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How to Publicise your Online Business

By: Dave Howell - Updated: 9 Jun 2010 | comments*Discuss
 
Online Business Advertising Marketing

Advertising and marketing your online business means gaining as much publicity as you can. With an increasingly crowded online marketplace, making your business standout from the other enterprises in your sector is essential to sustain the profitability of your online business. Publicity comes in all shapes and sizes, and with the Internet comes a new dimension you can use as a promotion platform for your online business.

Understanding the Media

The promotion of your online business means you must understand how the media works. The more intimate knowledge you have of its mechanisms the more effective your advertising and marketing will be.

Print Media
As the oldest form of media, newspapers and magazines are your first port of call when you are designing the advertising and marketing for your online business. The Newspaper Society website has a comprehensive list of all the current newspapers in the UK. Advertising and promotion in the national and local press could be a lucrative way of marketing your business. Make contact with business editors and pay attention to what kind of stories and information they want to hear.

Broadcast Media
Television and radio are now part of every business’s marketing mix. Local radio in particular can be a useful way of reaching new customers for your online business. Radio advertising can be highly cost effective. Again, talk to your local business show editors about how to package your marketing materials so they are easy to use on the radio. Television is now more affordable than it has ever been. Local TV stations should be your focus unless your online business has the resources to look at a national TV marketing campaign.

New Media
No new business can ignore the power that the Internet now has in the marketing and advertising of new goods and services. Banner advertising, blogs and email marketing should all be in your marketing mix to get your adverting messages across to potential new customers.

Email Marketing

For an online business email marketing is a must. Even with the problems of spam notwithstanding, if you craft your email marketing campaigns carefully, your advertising messages will get through. When you are designing your first email marketing message, bear in mind the do’s and don’ts below:

Do:
Segment your customer database and tailor specific marketing and advertising messages to this specific group of people.

Use HTML email messages to convey the brand of your online business and clearly state the marketing message you want to get across. Email’s tend to be read in seconds, so make your pitch crystal clear.

Always ask your customer base if you can send them marketing emails. By law they should be asked if they want to opt into receive any messages from your business. If you don’t ask, this is tantamount to spam.

Don’t:
Use animation and video in your marketing messages to convey the core of your advertising as some customers may not be able to view this content on their computers.

Spam your customers. Think about how often you send out marketing emails. You need to shout about the new products and services your online business is selling, but don’t send too many emails as this can be counterproductive.

Send your emails before you have tested them. Any links in your emails that are broken not only create a bad impression, the recipient can’t find your web page that allows them to buy the goods or services your online business is promoting.

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