Virtual tips for the savvy business owner!

Paid search services such as Google AdWords can be a great boost to online business. But if you’re betting the farm on that single strategy, what will you do if their prices go sky high? Listen up as we unfold a more stable marketing strategy, helping you to avoid the paid search gamble.

Diversity’s the Key
You probably learned early in business to develop more than one product to attract more business. The same applies in marketing. Rather than rolling the dice on one marketing tool, promote your website with a diverse range of marketing channels.

You can still invest in Google AdWords, but keep in mind those highly-visible ads do nothing to improve your search engine ranking. They’re simply advertisements. Long-term success online always depends on consistent search engine ranking.

There’s another reason to broaden your marketing beyond pay-per-click. Sponsored search ads offered by sites like Google, Yahoo, and Kanoodle allow you to set a budget for what you’ll bid per click. But what if other online retailers set the bar beyond what you can afford? Do you really want to scramble to create new content to match the keywords within your budget?

It makes more sense to build a broader base for marketing, so you’re attracting new customers several different ways. Here are some of the ways you can avoid the pay search gamble while still building business online:

1.    Social Media Marketing: Use sites like Twitter, Facebook, Digg and LinkedIn to create an online following. It takes commitment to update your content frequently, but building a social media network can really pay off in new inbound links and sales.
2.    Connect the Dots: You may already have several marketing avenues, but haven’t connected them completely. Are your blogs linked to all your websites? Do you have links to your websites on your Facebook page? Does your Twitter profile provide a path to learn more about your products? Connect the dots for a more cohesive presence.
3.    Talk to Your Audience: The blogosphere and online forums have made marketing even easier. Connect more closely with your audience by taking off your “marketer” hat and learning to talk to your audience. Find the online forums they frequent and start talking. Create blogs relevant to their interests and keep them current. It really can pay off without costing you anything but time.

Buying AdWords each month or budgeting for Yahoo sponsored ads is one way to attract new business. Smart online website owners, however, have learned to avoid the paid search gamble by using diverse marketing channels that play off each other and pay off in sales, as well.

Filed under: Online Social Networking, online marketing