Marketing is a simple concept: spreading your brand or message to the people most likely to buy your product or service. It’s the keystone of business and inundates almost every aspect of our lives – from print to television to virtual ads. Why should a small business specifically use Internet marketing specifically to bring in sales?
Let’s get into some more details about Internet marketing.
“Small business can easily benefit from Internet [marketing], because search engines such as Google have replaced phone directories and the Yellow Pages in a digitally enhanced way. The most basic thing a business can do is a to have a great Web page and make sure this page is easily surfaced by a search engine, such as Google.” (Kirthi Kalyanam, director of Retail Management Institute at Santa Clara University)
As of 2015, 3 billion people use the Internet on a regular basis. This comes to about 42% of the world’s population. With numbers like that, it’s a wonder more small businesses don’t use Internet marketing as their primary form of marketing. The Internet is where your customers already are, to put it simply. Marketing caters to the consumer, not the other way around.
Simply being online, even though it’s the first step, isn’t enough. One of the great advantages to Internet marketing is the ability to find specific people and put your message in front of only them. If you sell women’s shoes in Houston, Texas, it’s useless for men in New York City to see your message. Using targeting tools are typically simple to use and help you filter out those who won’t buy. You can target based on things like:
A ½ page to full page color retail ad in the New York Times Sunday paper can cost you up to costs $34,500. As of 2015, there are more than 2 million people who subscribe to the New York Times, either in print or digital form. This means that for $34,000+, you can reach up to 2 million people all at once. That’s great for Apple, but chances are, your business is not at Apple’s size yet. However, you can still reach an enormous number of people for a lot less than $34,000 via Internet marketing.
Advertising via social media (Check most popular brands on social media) comes at a nominal cost (Check content marketing strategies that can drive more visitors to your website) that allows you to choose your audience and set a maximum spend and campaign duration. You have total control over every detail of your ad campaign. Depending on your campaign targets, you can get your add in front of 1,000 for as little as $5.
Or you may want to think a little bigger with Google Ads, appearing when people use Google to search. According to promise media, the average cost per thousand impressions of a Google banner ad is about $15.
There are a numerous amount of ad options available online that are tailored to specific plans, budgets and products, from Facebook ads to Google Ads to Pay-Per-Click, which allows you to only pay each time someone clicks through to your website. With proper management, a PPC campaign can cost as little as $0.15 per click and provide over 2,000% Return on Ad Spend (Read how Conversion Perk helped a small business owner to grow their sale by 2,144% just in 1 month)
Overall, the benefits of Internet marketing are indisputable. Even the most simple marketing campaign can provide you with:
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