Business promotion is an effort of a business that includes advertising, personal selling, sale promotion, publicity and public relations etc. Business promotion is the means which assists firm to communicate with target audience so that the audience commonly understands its message. It is the process of exchanging information between two or more people. Business uses symbols such as word, picture, music and sensory stimulants to convey their thoughts and ideas to customer. Business promotion is all about spreading positive message about the goods and services to its target customers. It represents the voice of the brand and are a means by which the brand can establish a dialogue and build relationships with customer.
Producing qualitative goods and service are first half of marketing, and delivery and promoting it in a right track is another second half of marketing. Business promotion is essential for business’s success, it retains old customer and attracts new customer for business. It helps to expand business and opens door of opportunities. Successful promotion depends upon spreading more positive message about business to customer. In past, customer received information of goods and services from limited number of sources such as television, radio and newspaper. Marketer can easily influences customer but now time is change and become more difficult. Today, consumer receive information from a far richer sources like targeted magazines, website, direct mail etc.
If you are a small business and don’t have sufficient budget for promotion then website is boon for you. It helps you to expand your territory without establishing outlets. Now, anyone can be on the internet, you just need a unique domain name in web to communicate with your clients. It is effective than traditional promotional tools because customer enjoys the convenience and ease of buying from or learning more about your business online. You can have two way communication from internet, can continuously interact with customer by email and chatting, know their actual needs and satisfy them accurately. Website’s message has longer and permanent life in comparison to radio, television and newspaper message. Client can access marketer’s information from any corner of the world with the help of internet without geographic and time limitation. Therefore, website is the first preference of marketer to promote their business to target customer now a days.
We can find billion of websites in internet. So, it definitely raise an issue regarding getting top on the search engine so that customer view marketer’s website. What makes website to come first in search engine is the curiosity for lay man. Search engine optimization (SEO), deals with listing and ranking web pages in the search engines based on search engine guidelines and algorithms. Basically, SEO is an internet marketing strategy that increases the volume and quality of traffic to a website from search engines via “natural” search results. SEO is based on how search engines work and what people search for when looking for products and services.
We can study SEO by dividing in two part- on page SEO and off page SEO. On page optimization is the process of making a website SEO friendly and a lot of points keep in mind when doing the on page SEO of any website like title tag optimization, descriptive URL for web page, meta description of that website, navigation structure of a website, alt tag for images of website, and most importantly unique, fresh and qualitative content. Previously, search engine index page according to the keyword that users search in search engines and content editor and writer use short cut method called black hat method like writing keywords in same background color of website, hiding keywords by code so that users don’t see those keyword but search engine read while indexing pages in search engine. However, time is change now and whoever tries this short cut method, get penalized by search engine. Off page SEO is concerned with building more links to the website. It may be through social media like facebook, googleplus, twitter, and youtube or from other reputed website. Both on page and off page SEO help to bring traffic to website, increase the visibility of website and thereby increase the revenue.
SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective like paid advertising through Pay per click (PPC) campaigns, depending on the site operator’s goals. PPC marketing is pretty simple: Search engines allow businesses and individuals to buy listings in their search results. These listings appear along with the natural, non-paid search results, google shows these ad on the top of search listing and right hand side bar with ad tag so searcher can differentiate between organic and non- organic search. These ads are sold in an auction. You bid what you want to pay for a click on the ad. Bid the most and you have a chance of ranking number 1 in the sponsored results. PPC found to be effective to generate targeted traffic within a few minutes of opening an account. But it costs, advertiser has to pay in proportional to the traffic to the website.
Both, SEO and PPC are good strategy for internet marketers that help in good return on investment, if used properly. Search Engine positions web pages according to their algorithm, and these algorithm changes frequently with the passage of time. Marketer that relies on organic search result suffers heavily if the search engines stop sending them adequate visitors. Therefore, it is necessary to know that only constant in business is change and when it is concerned to technology you have to even more alert about the changes in business environment and change yourself because you can’t change external environment, it is you who has to be changed. So be ready to change……………
By,
Kapil Thapa
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