A-Z of Increasing Your Online Marketing ROI
A - Affiliate Marketing
Merchant products are promoted on 3rd party (affiliate) websites. When visitors click
through from the affiliate site to the merchant site and make a purchase then an agreed fee
is paid to the affiliate. If you advertise your products online, affiliate marketing is an
efficient way to generate additional business. It is a cost effective form of advertising for
merchants, and a simple way for affiliates to earn revenue from their website.
B - Banner Advertising
Banner advertising generally has a low response rate, often yielding about 2 visitors
per thousand banner impressions. Despite the relatively poor value of banners for driving traffic,
banner advertising can be particular useful in certain circumstances such as raising brand
C - Categorise
Structuring your site well can be worth its weight in gold, not just to users of your
site, but also to search engines. A well structured site in terms of infrastructure (i.e. directory
structure, page naming convention) will not only tell your visitor what the page is about quickly,
but also provide the search engines with an idea of what the page is about before it is indexed.
D - Differentiation
A unique Marketing Campaign that allows a company and⁄or its products and services
to stand out from its competitors. Having a niche product or service makes the job of marketing
your product or service much easier. If your service is not unique, it is often possible to
identify a "unique selling point" of your product or service.
Focus on your unique selling points, those products or services that differentiate you
from your competitors, and ensure you portray these to your potential customers. There are
many aspects that can make you similar to your competitors, so ensure your unique selling point
is clear to your customers. This can make a significant difference between success and failure.
E - E-Mail Marketing
Using e-mail as a means of communicating commercial messages to an audience (Direct Marketing)
can be a profitable addition to your marketing strategy. This could take many forms:
o Targeting your existing client base with additional services or products.
o Targeting your existing client base with the purpose of enhancing the relationship of a
client with its current or old customers and to encourage customer loyalty and repeat business.
o Targeting your existing client base with the purpose of selling 3rd party products for a fee.
o Purchasing a list of client email addresses for the purpose of marketing your products to a
new client audience.
o Adding your advertisements to e-mails sent by other companies to their client base and
marketing your products to a new audience.
Direct marketing is popular with companies online as it is:
Low cost : Compared to direct mailing or printed newsletters the costs are negligible.
The advertiser does not need to pay for production, paper, printing or postage.
Immediate : It is instant, as opposed to a mailed advertisement, an e-mail arrives in
a few seconds or minutes.
Trackable : It is easy to track. An advertiser can track hits, conversions and rise in
Far reaching : Direct marketing can reach substantial numbers of e-mail subscribers who
have opted-in (consented) to receive e-mail communications on subjects of interest to them.