One reason that many people don’t have an online marketing and promotion plan in place is because they really don’t know what they are doing. They may know how to build a website, or they may know about their product or service, but they don’t know about business, advertising, marketing, or even how the internet works as a whole.

The truth is that if you put up your website without a plan, you will probably not have much success at all. You will blame your failure on your product, but it will have more to do with not having an online marketing and promotion plan than anything else. When you put up your website, or even before the website ever gets built, you have to have a good handle on your market, if it is focused enough, who your customers are, where and how they can be reached, and how much they will be willing to spend.

Once you have figured out all of these, then you can go out hunting for visitors, but until then, you need to really spend time focused on what your message is, who your customers are, what you are selling, and how you are going to get out there and find the customers who need what you have.4

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In general, most of the online marketing and promotion information you get will lead you down a path where you are paying either for clicks or for views. If you are advertising your business, you first need to decide how much you are willing to pay per potential customer, and whether you consider a customer as someone who just views your ad, or as one who visits your website. For some businesses, a presence online is enough, but for others, they need the customer to click through to their site.

When you are looking for online marketing and promotion information, remember that everyone is online to make money and there will be people who are trying to sell you worthless information that is well-packaged. They are using your quest for knowledge as their opportunity to make money and you can’t blame them for that. However, you do have a right to get some value for your dollar, so be careful when you hand over your credit card, especially for either advertising space or pay-per-click programs that are meant to promote your business.

When choosing marketing information, it is always best to find resources that don’t have a horse in the race. They should be providing or selling you information that stands on its own, without having to rely on you paying for their service in the future. The information, if it is of value, should translate across any product or service and on any website.

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