Finding Internet Marketing Services Right for Your Business

The Internet is huge. No one will deny that, and the role it plays in business is becoming more and more important as well. It is no longer sufficient to do business offline, if you want to succeed in this technology driven new age, then you will have to do a bit of Internet marketing.

There are a number of Internet marketing services available to you, whether it is in the form of companies that specialise in it, or various standalone apps or tools that, if you have the time and knowledge to do so, can provide information on number of visitors, clicks, purchases and such forth.

If you are looking for Internet marketing services for your business then, what aspects of it should you particularly focus on?

Design will be more important than ever this year. It could be a wise idea therefore, to look for companies specialising in internet marketing services that also offer web development and design as part of the service.

Not only will they be able to offer typical SEO and PPC services, a vital part of any strategy, but they will also be able to offer services above and beyond others, by specifically tailoring your site for the purpose of attracting customers.

With a site tailored to not only your needs, but to attracting customers and getting them to make that all important purchase, you could soon start to see an increase in revenue from the online side of your business.

Social media will continue to offer internet marketing opportunities; however, it might be worth considering services that focus on the visual aspect of campaigns too. Photos, images and videos are a great way of drawing in customers to your site. Many studies suggest a picture or video is a lot more likely to stick in our memory than a bulk of text.

On the social media side of things, there are many tools and apps out there to best utilise social media platforms for your business. Whether it be Wildlife from Google or analytic programmes like SproutSocial. Do a little research into the advantages and disadvantages of these for your company.

You should also look for Internet marketing services that know a thing or two about the potential of mobile, if you find an Internet marketing firm which is not aware of mobiles potential, you definitely need to look elsewhere. Mobile is getting bigger than ever, with more people picking up smartphones, tablets and the like and surfing the web.

Many people will even surf the web on their phone or tablet whilst watching TV, so a product that generates an interest on the TV will quickly get them tapping away on their smart device to find it or similar products.

It is also important therefore to make sure that any marketing that you do online is cross transferable, whether it’s for desktop, tablet or smartphone. Look for Internet marketing services which offer you the best way of utilising all of them.

Content marketing is another vital component of a company offering top level Internet marketing services. Google is constantly punishing sites with substandard or copied content, so it is well worth your while to either invest in companies offering tailor made content services, or looking to do something yourself via company blogs and other such things.

Internet marketing services will be vital in anyone wanting to move or even consolidate themselves in the online world this year, so it is vital to get a grip on them.

Benefits of Internet Marketing Services With The New Approach to Marketing

The internet has radically changed the face of shopping as we know it. Now the virtual marketplace is becoming every bit as important as the high street. With this new form of shopping comes a new form of marketing which is not necessarily the same as traditional marketing and therefore demands a new approach and also a degree of stepping away from the mindset of traditional marketing such as television and magazine advertising. The positive side of this however, is that the potential of internet marketing is unlimited. It not only moves your business out of the locality in which you are based, but also outside of your national borders. It is creating a global marketplace with access to billions of customers. The internet population of China alone is bigger than the population of the US. Therefore, it is imperative that you make the correct decisions when it comes to online marketing and the procurement of internet marketing services. If you do so there are a number of important benefits to be had.

Cost-Effective

Internet marketing services can be expensive; however, when you take into account the impact they can have the cost-benefit ratio far exceeds that of traditional marketing techniques. Due to the nature of the internet by choosing the right internet marketing services it is possible to reach a massive target population. A good internet marketing company, although costly, will be able to work out the exact demographic that your business targets and assist you with reaching them.

Specialists

Whilst you are paying for their services it is important to realize that they are specialists in their field and you are not only paying for their services but also their knowledge. It is important that you never assume to know what an online customer wants or how to reach them as you may simply not be correct and then your market will fail to be reached. There are millions of websites out there that have missed the mark and receive few or no visitors.

Strategic

A good internet marketing services provider will also be able to assist you in developing a very strategic marketing plan taking into account the many different elements of internet marketing such as SEO, pay per click advertising and social media marketing. It would be extremely difficult for an internet marketing novice to be able to truly engage with any of these forms of marketing as they have particular nuances.

Increase Sales

Ultimately one of the main benefits of engaging an internet marketing services provider is the fact that they have the experience to help you increase your sales. This is the end game of the online marketplace – driving traffic to your website and converting that traffic to sales. Not only is it important to work out how to get customers to your website it is also important that once there your website is well-built enough to actually convert sales. A company with a good reputation for providing internet marketing services will be able to assist you with all angles of marketing to ensure you get the most for your money. Remember there are already people out there searching for your product; it is just a matter of making your company visible to them.

The Ins and Outs of Affiliate Marketing Campaigns

Let the professionals help you… in mass:

Affiliate marketing networks provide an environment where companies who have something to sell (Advertisers) meet with companies who know how to sell it (Publishers). Many large Affiliate marketing networks provide hundreds of products to be sold to their network of thousands of publishers.

Affiliate marketing networks generally work on a performance basis (CPA), where you only pay when a sale or lead is generated for you. You receive a sale or lead at a predetermined cost and then award the affiliate network with a bounty for generating the sale or lead for you. The Affiliate network then pays their publishers for generating sales on your behalf, minus what the network keeps for itself for putting the deal together. This may sound similar to a shopping portal, however there are some distinct differences. A shopping portal places your products in direct connection with the online shopper. Affiliate marketing networks place your products in direct connection with publishers (marketing or media companies.) Each publisher will then use their own resources to generate sales for you, be it PPC, SEO, email, banners and the like.

Not every product or service will work with an affiliate marketing campaign, and many affiliate networks will not accept your offer unless certain criteria are met. The average website is not “marketing ready” for an affiliate marketing campaign, and often requires a redesign or a separate website to allow for easy sales or lead conversions. Most sales lead generation campaigns work across affiliate marketing networks as long as you are not trying to collect too much information, or information that makes your customers feel nervous such as a social security number. For product sales, you need to present a very attractive offer like “a free 7 day trial for a diet pill”, “free services for 1 month”, or anything that can be considered a low risk bargain. An offer such as “a 42 inch plasma screen Television for only $1,597” will not work. As always, there are exceptions, and you may need to work closely with your affiliate manager to produce a campaign that will be popular amongst the publishers.

Due to the nature of the affiliate networks, they can be volatile and risky, and are not recommended for any company until they have a lot of internet marketing experience under their belt. The overall sales potential of affiliate network marketing can be enormous, and any time gigantic sales numbers come into play, so do gigantic risks. Many affiliate networks have what are known as “Super Affiliates” who have the potential to generate hundreds of thousands of dollars in sales commissions each month. The volatility stems from both the marketing power available through an affiliate network, along with the performance-based environment they provide.

For the most part, the publishers who do the selling through the affiliate networks are greedy. They want to sell only the products and services that yield them the most revenue. It is their right, after all, because they are working on a performance basis and assume all marketing risks. If a good offer comes across an affiliate network, where a lot of money can be made, many publishers will market the product and sales will come streaming in. If a product comes in that does not generate good, or at least acceptable, revenue for the publishers, they will chose to not market the product and sales will be almost nonexistent. It is difficult to find the right balance to satisfy all parties involved (advertiser, publisher, affiliate network, and potential customer.) All parties must be happy in order to yield a successful affiliate campaign. The swing between a high performing campaign and an unpopular one can be tremendous. This volatility introduces significant risk, which comes in three flavors.

Affiliate Network Marketing Risk:

  • (1) Not enough business You have put significant time and resources into building an Affiliate marketing campaign. You have commissioned all types of marketing creative, website design and even bulked up your sales staff. Despite this preparation, your offer is not a money maker for the publishers, and they are not marketing your campaign. Your expenses have increased in anticipation of increased sales that simply never materialized.
  • (2) Too much business You hit the nail on the head… Your offer is hot and the publishers love it. They love it so much that sales flow in faster than you can handle. Your call center can handle 50 leads per day but the publishers are generating 200. For each sale or lead made you must pay a commission whether or not you can address it. You are literally downing in too much business, and your pocketbook can’t hold out long enough to expand accordingly.
  • (3) Cheating You didn’t invest much effort in validating your sales or leads. Your affiliate marketing campaign is generating a lot of leads, but sales are not happening. You are receiving numerous disconnected phone numbers, invalid credit card numbers or people who say “I only signed up for the free gift.” Leads are coming in, but a bunch of crooked publishers are submitting fake information to get paid as if their data was real. Notice how that last lead had a Texas area code, their zip code was “12345,” they stated they live in Alaska and gave you the credit card number “4444555544445555.”

Many Affiliate marketing networks will also ask if they can run your campaign exclusively. This means that they are the only affiliate network that can provide your offer to the world. There are some distinct advantages and disadvantages to running your campaign exclusively with one network.

Exclusive Affiliate network Campaign Advantages:

  • Your Affiliate marketing campaign manager may pass your campaign on to other affiliate marketing networks, and manage your account for you. This saves you considerable time by not having to seek out new networks, organizing campaign launches, marketing creative, and other tasks required to launch a new campaign.
  • You will not have to pay startup fees or sign contracts for the affiliate marketing networks that your affiliate manager passes your campaign on to. You simply work under your single agreement with your affiliate manager. This can save you thousands of dollars in startup costs, and lots of time.
  • Affiliate marketing networks use exclusive campaigns as “bragging rights,” and often give priority to their exclusive campaigns. Your campaign is more likely to be advertised to the publishers and given special attention. This helps to get your campaign noticed by the publisher, and ultimately increases sales or lead flow.

Exclusive Affiliate network Disadvantages:

  • Your campaign manager will outsource your campaign to other affiliate marketing networks. You will not know exactly who is marketing your offer and therefore the quality of the web traffic coming into your website is unknown.
  • Your affiliate manager may not be as ambitious as you. Your campaign may not get passed on to other affiliate marketing networks, and because it is an exclusive offer you can’t pass it on to other networks. Growth may become stifled.
  • The publishers who run your campaign through outsourced affiliate networks will not receive as high of a payout (sales commission). There are effectively two affiliate marketing networks: Your direct affiliate network and the outsourced network. More hands are in the pot, taking money and leaving less for the publishers themselves. The decreased publisher bounty with result in decreased interest in your campaign, so the outsourced affiliate marketing networks will not be as productive as if you worked with them directly.

Most affiliate networks will want to incorporate email marketing into your campaign. This is strongly recommended, as sales or lead generation volumes could be significantly higher. If you do allow your campaign to be email marketed, you will need to be able to maintain an email suppression list. The suppression list is a list of email addresses of people who want to opt-out from receiving your offer. An opt-out link must be provided on your email marketing creative where people can opt-out from your offer. You must then supply the suppression file to your affiliate network so they can in turn pass your suppression file to their publishers. This is a part of the Can-Spam law and it can be effectively managed with a small opt-out landing page connected to a simple database. Make sure you provide an updated suppression file to the affiliate networks at least once per week.

Launching affiliate marketing campaigns that convert:

  • Your goal is to generate a campaign that puts the most money possible into your publisher’s pockets, while also generating a profit yourself. Keep in mind that a break-even campaign is also a successful campaign as long as you can re-market to your clients and generate additional sales, upgrades, etc.
  • Design your campaign to maximize conversions. Minimize the clicks needed to purchase a product, or have your lead generation form on the home page. Don’t collect information that you really do not need, or that people do not like to give out (like an SSN.) You may have to build a unique website for the affiliate marketing campaign if your current website is not fine-tuned for affiliate marketing.
  • You are competing against all of the other campaigns on an affiliate network, not just ones selling the same thing you are. Publishers optimize the offers they market and drop the poor performing campaigns. Design an offer that works both for you and your publishers; your affiliate manager can help.
  • Make the steps necessary to allow your campaign to be email marketed by the publishers. This means you will need to create Can-Spam compliant email marketing creative, an opt-out page linked to a database, and provide access to an updated suppression file (a text dump of your database suppression file.) Email marketing will significantly amplify your campaign’s effectiveness.
  • Develop a large selection of various marketing creative, lots of standard size banners, multiple email creative, multiple email titles and subject lines, various text links and so on. Your affiliate manager will provide you a list of critical media types and sizes, but try to provide more than their minimum requirements.
  • Stay on top of lead quality and fraud. No matter how advanced your validation system may get, someone will try to sneak fake data past you. Make sure that you can track all lead sources, including the subIDs that are passed on through the affiliate network.
  • Every time you make a change to your website, submit a test to ensure that the affiliate campaign is still running as it should be. If your website has an error preventing sales conversions or introduces tracking problems, you may be asked to pay the publishers for their lost business. Remember that your broken website will affect many companies who stuck their neck out for you.
  • Be prepared for large volumes of leads, or no leads at all.

The risks associated with affiliate network marketing are many, and they are significant. You must be on your toes, thinking ahead and quick to move if things turn sour. But if you come prepared and design an offer that the publishers love, the financial rewards can be enormous.

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