Chapter One: The Benefits of Marketing Online

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This is an eleven chapter course if you have not started at the beginning you may click here to go to the introduction to this course.

Marketing rules are the same no matter how big or small your business is:  (1) brand your product, (2) determine who your target audience is, (3) get the sales, and (4) establish repeat customers.  Online marketing is very effective in managing all four of these rules.


Online Marketing Defined


The definition of online marketing is: Placing your business or product on the Internet for millions of users to access so that you can turn your website into a strong tool to maximize your sales and business potential.


But online marketing is much more than putting your advertising online. Marketing online includes such areas as communicating with your customers, promoting your business or product online, and making sure that your website content is useful and up to date.  The great thing about online marketing is that you don’t need to have a huge budget to put together a marketing campaign that is effective. There are tools that you can use to make your marketing techniques easy and profitable such website templates, shopping cart templates, and online marketing templates all obtainable through


What You Need for Online Marketing to be Successful


There are some important points to consider before you get into the strategies and intricacies of online marketing:


  • An important part of online marketing is how you respond to your customer’s e-mail.  You don’t want to lose potential customers after you’ve made the effort to have them visit your website and then contact you for more information.  E-mail is a very effective and cost efficient way for you to generate more sales.  The key to this effectiveness is “consistency”.  You need to be consistent in your response to your customers.  You’ll also want to make sure that the tone of your e-mail corresponds with the tone you’ve set in your website content.
  • Human Resources. If you’re going to succeed online you need to have enough people working with you.  Efficient websites incorporate a personal touch with a fast response time to customers.  Your goal is to turn the visitors to your website into customers.  The standard time for a return e-mail is from 48 to 72 hours.  If you wait any longer to e-mail back you risk losing the customer.  This means that if you don’t have the man power to return e-mail in two to three days you need to take another look at your marketing strategy.
  • Products people want to buy online. Before you start marketing online you need to be sure that you have a product or service that people want to buy.  Customers need to find a value in what you’re selling.  There are two motivating factors when it comes to selling online:  cost and convenience.  Ask yourself if customers will find it easier to buy online than finding a local store.  Is it cheaper for them to buy this from you online?


Online Goals


Once you’ve established that there is a need for your service or product you’ll be ready to determine your business goal and whether or not you can meet this goal online.  If your main goal is to sell a product online you should decide how you want to make those sales.  For example, do you want customers to buy from you online or do you want them to come to you to close the sale?  You’ll need to decide what action is needed for the sale to be finalized.  Small businesses need marketing efforts that are targeted and precise.

Chapter Two:  Reaching Your Target Audience

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