- Google. The world’s largest search engine, Google facilitates 250 million Web searches per day for its users. As an advertiser, you can buy preference in Google’s search engine, based on key word, on a cost-per-click basis.
It could cost you as little as a dime a click or more than a dollar a click, depending on the popularity of the key word you want to buy. If the cost of the key word is 30 cents per click, and 100 people click on your site that day as a result of a Google search on the key word you bought, Google charges you $30. Google lets you put a limit on how much you spend per day, so the cost can fit any budget.
- Overture. Another search engine that lets you buy preferential rating on key words. Overture reaches over 80% of active Internet users by displaying your business in search results on leading sites like Yahoo!, MSN, and Alta Vista.
How to you determine what you can afford to pay? Say your product costs $100 and out of every 100 clicks on your site, you get one sale, for a total of $100. You can afford to pay $1 per hit if breaking even on the initial sale is your goal.
- Affiliate marketing. Find Web sites that cater to the same market you do. Arrange for them to feature your products on their site and in their e-mails. Online ads, e-mail blurbs, and Web pages talking about your product link to your site where the user can purchase the product under discussion. The affiliate receives a percentage of the sale ranging from 15% to 50%. To recruit affiliates or make money being an affiliate for other marketers, visit http://www.affiliatesdirectory.com.
Amazon.com runs one of the largest affiliate programs, enabling you to feature books on your site that are related to your topic and of interest to your audience; when the user clicks on the book page, he is automatically linked to www.amazon.com where he can buy the book online. It’s a service for your visitors, and you earn a small commission on each sale.
- Co-registration. In co-registration marketing, the user who visits a Web site is served a pop-up window containing a number of special offers; most frequently these are subscriptions to free e-zines. By arranging to have your e-zine or another offer featured in these co-registration pop-ups, you can capture many new names for your online database at a relatively low cost compared with traditional e-mail marketing.
There are a number of companies that can find such co-registration deals for you. One of these is VentureDirect Online, www.venturedirect.com. Another is E-Tactics, www.e-tactics.com.
- Banner ads. Banner ads have seen a resurgence thanks to the increasing sophistication and popularity of Macromedia Flash; in an attempt to recapture the attention of the overloaded Internet user, animation and effects in banners have become more sophisticated and dynamic. Banner ads can work but should be tested conservatively and cautiously, and don’t get your hopes of a breakthrough up too high. Banner ads usually supplement other traffic generation methods, and are only occasionally a primary source of unique visits. Exceptions? Of course.
- E-mail marketing. Sending solo promotional e-mails to a rented list of opt-in names is an expensive way to acquire new names. Say you rent a list of 1,000 e-mail names for $200, get a 2% click-through, and 10% of those sign-up for your e-zine. Your acquisition cost to acquire those two new subscribers is a whopping $100 per name. Business-to-consumer marketers have a better chance of success with careful testing of e-mail marketing, since consumer lists are more reasonably price than business-to-business names.
- Online ads. While sending a solo e-mail to a company’s e-list can run $100 to $400 per thousand, a less expensive option is to run a small online ad in their e-zine. Cost can be as little as $20 to $40 per thousand. The e-zone publisher specifies the format and length of your ad, which are typically 100 words of text with one URL link. The higher up (earlier) your ad appears in the e-zone, the higher the response.
- Viral marketing. At its simplest, viral marketing entails adding a line to your outgoing e-mail marketing messages that says, “Please feel free to forward this e-mail to your friends so they can enjoy this special offer.” To work, the e-mail you want the recipient to forward must contain a special offer, either a free offer (typically free content) or a discount on merchandise. According to Bryan Heathman of 24/7 Media, 81 percent of viral e-mail recipients will pass the e-mail on to at least one other person.
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