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 true in both print and online
copy, it is rare that you see the printed type face on the web the same as in
printed advertisements. Regardless there are traditional forms of advertising
that 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 buyers 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 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 product or
service. Generally educated users require less technical help and are an easier
sale 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 there are still a number of industries and sectors 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
a number of areas in which they can compete effectively. As more businesses
turn to the web as an advertising model, it is important that marketers and
businesses define themselves by giving themselves every opportunity to be
found. Utilizing undervalued marketing opportunities will separate online
successes from failures.
