Guide for entrepreneurs when promoting products online | 6 steps


To develop a business in online you as an entrepreneur need a website strategy to build a well-structured site. Building a website for your business is part of your online marketing strategy. Your products are promoted and appreciated by the right people.

A website needs a solid plan where to include main points about pages design, text styles, content, CTA boxes, contact information and forms, campaigns (SEO strategy), testimonials, photos/videos, social media account(s). A website’s layout – the way the content is presented and optimized 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 your brand and products you want to promote. Every element found on the site requires closer attention. So, elements have to be tested and improved until they generate positive éffects that impact customers’ attitude towards the brand. In order to achieve this, try A/B testing to create two versions of a web page and compare them to detect which one provides greater conversions.

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


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 of ad’s URL, get on the landing page and generate conversions and sales. Choose a proper marketing channel(s) (AdWords, social media, e-mail, SEO)  according to the type of business you run, target market, past campaigns results and competitors. A mix of those can help you identify essential data so you can decide which marketing channel(s) to choose for your products.

Your budget has to be divided between channels so it will be enough for PPC campaigns and also for SEO activity, for instance. 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 you as an entrepreneur are familiarized with it and know how to apply it. It’s a must for your online promotion strategy!

When entrepreneurs use PPC and organic campaigns at the same time,  they can:

  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 gets engaged with the content and shows loyalty to the brand through sales.

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

Google Ads campaigns – PPC – are advantageous for businesses which promote niche products/services to a targeted audience 

Paid ads offer 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 Ads you promote your product quickly to the right audience and influence decision-making; title, text ad, and landing page need to be adapted to the product promoted.

Google Ads helps businesses receive attention from the right public. G Ads or paid campaign sends your product advertised online in front of its audience possessing a top ranking position in Google. When potential customers click on the ad, they get to a specific landing page where they find info about the product.

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

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

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

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


Every entrepreneur desires to have a website that is 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 that have user-friendly and engaging content (advertorials, articles, posts, etc.) and contain keywords people type 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, text style, images etc.).

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

When activity on your site exists 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 through SEO, your business becomes famous and sales are generated. So, you don’t need to invest money in PPC campaigns at the beginning.

If you want to gain money, your website’s links have to be shared naturally between sites and people.

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 an 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 my business?

Landing pages are created on the business’s site to promote easily the product through different marketing channels (PPC, social media, referral, e-mail, organic). Once URL is clicked, users have to find on the landing page a relevant title and text about the product, CTA and other important elements that can 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 an 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 make customers register or subscribe. A CALL TO ACTION button has to determine the actual prospect to leave his/her email address to receive a discount offer or a free sample of the product. 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 getting to know the product and make a purchase.


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

These can be banner ads, brochures, presentations with info about your business, products or services. Their role is to increase people awareness about your company and bring into their attention your products (advantages) or sales promotions (discounts, bonuses, etc.).

In order for users to make a clear opinion about products presented on the site, additional details can be added using these marketing materials.

For instance, banner ads can be included in newsletters, posted on social media or on your site, as a CTA. You can integrate banner ads into a presentation so your potential customers can receive a personalized message. Also, you can post banners on your site (blog) to highlight the company’s offers/solutions. There are infinite ways to communicate with your users by using these indispensable marketing materials nowadays.

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 about the brand are triggered. And once you get there, they have to be nurtured and maintained by selling quality products and building a strong relationship with your customers.