Online Basic Strategy

For most businesses, the first thing to do is set up a Google AdWords campaign. It doesn't matter how long it takes to make that work. Every step of the process teaches you very important things, even if it's through trial and error.

Google AdWords it's just about the only way to get a steady, predictable stream of traffic day in and day out. Most other sources of traffic, like free search engine listings and PR, are things you have no real control of. You can easily track the level of response and test different campaigns simultaneously.

Once it's working on AdWords, you take the same messages and sales process and roll out your product in this order:

1. Google AdWords
2. Search Engine Optimization
3. Other PPC's like Yahoo and Bing etc etc.
4. Email promotions
5. Affiliates
6. Press Releases
7. Direct Mail
8. Print Advertising

Items #2 through 8 are more expensive and less "controllable" than Google.

Usually pay per click traffic represents only a tiny percentage of the people who are potential customers for you. When you roll out to items 2 through 8, you can often make five to fifty times as much money as you were making with AdWords. And no longer is it necessary to risk more than a few hundred dollars on a marketing campaign!