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EXPOSE YOURSELF MARKETING to

Expose Yourself to Marketing

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You’ve got the website, you’ve got the content, but how are people going to know it’s there? A great website plays an increasingly crucial role in helping a business to grow and achieve its objectives – and in order to grow, you need to know how to drive customers to your site. There are several different methods, such as paid advertising, blogging, email marketing, and social media. They each have their own distinct advantages and disadvantages, and we'll give you an overview of each. With all this focus on the virtual world, how do you promote a website offline? We'll also take you through the pros and cons of building up a customer base through such means as networking, traditional print media, billboard campaigns, and television. So, don’t you think it’s time you exposed yourself (and your business) to marketing?

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Page 1: Expose Yourself to Marketing

EXPOSE YOURSELF

MARKETING  to

Page 2: Expose Yourself to Marketing

ONLINE

Social  Media

SEO

Paid  AdvertisingAffiliates

Blogging

Email

PPC

PP

CLink  BuildingContent

Page 3: Expose Yourself to Marketing

ProsLow start-up costs

It’s easy to target specific

demographics and groups

accurately

IIt’s easy to experiment without financial risk

You have thve ability to

interact with your audience

You can publish what you want, when you want

TThere are few barriers to a

global audience

ConsBanner blindness: display

advertising is often ignored

online

Some users use

ad blocking scripts

MMany users are wary of brands

using their info to target ads at

them

Online presence can diminish quickly unless effort is made to

stay relevant

SSpam: genuine advertisers

must compete against a torrent

of low-quality content

Page 4: Expose Yourself to Marketing

On-site search engine optimisa-tion involves making sure that search engines can find and understand your site, so that it shows up as highly as possible in the results for relevant que-ries.This can be achieved through usability testing and optimisa-tion, using the correct markup in your HTML code, and ensur-ing that your meta data is up to scratch

SEOContent marketing, or inbound marketing, is all about creating and publishing great stuff that will draw potential customers to your site.TThis often happens in the form of guides, articles, videos, and other well-produced pieces, which serve a genuine and useful purpose (this can be just to entertain).

Content

Page 5: Expose Yourself to Marketing

Social media accounts for your brand are known as ‘earned’ media.EElectronic word of mouth on established networks can be a great way to connect more personally with your audience, and it can work really well with your content marketing efforts to promote the things you’re making.

Social

Link building is an important activity, as the number and quality of the links pointing to a site are key ranking factors for search engines. LLinks can be built organically in tandem with content marketing and PR efforts, by encouraging relevant blogs to re-post or link to you.

Link  Building

Email marketing involves sending messag-es out to lists of potential or current cus-tomers. Mailing lists are a great example of this, and brands can entice their audi-ence with discounts or coupons for their subscribers.Lists of contacts can also be bought and used for unsolicited email marketing.

Email

Page 6: Expose Yourself to Marketing

Display

BANNER ADSAre an example of display advertising. TThey can be contextual, only showing up on sites with relevant keywords, or target-

ed bahaviourally, where a user’s profile of interests is used to display ads that they are more likely to click on.

NATIVE

ADS

Are designed to fit in with the

context of the platform they appear on. They may appear to be regular articles, blog posts, tweets, or any other form of paid content designed to look organic.

Native

Is the most popular PPC plat-form, used to manage ads displayed in Google search

results for specified key-words, for which you pay for every click an ad receives

GOOGLE

ADWORDS

PPC

Are most frequently used when a brand pays a website

owner based on the number of sales they can generate for the brand.

AFFILIATES

Affiliate

Page 7: Expose Yourself to Marketing
Page 8: Expose Yourself to Marketing

ProsIt’s trustworthy: there’s a high and

proven success rate

You can reach those who are unfamiliar

with technology

NNo need to rely on one company

(Google) for so much of your traffic

Your efforts are permanent and

tangible, which can make them more

memorable in the right context

You can have a guaranteed mass

audience

OOffline media, especially newspapers

and television, is still popular

ConsExpense: air time isn’t cheap, and neither

are print adverts

Your efforts can be difficult to measure

Less opportunity for real-time results

HHarder to target specific demographics

or niches

It can take a long time to produce and

reproduce

Highly regulated

Not enough on its own for many

companies

OOne-way: no interactivity with the

audience

Page 9: Expose Yourself to Marketing

Cold  CallingWord  ofMouth

Leaflets  &Flyers

PATRICK BATEMAN

VICE PRESDENT

PIERCE & PIERCE

MERGERS AND ACQUISITIONS

020 5556 3421

358 EXCHANGE PLACE NEW YORK, B.Y. 10099 FAX 212 555 6390 TELEX NO 4534

Business  CardsEvents  &Networking

Page 10: Expose Yourself to Marketing

GuerrillaMarketing

PR  &Events

Broadcast  &Product  Placement

Display  Ads

Page 11: Expose Yourself to Marketing

OnlineAll you need is a computer

with an internet connection!

MMake sure that you sign up to the most useful analytics

software for your strategy before you start any activity, so that you can learn what

works and what doesn’t

OfflineIt can help to start off by attending events and

networking, which is a lot cheaper than advertising

DDecide on a solid strategy so you know what you’re spending money on

Develop your writing and design skills - you’ll need them

DDon’t be afraid to ask a professional for help or

advice!

GETTING STARTED

Page 12: Expose Yourself to Marketing

GOOD LUCK!

Sources:natedesmond.comen.wikipedia.org

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