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10 Ways to Promote Your Business Using Mass Media
Do not rely on search engine traffic to support most of your marketing efforts. The risk of doing so is greater than you think.
Search engines are constantly evolving and evolving to keep one step ahead of spammers and implement unethical optimizations. Recently, thousands of websites that have been ranked No. 1 in Google search engines for many years suddenly find themselves on pages 10, 20, 30 or worse. (This actually happened in September until early November 2005 due to changes in the Google algorithm.)
It is important to remember that your “natural rankings” or “results of unpaid pages” in the major search engines Google, Yahoo, MSN, AOL and Ask Jeeves are free. Search engines do not guarantee the inclusion of any website in their search results.
That is why strong marketing plans will be diversified. In today’s world of advertising, the media is integrated. TV, radio and print are driving visitors to the site and the site is becoming a 24/7 advertising tool that supports them all. The World Wide Web allows us to relive our commercial, music, messaging and image experiences.
Media and advertising companies use the World Wide Web to extend their reach into our homes and businesses. For example, after every special HBO of Rome, they encourage visitors to the HBO series website to see more episodes and features. Fox Broadcasting did this with their popular military series “Over There”.
Think about it – World Wide Web supports and expands 99.9% of all media communications, including federal, state and local governments. From the Wall Street Journal to the White House, the site is expanding at an incredible rate of 10,000 new websites per day.
Global businesses are competing 24/7 for a fair share of your attention with millions of dollars in stock. How can small businesses in the world compete? Fortunately, advancing technology and the internet have helped level the playing field. Small businesses have a distinct advantage when targeting local niche markets using media. Here’s how …
1) Place ads in print media
There are basically two types of print advertising. Newspapers and magazines ‘Classify and present’. Classification is a small advertisement towards the back of this print, while display ads can be almost any size depending on the publication.
Advertising in print media can be expensive and for most home businesses it will not be economical. This is where you can really benefit from the expertise of a media or public relations specialist. My company has a contract with David Rourk of Roourk Public Relations. David knows where my advertising will be most profitable. He also knows which local, regional or national editions are reaching the customer base I want to target.
2) Purchasing radio ads
As your business grows to a reasonable size, you may want to consider buying some radio time. But buyers, beware! You can get a big response. Probably too big! Thanks to the urgency of the radio, you may be distracted the next day, so make sure you have a help system to handle a lot of inquiries via phone, website, email and walk-ins. If you are a Webmaster or you can do it yourself, upload a digital copy of your radio commercial in your website for your customers to review. I did it for my website client, Easy Money Now, which has a lot of radio and TV commercials.
3) Television advertising
Unless your business is really big, that’s a bad idea. You will have trouble producing and broadcasting even on local TV channels that cost less than $ 5,000. Of course, if there is a market for your product and you have the budget for this, you can go down and make mint. Buying airtime or ‘buying media’ is a difficult business. Again, this is the best departure for your most interested professional. Public relations or advertising professionals know the best station and time to place your ad. If you are a Webmaster or you can do it yourself, upload a digital copy of your ad in your website for your customers to review.
4) Advertising on billboards
If you do it right, the billboard campaign can be very effective. Billboard advertising is expensive, but they usually last a long time and they can be targeted specifically to a particular area. Phone numbers and addresses are really useless as your website address will extend your reach by providing your URL or domain name easy to spell and remember. If you have a domain name that is difficult to remember, consider buying a second domain name for advertising purposes.
5) Advertising in movies
One type of advertising that is often overlooked is cinema advertising. If you come to the cinema first, you will see local business ads accompanied by expensive ads. This can be a great place to start with affordable advertising in a popular format. Contact your local movie chain and compare ad rates.
6) Organic advertising
There are many types of collateral ads that help “brand” your business. These include printing, stamping or embroidering your business name and website address below.
1) Pen, pencil, coffee cup
2) Golf shorts, T-shirt and hat
3) Record invoices, fax covers and calendars
4) Window sticker sticker
5) ‘infomercial’ phone system about your company for waiting customers
7) Advertising ‘grass roots’
There is nothing like the basic “meet and greet” or “smile and shake hands”. Remove your name in the business community. Check online and local newspapers for business network groups. Your local Chamber of Commerce would be a great place to start. Talk to community leaders, private business schools, and associations about programs and events in your area.
8) Advertising Press Release
PR is popular because it is cost effective and efficient. Sending a press release is just one example of free PR. There are many reasons for sending a release: introducing a new product or service, celebrating an anniversary, winning an award, reaching a milestone, and so on. Doing this regularly is the key to keeping your name in front of your customers and the eyes of your customers and on top of their ideas when it comes to awareness. The most popular forms of PR for the World Wide Web and publishing are; Writing newsletters, letters to editors, online forums and blogging engagements, and offering free reports or (white papers).
9) Web Marketing
The most effective website-based advertising I have used is the “target business directory” or business-specific directory. For my business, this is a directory to do or related to website design and development. There are thousands of specific business listings, including: real estate, law, construction, engineering, flowers, brides, etc. To find a directory that has a top search engine presence on Google, Yahoo or MSN Search, type in ‘frequently used search phrases’ related to your business, product, or service.
10) Website Development
When you browse the internet, the first impression you get from a website is its design. Like a storefront, it looks attractive and professional or looks inappropriate and dubious. Powerful website design creates a sense of trust and respect between you and your online visitors. This site explains its purpose clearly and quickly and why visitors should take the time to explore it.
Websites are your way of advertising 24 hours a day, 7 days a week. Take the time to plan, research, design and implement your website with a specialist company.
As you go through the process of choosing a web design company, one of the keys to success will be the questions you ask. Here are some questions that will help you find the best company at the best price:
Important Website Design Questions to Ask
– How do you keep in touch with customers?
– How much will you provide the house layout and interior pages?
– How are design modifications addressed?
Can I save plain files and source code used to create my website? (Some common files may include Photoshop files, Flash movie files, and database files.)
– Do you charge for minor modifications when the site goes live?
– Do you provide website maintenance plans? How much does it cost?
– Will you submit my website ‘manually’ to the major search engines?
– Do you create a ‘search engine friendly’ website?
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