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Free Website Content - Innovative Ways to Market
Innovative Ways to Market
By Sharon Housley
Marketing is a three-syllable word that seems
so simple, yet encompasses so much. Marketing is a multi-faceted
approach to promoting a product or service. Both traditional
and unconventional marketing methods have a place in the
small business world. Marketing helps small businesses focus
on building their brand and identity.
There are few limitations to marketing options,
and the opportunities listed here are just a few that will
generally result in a decent ROI (Return On Investment)
for most small businesses. That said, do not be afraid to
be creative -- no one knows or understands a small business
like its owner, so think outside of the box and don't be
afraid to experiment.
Identity Continuity
Create continuity between an online website,
logos, letterheads, business cards, and packaging. Create
an identity that will make your business stand out from
the competition, and leave a good initial impression on
potential customers. A professional image associated with
your company or product will remind customers of their past
brand experiences, and will reinforce your product line.
Trade Publications
Niche publications are journals or magazines
that focus on a specific market. If your product or service
is appropriate for a specific market, then advertising in
their trade publications will allow you to immediately drill
down and target that very specific audience.
Promotional Items
Branded giveaways have long been used by marketers
to attract potential customers. Products that have a long
shelf life will help keep your business in the forefront
of a customer's mind. Weeks, months, and even years after
a product is purchased or service is performed, promotional
items will remind the customer of your brand.
Reviews
Solicit product reviews from reputable industry
sources, magazine reviewers, bloggers, or industry journalists.
Product reviews lend credibility to a product or company.
Keyword Advertising
In order to help your website's search engine
ranking, use keyword advertising. Focused and targeted keyword
advertising will drive web traffic that has a genuine interest
in your product or service.
Niche Directories
Use online niche directories to promote products
or services. Visitors who frequent topical directories have
a strong interest and are more likely to purchase.
Viral Marking
Once known as "word of mouth" marketing, viral
marketing has taken on a life of its own. Encourage product
buzz, as well as customers referring customers.
Opt-In Email Marketing
Use email as a marketing tool to notify your
existing customers about specials, new products or services,
or product releases and updates. While some say email marketing
is dead, others say that measured results of email marketing
tell a very different story. Opt-in, targeted email marketing
works, and produces results when done correctly.
Partnerships / Strategic Relationships
We see large companies leveraging their assets
every day, and small online businesses should too! Whether
it be as a partner, an affiliate, or a strategic relationship,
all of these relationships can benefit small businesses.
Businesses can use strategic relationships to penetrate
niche markets. Affiliates can expand their reach and tap
into the customer bases of similar products. Partners can
provide additional value to existing products or services.
Determine what types of relationships could be beneficial
to your small business.
Online Classifieds
Craigslist is likely the best known online
classified system. Classified systems increase visibility
and are often overlooked by small businesses. Consider posting
classifieds that relate to product or services, and monitor
the results.
Sponsorship / Contests
Contests not only encourage customers to have
fun, but also generate publicity and draw attention to your
company and brand. Sponsor industry events, run contests,
or donate prizes to industry contests in order to increase
visibility and generate goodwill.
Newsletters
Communication is critical to all businesses,
and small businesses are no exception. Be sure to establish
a communication channel with customers and potential customers.
Newsletters are a very popular communication channel for
software developers.
RSS
RSS is growing in popularity. It is an alternative
communication channel that has the benefit of reaching a
larger audience through syndication. Supplement and enhance
email and newsletter campaigns by providing an RSS channel
for their content.
Forums/Newsgroups
Participation in newsgroups and forums will
result in building credibility. Business relationships will
often result from online dialogue in industry forums and
newsgroups. Actively participate and always behave in a
professional manner.
Forum/Email Signatures
All forum posts and emails you send should
contain a "signature" that advertises your business name,
tag line, and URL.
Blogs
Blogging and posting comments on blogs can
result in an increase in web links and traffic. Socialization
and engaging others with well thought out comments can establish
a business reputation and generate product interest.
Videos
YouTube is a boon to business. If you are
creative, consider compiling an educational or humorous
video. YouTube is a huge distribution channel and can generate
product or industry interest.
Press Releases
The avenue to inexpensive press! Write a press
release to promote new products or services and reap the
benefits with media attention.
Article Syndication
Writing articles can help lend credibility
to your product line and improve your business reputation.
Local Newspapers
Contact local newspapers and pitch a unique
story to them. Publicity is free and can generate discussions
and interest.
Consider exploring alternative channels for
advertising and marketing. Keep in mind that advertising
need not be costly; creative marketers can often find inexpensive
avenues that will result in a great return.
About the Author:
Sharon Housley manages marketing for FeedForAll http://www.feedforall.com
software for creating, editing, publishing RSS feeds and
podcasts. In addition Sharon manages marketing for RecordForAll
http://www.recordforall.com
audio recording and editing software.
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This article may be used freely in opt-in
publications and websites, provided that the resource box
is included and the links are active. A courtesy copy of
the issue or a link to any online posting would be greatly
appreciated send an email to sharon@notepage.net
.
Additional articles available for publication available
at http://www.small-business-software.net/free-website-content.htm
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