Wąskie gardło płatnej reklamy na dzisiejszym rynku jest bardzo różni się od tego, co było czterdzieści lat temu.
Forty years ago, if you wanted to start a business, you had to have start-up costs, property, large amounts of inventory and your best option for advertising was local paper and direct mail pieces.
Of course, this required a lot of effort and even more money.
You had to hope and wait for people to receive your ad and decide to come and buy a product from you.
Going out and getting them to come into your shop would have been a difficult feat.
Moreover, forty years ago, your ability to grow was largely limited to local buyers.
If what you had to offer was not within reasonable distance of your potential consumers, your business suffered.
Moreover, because most purchases were made close to home, any bad publicity could really damage your company’s reputation, leading to the closure of your business.
Forty years ago, consumers had to find local places to buy their products for everyday shopping within a modest radius of home to find out which merchant had new products or sales, you had to wait for the Wednesday flyer or the Sunday paper.
Options for purchasing products hardly existed beyond the living room
Jump to the present day and we know that all this has changed.
Today, anyone can buy anything they want anywhere in the world.
Chances are that shipping is free and products are returnable.
There is nothing you can’t find, the internet has everything from the rarest coffees to cheap rubber bracelets, no matter what you want, it is there for the buyer, that ability to buy what you want.
For business owners, the Internet can be unpredictable
There are more customers than one can shake a stick at with the same amount of competition, unlike in previous years when your closest competition was a decent distance away and your location added to your bottom line so that consumers would appreciate the convenience; the Internet has competition breathing down your neck.
The competition on the Internet is so close to your proximity that it would seem you could just reach through the Internet and touch them.
They can pull your customer’s hair out long before the customer even knows you exist.
In fact, all your competition has to do is rank higher than you on any search engine results page.
Understanding the importance of the proximity of your competitors is one of the most important things to understand when it comes to Internet marketing attempts.
Nowadays, there is no distance between you and your competition and chances are you have something that cannot be bought on another website.
Now, when a consumer wants and needs a product or information, all they have to do is put their desires in the URL and the pages between the option pages are displayed on the search engine results page.
What you should be concerned about in this situation, when listing
among your competitors stands out. In this book, you will learn about the main and most popular techniques for buying traffic to your website.
We will discuss pay per click methods which are one of the most popular formats to use.
This technique works very well and if you create a great ad, you will get enough traffic to take you to the next level of success.
We will also discuss banner ads which were the first on the website marketing ad block.
They fell out of popular use for a while, but in recent years they have made a comeback due to technological advances.
These are inexpensive and, if done in writing, valuable
To add to your arsenal of marketing weapons, we will also discuss email marketing and search engine optimisation,
Email marketing is a great tool and excellent for targeted marketing attempts when you want to get up close and personal with potential customers.
Email marketing, if done well, will create your own profitable customer lists.
Search engine optimisation is the king of buying website traffic.
Search engine optimisation is not buying traffic in the traditional means of online marketing.
However, it is worth more than its weight in gold when done correctly.
Search engine optimization can generate traffic like no other technique and those who understand its value can become the master of your search engine results page listing and ranking what is so pertinent to understand this technique is that it can eventually lead to you.
without needing to pay for traffic from other means like everyone else.
Of course, you will still want to use other methods of paid website traffic, but you can become much more selective in your efforts and spend more on growth.
We’ll end this book with the terms you need to know to begin to understand the web marketing industry.
When you first learn how to build your website, it can be difficult to sort out your thoughts and understand what is being said.
To help with that, the most frequently discussed terms in buying web traffic is listening.
Not all of these terms are concepts mentioned throughout the book, but they are listed to increase your understanding; read them as you would the rest of the book .
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