The Pros and Cons of the Most Popular Online Marketing Techniques

Not a day goes by when I hear of a new approach to online marketing and traffic generation. Scan the net and you are bound to come across a “new” ebook that uncovers a “secret” untapped traffic source. With all these new techniques surfacing it is hard to devise an online promotional strategy without second guessing yourself. But a large part of your marketing strategy is dependent on your overall business model, your goals and objectives.

Even though there are numerous promotional methods available there are however certain techniques that work time and again. In this article I will elaborate on these techniques and identify the pros and cons to each approach.

1. Pay-per-Click Advertising

Pay-per-Click advertising or PPC is an approach that involves paying for ads that appear on the Search Engine Results Pages (SERP’s) when search engine user keys-in a search term or keyword. Advertisers are charged each time an ad is clicked by a search engine user, hence the name pay-per-click advertising.

Pros: This technique is a fantastic approach to drive targeted traffic to a website in a matter of minutes.

Cons: Utilizing PPC can be a costly affair, and if you are inexperienced in this arena you will lose money rather than realizing a profit.

2. Initiating An Affiliate Program

By offering an affiliate program you effectively employ the services of affiliate marketers to promote your product on your behalf. For every sale an affiliate marketer generates you pay him/her a commission.

Pros: Initiating an affiliate program is fairly cheap, and you only pay the affiliates when they drive traffic that is converted into sales. You also have the luxury of employing thousands of affiliate marketers to promote your product at no cost to you.

Cons: Depending on the size of your company and the demand for your product you will have to set-up a separate business function to support and manage your affiliates. Unscrupulous affiliate marketer could also damage the image of your company and your product.

3. Organic Search Engine Marketing

This technique involves optimizing your site to target certain keywords and thereafter engaging in Search Engine Optimization techniques to increase your rankings in the search engines for your targeted keywords.

Pros: Traffic generated from the organic results does not cost you a cent and depending on your rankings you could earn a passive income for years to come.

Cons: Top rankings are never guaranteed and you could needlessly invest a large amount of money attempting to increase your rankings.

4. Email Marketing

Email marketing is the process of communicating with your subscribers via email through a series of follow-up messages.

Pros: This approach is relatively inexpensive, and if it is done right, this medium can turn subscribers into buyers, and buyers into repeat buyers.

Cons: Online consumers are becoming immune to email messages that are too “salesy”. There is no guarantee that your email message or newsletter will actually be read by your subscriber.

5. Social Media Platforms

Social media sites like Facebook are thriving hives of activity where people of diverse needs, cultures and ethnicity connect. With such diversity and the sheer measure of traffic within these platforms the potential to build a brand or sell a product is endless.

Pros: Your product or brand can spread virally on these platforms which is similar to an online word-of-mouth type of advertising.

Cons: Positive word-of-mouth advertising can also turn into a viral smear campaign which could damage a company’s image, product or brand. The views or traffic generated from these platforms isn’t always targeted.

These techniques have proven to be effective time and again, and incorporating some or all of them into your marketing strategy is pertinent to grow your brand and hopefully your sales as well.

Speak Your Mind

What online marketing technique is working best for you? What medium do you get most of your qualified visitors?

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About the Author: Arun Vaghasiya

I’m a Professional SEO Consultant from India. I’m best known for being an expert at SEO, having used my ability to rank websites at the top of Google.

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