Did you realize there are only three types of online promotion?... This statement may seem odd and even untrue in your mind, but I am speaking in more general terms than you might be thinking.
Let me explain.
The three types of promotion are Junk, Active and Passive promotions.
JUNK PROMOTIONS ARE MONEY PITS
Junk promotions are those that seem to produce results, but by their very nature are really only illusionary promotions.
For example, let me begin with FFA (Free For All) pages. You might find yourself subscribing to a submission program that tricks you into believing you are submitting your links to tens of thousands search engines.
According to the Open Directory website, they have only approved
1705 search engines and directories for inclusion in their database (http://dmoz.org/Computers/Internet/Searching/).
I like using the DMOZ directory as an example because submitted links are tested by human beings with integrity, for the honesty used in site description. Search Engine Watch and other search watchers tend to show fewer than these 1705 engines, primarily because a lot of the engines provide very little value.
Yes, you can submit your URL to a FFA page, but FFA's usually only permit 100 or 1000 links on their page at any one time. So, if ten thousand people are submitting a link to an FFA page on a daily basis, then the average life of your link is between seven minutes and 144 minutes. I suspect the actual number of submitters is much higher and the results are much worse. Given that few people surf FFA pages, the chances of your submission being of any real value is practically nill!
Most of the people telling you that you can submit your site to tens of thousands of search engines are truly only submitting your site to FFA pages! Beware of the false promises.
Another junk promotion method is Safe Lists. A safe list is a mailing group that is signed up to be received by people who want to submit their own ads. Now, most safe lists have thousands of subscribers who are able to submit their ads daily or weekly. The person signed up to receive the list will receive anywhere from twenty to 140+ messages a day from the list. These messages will be received by people only interested in promoting their own thing who do not have the right motivation to open, let alone read Your Advertising. As a result, thousands of messages go out daily or weekly that will never be seen by anyone but the sender of the ad. Where is the value in that?
There is none.
ACTIVE PROMOTIONS
Active promotions are the type that require you to go out on a daily basis or a weekly basis and put out your advertisements.
With active promotions, you will either place your advertising or you will not sell your products or services. Your choice is simple --- work or starve.
Examples of active promotions include Pay Per Click Search Engines (PPCSE's), Direct Email, Ezine Advertising, Solo Ezine Ads, Newsletter Publishing, Ezine Ad Swaps, Classified Ads, Auctions, Site Sponsorship and Banner Ads.
Some people are able to utilize these methods very productively, while others are destined to drop their money into the bottomless pit of failed Internet promotions.
PASSIVE PROMOTIONS
Passive promotions are those promotions that can continue to provide results for you long after you have invested the work to make them available to the Internet community.
Examples of passive promotions include: Link Exchanges, Articles, Ebooks, Content Exchanges and Writing Testimonials for others.
Let's look at articles as a solid example of my point.
You are reading an article that I have written to promote my own business. This article is timeless and therefore could have been written five years ago and still have been as valuable as it is today.
Due to the fact that the article is timeless, it can and will be placed in newsletters/ezines and their accompanying online archives, on websites and in ebooks for many more years to come.
As a result, this article will continue to serve me well beyond the time in which I wrote it and submitted it to publishers and webmasters for public consumption and publication.
This is the best example I can give you of an excellent passive promotional method.
AVOID THE MONEY PITS
Many try and even fewer succeed to conquer the Internet and to produce their dreams of online wealth.
My hope is that you will be one of the people who conquer the challenges before you and to make a nice living while working online. It will take drive, determination, study plus trial and error, but you can make it work for you.
Please continue to educate yourself so that you can avoid the money pits - instead, strive to find the money barrels. It can be done. I am living proof.
Offline Promotion Strategies
No business can survive the long run without some form of
consistent advertising. As a result, most business owners will
eventually consider using advertising to promote their business.
The toughest part of the advertising equation is in determining
where and how to spend your advertising dollars. If you do it
wrong, you could plunk down your entire advertising budget and
receive absolutely no return on your investment. But, if you do
it right, your advertising could continue to bring a nice return
for years to come.
HOW DO I MAKE THE RIGHT ADVERTISING DECISIONS
In order to make good decisions concerning how to spend your
advertising budget, you must first have a good understanding of
the different types of advertising and promotion available and
what can be expected to be achieved by each.
· You must understand which markets the different media`s can
reach.
· You must understand the demographics of the media`s
consumers.
· You must understand the buying habits of the consumers
reached through the media.
WHAT OFFLINE ADVERTISING & PROMOTION MEDIA`S SHOULD BE CONSIDERED
The media`s that people think of most often are television,
radio, newspaper and magazine advertising. Of course, these are
the big boys that big businesses use regularly.
Other methods of promotion include trade shows, press releases,
direct sales, telemarketing, word of mouth, branding and
billboard advertising.
CONSIDERING THE BIG MEDIA OUTLETS
The big boys of advertising media`s generally cost big bucks.
Given certain circumstances, the big media`s can be bought for
very little money.
Take for example, television, radio and newspapers cost big
bucks during their prime times, but can be bought for pennies on
the dollar during non-primetime hours.
Television primetime is between 7pm and 10pm. Radio primetime is
between 7am and 6pm. With newspapers, the primetime is
Wednesdays and Sundays.
If you intend to hit a media during prime time, get ready to
drop some bucks. Primetime means that you will be able to hit
more consumers during these times. So, in most cases, a
primetime buy will enable you to reach more people with your
advertising.
Non-primetime hours can still deliver a lot of eyes and ears to
your message, and sometimes, these off-hours can be bought for a
bargain basement price.
GETTING MILEAGE FROM EVENTS
Trade shows and press releases are more event-driven. The trade
show is the event, while the press release generally exploits an
event.
Trade shows are an exceptional tool when you deal directly with
potential sellers of your products or services. Other shows are
directed at the consumer, and those can be very valuable avenues
for sales as well.
The press release is aimed towards gaining attention for a
business by distributing newsworthy information about the
business.
Sometimes the appearance of a business at a trade show or other
show can provide the necessary angle for a press release. But
most often, a successful press release will actually require
more noteworthy information than the appearance of a business at
a show.
Yet, even the most mundane of information could be spiced up to
give the real air of importance necessary to get your press
release read and printed.
The great thing about a press release is that might permit you
to get relatively inexpensive promotion on television, radio,
newspapers and magazines; for far less than what it would cost
you to buy advertising in those same outlets.
UTILIZING A SALES TEAM
Depending on what type of business you run and the consumers you
are trying to reach, you might find direct sales and
telemarketing to be very lucrative ways to drive sales to your
business.
Both are very similar in nature. Direct sales can be very
expensive, as it requires a great investment of time to
accomodate. Telemarketing seeks to minimize the time
expenditure, but it often leads to a smaller degree of respect
and attention.
Depending on your product or service --- and always depending
upon the people you employ to the task --- each method will be
more suited to each business on an individual basis.
BRANDING YOUR BUSINESS
I grouped branding and billboard advertising together in my
original list for a reason. I did this because billboard
advertising serves most businesses best by helping to support
the process of branding.
Branding is the process of establishing your business as the
supplier of a certain product or service, or in emphasizing a
certain USP (Unique Selling Proposition) as it pertains to your
business.
If branding and USP seems to be a confusing concept, think about
Wal-Mart and their tag line: "Always Low Prices, Always."
Think about Ford Motors, "Quality is Job One."
Think about the Visa Card, "It`s Everywhere You Want To Be."
You see, these top corporations have managed to make their USP
part of their branding.
Even if you are only competing in a local marketplace, your USP
can and should fit snugly into your branding strategy.
NO MATTER THE MEDIA OR METHOD
Whichever method or media you should choose to employ in your
advertising and promotion, you should become knowledgable about
your market, and the consumers reached by each media. It is
important to understand which consumers can be reached by a
certain media, and in what quantities.
However you choose to spend your advertising dollars, you should
always track the results of your promotional efforts. Failing to
track successes and failures will ultimately lead to the failure
of a business.
When you know whom you are trying to reach and how you think you
might be able to reach them, you will begin to learn how to use
advertising and promotion to make your business successful. That
is a good thing --- after all, that is why you got into the
business in the first place, isn`t it?
consistent advertising. As a result, most business owners will
eventually consider using advertising to promote their business.
The toughest part of the advertising equation is in determining
where and how to spend your advertising dollars. If you do it
wrong, you could plunk down your entire advertising budget and
receive absolutely no return on your investment. But, if you do
it right, your advertising could continue to bring a nice return
for years to come.
HOW DO I MAKE THE RIGHT ADVERTISING DECISIONS
In order to make good decisions concerning how to spend your
advertising budget, you must first have a good understanding of
the different types of advertising and promotion available and
what can be expected to be achieved by each.
· You must understand which markets the different media`s can
reach.
· You must understand the demographics of the media`s
consumers.
· You must understand the buying habits of the consumers
reached through the media.
WHAT OFFLINE ADVERTISING & PROMOTION MEDIA`S SHOULD BE CONSIDERED
The media`s that people think of most often are television,
radio, newspaper and magazine advertising. Of course, these are
the big boys that big businesses use regularly.
Other methods of promotion include trade shows, press releases,
direct sales, telemarketing, word of mouth, branding and
billboard advertising.
CONSIDERING THE BIG MEDIA OUTLETS
The big boys of advertising media`s generally cost big bucks.
Given certain circumstances, the big media`s can be bought for
very little money.
Take for example, television, radio and newspapers cost big
bucks during their prime times, but can be bought for pennies on
the dollar during non-primetime hours.
Television primetime is between 7pm and 10pm. Radio primetime is
between 7am and 6pm. With newspapers, the primetime is
Wednesdays and Sundays.
If you intend to hit a media during prime time, get ready to
drop some bucks. Primetime means that you will be able to hit
more consumers during these times. So, in most cases, a
primetime buy will enable you to reach more people with your
advertising.
Non-primetime hours can still deliver a lot of eyes and ears to
your message, and sometimes, these off-hours can be bought for a
bargain basement price.
GETTING MILEAGE FROM EVENTS
Trade shows and press releases are more event-driven. The trade
show is the event, while the press release generally exploits an
event.
Trade shows are an exceptional tool when you deal directly with
potential sellers of your products or services. Other shows are
directed at the consumer, and those can be very valuable avenues
for sales as well.
The press release is aimed towards gaining attention for a
business by distributing newsworthy information about the
business.
Sometimes the appearance of a business at a trade show or other
show can provide the necessary angle for a press release. But
most often, a successful press release will actually require
more noteworthy information than the appearance of a business at
a show.
Yet, even the most mundane of information could be spiced up to
give the real air of importance necessary to get your press
release read and printed.
The great thing about a press release is that might permit you
to get relatively inexpensive promotion on television, radio,
newspapers and magazines; for far less than what it would cost
you to buy advertising in those same outlets.
UTILIZING A SALES TEAM
Depending on what type of business you run and the consumers you
are trying to reach, you might find direct sales and
telemarketing to be very lucrative ways to drive sales to your
business.
Both are very similar in nature. Direct sales can be very
expensive, as it requires a great investment of time to
accomodate. Telemarketing seeks to minimize the time
expenditure, but it often leads to a smaller degree of respect
and attention.
Depending on your product or service --- and always depending
upon the people you employ to the task --- each method will be
more suited to each business on an individual basis.
BRANDING YOUR BUSINESS
I grouped branding and billboard advertising together in my
original list for a reason. I did this because billboard
advertising serves most businesses best by helping to support
the process of branding.
Branding is the process of establishing your business as the
supplier of a certain product or service, or in emphasizing a
certain USP (Unique Selling Proposition) as it pertains to your
business.
If branding and USP seems to be a confusing concept, think about
Wal-Mart and their tag line: "Always Low Prices, Always."
Think about Ford Motors, "Quality is Job One."
Think about the Visa Card, "It`s Everywhere You Want To Be."
You see, these top corporations have managed to make their USP
part of their branding.
Even if you are only competing in a local marketplace, your USP
can and should fit snugly into your branding strategy.
NO MATTER THE MEDIA OR METHOD
Whichever method or media you should choose to employ in your
advertising and promotion, you should become knowledgable about
your market, and the consumers reached by each media. It is
important to understand which consumers can be reached by a
certain media, and in what quantities.
However you choose to spend your advertising dollars, you should
always track the results of your promotional efforts. Failing to
track successes and failures will ultimately lead to the failure
of a business.
When you know whom you are trying to reach and how you think you
might be able to reach them, you will begin to learn how to use
advertising and promotion to make your business successful. That
is a good thing --- after all, that is why you got into the
business in the first place, isn`t it?
How to Win the Advertising and Promotion Game
I am certain that, as a business owner, you have often
entertained the question as to how much to spend and where to
spend your advertising dollars. For most small business owners,
these questions can add to the headaches suffered in the course
of normal everyday operations of their business.
THERE ARE NO SIMPLE ANSWERS
The how much to spend and where to spend it questions have no
easy answers.
Depending on your type of business, many people suggest that the
*how much* should be equal to anywhere from 4% to 10% of your
gross receipts.
The quandary is that a business cannot survive without a fresh
flow of incoming customers. But, a business can seldom generate
a fresh stream of customers without spending money to get the
word out about their business.
THE CHALLENGE OF DEVELOPING EFFECTIVE ADVERTISING
Have you ever paid for advertising and sat back to await the
fresh flow of customers, only to find yourself sitting and
sitting and then sitting some more?
Don't feel bad about that. It has happened to many of us before.
See, knowing where to spend the advertising money is not enough
to get the job done.
Where to spend the money only begins to highlight the other
issues connected with advertising:
· Marketing Plan
· Advertising Strategy
· Headlines, Ad Copy and Visual Presentation
· Tracking the Success of Your Advertising Campaigns
THE MARKETING PLAN
The Marketing Plan is used primarily to identify your own
products and services, costs, strengths, weaknesses and the
strengths and weaknesses of your competitors.
ADVERTISING STRATEGY
It is important to understand what you expect to gain from your
advertising.
Do you simply wish to get your name known so that when your
customer will need you, they will think of you first? Or, do you
wish to get your customers in your front door on Saturday?
Do you want your customers to come in and take a look around to
discover the next object that they cannot live without? Or, do
you want them to come in and buy a specific widget?
Do you hope that enough people will come in to buy enough
products or services to pay for your single ad? Or, do you
expect to gain a lifelong customer who will help pay for your
advertising over the course of several years?
When you know what you want, then you will better understand
just how to do it.
HEADLINES, AD COPY AND VISUAL PRESENTATION
You might be surprised how many business owners put out
advertising without regard for the quality of the sales pitch or
presentation. The quality of your distribution outlet or the
amount of money you spent to get there will do little for you if
the advertising vehicle is a junker.
Test all of your advertising materials in smaller markets before
blowing your advertising bank roll on it. You must absolutely
know the value of your advertising before putting large sums of
money behind it.
TRACKING THE SUCCESS OF YOUR ADVERTISING CAMPAIGNS
Tell your customers to save another 10% when they tell you they
heard or saw your ad in such-and-such location. Suggest that
they can register to win a free widget if they fill out a form
and have them to tell you how they heard of your business.
Advertise a specific widget in your ad and track the sales of
that widget.
It does not matter how you track your advertising --- just make
sure you do it!
IN SUMMARY
The ideal way to spend your advertising budget is to buy a rifle
with a high-powered scope and to only shoot your targets in the
light of day.
If you are not tracking your advertising, then you are shooting
a pellet gun without an attached scope, with blinders on, and
shooting in the dead darkness of night.
Even with a bigger gun, the blinders in the dark constitute the
single largest mistake made by advertisers. If you are unable to
track your advertising to learn what is working well, what is
working somewhat, and what is a money pit, then you are
condemned to repeat your mistakes over and again.
By relying only on gut instinct, you may be choosing to spend
more money in the money pit and to lose all of your money in the
process.
When you get down to the nuts and bolts of making money from
your advertising, you should plan, prepare, track and study your
results. You must have factual information on which to base your
advertising decisions. When you are making the right advertising
decisions, then making money from your business might just come
easy.
entertained the question as to how much to spend and where to
spend your advertising dollars. For most small business owners,
these questions can add to the headaches suffered in the course
of normal everyday operations of their business.
THERE ARE NO SIMPLE ANSWERS
The how much to spend and where to spend it questions have no
easy answers.
Depending on your type of business, many people suggest that the
*how much* should be equal to anywhere from 4% to 10% of your
gross receipts.
The quandary is that a business cannot survive without a fresh
flow of incoming customers. But, a business can seldom generate
a fresh stream of customers without spending money to get the
word out about their business.
THE CHALLENGE OF DEVELOPING EFFECTIVE ADVERTISING
Have you ever paid for advertising and sat back to await the
fresh flow of customers, only to find yourself sitting and
sitting and then sitting some more?
Don't feel bad about that. It has happened to many of us before.
See, knowing where to spend the advertising money is not enough
to get the job done.
Where to spend the money only begins to highlight the other
issues connected with advertising:
· Marketing Plan
· Advertising Strategy
· Headlines, Ad Copy and Visual Presentation
· Tracking the Success of Your Advertising Campaigns
THE MARKETING PLAN
The Marketing Plan is used primarily to identify your own
products and services, costs, strengths, weaknesses and the
strengths and weaknesses of your competitors.
ADVERTISING STRATEGY
It is important to understand what you expect to gain from your
advertising.
Do you simply wish to get your name known so that when your
customer will need you, they will think of you first? Or, do you
wish to get your customers in your front door on Saturday?
Do you want your customers to come in and take a look around to
discover the next object that they cannot live without? Or, do
you want them to come in and buy a specific widget?
Do you hope that enough people will come in to buy enough
products or services to pay for your single ad? Or, do you
expect to gain a lifelong customer who will help pay for your
advertising over the course of several years?
When you know what you want, then you will better understand
just how to do it.
HEADLINES, AD COPY AND VISUAL PRESENTATION
You might be surprised how many business owners put out
advertising without regard for the quality of the sales pitch or
presentation. The quality of your distribution outlet or the
amount of money you spent to get there will do little for you if
the advertising vehicle is a junker.
Test all of your advertising materials in smaller markets before
blowing your advertising bank roll on it. You must absolutely
know the value of your advertising before putting large sums of
money behind it.
TRACKING THE SUCCESS OF YOUR ADVERTISING CAMPAIGNS
Tell your customers to save another 10% when they tell you they
heard or saw your ad in such-and-such location. Suggest that
they can register to win a free widget if they fill out a form
and have them to tell you how they heard of your business.
Advertise a specific widget in your ad and track the sales of
that widget.
It does not matter how you track your advertising --- just make
sure you do it!
IN SUMMARY
The ideal way to spend your advertising budget is to buy a rifle
with a high-powered scope and to only shoot your targets in the
light of day.
If you are not tracking your advertising, then you are shooting
a pellet gun without an attached scope, with blinders on, and
shooting in the dead darkness of night.
Even with a bigger gun, the blinders in the dark constitute the
single largest mistake made by advertisers. If you are unable to
track your advertising to learn what is working well, what is
working somewhat, and what is a money pit, then you are
condemned to repeat your mistakes over and again.
By relying only on gut instinct, you may be choosing to spend
more money in the money pit and to lose all of your money in the
process.
When you get down to the nuts and bolts of making money from
your advertising, you should plan, prepare, track and study your
results. You must have factual information on which to base your
advertising decisions. When you are making the right advertising
decisions, then making money from your business might just come
easy.
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