Online Marketing to new target groups
The earlier stages have been about marketing your website to
prospects who have already shown an interest in your product or
service through their own search activities. These should be
your best and most immediate prospects. There is of course a
much wider market of people who may have similar interests but who
have not yet started a search - perhaps because they are unaware of
your particular solution or because they have been occupied with
other priorities.
To expand your reach you need to make maximum use of the
established networks of others:
- Online PR
Public relations is now as important online as offline.
If you already have an offline strategy, you should ensure
that all such work is also available online by proper use of
keywords and submission to online PR portals.
- Online Advertising
There are many high traffic sites
delighted to generate income from advertising. You
must find those with the right traffic profile and agree a
suitable price. After a short trial period you will
know precisely how may referrals each advert provides and
therefore the value to you.
- Affiliate Marketing
Amazon made a particular success of this strategy.
You often come across sites selling books etc on their
behalf. For most small companies however it may de
difficult to find affiliates with sufficient power and
motivation. However, traditional offline strategy
has often been to work through distributors and the internet
provides new opportunities for links and providing content
and support.
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