Marketing online has become fiercely competitive. Marketers are attempting to unravel and decipher online marketing to succeed. Some argue that there should not be a distinction between traditional (off-line) marketing and online marketing. Others feel that concepts applied to mail order work well on the web, while still others argue that online marketing is a breed of its own and what works in one arena may not work in another. While some standard practices like “above” the fold hold in both print and online copy, you rarely see the printed typeface on the web the same as in printed advertisements. Regardless, traditional forms of advertising are viable and make sense to use on the web, but many marketers do not.
These undervalued marketing opportunities are not the end-all-be-all but are great supplemental channels that compliment strong online marketing campaigns.
Buyers Guides
Many print magazines offer free listings in buyers’ guides. Buyers’ guides typically have a long shelf life and are viewed as a product resource, meaning it is one of the first places consumers look when wanting to purchase an item. Often magazines will include product reviews or sponsored placement in a buyer’s guide. Typically the standard listing is free, but optionally vendors can increase their exposure by adding listings in additional categories for a nominal fee. Regardless the free listings are a great value and worth pursuing.
Product Reviews
The impartial overview from a credible source can spark product interest. A third party independent review of your product or service is seen as a vote of confidence. Invite publishers or even bloggers to review your product or service.
When requesting a review, it is proper net etiquette to always provide the reviewer with an evaluation product free of charge. After the review, be sure to thank the reviewer and, if appropriate, link to the completed review.
Forums/Volunteering in Communities
Offering your time and expertise will establish expertise and knowledge in a specific industry. Participants who participate in forums have a genuine interest and are a great target audience. Posting helpful information rather than blatant product advertisements will enhance an image.
Article Syndication
Writing quality, informative and educational articles will also establish expertise. Articles also educate users about related products or services. Generally educated users require less technical help and are easier to sell because they understand how the people or service will help them.
RSS Feeds
Provide content in an RSS feed. While RSS is becoming very popular, several industries and sectors are available where very little content is available via RSS feeds. Placing quality content in an RSS feed and being “early to market” will help your company shine.
When small businesses compete with big businesses, there are several areas in which they can compete effectively. As more businesses turn to the web as an advertising model, marketers and businesses must define themselves by giving themselves every opportunity to be found. Utilizing undervalued marketing opportunities will separate online successes from failures.
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