We’re often asked the question: “Where should I advertise online?” And it’s a good question… since there are (literally) thousands of online advertising options!

From paid search, to ad networks, to online directories, to websites, to social media… and the list grows longer all the time. Maybe all these options make sense for your advertising dollars, but then again, maybe not.

No worries, as our job is to help you get on your feet and moving in the right direction with online advertising… and hopefully keep you from taking too many wrong (and expensive) turns.

Now back to the question: “Where should I advertise online?” The answer depends on the following:

1. What’s your monthly online ad budget? There’s a big difference between relying on “word of mouth” and having lots of money to throw around. Not sure what you should be spending? Do the marketing math and find out.

2.  Who is the target audience you want to reach? The more you understand about your prospective customers… the better you’ll be able to reach and influence them with your marketing message. Who are you targeting with your online advertising?

3.  Are your customers local or everywhere? On the Internet, it’s easy to waste marketing dollars finding prospects who can’t buy from you. Yes, even online you need to think geographically. Getting started with your local online advertising?

4.  How will you know if your advertising was successful? What results are you looking for… orders, leads, sign-ups, phone calls? Figure this out in advance so you can measure the performance of your ad campaigns. And remember: without web analytics your website is flying blind.

With these questions in mind, here are some guidelines to help you figure out where to advertise online:

If your monthly online ad budget is less than $1,000, then consider:

• Paid Search: Google is the most popular but you should also test Yahoo/Bing. Keep in mind there are lots of other search-oriented sites that you can try such as Facebook, Business.com, LinkedIn, and (even) Amazon.com.

• Directories: These include the Internet yellow pages such as Superpages.com, Yellowpages.com, and DexKnows. Many of these providers will also create your very own web page if you don’t need a fancy website.

• City Guides: Yelp, Yahoo!Local, and Citysearch offer advertising options that can be really effective if most of your customers live nearby. And if you have a local store then make sure and put it on Google Maps.

• Social Media: It’s time to get your business on Facebook and Twitter. Why not since it’s free to set up an account and get started building your audience! Ready to grow your business with social media?

If your monthly online ad budget is $1,000 to $10,000, then consider:

• Paid Search, Directories, City Guides, Social Media (as described above)

• Small Blogs and Websites: This is where knowing all about your target audience pays off… since you want to advertise on sites that your prospects frequent. Expect to spend between $100 to $1,500 per month. Need help? Find out where to advertise online.

If your monthly online ad budget is $10,000 or more (lucky you!), then consider:

• Paid Search and Social Media (as described above)

• Blogs and Websites: Focus on sites that reach your target audience. The better the match the better your advertising results will be. Keep in mind that many popular consumer-oriented websites require a minimum order of $5,000.

• Ad Networks: There are hundreds of ad networks to choose from. Select those that best reach your target audience. For example, vertical ad networks specifically target many consumer categories such as autos, travel, health, women, and even eco-friendly consumers! And like with popular websites, most ad networks want you to spend at least $5,000.

Remember these are just guidelines. So, yes there are ad networks you can try even on a smaller budget; and sure there are popular websites which sell affordable text links. But when in doubt, stick to the guidelines until you feel comfortable with your online advertising efforts… or you risk taking one of those wrong turns we talked about.

Don’t spend your whole adverting budget on one option (i.e., Google). Instead, test different alternatives to see what works best for you… based on how you measure success. And make testing your online advertising a standard practice!

With all that said… are you ready for your online advertising roadmap?

Thanks and let us know how it goes!

Or reach out as we can help too… just give us a call at 888.330.3236.

(Btw, this was an update to our December 2008 post)

One of our favorite places to visit this time of year is Los Angeles. Why? Because it’s got that perfect combination of beaches, movies stars, and Disneyland (for the kids of course!)

L.A. is also one of the biggest metropolitan markets in the country… with almost 18 million consumers ready to spend on your products and services.

Wondering how best to reach them with your online marketing message? Then check out our list of the 21 best websites for advertising to L.A. consumers.

For example, this “best of” list features websites for major print and television news outlets including the Los Angeles Times and KTTV Fox 11, sites geared towards specific regions or neighborhoods, such as Yo! Venice, Daily Breeze and Blogdowntown, along with lifestyle and event sites including LAist, Green LA Girl, and LA Moms Blog.

The complete list of the Best Websites for Advertising to L.A. Consumers can be found on our Leadtail blog – Best Online Advertising Stuff.

Have a great L.A. website that you’d like to nominate for next time? Just let us know…

We’ll see you at the beach this summer!

There was a time when all you had to do was get an ad in the Yellow Pages, hand out some flyers, and your local marketing was good to go. Not anymore. These days, you also need to promote your business on the Internet. And boy is that confusing… where do you begin?

Well at the beginning of course. And I don’t mean just having a website. I mean getting your business listed with the local search engines and online directories. Why? Because this is how today’s consumers search the Internet to find local businesses like yours.

Get started by making sure your business is listed with the following:

• Major Search Engines: I’m talking about  Google, Yahoo, and Bing local search. Each lets you submit your business information so that you show up in their local search results. And you’ll also show up in online maps (e.g., Google Maps and MapQuest).

• Online Yellow Pages: Yes, it’s the online version of the tried and true Yellow Pages. These online directories generate millions of visitors every day looking for local businesses. Check out YellowPages.com, Yellowbook, and SuperPages.

• Local Search Engines: These search engines include Local.com, LocalPages, and GenieKnows. Each focuses on generating search results and user reviews of local services and products.

• Local Directories. There are a number of local directories that focus on helping businesses get more exposure on the Internet. How about MerchantCircle, InsiderPages, and Best of the Web Local? Definitely worth considering.

• City Guides: These websites are more about “what’s great” and “what to do” in your local area, and user reviews and popularity are important factors in determining which businesses get the most attention. Yelp and Citysearch are good examples.

It’s easy and (mostly) free to get your business listed. Just click on the “List Your Business”, “Add Your Business”, or a similar link to get the process started when visiting one of these sites. Of course, there are quite a few local search and online directories to list with. So you may instead want to use services such as Universal Business Listing, iBegin.com, and Localeze. They’ll do the submitting for you at little or no cost… plus save you a ton of time!

When submitting your business information, don’t forget to include the same descriptive keywords and compelling copy that you use on your website. For example, what you do and where you do it… such as “accountant, San Francisco”. This will improve the chances of your business showing up in the right search results and sending qualified prospects to your website.

What if you don’t have a website? Then start with the Online Yellow Pages, Local Directories, and City Guides. They’ll create a business listing for you that’ll include the name and description of your business, phone number, and street address. And if you’re willing to pay ($25 to $50 per month), you can also add photos, special offers, and more!

So what are you waiting for? Let’s get the phones ringing!