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Writing Guide Guide
Market To Your List, Do not Spam
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There is a fine line between advertising and spam and unfortunately many
business owners do not understand the difference between the two. This is
important because while a cleaver, well planted Internet marketing campaign can
help to attract new customers and keep existing customers loyal, spam is likely
to alienate both new customers and existing customers.
This can be extremely damaging to profit margins for the business owners.
This article will take a look at a few basic Internet marketing strategies such
as banner ads, email campaign and message board posts and describe how each can
quickly cross the line from cleaver advertising to spam.
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Banner ads are one of the most popular strategies which
accompany an Internet marketing plan. These ads are usually
ads which appear at the top of websites and span the width
of the website. It is from this appearance that they earned
the name banner ads but actually banner ads can refer to ads
of a variety of different sizes and shapes which appear in
an array of different locations on a website. In many cases
the business owner purchases advertising space on these
websites but the banner ad may also be placed as part of an
exchange or an affiliate marketing campaign. Banner ad
exchanges are situations in which one business owner posts a
banner ad on his website in exchange for another business
owner posting his banner ad on the other website. These
agreements may be made individually between business owners
with complementary businesses or as part of exchanges
facilitated by a third party. In the case of affiliate
marketing, an affiliate posts and advertisement for your
business in exchange for compensation when the banner ad
produces a desired effect such as generating website traffic
or generating a sale. The terms of these agreements are
determined beforehand and are generally based on a scale of
pay per impression, pay per click or pay per sale or lead.
Now that you understand what banner ads are, it is also
important to understand how they can be overused and appear
to be spam. Judiciously placing your banner ad on a few
websites which are likely to attract an audience similar to
your target audience is smart marketing, placing your banner
ad on any website which will display the ad regardless of
the target audience can be construed as spam. Internet users
who feel as though your banner ads are everywhere they turn
will not likely take your business seriously and are not
likely to purchase products or services from you as a result
of your banner ads.
Email campaigns can also be very useful tools in the
industry of Internet marketing. These campaigns may involve
sending periodic e-newsletters filled with information as
well as advertisements, short, informative email courses or
emails offering discounts on products and services. Loyal
customers who opt into your email list will likely not view
these emails as spam and may purchase additional products
and services from your business as a result of this
marketing strategy. Additionally, potential customers who
have specifically requested additional information on your
products and services will also find this type of marketing
to be useful. However, email recipients who did not request
information are likely to view your emails as spam.
Harvesting email addresses in a deceptive manner and using
these addresses to send out mass emails will likely always
be considered to be spam.
Finally, message boards provide an excellent opportunity for
business owners to obtain some free advertising where it
will be noticed by members of the target audience. If the
products and services you offer appeal to a specific niche,
it is worthwhile to join message boards and online forums
related to your industry of choice. Here you will find a
large population of Internet users who may have an interest
in your products. You might consider including a link to
your business in your signature or posting the link when it
is applicable to the conversation. However, care should be
taken to carefully review the message board guidelines to
ensure you are not doing anything inappropriate. This
technique is smart marketing. Conversely, replying to every
message with a link to your website when it is not relevant
to the conversation is likely to be construed as spam by
other members. Once they begin to view your posts as spam,
they are not likely to visit your website via the links you
post.
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