how excited they were to receive mail. Who can forget that classic.

    Of course, that feels like eons ago. Nowadays, inboxes are full of messages, ranging from bills and personal messages to work requests and spam…lots and lots of spam. Not only do we suffer from email overload, but it’s not unusual for people to have multiple email accounts. Some stats from The Radicati Group reinforce the notion that we have become email crazy:

    • Over 2.5 billion people actively use email, with that number likely to reach 3 billion by 2019.
    • Over 205 billion emails were sent per day in 2015, with the number likely to reach 246 billion by 2019.
    • The average number of business emails sent and received is 123, which is why people suffer from email madness when coming back from vacations.
    • The average amount of spam received on a daily basis continues to increase, which can be as much as 13% according to the study.

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    Inbound Marketing Post
    100% Awesome Inbound Marketing Cocktails Crafted To Convert

    s”Let’s put all our marketing dollars into direct mailing and outbound dialing – we’re sure to convert big time!”

    20 years ago…that might have been effective. In fact, it worked well for various businesses with regards to generating leads. However, a lot has changed over the past 20 years. With the advancements in technology, people have migrated online and are likely to engage in the following activities on a daily basis:

    • Check their inbox only to delete a bunch of spam / notification emails.
    • Login to Facebook on a mobile device to check out the latest memes and/or watch a Tasty video.
    • Inevitably make a purchase on Amazon after browsing for hours (yours truly is guilty of this).
    • Search for random stuff on Google, such as “Who is Stronger: Superman or Hulk?”
    Go Superman Go!
    Our money is on Hulk, especially after Batman vs. Superman

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    Leveraging Three Inbound Marketing Channels for Improved E-Commerce Performance
    Business slogans on a road and street signs
    Business slogans on a road and street signs

    For businesses looking to increase the amount of revenue they generate from online stores, it’s essential to keep abreast on the latest inbound marketing trends. In particular, three types of traffic generating sources have proven to be indispensable for new e-commerce businesses: Email, SEO, and Social Media. Below is a quick overview of the efficacy of each channel and insights into which one provides the best conversion rates for your digital marketing campaigns.

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