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Or, you finally get into the top twenty results in the Search Engines, and then a
week later your site has dropped back to number 150.
The Internet may be the largest market in human history, but how on earth do
you reach those millions of people?
Well, the answer is ezine advertising. It's the surest way on the Web of reaching
your target audience.
Ezines (short for 'electronic magazines') are email newsletters that are sent out
regularly to subscribers, like the one you're reading. They're sometimes called
'opt-in' lists because everyone who receives an ezine has chosen to do so.
The way ezine advertising gets results is that people read those ezines and then
read your ad. And, if you matched the ezine with the product you're selling, it's
crystal clear... you have reached your target audience.
Have a look at the ads in your favorite ezine and ask yourself, why are they
there? Well, the answer is simple... Because they get results.
There are currently around 90,000 ezines being published every month. So,
whatever you're selling, there's more than likely an ezine that will take your ad
straight to the audience you want to reach.
Ezine advertising is not only effective, but cheap as well. A 5-line ad in an ezine
that goes to 3,000 people will cost you between $5 and $20 per issue.
As a general rule, you'll always get back at least the cost of the ad, and usually
much more. So, there's very little risk.
But there are some rules for successful ezine advertising:
1. The first and most important rule in ezine advertising is: "Track your Ads!". You
might place your ad in 5 different ezines and get a hundred responses, but if you
don't track your ads, you won't know which ezines were pulling responses and
which were not.
To advertise effectively in ezines, you have to learn from experience. It's a
process of trial and error. Eventually, you'll end up with a handful of ezines that
you know are bringing you a high response rate. After that, you just keep placing
your ads in those ezines and you'll have a guaranteed stream of customers.
But how do you track your ads?
The simplest method is to place a key or a code at the end of your email
address. If your ad was in this ezine (for example), this is the email address you'd
place with the ad: yourname@yourdomain.com?subject=freeezine
Then, when you get a reply with 'freezine' in the subject field, you know which
ezine it came from.
For a URL, same principle:
http://www.yourdomain.com?freezine
However, if you're going to code your URLs, you'll need a sophisticated webstats
program to track the coded URLs. Here are a couple of free ones:
http://www.hitbox.com
http://www.openwebscope.com
Here's another way to code your URLs: for every ezine ad, create a duplicate of
your homepage and name the page after the ezine that your ad will appear in.
So, if the ad is appearing in Ezine A, this is the URL you'd place in that ad:
http://www.yourdomain.com/EzineA
Again, you'll need to use a good web stats program to track the hits to your
coded URLs.
2. The second rule is to target your audience. It may seem obvious but some
advertisers do not pay attention to this. If you're selling a marketing course, don't
advertise in an ezine that deals with stock options; they probably won't be
interested.
Use the 'subject categories' in any ezine directory to find ezines that relate to the
product you're selling. You can find a list of ezine directories in The Free Directory
of Ezines (http://www.freezineweb.com).
3. Once you've chosen a number of ezines that target your audience, subscribe
to them and examine the ads closely. If you see an ad that keeps repeating issue
after issue, you can be pretty sure that its getting results. You've found a good
ezine to advertise in.
4. Check to see how many ads are in the ezine. You don't want your ad lost in an
ezine farm at the bottom of the newsletter. You probably won't get much
response from an ad in an ezine that has 15 or 20 ads per issue. Readers of
those ezines have become hardened to the ads and have learned to skip them.
5. Check to see if the ezine publisher has a policy of never running ads for two
similar products in the same issue - your ad will be much more effective if it's the
only one of its kind in that particular issue.
6. Small ezines vs. Big ezines: bigger is not always better. The big ezines with
1000's of subscribers tend to have more ads than the small ezines. Also, small
ezines with only a few hundred subscribers often have a much more targeted
audience than the big ezines.
7. Repeat your ads. Research shows that off the Web, an ad has to be seen
about 21 times before someone acts on it; on the Internet it's about 9 times. If
your budget allows, try and have your ad repeated at least three times in a
particular ezine. Most ezines offer discount packages for bulk advertising.
8. Email address vs. URL. Opinions are divided on this; some people prefer to
give an email address, others prefer to give a URL. The advantage of giving an
email address is that it gives you the opportunity to send a powerful sales letter
to the person who responded to your ad. It's also much easier to track your ads
with an email address than a URL.
9. Offer something free in your ad copy. It'll often tip the balance between a
response and no response.
10. Keep your ads short, even if you're not using the number of words you're
allowed. Short ads are more likely to be read. Keep your sentences short too;
they pack much more power. Use the word 'You'. Don't describe your product but
tell the reader what your product can do for them.
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About The Author
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Daniel Clarke is the webmaster of TorontoBizGuide.ca. He wants to share ideas
with other webmasters on how to successfully advertise an online business.
Subscribe for a free Newsletter at: http://www.torontobizguide.ca
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