E-mail newsletters provide one of the most highly performing avenues for marketing. You can collect customer e-mail addresses by asking visitors that come to your website to subscribe, by requesting e-mail addresses from anyone who visits your physical location, or by purchasing an e-mail list. autobedrijfdehucht To generate a higher rate of readership, make sure the audience is narrowly targeted and has some vested interest in your product. By sending out your newsletter on a regular schedule (weekly, monthly, quarterly, etc.) you can counteract the transient and temporary nature of Internet users by continually reminding them of your company’s existence. Affordable services like Constant Contact can be used to manage mailing lists, statistics, and opt-in/out functions.
Caveat: Sending commercial e-mail messages to people who have not agreed to receive your mailings can result in severe fines and penalties from the federal government per terms of the CAN-SPAM Act.
Newsletter content should appeal to your defined audiences, with industry- or product-related news and events, company-specific news and events, practical reference information, and interesting statistical and demographic information. The newsletter copy should publicize links to appropriate pages within your website.
You will need to maintain one or more separate lists for the purpose of sending targeted messages to particular audiences (see Other Announcements below). You might combine all your lists to send a monthly newsletter, and send other bulletins to past or potential customers as appropriate.
Other announcements are e-mailings that can consist of press releases, coupons, special notices, or anything you want to communicate specifically to members of one or more e-mail lists.
Search Engine Marketing, Pay-per-Click and Display Advertising
Search Engine Optimization (SEO)
Search engine optimization means constructing a website that is easily crawled by search engine spiders, and it encompasses a variety of techniques designed to improve your site’s (or page’s) ranking in the search engine results page. The goal is for your site to be found by searchers who are looking for sites related to a certain keyword or phrase, for example “little red wagon” if you are in the business of selling toy wagons. SEO can be divided into on-page activities (e.g., amount of content, metadata, links, programming methods and structural issues) and off-page activities (most importantly, obtaining links from other websites to your site).
Pay-per-click advertising refers to text ads displayed on search engine results pages (versus “organic” results achieved by SEO) and other sites, usually in the margins. In the case of Google AdWords and Microsoft’s adCenter, you can open an account and specify the keyword(s) that, when searched for, will generate an ad that links to your website. You pay only when a searcher clicks an ad and is directed to your site. In the example below, the key phrase is “little red wagon,” and pay-per-click ads are located at top (in yellow) and in the right-hand column (subtitled “Sponsored Links”). The first organic listing is “Little Red Wagon Foundation.”