Couple of strategies in online PR
are:
a) Getting bloggers/news portals to
review the portal
b) Issuing of the press release in
case of a new product launch/service.
c) Scheduling one on one interview
of the brand spokesperson with journalist/bloggers to share industry trends or
future plans of the company
Email Marketing: It has one of the
highest conversions in online marketing. Email marketing helps a firm to get
repeatvisitors on its website on a regular basis. An online marketer should
regularly look at employing various strategies to build his/her mailing
database. Offering freebies or discount coupons could be one such strategy.
Affiliate Marketing: It can be
defined as the type of marketing in which a brand rewards a website
owner/blogger for every sale which happens when a visitor directed from them
makes a purchase on the brand’s website. Affiliate Marketing has also one of
the lowest cost of acquisition compared to other online advertising channels.
For an e-commerce venture, affiliate marketing becomes all the more important
since they can contribute to as much as 15% to the company’s revenue. Affiliate
marketing has become all the more easier with the launch of firms like
cuelinks.com etc which connects merchants(brands) and publishers(bloggers,
website owners) on a single platform. Amazon earns around 30% of its revenue from
Affiliate Marketing of which 55%-60% comes from bloggers and the remaining from
deal sites, coupon sites and price comparison sites.
Content Marketing: If planned and
executed systematically, content marketing can significantly help an online
portal to get backlinks from high authority websites.
List the business website in online
directories. Find the category your business fits into in online directories
and list your business name, a short description of the products or services
your business offers and the website address for your business site.
Find and join online communities
your target customers use. When you are a member of an online community, you
can list your business name, business description and contact information such
as a website address and email address. Be active in the online discussions and
post questions relating to your industry in the online forums so that other
community members get to know about you and your business offering. Some online
forums allow you to promote your business, while others prohibit direct
advertising. Either way, by being involved in the community, you're indirectly
promoting your business
Estimating
a Conversion Rate
The next step is to assign
conversion rates and values. Consider newsletter signups, for example. 100 new
newsletter signups per month could be incredible growth if your conversion rate
is 20%. That is, if 20% of your newsletter subscribers become paying customers.
If your conversion rate is closer to 1%, those 100 newsletter signups might be
insignificant.
Estimate (based on historical data)
your lead conversion rate. Now do the same to estimate the lifetime value of a
customer. If you know how many of your leads convert and how much those
conversions generate for your startup, you can assign values to goal
completions like newsletter signups. $2,500 per month from your newsletter is a
lot more indicative of success than 100 new newsletter signups.
read more at startup-marketing-strategy-with-seo-as-its-core
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