The tools available to the online marketer are plentiful, and with a broad topic or a fairly general target market, the possibilities are literally endless. There’s online video, social media, good old display advertising, mobile marketing with ads or text messages, email marketing, website optimization, rss advertising, search engine marketing, podcasts, blogging…well, my goal here isn’t to list them all. The point is that when marketing to a broad group an online marketing consultant or firm has endless options and can spend an eternity optimizing and improving over time. But what does a business do when trying to reach a smaller community? A number of smaller communities, let’s say communities with a population of less than 250,000 people, are in an awkward spot. Newspapers and local television are struggling or closing their doors, and for many businesses those mediums are where the bulk of the marketing budget is spent.
So with newspaper circulation dwindling and the future of local television undetermined in many smaller communities, now is an important time for businesses to start considering online marketing. In the past one could argue that a business can remain competitive using traditional marketing tactics – chances are that if you’ve spent a number of years marketing with newspapers, you’ve learned a thing or two about what works and what doesn’t. But as marketing budgets adapt to take advantage of new online marketing opportunities, these already struggling traditional mediums are going to be pulling in smaller percentages of their advertiser’s budgets.
A common excuse used to avoid using online marketing is that the company website isn’t up to par, and the good news is web development costs aren’t as high as they used to be. The bottom line is online marketing is becoming less of an optional marketing tactic and more of an obligatory tactic – but after a business gets that first taste of the new opportunity, measurably and flexibility online marketing offers, I just know the investment will be worth it.
The best part is you don’t have to jump into the deep end. I can work with your business to create an online marketing strategy that fits your budget and makes sense for your brand. Just drop me a note with any questions or thoughts and we’ll go from there!
While slightly off topic for my online marketing blog, this video is worth a post. The Internet has created entire industries, revolutionized business and communication, and it was created thanks to competition between nations, the threat of war, and ultimately, the desire for progress.
Google has just announced that it will be including YouTube Promoted Videos within AdSense advertisements. This affects two different groups of people in two different ways. Quite simply, including YouTube videos within the network of AdSense sites may be the most powerful video promotion factor outside of YouTube itself. The other group affected is the website publishers. The immediate thought, which Google mentions in their release notes, is that YouTube Promoted Videos will increase the amount of ad competition, which should translate into publishers earning a higher cost per click.
But ask yourself this. Has someone ever sent you a link to a video and you find yourself watching that video, plus several more videos, and 30 minutes later you look back and wonder where the time went? YouTube has created a very intelligent “related videos” feature which entices visitors to watch more videos. I’m sure if you could put a dollar value into the work that YouTube has spent on optimizing this feature, we’d be talking about a serious figure. So thinking about AdSense ads on a website – a visitor clicks on a traditional ad, the publisher makes a few cents, the advertiser pays a few cents, and Google skims some off the top. The visitor is then brought to a website, and maybe the website is of decent quality and the visitor ends up spending some time on that advertised site, or maybe the visitor even makes a purchase or signs up for something. Thinking through YouTube Promoted Videos changes that scenario. The website visitor clicks on the AdSense ad and, financially, the process is similar. The publisher makes a few cents, the advertiser spends a few cents, and Google takes it’s fair share. But in this case, the advertiser is paying for that visitor to visit a Google owned website – YouTube. That Google owned website has spent millions of dollars making sure people get sucked into the endless entertainment possibilities that YouTube hosts.
Does this mean video creators are essentially paying Google to deliver more traffic to it’s own website? What a concept! Sure the video gets a viewer, but after that first video view chances are the visitor will watch a few more related videos, which may or may not be owned by the original video producer. This in turn helps YouTube serve even more ads.
For many YouTube content creators I’m sure this is an outstanding feature, but for the majority I just don’t see it being ideal. Unless your video content is consistently on message and you actually have a well designed YouTube channel, I’d think using a regular image ad within AdSense and linking to your own website remains the better option.
For those interested in promoting YouTube videos, here’s their introductory video:
