The Edge
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Market online for success
Using the Internet for marketing is no longer an option – it’s now an essential tool for getting the word out about a product or service.
By OC METRO BUSINESS magazine staffPublished: July 17, 2008
The days of worrying about alienating non-users are gone. OC METRO BUSINESS magazine spoke with Powermark founder Colleen Edwards for some tips on the best ways to reach a large audience online. Her company specializes in Internet marketing and public relations services for technology companies.
OC METRO BUSINESS: How can the Internet help companies market to clients?
Edwards: The Internet has become the hub of most marketing activities. Whether it’s a brand-building exercise that pushes customers to a Web site, an e-mail campaign that directs customers to an online form or even digital advertising, the opportunities to use the Internet are tremendous.
OCMB: What online social-networking tools do you suggest companies use?
E: Blogging cuts across a wide swath of businesses. Even if you choose not to host your own blog, find blogs in your industry, follow the conversations and make relevant posts – your competitors probably are. Posting on others’ blogs also will improve your search-engine optimization, and most will let you include a URL link to your Web site. But some sites come with a catch. For example, Facebook is very personal for users, so they will take offense if companies exploit the platform.
OCMB: How can a company protect itself on the Internet from spam, frauds and the like?
E: Having good Internet-usage policies for employees is critical. Ensure that every machine is running anti-virus and firewall software. Assign at least one person to stay up to date with the latest news on spam.
OCMB: How often should a company update its Web site to provide the most useful information?
E: Update the site at least monthly with high-value content, such as educational newsletters, videocasts and blog posts. Press releases should be posted at the same time as distribution. And if you have a major promotion running, make sure it’s easy to find on your Web site.
OCMB: In what ways can a company let its clients know about its Web-based work?
E: Run a direct marketing campaign that blasts a relevant message and drives them to your Web site. Leverage the power of the Internet in all your campaigns.
OCMB: Besides serving customers, how does the Internet help companies?
E: One of the great features of Internet marketing is its built-in ability to track performance. You can create a landing page for a particular campaign to measure hits and track users through their experience on your Web site to identify traffic patterns and problems.
thepowermarkgroup.com
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OC METRO BUSINESS: How can the Internet help companies market to clients? Edwards: The Internet has become the hub of most marketing activities. Whether it’s a brand-building exercise that pushes customers to a Web site, an e-mail campaign that directs customers to an online form or even digital advertising, the opportunities to use the Internet are tremendous. OCMB: What online social-networking tools do you suggest companies use? E: Blogging cuts across a wide swath of businesses. Even if you choose not to host your own blog, find blogs in your industry, follow the conversations and make relevant posts – your competitors probably are. Posting on others’ blogs also will improve your search-engine optimization, and most will let you include a URL link to your Web site. But some sites come with a catch. For example, Facebook is very personal for users, so they will take offense if companies exploit the platform. OCMB: How can a company protect itself on the Internet from spam, frauds and the like? E: Having good Internet-usage policies for employees is critical. Ensure that every machine is running anti-virus and firewall software. Assign at least one person to stay up to date with the latest news on spam. OCMB: How often should a company update its Web site to provide the most useful information? E: Update the site at least monthly with high-value content, such as educational newsletters, videocasts and blog posts. Press releases should be posted at the same time as distribution. And if you have a major promotion running, make sure it’s easy to find on your Web site. OCMB: In what ways can a company let its clients know about its Web-based work? E: Run a direct marketing campaign that blasts a relevant message and drives them to your Web site. Leverage the power of the Internet in all your campaigns. OCMB: Besides serving customers, how does the Internet help companies? E: One of the great features of Internet marketing is its built-in ability to track performance. You can create a landing page for a particular campaign to measure hits and track users through their experience on your Web site to identify traffic patterns and problems. thepowermarkgroup.com |
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