How To Create A Strategic Web Advertising Campaign
The internet is fast becoming a required component in every
advertising campaign. So, what is the best way to advertise
on the internet? The answer to that question depends on why
you are advertising. Do you want to build a brand, increase
traffic or sell a product?
Of course, a successful website requires all three
components to be successful, but which is foremost in your
company's business plan? Before we learn about each strategy
in detail, let's review a few basic marketing concepts.
Remember, these concepts apply to the internet as well as
Determine exactly who your customers are and are not.
Surprisingly, many website developers do not know who their
customers are. Don't make this novice mistake. If you don't
know, conduct surveys and market research via e-mails,
telephone surveys, etc.
Following are the specific components you need to conduct
a successful advertising campaign for building a brand,
increasing your traffic and selling a product.
- Completely understand your customer's needs and
requirements. In addition, understand their buying habits
and tailor your advertising campaigns toward their buying
- Create a follow-up strategy to insure customer
satisfaction. This will increase customer loyalty and
Building a Brand Name and Increasing your Traffic
If you want to build a brand name and/or increase your
traffic, here is how to do it:
1. Purchase banner space on sites most targeted toward your
customers. For example, if you sell financial services, in
addition to advertising on financial sites you might
consider advertising on gardening, women's clothing and
shopping sites. The reason is that studies have shown women
are becoming more of a force in purchasing financial
products. You need to broaden your understanding of your
customers, and what other products and services they
2. Purchase keyword advertising from the search engines.
This strategy will keep your brand name in front of your
3. Conduct an e-zine campaign. E-zine advertising is very
successful. E-zines allow you highly targeted advertising
with low costs. Most e-zines offer top, exclusive or
classified advertising. If possible, purchase exclusive
rights to a specific time period. This will increase your
4. Place reciprocal links on your site. This is a great way
to increase your exposure with no out-of-pocket costs.
5. Create an offline advertising campaign. Purchase
billboard, radio and television advertising. Write articles
for business newspapers, or be a guest on radio and
6. Create an affiliate program for your site. If properly
executed, this will explode your site across the internet.
7. Give away items from your website. Free sites generate a
tremendous amount of traffic.
Selling a Product
If your goal is to sell a specific product, all the above
strategies would work. However, the two most productive ways
to sell products are:
1. Targeted e-zine advertising. Purchase the exclusive space
in several e-zines.
2. Have a specific sales page for each product. For example,
if you are selling a home improvement book, create a sales
page that sells only the book. Don't try to sell hammers,
nails and lumber on the same page. Focus on selling the
book. Once visitors buy your book, follow-up with additional
information on the other products you offer. No matter what
your advertising campaign is, you should always continually
test your strategies. If a certain e-zine produces
outstanding results, consider increasing your spending in
that publication. Always test and retest your advertising
Finally, track all of your results. You need to know how
your visitors are finding your site. Here are a few sites
that offer programs that will help you track your
Use these steps to create a powerful web advertising
campaign and write your own internet success story.
Andrew LaPointe Copyright 2000
About the Author...
Andrew T. LaPointe is President and CEO of
www.youronlinebusiness.com.. He is also the author of
the Internet course Your Online Business.com -
A step-by-step Guide to Building an Online Fortune.
His site http://www.youronlinebusiness.com
is dedicated in assisting web entrepreneurs generate an income from
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