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10 Ways to Increase Your Bottom Line Online

Establishing an effective Internet presence for your business is crucial, as more people are logging on to search and shop for products and services. Fortunately, online marketing has never been easier or more cost-effective. Whether you’re considering a business website or already have one, the following 10 tips can help ensure a greater flow of traffic to your site!

1. What’s in a name?
Everything! Your site’s domain name, or Internet address, is how your customers (and prospects) will find you online, so keep it simple, easy to spell, and – from a branding standpoint – connect directly to your business, either by name or by the main product or service your business offers. Also, watch out for domain names that are already trademarked; using someone else’s can get you in a lot of trouble.

2. You never get a second chance to make a first impression.
Your website is your business “calling card” for the entire world to see; don’t jeopardize your business image (and turn-off potential customers) with an unprofessional site. Find free
(or inexpensive) website templates online, hire a professional to design your site, or purchase one of the numerous software packages available to help you build your own site.

3. Keep your website customer-friendly!
Potential customers are visiting your site for information about your products or services; the last thing they want to do is sit through a long intro complete with bells and whistles – studies have shown they won’t! Keep it simple and easy to navigate, and if you’re selling products online, make sure your checkout process is fast and efficient so you don’t lose the sale!

4. Build it and they will come, right?
Not exactly. Once you build your website, you’ll test it, and from there it goes “live.”
At this point, you’ll want to make sure to put your website address on all business collateral (business cards, letterhead, coffee mugs, baseball caps, etc.) The next challenge is to find ways to drive potential customers there.


5. Be search engine-friendly!
Keyword ads are brief search summaries that include “key” words and phrases relating to the specific product or service your business sells. Keyword advertising optimizes your website for search engines – and delivers prospective customers to it as well. Every day, hundreds of millions of keyword searches are performed on the Web by a number of powerful search engines. When a prospective customer performs a keyword search, a “results” list of matching keyword ads is generated; the prospect selects the most relevant ad, clicks on it, and is delivered to the corresponding website.

Generally, there is a nominal ad activation fee; from there, you determine how much you’re willing to pay per click and per day, based on bids against similar keyword ads that get your ad placed toward the top of the results list – the higher the bid, the more favorable the placement.

6. Consider banner ads.
A banner ad is an advertisement placed on a Web page that also links directly to your website. They greatly enhance your site’s exposure and are effective at driving traffic back to your site. All search engines and most larger-content sites sell banner ad space. When choosing where to place a banner ad, consider that you’ll probably get the best response from sites that target your particular subject area. There are also banner exchange networks that trade banner ads with sites related to yours.

You can also partner with other online businesses that complement your product or service, and offer to “swap” website links with them (make sure cross-marketing is approved for your particular business and that you are not violating any state or federal laws).

7. Blast off!
Email blasts are one of the most effective and cost-efficient ways to sell online. They’re also a great way to acquire new customers – and keep the ones you already have. As soon as your site is up and running, start collecting customer email addresses; encourage this by offering them something as an incentive, such as a discount or free newsletter.

8. E-Communicate.
Keep all emails short and uncluttered, and always include multiple links back to your website. For email newsletters, make sure they’re “newsworthy” – they must engage and inform your customers with valuable information relating to your business (product or service updates, special promotional offers, etc.)

Prior to initiating any email solicitations or campaigns, investigate the consumer privacy laws that apply to your business and marketing practices and be sure to comply with all “opt-out” requirements or other privacy directions.

9. Place an ad in the paper.
Believe it or not, traditional marketing methods can still drive Internet sales. Place ads with your website address in trade publications that relate to your business and utilize local, community papers and direct mail circulars as well – they cost less and can be equally as effective.

10. Keep ‘em coming back!
A satisfied customer will return to your site. If a customer has had a negative experience, try to win them back with a discount, a free product, or some other benefit; let them know that you care about their satisfaction and want to keep them as a customer.

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