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marketing essentials MARKETING MISTAKES You can have the best business in the world but if you don’t market it nobody will know about it. Marketing to the wrong consumers or through the wrong media is another marketing “crime”. If your business is selling pensioners’ insurance, running advertisements during the latest hot teen drama will not reach your target market. It is also important to match the quality of your marketing (ie professional business cards versus homemade ones) to your desired business image. INTERNET MARKETING Internet marketing uses the internet to promote and sell products and services. This can be undertaken via a business website and/ or through paid advertising in search engines (eg Google, Yahoo and MSN) and directories such as the Yellow Pages. These few facts illustrate the integral role that internet marketing should play in every web promotion strategy. • 85% of Internet users find websites through search engines. • 90% of Internet users do not go past the top 20 search engine results. They simply type something else in if they can’t find a relevant site. • 75% of Internet users use search engines with the intention of purchasing a product or service. INTERNET MARKETING: THE BENEFITS • Low cost, especially in comparison to other advertising media. • High volume. World Wide Web browsers and searchers form a huge (and still expanding) international audience. • Continuous. The Internet is available 24 hours a day. Moreover, properly conducted Internet Marketing campaigns often produce top ranking visibility results that last for years. • Targeted. Internet Marketing sends your information directly to people who are actively looking for it. • Micro to multi-national. The Internet offers equal business opportunities to anyone with even the most basic Internet access. • Measured. Online statistics provide current information about website visitors, where they come from, the keywords they use and web pages they have visited. DIRECTING TRAFFIC TO YOUR WEBSITE There is no guarantee that your website will be found and listed in search engines. The search engine Google for example currently has over 4.2 billion web pages in its index: an estimated half the total number available on the web. We all know that consumers type keywords into search engines to find what they are looking for. So, it is essential that your website be designed to include relevant keywords that will lead consumers to it. A successful Internet marketing campaign must involve a keyword assessment of your business. This highly specialised process, conducted by an internet marketing expert, involves selecting the best words to use on your site. Your website also has to be search engine friendly. Your web designer knows what search engines like and don’t like to process and can create your site accordingly. GOOGLE ADWORDS Google AdWords is a system whereby you pay only when users click on your advertisement. You control costs by setting a daily spend budget and your keyword-targeted ads appear alongside or above the results on Google search results pages. Google AdWords connects you with new customers at the precise moment when they’re looking for your products or services and is designed to suit all companies. COMMON INTERNET MARKETING MISTAKES • Poor website design evidenced by slow loading, difficult navigation, outdated information, browser incompatibility and design not reflecting business quality. • Low profile. Can people find you just by typing in your business name in Google? • Poor copy writing. Does the text on your website clearly reflect your business and will it be irresistible to your customers? CHECKLIST 1. The main mistake in business marketing is not marketing your business at all! 2. Choose your marketing medium carefully and make sure your desired audience will see it. 3. Internet Marketing, via promotion of a business website or by advertising on the Internet, is a low cost, high volume, continuous and targeted method of reaching an audience. 4. A marketing professional and web designer have specialised skills and knowledge that can be used to increase the amount of traffic that reaches your website. 5. An effective website should use specially-chosen keywords and should be search engine-friendly. 6. Google Adwords is a cost-effective way to advertise your business on the Internet. PO Box 743, Level 1 / 10 Barolin St, Bundaberg Qld 4670 • p 07 4131 9700 • f 07 4131 9797 [email protected] • www.catalystmedia.com.au 1 catalystmedia Businesses undertake marketing to engage consumers’ Attention, Interest, Desire and Action (AIDA) and sell products and services to new and existing consumers. This Catalyst Media Essentials Fact Sheet discusses marketing and internet marketing.
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checklist 1. the main mistake in business marketing is not marketing your business at all! 6. google adwords is a cost-effective way to advertise your business on the internet. 3. internet Marketing, via promotion of a business website or by advertising on the internet, is a low cost, high volume, continuous and targeted method of reaching an audience. 2. choose your marketing medium carefully and make sure your desired audience will see it. 1
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marketing essentials
Marketing MistakesYou can have the best business in the world but if you don’t market it nobody will know about it. Marketing to the wrong consumers or through the wrong media is another marketing “crime”. If your business is selling pensioners’ insurance, running advertisements during the latest hot teen drama will not reach your target market. It is also important to match the quality of your marketing (ie professional business cards versus homemade ones) to your desired business image.
internet MarketingInternet marketing uses the internet to promote and sell products and services. This can be undertaken via a business website and/or through paid advertising in search engines (eg Google, Yahoo and MSN) and directories such as the Yellow Pages. These few facts illustrate the integral role that internet marketing should play in every web promotion strategy.
• 85% of Internet users find websites through search engines.• 90% of Internet users do not go past the top 20 search engine results.
They simply type something else in if they can’t find a relevant site.• 75% of Internet users use search engines with the intention of
purchasing a product or service.
internet Marketing: the benefits• Low cost, especially in comparison to other advertising media.• High volume. World Wide Web browsers and searchers form a huge
(and still expanding) international audience.• Continuous. The Internet is available 24 hours a day. Moreover,
properly conducted Internet Marketing campaigns often produce top ranking visibility results that last for years.
• Targeted. Internet Marketing sends your information directly to people who are actively looking for it.
• Micro to multi-national. The Internet offers equal business opportunities to anyone with even the most basic Internet access.
• Measured. Online statistics provide current information about website visitors, where they come from, the keywords they use and web pages they have visited.
Directing traffic to your websiteThere is no guarantee that your website will be found and listed in search engines. The search engine Google for example currently has over 4.2 billion web pages in its index: an estimated half the total number available on the web.
We all know that consumers type keywords into search engines to find what they are looking for. So, it is essential that your website be designed to include relevant keywords that will lead consumers to it.
A successful Internet marketing campaign must involve a keyword assessment of your business. This highly specialised process, conducted by an internet marketing expert, involves selecting the best words to use on your site.
Your website also has to be search engine friendly. Your web designer knows what search engines like and don’t like to process and can create your site accordingly.
google aDworDsGoogle AdWords is a system whereby you pay only when users click on your advertisement. You control costs by setting a daily spend budget and your keyword-targeted ads appear alongside or above the results on Google search results pages. Google AdWords connects you with new customers at the precise moment when they’re looking for your products or services and is designed to suit all companies.
coMMon internet Marketing Mistakes• Poor website design evidenced by slow loading, difficult navigation,
outdated information, browser incompatibility and design not reflecting business quality.
• Low profile. Can people find you just by typing in your business name in Google?
• Poor copy writing. Does the text on your website clearly reflect your business and will it be irresistible to your customers?
checklist1. the main mistake in business marketing is not marketing
your business at all!
2. choose your marketing medium carefully and make sure your desired audience will see it.
3. internet Marketing, via promotion of a business website or by advertising on the internet, is a low cost, high volume, continuous and targeted method of reaching an audience.
4. a marketing professional and web designer have specialised skills and knowledge that can be used to increase the amount of traffic that reaches your website.
5. an effective website should use specially-chosen keywords and should be search engine-friendly.
6. google adwords is a cost-effective way to advertise your business on the internet.
Po box 743, level 1 / 10 barolin st, bundaberg Qld 4670 • p 07 4131 9700 • f 07 4131 [email protected] • www.catalystmedia.com.au
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catalystmedia
Businesses undertake marketing to engage consumers’ Attention, Interest, Desire and Action (AIDA) and sell products and services to new and existing consumers. This Catalyst Media Essentials Fact Sheet discusses marketing and internet marketing.
