What is Internet Marketing and How Can it Help in Business

What is Internet Marketing?

Depending on whom you ask, the term Internet marketing can mean a variety of things. At one time,Internet marketing consisted mostly of having a website or placing banner ads on other websites. On the other end of the spectrum, there are loads of companies telling you that you can make a fortune overnight on the Internet and who try to sell you some form of “Internet marketing program”.Today, Internet marketing is evolving into a broader mix of components a company can use as a means of increasing sales - even if your business is done completely online, partly online, or completely offline. The decision to use Internet marketing as part of a company’s overallmarketing strategy is strictly up to the company of course, but as a rule, Internet marketing is becoming an increasingly important part of nearly every company’s marketing mix. For some online businesses, it is the only form of marketing being practiced.

Internet Marketing Objectives

Essentially, Internet marketing is using the Internet to do one or more of the following:

• Communicate a company’s message about itself, its products, or its services.
• Conduct research as to the nature (demographics, preferences, and needs) of existing and potential customers.
• Sell goods, services, or advertising space over the Internet.

Internet Marketing Components

Components of Internet marketing (also referred to as online marketing) may include:

• A website, consisting of text, images and possibly audio and video elements used to convey the company’s message, to inform existing and potential customers of the features and benefits of the company’s products and/or services. The website may or may not include the ability to capture leads on potential customers or directly sell a product or service online. A website can be the offline equivalent of a brochure or a mail order catalog and is a great way to establish your business identity.
• Search Engine Marketing (SEM), which is marketing a website via search engines, either by improving the site’s natural (organic) ranking through search engine optimization (SEO), buying pay-per-click (PPC) ads with search engines which are based on selected keywords and then displayed on search engine results pages when those keywords are used in a search, and/or on other websites whose content includes the keywords specified, pay-for-inclusion (PFI) listings in website directories. PFI listings are similar to offline yellow page listings.
• Email marketing, which is a method of distributing information about a product or service or for soliciting feedback from customers about a product or service through Email. Email addresses of customers and prospective customers may be collected or purchased. Various methods are used, such as the regular distribution of newsletters or mass mailing of offers related to the company’s product or services. Email marketing is essentially the online equivalent of direct mail marketing.
• Banner advertising, which is the placement of ads on a website for a fee. Offline this would be similar to traditional advertising in newspapers or magazines.
• Online promotion, including press release distribution, which involves placing a newsworthy story about a company, its website, its people, and/or its products/services with on online wire service, or blog (web log) activity, which is the act of posting comments, expressing opinions or making announcements in a discussion forum. Blog marketing can be accomplished in blogs either by hosting your own blog or by posting comments and/or URLs in other blogs related to your product or service.

 

Internet Marketing and Home Business

Of all of the components of Internet marketing, prospective customers and clients expect a business to have a website. In fact, not having one could raise a red flag to a prospect. Online usage has become so pervasive today, many prospects might easily choose to do business with a company that they can get up-to-date information on 24 hours per day, 7 days per week.Even a business that only has very local customers, such as a single location restaurant or shoe store can benefit from having a Web site. And, those businesses whose customers are not restricted to a geographical area might have a difficult time finding an alternate method of attracting customers that offers the reasonably low expense and worldwide reach of a Web presence.Because of the “virtual” nature of most home businesses, websites, if not an absolute necessity, can certainly provide benefits to a home business operator. Since most home-based businesses don’t have a physical location, a website provides an inexpensive means for prospects to get to know what you do or what you sell and can even be a “storefront” for selling goods and services directly.The Internet has greatly enabled home businesses to prosper because of the reasonably low cost to start and maintain a web presence. Therefore, Internet marketing should be part of your business plan and your marketing strategy. Finding the Right Internet Marketing MixHow much of your marketing strategy should be handled online, which Internet marketing elements you use, and the importance you should give to your Web site, depends on the nature of your business, your budget, and, to some extent, your personal traits.Unless you transact business only online, for example if you are an eBay reseller, you will probably want to include some traditional offline marketing elements in your strategy. Even those who conduct business only online might consider placing traditional ads in newspapers or magazines to bring prospects to their website to transact business. Perfect examples of this are Expedia, Travelocity and Monster.com. While they are online businesses, they invest heavily in traditional advertising, including radio and TV advertising, to draw traffic to their sites where the actual business is conducted.If you have a personal distaste for “spam”, which most of us do, you may not want to include Email marketing in your Internet marketing strategy. However, Email marketing doesn’t have to mean just sending out unsolicited messages to every email address you can gather. If you include a visitor registration form on your website, for example, or if you exhibit at trade shows, you have the vehicles needed to collect email addresses of interested prospects. You might consider creating a newsletter and sending it to these prospects on a regular basis. Or, you might just set up a schedule where you periodically send an email to your interested prospects to see how they’re doing, if you can be of assistance to them, or if their needs have changed since you last talked. Of course, your budget will also determine the components you use in your Internet marketing strategy. A website will require you to register a domain name and to purchase web hosting services for your website. Both items are deeply discounted, in fact I recently saw an offer for domain name registration for only $1.99 per year - provided you also purchase other services, like hosting, which is now also available for less than $10 per month.Once that’s done, you’ll need a design and content for your website, which you’ll either need to provide yourself or pay to have a web content professional and/or web designer handle it for you.Once your content and design are in place, you’ll want your site to be found, so you’ll want to either learn about search engine optimization (SEO) or pay an SEO contractor to do it for you. Depending on your budget, you should also research which directories are available and how much they cost for a paid listing (PFI).Ideally, if you pay to have web content written for you, that content should be optimized when it’s written. Likewise, you or your web designer should know something about SEO because how your site is designed can enhance or limit your site traffic. In both cases, you may pay a bit more, but you’ll save time in the long run. Once the site is up and running, you’ll either need to maintain it yourself or outsource the duties to an independent Webmaster to do it for you.Pay-per-click advertising, like Google AdWords can be easy on your budget because you can specify how much you’re willing to pay when someone clicks your ad and how much you’re willing to pay per day. You can also specify whether you want to include your ad only on search pages or on other websites related to your keywords. Plus, they’re fairly easy to activate, disable, rack, and update. You can also use images with PPC advertising, which may be more cost effective than placing banner ads on other Web sites.On the other side of the coin, you can use pay per click ads to make money with your website, through programs likeGoogle AdSense, Yahoo Publisher or Microsoft AdCenter.

Tracking Results

Let’s face it: the average home business operator is not awash in cash. If you’re going to be spending money on Internet marketing you need to track its effectiveness. As you do so, you’ll discover what works and what doesn’t work for your business. And, you cam learn from the mistakes you make in your Internet advertising campaign to become an Internet advertising success. Knowing what’s worth spending money on and what isn’t is critical for your business success.Keep in mind, in most cases patience is a true virtue. Search engines aren’t likely to find you overnight and your Internet marketing campaign and search engine marketing programs may not generate a bundle of revenue right away. Because you’ll have literally millions of competitors on the Internet, it will behoove you to keep up to date and keep on your toes. However, some knowledge, some capable assistance, and a well-managed Internet marketing strategy can increase your chances for home business success.

source:   http://searchengineoptimizationdelhi.wordpress.com/

Search Engine Marketing(SEM)

Using Search Engines and Directories for Marketing

Search engine marketing is the practice of marketing or advertising your web site through search engines, like Google, Yahoo or MSN. Search engine marketing (SEM) may consist of one or more of the following components:

• Search Engine Optimization (SEO) - Search engine optimization is the practice of applying techniques to maximize your ranking in organic, or natural search results. Organic search results are the rankings of Web pages returned by a search engine when you search for a specific word or phrase - a “keyword” or “keyword phrase”.
• Pay Per Click Advertising (PPC) - Ads you place for your web site with a search engine, such as Google or Yahoo. You bid the amount you are willing to pay per click. The more you bid, the higher your ad will appear in the search engine results.  

• Google AdWords has implemented an additional factor in where your ads rank that is based on the relevancy or importance that Google places on your site, which is very difficult to manipulate.You can also use pay per click advertising to your advantage on your own site. For example, you can make money with Google AdSenseand other similar programs.
• Pay For Inclusion (PFI) - In addition to search engines, like Google, Yahoo and MSN search, numerous directories also exist on the web. These directories may be general in nature or related to a specific topic. You can get free listings in some online directories, like DMOZ but most directories now charge for a listing. Verizon’s SuperPages is an example of a PFI directory. Another example of a major directory is again, Yahoo. Yahoo Directory, which is separate from Yahoo search, is described in Yahoo’s own words as: Subject-based directory listing Web sites in a wide range of topics, from arts, entertainment, and society and culture, to science, education, and health.

Why is Search Engine Marketing Important?

You may or may not decide to make search engine marketing part of your marketing and advertising strategy. If you don’t have a Web site for your business and don’t plan to ever have one, you certainly wouldn’t need search engine marketing. However, in today’s business climate, nearly all business are expected to have a Web site and most do. Search engine marketing is used as a way to get traffic to your Web site, which in turn should ideally lead to getting new customers and adding to your home business revenues. Compared to other means of marketing and advertising, search engine marketing can be very cost effective. For example, you could implement some search engine optimization techniques on your own. Organic search rankings are free, so if you can move yourself up in the rankings, your traffic should increase, which, in turn, should increase your home business revenues. Similarly, Pay Per Click Advertising can be very inexpensive. Since you can set limits on how much you’ll pay per click and how much you’ll pay per day, it’s fairly easy to keep your costs in line. Likewise, some Web directories - like DMOZ - allow free listings, and others can cost as little as $30 per year.

How do I Measure SEM Effectiveness?

How you measure the effectiveness of your search engine marketing program depends on what your objectives were when you started. If your intent was merely to increase the number of visitors to your Web site, you would determine if your SEM efforts were successful by comparing your Web traffic statistics before and after you implemented search engine marketing. Be patient though, search engine marketing efforts may take considerable time to boost your traffic. Although you can instantly get your PPC ads running, if you are aiming at improving traffic through SEO, it can be several months before you see solid results - especially through Google. Likewise, if you request a directory listing from DMOZ, your listing may not appear for 6 months to a year. DMOZ is staffed by volunteers and, because DMOZ listings can have a positive affect on your organic search rankings, it is arguably the most popular and valuable free Web directory listing to get.In addition to site traffic, you need to track your conversion rates. For example, if, as a result of your search engine marketing efforts, your traffic doubles from 250 to 500 visitors per month, how many new customers did you acquire from the additional 250 visitors to your site. Do you now have twice as many customers as you did before? Probably not. If you picked up 5 customers your conversion rate would be 2 percent of the new traffic (5 divided by 250) and 1 percent (5 of 500) overall.

Find ways to increase the number of visitors to your Web site, and then find ways to increase the conversion rates of those visitors, and you’ll know exactly what it takes to make your search engine marketing program successful. 

Source: http://searchengineoptimizationdelhi.wordpress.com/