Few businesses have problems understanding that they will need to use different methods for marketing their business offline e.g. putting your URL on all your vehicles, stationary etc; attending expos and conferences; advertising in multiple magazines and media; network. However, when it comes to developing strategies for online marketing, there can be confusion about where to start.
Frequently, a business will rely on the search engines to drive traffic to the website, either through organic listings, or from Pay Per Click. Some agencies only offer SEO (search engine optimisation) and SEM (search engine marketing) which both, as you can tell from the names, focus on the search engines. However, an update on Google (for instance, the infamous Florida update) can leave you watching your traffic stats plummet to zero if all you rely on for website visitors are the search engines.
It has taken a very long time for many to realise the need for diversified strategies that cover multiple bases to draw traffic from many sources. For small businesses, this is still somewhat of a minefield, and often it can be difficult to find the budget or sometimes even justification for spreading the marketing strategy across a variety of techniques. For larger companies, it can be extremely difficult to decide which and how many strategies to deploy. However, looking beyond the search engines does work, and it is essential if you want to find your target audience and promote your product and services to them.
The list of places to promote your traffic is almost infinite, although there are categories of sites which you should look at to improve your marketing.
Blogs, article marketing sites, social networks, video sites, podcast sites, social bookmarks, forums, portals, and so on, all will lead you to your target audience.
Once you are clear exactly what your objectives are and who your target audience is, you can design a marketing campaign to reach those potential customers using the time and budget available to you.
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