Online Marketing Options for Small Businesses and How to Optimize Them

Online Marketing Options for Small Businesses and How to Optimize Them


Today, almost everything brings better results when done online – marketing is no exception. The internet has changed the face of marketing, as it makes it easier for businesses to reach out to larger audiences, more customers, and farther distances.

Now, you can send and receive email messages and files from clients within seconds, and you can communicate with them via video calling…

Away with the communication advantage, and let’s get back to the marketing talk. You can market your small business online using various platforms. While some of these, such as social media marketing, will cost next to nothing, others will require some investment – cash.

Yes, for your small business to reach a larger audience that will pay attention to it, you’ll have to invest some bucks.

Here, we’ll be looking at various online advertisement methods – paid advertisement – for small business owners and how you can harness them for maximal results.

1.     Pay-per-click (PPC) advertising

In this form of online advertising, you design your ads for display, but you only pay when people click on your ads (thus the name, “pay-per-click”).

You may choose to display your ads in the form of text blocks or banners. Whichever of these you choose will contain a link redirecting to your website. So, when an interested potential customer sees your ad and clicks on it, you’ll be charged for that click.

One great advantage of PPC marketing is that you can decide such factors such as locations where you want to ads displayed and hours of the day when you want them displayed. So, you only direct your ads where you think they’ll work!

2. Cost-per-actin (CPA) advertising

This is one of the commonest forms of online marketing. In CPA marketing, publishers display your ads on their websites. But you only pay when certain actions are taken by visitors, such as when they complete a survey, or when they click a particular page on your website.

This is a more economical marketing technique, as it ensures that you pay only when potential customers have taken the action your want.

3. Cost per mille

In this form of advertising, your ads are displayed on publishers’ websites. But, unlike the two techniques described earlier, you only pay when 1000 visitors have viewed those pages on which your ads are displayed (i.e. you only pay per 1000 views).

This technique is best suited for small businesses that want quick exposure, as many people will get to see your ads, especially if they are bold, clear, and placed at the top of the publisher’s page.

4. Cost per view

In this technique, you publish a promotional video on advertisers’ websites. You pay advertisers only when visitors view the video – completely.

With this technique, you’ll engage more potential customers. Also, you’re able to evaluate how interesting they find your products and services. You can do this by simply checking if each viewer watched the video completely or “dropped off” along the way.

5. Cost per visitor

This technique gives you a clear picture of how well your campaign fares. As is the case with others described, you’ll display your ads on advertisers’ websites. But you only pay for each visitor that lands on your website through the ad on the advertiser’s page.

This technique is also very suitable for small business owners.

How To Optimize Your Chosen Technique
Here are few tips on how to make your chosen online marketing technique work magically for you:

  • Conduct a keyword research before designing your ads and choose the best keywords for your campaign. Find out which keywords people are using to search for your products or services and use them.
  • Manage your budget efficiently. Only adopt a technique that won’t force you to break the bank.
  • Enhance conversions by making your site easy to navigate.
  • Create an effective landing page. Add powerful but subtle call-to-action statements that will turn visitors into customers.
  • Include catchy information in your ads. Be brief but clear. Also, include contact information, if possible.
  • Always check your progress to know what works and what doesn’t. It’s wasteful to keep spending on a campaign that’s not yielding results.
  • Add your URL boldly in your ads. Some visitors won’t click your ad but would rather open a fresh tab to visit your URL directly. Others will only memorize your URL address to visit it at a later convenient time.
  • For PPC marketing, lower bids on terms that are converting well and increase bids for those that aren’t doing fine.

For all new and small businesses, paid advertising is the shortcut to exposure and to getting more customers. Adopt any of the describe techniques that you think best suits you business, and watch your business grow.

Published by Valentine Belonwu

My name is Valentine, founder of this site, an entrepreneur working as a moderator at Bizsugar a small business community news site. Connect with me on Google+ at Valetine Belonwu

1 Comment

  1. Leadgenix · May 17, 2013

    Pay Per Click Advertising is quickly growing. In the good old days, companies would spend money for air time for commercials or billboard space with no guarantee that anyone was even seeing those advertisements. With Pay Per Click Advertising, the company only pays for the exposure that actually occurs. If the user clicks, the user sees what the company is paying for. If the user does not click, the company does not suffer. It is like old fashioned marketing, only more efficient.

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