Guide for entrepreneurs when promoting products online | 6 steps

  1. USE WEBSITE TO BUILD BRAND IDENTITY

To develop a business in online you as an entrepreneur need a website strategy to make your products known. Building a website for your business is part of your online marketing strategy.

A website needs a solid plan in which to include main aspects about: design, visual aspects, styles, content and campaigns. A website’s layout, the way the content is presented and optimized all are required when working on the site’s strategy.

Layout, copywriting, applications or forms are part of the website’s strategy and they need to be designed according to business’s goals and products that are promoted. Every element of the website is very important and it must be taken into account in order to create positive éffects that will impact customers’ attitude.

With a template suitable for your marketing needs and content that reflects your business’s mission, potential customers have to become enthusiastic and get in touch with you immediately.

 2. SET YOURSELF APART FROM COMPETITION WITH ONLINE CAMPAIGNS

Once the website is done, the advertising strategy has to be prepared in order to start the online campaign(s) and determine potential clients to click on the anchor text and URL of the ad, get on the landing page and generate conversions – sales. A proper marketing channel(s) (AdWords, social media, e-mail, SEO)  has to be chosen according to the type of business, target market, competitors or past campaigns results.

The budget has to be divided between channels so it will be enough for PPC campaigns and also for SEO activity. Depending on the product promoted, focusing on two different channels (AdWords & SEO) at the same time can bring higher ROI. SEO does not require any cost if the entrepreneur is familiarized with it. It’s a must for the online promotion strategy!

PPC and organic campaigns are useful for entrepreneurs that wish to:

  1. Achieve sales targets;
  2. Win customers;
  3. Cover expenses;
  4. Meet business requirements.

Sales performance results could increase through paid and organic campaigns when the audience got engaged with the content of the site showing loyalty to the brand.

3. Through AdWords, products are brought quickly to the right audience

AdWords campaigns are advantageous for businesses which promote niche services to a targeted audience 

AdWords offers its clients a variety of options when creating a campaign. Search network or display network are just a few of the campaign’s types you can create through AdWords.

With Google AdWords you promote your product quickly to the right audience and influence decision-making; title, text ad and landing page need to be adapted to your product.

G AdWords helps businesses receive attention from the right public. Adwords (PPC) or paid campaign sends your product advertised online in front of its audience, being ranked on the top positions in Google. When the potential customers click on the ad, they are sent to a specific landing page where info about the product has to be provided.

Before the users become interested in your product, they need relevant materials about it in order to generate a lead (complete a contact form) and increase conversion rate. The necessary information has to be strategically arranged on the landing page to decrease bounce rate.

In order for a G AdWords campaign to perform, research of competitors’ ads is required to decide which keywords work the best in the title and description of your ad.

Google ranks ads depending on: the message conveyed to reflect the promoted product, the page design where the users get informed and convert and aspects of site’s optimization (SEO).

More exactly, when talking about G AdWords campaigns, all these elements mentioned above (PPC, SEO, landing page) have to be in harmony and technically implemented.

4. SEO INCREASES ONLINE PRESENCE OF YOUR BUSINESS 

Every entrepreneur desires his website to be found on the first page and top places in Google, and this thing can be achieved by implementing SEO activity.

When ranking websites, Google considers the ones which have user-friendly and engaging content (advertorials, articles, posts, etc.) and contain keywords people are looking for in the search engine.

SEO organic campaigns need creative content, optimized keywords more for the target audience and less for the search engines and intelligent page design (CTA, headings, colors etc.).

The aim of the strategy is to increase the website’s visibility through specific words on every page, content written in an appropriate style to attract the audience, increase traffic and beat competitors.

When there is activity on your website and authentic content is created, users and other websites are encouraged to talk about your business.

SEO is more about skills and the enthusiasm to have the techniques mastered

As long as people hear about your website, your business becomes famous and sales are generated without the need to invest money in PPC campaigns.

In addition, your website’s links have to be shared naturally between sites and people to gain money.

SEO activity differs from business to business and an adaptive approach is needed. To see how efficient the strategy is, data from Google Analytics is used by marketers to improve SEO and the whole digital marketing process involved.

To achieve performance in your business, you need to become a SEO expert or employ one to sustain you in preparing and applying SEO on-page and SEO off-page strategies.

5. Why is it necessary to have a landing page for your business?

Landing pages are created on the business’s website to promote easily the product through different marketing channels. Once URL is clicked, users have to find on the landing page a relevant description about the product, CTA and other important elements that persuade users to convert.

A landing page involves a specific, credible and value-driven message, the right words arranged in the right order (optimization for clarity) and a persuasive design.

The questions a landing page has to answer: Who? What? Why?

Who is for the public the product is addressed.

What is for the product the public needs.

Why is for product benefits the public needs.

Whether a business is found in the search engine by potential clients or whether they learn about it after opening a marketing material received by e-mail, a landing page aims to focus on a specific product and its presentation on a single page.

On landing pages, it’s a must to include a call to action (CTA) button to influence customers to register or subscribe. A CALL TO ACTION button has to determine the actual prospect to leave his/her email address to receive an invitation to meet the product or receive it for free. CTA helps a business to hit its conversion rate optimization (CRO) goals.

A database of potential customers is beneficial to any business because it allows decision makers get in touch with the target audience. Using a simple but smart landing page can bring a lot of advantages both to businesses and potential customers. Its role is to make clients fall in love with the brand and trigger their interest in purchasing the product.

6. THE WAY THE BRAND ENTERS CUSTOMER’S HEART IS DEFINED BY THE WAY IT IS DESIGNED TO COMMUNICATE

To promote your business in a professional manner and sell your products, promotional materials are needed not only in the offline world but also in the online.

These can be banners, brochures, presentations about the company to increase people awareness and bring into their attention advantages about products or sales promotions (discounts, bonuses, etc.).

In order for users to make a clear opinion about products presented on the site, important info as feedback from customers can be highlighted through boxes and design inserted in the layout.

Banners can be included within newsletters, can be sent via social media or can be posted on your website within a slideshow, as a CTA. Also, potential customers can receive presentations via e-mail or they can be posted on the website for additional details about the company’s solutions.

If people contact you or not, depends on these materials’ design and how well the message is communicated. When a potential customer sees your logo and the message next to it on social platforms or online campaigns, positive feelings have to be triggered and associated with the brand.