By Sue Blatchford, Head of Search, PayPerClick

Table of Contents
Introduction
Step 1. What is your promotion?
Step 2. What is the target audience you want to reach?
Step 3. Clever creative that converts to sales
Tips for creating effective landing page promotions
Your customers have found you: now what?
Step 4. Do the maths!
Step 5. Test, learn, record and compare
Don't throw the baby out with the bath water

Are you ready to promote your products or services online? Before you pay for anything, spend time learning about your options from online marketing and web architecture expert Sue Blatchford.

There's a common misconception about web sites that if you build it they will come! But the truth is that if no one knows about your web site and you don't undertake any form of marketing, the site is not likely to get any substantial traffic.

Small businesses often invest a lot of energy, time and funds into building a great web site, however they often neglect to invest in marketing it.

Another common error is thinking your web site is an offer in itself. It's not. Even if you have an online shop you still need to use the fundamental elements of marketing to run successful online campaigns, or your web site will be the online equivalent of the pub with no beer. The basic structure will be there, but no one will visit and they certainly won't spend any money.

Step 1. What is your promotion?

Even if you have numerous products and services, select one or a small group to feature in an online promotion and choose products or services that are timely (Christmas Mother's Day, mid year sales, $25 off purchase, free delivery etc); choose products with strong online opportunities, or products that offer the best profit return for your business. Start with popular products with the largest market potential and test different versions and mixes of the offer.

Step 2. What is the target audience you want to reach?

Understand clearly who you are aiming to target with your online promotion. Develop a profile of activities and web sites that your target audience is likely to visit. Look for opportunities or partnerships you can develop with 'niche' or complimentary sites.

Step 3. Clever creative that converts to sales

online is fickle. You have a very short window of opportunity to capture your audience because if you lose their interest for a second, in one click they could be gone. Build a specific web site - these are generally referred to as 'landing pages' (the first page potential customers land on after they've done a search). Make sure the creative supports the primary goal of the promotion.

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