Good Web design is essential. And so is search engine optimization. But those jobs only reach a limited audience: the people who visit your website, and those who are searching for your product or service. Marketing is the active promotion of your products to your customers.
Guerrilla Marketing on the Web
Guerrilla marketing is a type of marketing that is low-cost, and can adapt quickly to market opportunities. The idea behind guerrilla marketing is to level the playing field among small businesses and larger competitors.
The Internet offers many excellent, low-cost (or no-cost) alternatives to traditional print and mail marketing. So it makes sense to use guerrilla marketing tactics on the Web.
- Social Media Marketing
- Online Store
- Niche Marketing
- Expert Blog
- Live Broadcasts
- Competitor Research
An online store or website has virtually unlimited “shelf space” for articles or products. That makes an online store great for exploring niche markets.
The Web is well-suited to the “free sample” advertising model. There’s often no cost associated with giving away free samples (like a 30-day website membership).
Type your favorite search words into a search engine, and see which competitor websites come up at the top of the search results. Visit your competitors’ sites to see how they are organized. Try to identify their main keywords.
The Web also has paid advertising options. Typically these are “pay-per-click” or CPM (cost per impression) ads.
If you choose to run paid ads, monitor your campaign closely. Pay-per-click can be expensive. Use the ad headline and description to qualify customers before they click on the ad.
Traffic analysis tools like Google Analytics and Google AdWords can help you evaluate the success of your campaign.