Internet marketing

You almost certainly use the Internet to help you with your business. You probably have a website that you use to promote your firm or to sell your product or service. But how effectively are you using it?

Internet marketing enables you to carry out marketing activities that range from market research to improving customer service. Email marketing is often more cost-effective than traditional 'offline' alternatives.

Website marketing

The Internet gives you access to a global marketplace at very little cost. Even if your website does nothing more than let customers access basic contact details and background information, it's a worthwhile investment.

But web promotion can go much further than this. You can tell visitors about your product or service and promote special offers. You can improve customer service by giving useful information and enabling customers to offer feedback.

If you really want to make your website work for you, you need to know what you are trying to achieve and work to a clear Internet marketing strategy.

Promoting your website

Your website is no use if nobody visits it. Simple steps like choosing a memorable name and promoting your website address on stationery can help.

You can also use online equivalents to traditional marketing methods - advertising on other websites that your target customers are likely to visit, for example, or setting up affiliate marketing relationships with other companies.

But the best way to get visibility is to appear high up in search engine rankings. Search engine optimisation and pay per click advertising are generally considered the best ways to get people to your site.

Email and other Internet marketing options

Email is a convenient and cost-effective way to tell existing and potential customers about offers, to respond to queries and provide customer support. In many ways, it's the new direct mail.

But you can also use other forms of online communication as part of your Internet marketing strategy. You can write a blog, post comments on discussion forums, write articles for industry websites and use social networking to build relationships.

Internet marketing consultancy

Successful Internet marketing needs to combine marketing expertise with the right technical skills. Online marketing is often similar to traditional forms but not the same: for example, specific regulations restrict how you can use email marketing.

Although free information may be available online, consider getting specialist help - with building your website, for example, or creating an online promotion strategy.