Effective tools for online business. Small Business Tools: Five Useful Online Services

We manage projects, automate accounting, sign documents online - convenient Internet tools will help to do this and much more

The Internet is literally flooded with resources that help entrepreneurs solve certain business problems - plan the work of the company, promote the site in search engines, find promising business ideas, etc. But many of these instruments are inconvenient, poorly executed or frankly “buggy”. To draw your attention to really useful and high-quality sites, we compile a selection of such resources from time to time. Below is another portion of online tools, in whose quality and effectiveness we are confident.

2 can: accept card payments anywhere

For entrepreneurs working with retail clients, the ability to accept bank cards for payment anywhere can be indispensable. You will never lose a customer just because he does not have cash with him, and your courier will not have to wait for the buyer until he runs to the nearest ATM to withdraw money. Today you can “roll” a client card even using a regular smartphone and a small reader connected to it - a mobile terminal.

One of the leaders in the mobile acquiring market today is the service 2can. How it all works: you plug the card reader into the headphone jack of your smartphone or tablet, launch the app, enter the amount and purpose of the payment, ask the customer to sign on the terminal screen, and then send the receipt via email or SMS. A business owner can control the work of couriers and the receipt of money into accounts from his smartphone.

2can works with Visa, MasterCard and Mir cards. There is no subscription fee and service connection fees, users only have to pay a commission for each transaction - 2.75%.

"Megaplan": we manage the company through the "cloud"

- cloud-based CRM-system, which is aimed at owners of small companies. It helps to manage a business, maintain a customer base, monitor employees and plan things. You allocate responsibilities, appoint responsible persons and set deadlines. Then you check what is done, which tasks are overdue and why.

The system saves the history of customer relations: call records, correspondence, notes, invoices. This data is protected and cannot be deleted, modified or stolen. Notifications by mail and SMS will not let you forget about agreements and miss deadlines. Also in "Megaplan" integration with digital automatic telephone exchanges and programs of accounting "1C" is provided.

You can create up to 10 accounts on the free plan; If you need to connect more users, you can use paid options.

SignEasy: signing electronic documents

is a very convenient service that simplifies the exchange of signed documents, primarily with external clients, contractors and customers. It works simply: open a document from any device, place a scan of your signature in the right place (and on mobile gadgets, you can sign with your finger or stylus), if necessary, add initials, transcripts, and even a seal. And right from the program, you can send the file to the addressee.

Of course, the legal force of the document signed in this way is a big question. But many companies practice the exchange of scans to save time - first they transfer electronic copies of documents to each other, and the paper originals are delivered later. So, for use as a local tool, where the signature is mostly a formality, SignEasy is quite suitable.

The service is paid (subscription for a year - from $ 39), but you can use the free test version for 14 days.

"1C: BusinessStart": we automate accounting

Official accounting and reporting are not the most interesting tasks for many startups. But the law is the law, and immediately after receiving a company registration certificate, the question arises - how to deal with it. Of course, at the start, I want to have a quick and simple solution for preparing and submitting reports with little bloodshed. One of these solutions is a software product "1C: BusinessStart", which is suitable for accounting and reporting for individual entrepreneurs or LLCs on the general taxation system, simplified taxation, patent and UTII.

It is quite simple to keep records in such a program on your own. Moreover, it can even be useful to “feel” what accounting is, an integral part of any business. When you get tired of doing it yourself, you can give everything to a freelance accountant, and he will easily continue your business - the professional “1C: Accounting 8”, popular with accountants in the country, is taken as the basis for 1C: BusinessStart. But all the insides of accounting are successfully hidden from the entrepreneur. He is only required to generate the necessary documents: invoices, invoices, contracts, bank transfers, etc., and on their basis the program itself will put income and expenses, debits and credits in their places, compile and check statements, and then send them to the tax .

Now is a very good time to buy the program - until the end of March, a tariff of 400 rubles per month has been introduced for new users. At the same time, during the test 30 days, you can use the program for free. You can either install 1C:BusinessStart on your computer or use it through the cloud.

Deskun: manage projects from Gmail

This is a project management system and support for communication with clients directly from the Gmail interface. With the help of the service, an entrepreneur can systematize the work of a team on projects, set tasks for employees and monitor their implementation, quickly respond to customer requests and, in general, improve customer support service.

Deskun tools - projects, queues and tickets. A project is either a company as a whole, or some of its products, or a separate area of ​​activity. Within each project, there are queues - separate business processes. And each queue can include a number of ticket-tasks, for each of which you can set performers, deadline, priority, status, etc. You can turn into a ticket both a task assigned to an employee by his manager, and a letter of application from a client, instantly putting it to work and assigning a person responsible for it.

The Deskun plugin is easy and quick to install on a computer, it has a simple and familiar Gmail interface, as well as an acceptable cost of use - some of the functions can be used for free, and the full functionality of the system is available from $0.99 per month for one project and one queue. In order to understand whether the service suits you or not, you can use the option of a 14-day free test drive.

You will now learn how tools for online business, different companies, authors, can bring you a solid income.

You will get the method that I use to make money on business tools and you can easily apply it in your business!

Tools for online business, what is it?

These are programs, services that are created for organizing and developing business on the Internet.

These can be plugins to enhance the functionality of a site or blog, these are services for obtaining statistics, these are business automation programs (autoresponder, chat bots, video mail ...).

What is most interesting, almost all business service providers are ready to pay commissions to everyone for attracting customers.

It is great!

You don’t have to create anything yourself, you just need to pick up several high-quality services from one niche and set up a sales process!

That's what your job is: Customize the sales process!

How to sell online business tools:

Watch the video below for one example.

If you watched the video, you should have understood: You are not promoting the tools themselves on the Internet, No!!

You are promoting instructions, a step-by-step guide, on how to use your tools in business development.

Your potential client needs to see how to use your tool in their business.

The instruction is your mini product, which you will give away for free for a subscription.

How the process of selling tools for business looks like through the instructions for use:

An example of hosting promotion (a service for creating websites).

We create instructions: how to create a website in 1 hour and show all the steps step by step.

Below there is Step2 and Step3 and another call to action button that directs you to a page to buy hosting.

We create one capture page where we will send traffic. We will not give instructions just like that, we need a contact email of a potential client.

Here is the simplest landing:

How does the promotion work:

We advance our instruction through the capture page.

We give instructions for free, but to receive it you need to enter a valid email.

A potential client enters his email and gets access to the instructions for use of your product with a button where you can buy this product.

There is no guarantee that your service will be bought immediately and it does not matter, you have a contact email, you can set up a series of reminder letters with details and make a sale!

What is most interesting, through email, you can offer some additional product and earn even more.

So, the email database is permanent money, without it it will be very difficult!

Now, take your instructions - How to create your own website from scratch in 1 hour and make money on it:

Necessary services for the successful promotion of your tools for online business:

• Hosting to create websites, landing pages,
• Autoresponder for automatic distribution of sales letters.

Again, you can get all the necessary marketing tools and instructions for creating your site here:

CONCLUSION:

You have just learned how to use online business tools of any authors and companies to make money.

Sales Generator

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The number of users of the World Wide Web is growing from year to year. The Internet is turning into the main source of information, which, as a result, leads to the dynamic development of advertising in it. New Internet marketing tools are constantly emerging, both paid and free. We will talk about the best of them today in this article.

What unites the main tools of online advertising

Information about the product is placed in all types of media: in paper publications, on radio, television and, of course, on the Internet. Advertising on the Web is working more and more efficiently, so each company seeks to create an official website, pages on social networks, and its own blog.

But simply posting information on the Internet today is no longer enough - to increase sales, you must constantly attract the attention of potential buyers to your page in order to ensure the popularity of the site. This is where special Internet marketing tools come to the rescue, including website promotion, SEO promotion and conversion increase.

Internet marketing (internet marketing)

a set of measures taken to increase consumer interest in certain goods or services Uses all the methods and techniques of classical, traditional marketing, adapting them to the capabilities of the Internet environment.

Internet marketing includes the following elements:

• Product (aka product). Products that have unique properties that make it possible to distinguish this product (service) from similar ones.
• Price. The cost of goods in online stores is usually lower.
• Promotion- multi-component promotion of a network resource, individual products using Internet marketing tools (SEO optimization, contextual, banner and interactive advertising, working with potential buyers through social networks and blogs).

• WITHait. Must meet the needs and psychology of the target audience. Be concise, intuitive and convenient.

The whole essence of Internet marketing is the phased building of work with the client, starting with determining the needs of the target audience, creating adequate and in-demand content, attracting visitors and ending with the conclusion of transactions.

There are some indicators that give Internet marketing a significant advantage over traditional marketing:

• Informativeness. Concentration of information in one place. The site allows you to place not only a detailed description of the product, talk about the process of its production, but also leave feedback to users. This is a very important element in shaping a potential buyer's holistic view of the product. The content of the site must be unique in order to be of interest to visitors.
• High performance compared to traditional advertising. The advertising that we have long been accustomed to (stretch marks, billboards, advertising on TV) has long ceased to pay off, despite the availability of the audience. Internet advertising is cheaper, acts on certain groups of the target audience, who are often interested in finding such information themselves.
• Large coverage of the target audience. The continuous growth of Internet users and the absence of restrictions on the territorial principle make Internet advertising effective, because an order via the Internet can be made from anywhere in the world.

Sellers are interested in promoting business through the Internet. This is used by both large and small companies, as well as private entrepreneurs. Neither the form of ownership, nor the territorial location, nor the number of staff positions prevent the organization from doing this. Only the lack of own knowledge in the use of Internet marketing tools can limit, but in our time there is no shortage of specialists in this field.

The best internet marketing tools for promotion and their pros and cons

You can create a beautiful site, fill it with interesting and necessary information and price lists, and it will not work. A selling site is not necessarily a developed online store. It can be a modest one-page site, which shows all the benefits of buying a product from this particular resource.

A website is a working Internet marketing tool if it encourages visitors to buy. Usually this is facilitated by high-quality design, content and usability of the resource, so when creating a site, you should not look for template paths.

Pros:

• An easy way to determine the target audience, as those who really need to come in.
• Increases brand popularity.
• Allows you to actively interact with visitors.

Minuses:

• A good website requires a lot of investment.
• A low-quality site will not become a selling one, moreover, it can harm the company's reputation.
• If you have created a one-page website, then it is advisable to create a separate landing page for each product group.

Submit your application

1. contextual advertising

This Internet marketing tool is currently considered the most effective way to advertise. Using search engines, people get ads based on the context of their queries. To place this kind of advertising, Yandex.Direct or Google Adwords will help. It will appear before the eyes of users potentially interested in this information.

Pros:

• Fast effect.
• Orientation to the target audience.
• Does not depend on site optimization.
• If the visitor has not shown himself on the site, then targeting will allow you to send contextual advertising to him, which can activate a passive user.
• You will only pay for visits to the site.

Minuses:

• Excessive intrusiveness annoys users.
• Low click rate.
• A specific price per impression has not been set (an auction system is in effect).
• High cost.

1. Organic Promotion

SEO website promotion is one of the most important tools of Internet marketing. SEO-optimization of the site allows you to attract visitors by getting into the TOP of search queries, and this saves advertising costs. Reasonable and thoughtful optimization in accordance with the expectations and needs of the target audience affects the increase in website conversion.

Pros:

• Low costs.
• Good conversion.
• An easy way to determine the target audience, as the site is visited by those who really need it.
• No negative effect.
• Increase in traffic.

Minuses:

• Delayed result (more than six months).
• Improvements will be required at the root of the site.
• Constant need to update content.
• Search engines have high requirements for websites and content.

1. banner advertising

The success of placing a banner depends on the correct choice of advertising platform. In this decision, in general, lies the whole essence of this method. Of course, it is more efficient to place banners on popular sites with high traffic. But consider how many potential buyers of the advertiser visit this site. After all, you can pay for an advertising space, but still not convey the information to the right visitor and not recoup the costs.

Pros:

• Banners grab attention.
• Precise targeting.
• Coverage of a wide audience.
• Clarity of pricing.

Minuses:

• Requires significant ongoing investment.
• Little effect on conversion.

Social networks are a place to communicate with your customers, conduct promotions, contests, sweepstakes. You can create a profile and fill it with photos, articles, videos. Social networks are also a useful tool for online marketing. Tens of millions of people visit Vkontakte, Odnoklassniki, Facebook, and Instagram every day. Among them, of course, there will be those who will be interested in your product or service.

Pros:

• Practically does not require investments (except for the payment of some additional promotion services).
• Ability to communicate online.
• Communication without intermediaries.
• Building brand awareness and popularity.

Minuses:

• A lot of time should be devoted to subscribers in order not to leave their field of vision.
• Serious competition for the attention of visitors.

1. Email marketing

Many people think that email marketing is an outdated method. You may ask: why send promotional emails if they end up in SPAM anyway? Modern e-mail marketing has learned to send letters pointwise. And this is no longer a mass mailing, so such letters cannot be called SPAM. Before sending such a letter, you need to acquire a customer base. What's wrong with making an offer to those people who really need them?!

Pros:

• Fast and visible results.
• The sender himself determines the number of readers (providing discounts and holding promotions allows you to attract a new audience).
• Interested visitors are ready to buy.

Minuses

• Often annoying obsession, causing the opposite effect.
• Needs preliminary and careful preparation.
• It is impossible to keep the interlocutor, because he can refuse to communicate at any time.

1. Video Marketing

It has been observed that people prefer to watch than to read. Videos can not only draw attention to your product, but also arouse interest in the very process of its manufacture, form a loyal attitude towards the brand. A video can be an attractive internet marketing tool that can garner a lot of views on Youtube by directing visitors to your website.

As an example, the video content of our client company Biokit

Pros:

• Perception of information in video format is 60 thousand times better than in text.
• A popular Youtube channel will provide a large number of views.
• Video presentation is much more effective than other types of advertising.

Minuses:

• High price.
• Takes a lot of time to create.

Mobile advertising these days is more than just sending SMS. Now, almost all gadgets have access to the Internet, they have applications installed through which advertising is actively launched - a successfully operating tool among well-known Internet marketing tools.

Pros:

• Personalized appeal.
• Wide audience reach.

Minuses:

• Big costs.
• Need help from experts.

Among the many Internet marketing tools, this one is designed to send repeat offers to former buyers or website guests who left their phone or e-mail. Retargeting allows you to collect a database of your visitors using a special site setup in order to personally contact people who are familiar with your products and are interested in it.

Pros:

• Addresses interested visitors.
• Helps build brand loyalty.
• Helps increase sales by 20%.
• Does not require large financial investments.

Minuses:

• Dependence on other traffic sources (directed only to those who have already visited your site).
• Useless with low site traffic (less than 30-40 visitors per day).

These are very convenient network resources, which are multi-profile Internet markets. On aggregator sites, various offers can be presented on the same topic or on different ones, but grouped according to some criteria. It is very convenient for visitors to make a choice between related offers, comparing them and choosing the best option.

Some buyers do not go further than aggregators, so it is definitely worth posting information about yourself on one of them. Registration on aggregator sites is paid, so it would be reckless to just spend a lot of money, taking up space on each of them.

Pros:

• Additional flow of buyers.
• The opportunity to demonstrate their advantages over competitors, if any.

Minuses:

• Placement costs can exceed the profit from customer acquisition.

A “virus” is a video, postcard, or other marketing invention that is attractive to network users and that can arouse interest in the recipient, unlike ordinary advertising. In the future, the addressee sends this material (cartoon, scandal, provocation, link to the site) to all his friends, and they to theirs. The number of views can reach several million, or even more.

Pros:

• Very fast distribution without any costs.
• Distributed voluntarily, does not cause rejection and irritation.

Minuses:

• Really interesting advertising is not so easy to produce, it requires huge costs.
• temporary effect.
• Uncertainty of the final success rate.
• Limited target audience.

1. Online Games

Nowadays becoming more and more popular, therefore, manufacturers and advertisers use this entertainment to place elements of their brand or inline advertising.

Pros:

• You can interact directly with the target audience, as games usually have a clear age and gender orientation.
• Easy to calculate profit.
• Not too high cost to create.

Minuses:

• Obsession.
• The difficulty of concluding an agreement with the owner of the game.

1. Formation of public opinion

This Internet marketing tool is aimed at creating and maintaining the image of an organization with the help of advertising texts posted on third-party sites. These can be press releases and articles on news resources, profile articles and reviews on forums. Nowadays, hidden advertising in social networks and visited blogs is a big success.

Pros:

• Unobtrusive effect.
• Does not require costs.
• Regular updating of information for the target audience.

Minuses:

• Frequent failures.
• The result is delayed in time.
• Requires constant monitoring.

1. Partnership programs

Their essence is that the partner company agrees to sell your products from its website for a certain percentage of sales. With the right choice of a partner with a highly visited site, the profit can be quite large. I must say that this Internet marketing tool is not often used, but it was impossible not to mention it.

Pros:

• Does not require independent work on promotion.
• Easy to set up.

Minuses:

• Lack of control.
• High competition.

Currently, this Internet marketing tool is gaining high popularity, because it is devoid of many disadvantages of advertising. Native ads are naturally embedded in the content of the site without causing irritation. Made in the form of useful materials from independent experts, such advertising arouses interest among users. And what is viewed, read with interest, often influences the formation of public opinion.

Pros:

• Possibility of placement on a variety of sites.
• Absence of obsession.
• Users often voluntarily share information with each other.
• Increase in conversion.

Minuses:

• Expensive tool.
• The complexity of creation.
• It is impossible to calculate the result of use.

Free Internet Marketing Tools That Really Exist

Of course, a significant part of Internet marketing tools cost a lot of money. But there are some that are completely free. Consider the top 20 free advertising options used almost everywhere.

Internet Marketing Tools for Research

• The tool helps to track the increase in brand awareness and awareness through mentions of it on the Internet.
• With the help of Google Alerts, requests are generated for a brand, person or product.
• You can receive new data using a special interface setting, RSS delivery feed, e-mail tools.
• The filters of this Internet marketing tool allow you to select the country, frequency of alerts, language and other details.

This Internet marketing tool can track links to the site of third-party resources, rank them according to the authority of sites and domains, and configure filters (by source, type of links, etc.). The tool is considered free when used through a registered account, but it is not necessary to go through the registration procedure if you need no more than three reports per day. You will have to pay for more.

It is not enough just to fill the page with text, its content is of great importance for attracting a potential buyer, so it is necessary to ensure that the content matches the search query entered. In order for the search engine to find exactly your site, you need to perform SEO-optimization of the text.

Machines read words embedded in HTML tags. Words and combinations of words repeated several times on the page are taken by the software as a sign that the page is relevant to the query. This Internet marketing tool allows you to perform a comparative SEO analysis of entire sites. Moreover, such services usually do not require any registration.

A free Internet management tool that allows you to track the reputation of an entity based on reviews and publications on the Web. The subject can be a company, and an individual, and a whole brand, and a separate product. Up to 3000 alerts are collected monthly, analyzed, the history is stored in the database, so you can always request an analytical report.

Content tools for online marketing

The service is built on the fact that headlines are generated based on three keywords. These three keywords are formed into the correct constructions, in accordance with the laws of creating advertising headlines. This tool has not yet been adapted into Russian, but you can create great titles in English.

A very useful internet marketing tool primarily for marketers and copywriters. When ideas have already dried up, you can enter a keyword and see some new unusual solution for its use.

A simple and easy-to-use editor that makes the text more readable, it helps to place accents correctly and exclude unnecessary words. The lightness of the text is determined by simply placing it in the window of the online editor. All complex and dissonant constructions will be highlighted in color, the program even generates hints for possible corrections.

A virtual tool for website content optimization. The analysis is performed by placing the address of the page under study in a special field of the program, which in a matter of minutes will display statistics on keywords and links to the site. A complete analysis of the web page is completed in 5-10 minutes.

Social Media Tools for Online Marketing

Free tool for online coordination of social accounts. One interface allows you to manage a large number of profiles (up to a hundred). In free mode, you can organize no more than three profiles on Facebook, LinkedIn, Twitter. A single interface allows not only managing the content of linked accounts, but also viewing statistics, evaluating their attractiveness to the audience, and studying the results of an advertising campaign.

An online marketing tool that is designed to determine the most convenient time for tweets. The service also searches for the most common opinions that are relevant in your field, analyzes followers, allows you to study their features and thus determine the target audience.

The tool allows you to compile an analysis of the pages of registered Facebook users for free. By simply entering the "Facebook report" combination in the Facebook search bar, you can get detailed information about publications and other activity on the pages you are interested in, and a lot of other useful information presented in the form of tables or graphs.

Trendwatching tools for online marketing

Google's web application that provides the ability to analyze the Google search query database, identify trends, top searches, and understand changing consumer interests. If you enter several queries in a line, the service will conduct a comparative analysis. The tool shows how often users type this or that term in the search line relative to other queries.

This internet marketing tool is a list of the most interesting links on the Twitter network. The service selects users who regularly post the best links and publishes the most popular of them. When forming the content, an analysis of your interests is also carried out.

A very useful tool that allows you to monitor the viral content of the Web. With it, you can see the most relevant news of the information flow. The relevance is revealed on the basis of the analysis of sharing in social networks. The tool can be configured with special filters (regional, temporary, etc.). This tool will be very useful for those who are used to RSS feeds.

Internet marketing tools for working with the site

A tool created for the urgent construction of the simplest landings. With the built-in HTML5-based editor, you can create websites yourself, and for this you do not even need basic knowledge of web design. For those who do not have such a knowledge base, the service will offer free templates and step-by-step examples of their implementation.

A comprehensive analysis of the Quicksprout service allows you to explore not only the page itself, but also the pages of competitors. A very useful feature is the analysis of social media materials, as a result of which the program generates tips and recommendations for changing the site under study. In general, the program serves as a reliable Internet marketing tool that identifies page flaws based on the study of its SEO core and keywords.

The service allows you to evaluate, based on statistics, the speed of distribution of the content you post among network users. Virality analysis based on comments, likes and reposts is carried out in the most popular networks Facebook, Google+, Twitter, LinkedIn, Pinterest.

How to select Internet marketing tools according to the strategy

You can read a lot of theoretical information, skillfully presented in books and articles. But studying this area in theory is not at all the same as in practice. And only personal experience will help to master the important principles of Internet marketing.

Integrated Internet Marketing

This strategy combines all the Internet marketing tools that are used in accordance with the general trends of business development on the Web. An integrated approach brings more results than each tool used separately.

Consider the successful use of integrated marketing to increase sales using coaching as an example.

• thematic site or blog with SEO-optimized texts;
• groups in social networks, which will need to be promoted in the future in order to popularize your product;
• contextual advertising.

In this case, three Internet marketing tools will be involved, which will save on advertising.

Internet PR

PR used in the Internet environment has the same goals and objectives as traditional Public Relations. The main thing is to create the effect of the brand's presence in the information space of the Internet and increase its recognition. To accomplish this task, you should publish materials about a particular brand, product, company in the media, in social network groups, in blogs that are popular and reputable.

Consider a couple of methods aimed at improving the effectiveness of online PR:

• Maintaining a news column on your website with their repost on the social network. News update is a very important part in promotion. You can quote articles on social networks, stimulate their reposts. Each interesting news will receive a lot of reposts, which are very useful for popularizing the brand.
• Organization of joint projects with major brands. Joint events help a lot to “promote” a young brand. Neighborhood with already well-known companies will affect the recognition of a newcomer in the industry.

What else to consider in choosing an Internet marketing tool so as not to waste money

To minimize costs, you need to calculate the cost of a lead and a client, take into account the conversion rate of the resource, after which you will receive the final cost of promotion. Knowing the approximate amount of a marketing campaign, you can adjust it by replacing one Internet marketing tool with another. Let's take a closer look at how this can be done.

1. Expenses. After calculating the cost of a lead and the conversion of the site, you should choose those Internet marketing tools that fit into your budget.
2. Duration. For those who expect results within one month, it makes no sense to invest in SEO optimization of the site and engage in content marketing, the effect of which appears in about six months.
3. Consistency. To create the effect of presence, increase brand awareness and popularity, all Internet marketing tools must be used systematically and comprehensively.

Using modern Internet marketing tools, the main thing is not to make mistakes!

Typical mistake #1. Lack of purpose

A person who is seriously engaged in business is probably familiar with the term "SMART goal". This term means that your target must have the following parameters:

• Concreteness.
• Measurability.
• Reachability.
• Consistency with other goals (consistency).
• Limited time (time frame).

You can't just say, "I want a million" without having a concrete idea of ​​what you want. Million dollars? Rubles? Of red roses? By what date should this sum appear? The answers to these questions will be decisive for the choice of means to achieve the directed efforts. Concreteness and real achievability of the result motivate for success. If the goal is not realized, the psychological attitude to achieve it drops dramatically.

Typical mistake #2. Wrong target

You can use several serious tools of Internet marketing, but achieve nothing. Because there is no thoughtful purpose. How correctly it is formed depends on its implementation.

If micro conversion is an indicator of achieving intermediate goals on the site (transition from the main page to the order page), then macro conversion reflects the effectiveness of using Internet marketing tools and achieving final results (the share of visitors who made an order on the site in relation to the total number).

Simply put, everything that an actually finished order brings you is a macro conversion. An expression of a macro conversion is a call to the call center, if it is about e-commerce, placing an order on the site, if it is an online store.

If a person, having visited the main page, became interested just enough to go to the page with the terms of delivery, with a description of the product, with current promotions, then this micro conversion, that is, an intermediate goal.

But intermediate goals should be formulated specifically. For example, the goal of “get into the top three according to Google” does not have the above properties of the correct and understandable, but the goal of “get 50 leads per day” is quite specific, realistically achievable and has a time frame and a quantitative factor.

Goals containing any restrictions are also incorrect and incorrect. For example, the task “by all means fit into 10 thousand rubles for contextual advertising and writing SEO-optimized articles” cannot be a goal in itself. It's more of a recommendation. But the wording “the goal is to reach 10 thousand subscribers in the next six months” is correct and feasible.

However, by effectively using Internet marketing tools, you can accumulate an impressive subscriber base, and this will only be a micro-conversion. Because the main goal is the transaction of subscribers into buyers. Agree, nobody needs a database for the sake of a database. Subscribers are needed to realize the ultimate goal of visiting the site - making purchases.

Typical mistake #3. Imitation

Many beginners, not having time to develop their own business concept and their own unique style, start by trying to imitate reputable sites that are leaders in their field. They not only copy the design, but also use the same set of Internet marketing tools. But this does not add to the merits of the beginning brand, but rather the opposite.

By copying a competitor in the industry, you can copy not only its advantages, but also its mistakes. Tracking innovations on his site, try to analyze their advantages and disadvantages. Before entering the same on your resource, answer the following questions:

1. What do you think was the purpose of the site owners when they made these changes?
2. What has changed in the work of the site after the innovations?
3. Imagine hypothetically that you have made the same changes to your site. Will the consequences of their introduction be exactly the same as on the source site?
4. Would it be nice for the site visitor to see the imitation?

The first question can only be answered tentatively. Most likely, the innovation is aimed at attracting more subscribers and simplifying the work with the site.

And the answer to the second question can be found by examining the statistics of the site. To do this, there are various types of Internet marketing tools for web analysis that allow you to find out the number of views and the length of stay on the site. Based on this information, we can conclude about the effectiveness of the innovation for the site.

Each time you notice an interesting development on someone else's site, form a hypothesis about its purpose, then test the site with one of the available Internet marketing tools, and then proceed to analyze the information received. At the end of the study, you should make a conclusion about whether your site needs the same feature.

You can use A / B testing to determine which design option will be more convenient and enjoyable for visitors. With it, you can make several versions of the site page or its individual parts, sections.

In this matter, the Internet marketing tool Google Analytics is convenient. This service will allow you to test the project by dividing the audience of the site into two parts. One will see the original version, and the other will see the new one. The comparison should be made according to a pre-selected indicator:

• by the number of transactions;
• to achieve the goal;
• by the number of transitions to the page;
• by subscriptions, events, other active actions on the site.

Using the parameters listed above, it is easy to compare and determine which option is ultimately the most acceptable for visitors. The best option and should be implemented for permanent use.

Remember this important tip: one test only needs to study one hypothesis. After all, if you change your resource as a whole, then there is a high probability that its conversion will change for the better. However, you will never understand which innovations have led to such an excellent result, and which, on the contrary, are holding back the site from even greater success.

Typical mistake #4. From extreme to extreme

Many site owners in pursuit of "merits" and "baits" often go too far. Let's analyze the most typical situations:

1. Trying to enter as much as possible more promotions, discounts, special offers may cause the opposite result. For example, on a tip from one of the Internet marketing tools, a person visits the site for the first time, and a huge number of discounts and promotions fall on him. This bounty fair may cause suspicion and distrust of the site.

It is reasonable and useful to organize promotions for the first purchase, but it is still better to supplement the order with a gift, and not with a discount. It is more effective to provide a cumulative discount system that will motivate you to make regular purchases on the site. Giving customers discounts for any reason is a sign of a dying business.

2. Exalting the Role of SEO. It is generally accepted that SEO-optimization of the site is the tool of Internet marketing that is guaranteed to provide sales. After all, if the site is in the TOP, it is assumed that it will be visited more often than others, and, consequently, the number of orders will be large. However, the top lines on the search results page are not everything, in fact, the site owner does not need positions in the TOP, but a large number of orders.

SEO is not to be criticized either. This is what drives traffic to the site. But keep in mind, the result of SEO optimization will play its role only in six months or a year. If you set out to meet a small budget and stop working at a loss a few months after the start, then the idea of ​​writing SEO texts should be postponed in favor of some other Internet marketing tool.

Definitely don't aim for the top spots all year round if you're offering a seasonal product. For example, who needs knitted hats, scarves and mittens in the middle of summer?

You need to use all the tools of Internet marketing wisely and for the benefit of the company. SEO costs are considerable, the result can only be assessed in the distant future, and no one guarantees it. Therefore, before investing in "heavy artillery", think about how important it is for you.

3. Going to extremes. If you have a tight budget, but at the same time set sky-high goals from using a couple of Internet marketing tools, don't expect miracles. They do happen, of course, but very rarely. In fact, any success is the result of a lot of hard work and serious financial investments.

It is impossible to reach the level of an Amazon website with a $200 budget. You will not be able to find an adequate marketer who promises you to reach unrealistic heights with a penny budget. And if you resist, you will definitely find charlatans and scammers.

How to evaluate the effectiveness of an Internet marketing tool

1. Conversion rate model. Let's start with the fact that your site must have Yandex.Metrica or Google Analytics installed. They are needed to count the passing traffic. But just counting traffic is not enough, you need to evaluate its effectiveness, and efficiency is a relative concept. We evaluate progress in one direction or another relative to our goal.

The simplest conversion scoring model is expressed in search traffic analysis. You will learn that 1% of all search engine traffic is subject to conversion. Try to take any actions aimed at improving this indicator. And if the result is positive, then you need to continue in the same spirit.

1. ROI model. This model evaluates the conversion by the amount of return on investment (marketing investment). Does the profit generated exceed the costs incurred? And by how much does it exceed? For example, you invested four dollars in advertising, and received $16 as income. Certainly, the effect is obvious. If there is no growth, then you need to review the tools of Internet marketing.

If you get a dollar of profit for a dollar invested in advertising, then you are operating at a loss, because you have other costs. It also happens that on a dollar of advertising you make a profit of 40 cents. As a temporary result, this is acceptable, but you need to strive to increase ROI. This can be done by the correct selection and rational use of Internet marketing tools.

1. LTV, customer life cycle. There are businesses that work with the same clients throughout their existence. With such resources, the cost of attracting a client is much higher than the cost of his first order.

Copyright service sites work according to the LTV model. The initial order is carried out in test mode. So the visitor is trying to evaluate the quality of work, ordering for the first time. But if he likes the result, then in the future he will return and, perhaps, more than once. The profit brought by this client in the long run will be very high.

To find out exactly what Internet marketing tools you need to use to more successfully promote your site, use a professional audit from the Internet marketing agency Sales Generator. Our audit will help you raise your position in search engines, increase the number of new customers, reduce the cost of attracted customers.

What is internet marketing and what is its essence? What tools and promotion strategies are suitable for beginners? Where can I get comprehensive training in the basics of Internet marketing?

Hello dear readers! With you are the founders of the HiterBober.ru business magazine Alexander Berezhnov and Vitaly Tsyganok.

Today we will consider such an interesting topic as Internet marketing.

If you work in the field of the Internet, then you will simply need to know the basic tools of Internet marketing. We personally use them on our website and it gives us great results.

Thanks to the knowledge of the basic tools of Internet marketing described in the article, and their correct implementation in your business, you will be able to increase the income from your Internet projects at times.

From the article you will learn:

• What is internet marketing and what is its essence?
• What tools and promotion strategies are suitable for beginners?
• Where can I get comprehensive training in the basics of Internet marketing?

The tips and tricks described here will help you increase online sales and gain a comprehensive understanding of how to promote and attract customers through the Internet.

1. Internet Marketing: Definition, Features and Benefits

Any commercial project needs to expand the field of activity.

Almost all modern commercial companies have representation on the Internet in the form of a full-fledged resource, blog, page. However, simply by creating a network resource and even filling it with information content, you will not automatically increase sales and increase the popularity of the company (website).

More purposeful work with the site is needed, which involves its promotion, SEO promotion and increase in conversion. This is what online marketers do.

Let's define it.

Internet marketing (internet marketing)- this is a set of techniques on the Internet aimed at drawing attention to a product or service, popularizing this product (website) on the network and effectively promoting it for sale.

Modern dictionaries define online marketing as the practice of using all aspects and elements of traditional marketing in the online space. The main objective of events of this kind is to get the maximum effect from potential users of the site and increase their flow.

Integrated Internet marketing uses all possible channels of advertising and promotion of resources on the Internet to increase website traffic and sales growth.

The main tools of Internet marketing:

• SEO-optimization (promotion in search engines);
• e-mail distribution;
• advertising in social networks;
• contextual advertising;
• banner advertising;
• traffic arbitrage.

More details about web marketing tools will be discussed below.

In the meantime, let's find out the features and benefits of professional promotion of sites in the network space.

The basics of online marketing are the same as conventional marketing.

Classical (traditional) marketing is the process of identifying and effectively meeting the needs of individual customers and the consumer audience as a whole.

The main task is to provide and promote goods and services to consumers and establish direct relationships with the client for the benefit of the company.

The rules of web marketing are quite simple: you can figure them out in a few hours, but knowing the basics does not mean that you will be able to apply them productively in practice (just like knowing the rules of a chess game does not make you a grandmaster yet).

Ideally, the business of promoting and promoting goods on the Internet should be handled by professionals. Today, Internet marketing services are provided to site owners by special agencies and studios, which are becoming more and more in the network space every day.

Effective marketing on the Internet (e-marketing) consists of the following components:

1. Product (aka product). A prerequisite: what is sold through network resources must be of different quality or some unique properties in order to compete with other sites and regular stores.
2. Price. It is believed that online prices are slightly lower than in real life.
3. Promotion- multi-level promotion of both the site itself and individual products. This element includes a whole arsenal of tools - SEO, contextual, interactive and banner advertising, working with communities in social networks and blogs.
4. point of sale- the site itself. A functional resource should have an original design, high-quality navigation, and top-level usability.

Other components also play an important role: the target audience, content (site content), and the involvement of visitors in marketing processes.

An Internet marketing strategy involves a phased work on determining the needs of the audience, creating and promoting content, and involving visitors in active acquisition processes.

Involvement- a key indicator of the effectiveness of modern web marketing. This element shows how interested users are in your site and ultimately determines the success of your business venture.

Before you start promoting a resource, you should determine its target audience and the needs of each client who comes to your website. Only in this case it is possible to increase the conversion of the resource and make a profit.

Internet marketing is very popular today. This is not surprising, because the digital world is literally absorbing us. This means that in order to effectively promote goods / services in this particular reality, companies need to use the appropriate tools for it.

At its core, Internet marketing is the complex use of the principles of traditional marketing, only on the worldwide web. Its main goal is to obtain the maximum desired effect from the potential audience of the site.

Many of our clients are well aware that it is necessary to promote themselves online, but they do not know how to do it, they have no idea about the main tools, their tasks and rules of use. This article aims to fill this gap.

Of course, within its framework, it is unlikely that it will be possible to talk about everything in detail, but it is possible to single out the most popular tools that have proven their effectiveness in practice, to identify their tasks, advantages and disadvantages.

Basic tools. Brief glossary of concepts

SEO promotion- a set of measures for internal and external optimization of the site, to raise its position in the results of search engines for certain user requests.

Paid posts in popular publics. The name speaks for itself. Popular refers to publics in the social. networks with at least 100,000 subscribers and high attendance.

Quantitative Testing (A/B)- a testing method that allows you to evaluate the quantitative performance of two versions of a web page, as well as compare them with each other. The practical meaning of this method is to find and implement page components that increase its effectiveness.

Retargeting (retargeting)- this is a repeated display of Internet advertising of a web page previously visited by them.

Email marketing- a way of individual communication with a client, characterized by building a long-term trusting relationship, by sending letters to users' e-mail addresses.

Integration with CRM is a customer relationship management system that allows you to record all events (letters, calls, meetings, orders, sales, etc.) in one place. Why do you need website integration? In addition to the fact that the customer database is located in a single place and you have round-the-clock access to full analytics that allows you to identify bottlenecks and remove them, the main advantage of integration is the automation and simplification of working with a client thanks to thoughtful and detailed action scenarios. The task is quite complex and time-consuming, for its competent solution it is necessary to deeply immerse yourself in the client's business process. But it's worth it.

Drive Reviews. Everything is clear here, without further ado. However, I would like to note that it is possible to stimulate giving feedback in different ways. An honest way - with the help of calls from managers, automatic emails in a short time after the purchase of a product or the provision of a service, opinion leaders. And not quite a fair way - buying reviews in large volumes on various services. The first option is better, but very laborious and stretched over time.

Partnership programs- a form of business cooperation that is offered by projects promoted on the Internet to increase the number of sales of goods and services. The essence of the affiliate program is that the project pays you a part of the profit that it receives from sales for attracting customers. This allows the seller to reduce the cost of attracting the final buyer. An important condition for successful work with affiliate programs is a large traffic to your site: at least several hundred unique visitors per day.

Working with reputation- creating a positive image of the company, its products or services, through working with the negative, improving the site and branding. There are many services on the network that monitor information about a company on the Internet (for example, google.ru/alerts, yandex.ru/blogs are free; babkee.ru, youscan.io, br-analytics.ru are paid).

SMM promotion (Social Media Marketing)- a set of measures to attract attention to the product / service and traffic to the site through social networks.

Media cooperation- promotion of a product or service with the help of PR-articles, stories, direct advertising through the websites of news agencies, news and analytical portals, business publications, popular newspapers, magazines.

Working with opinion leaders- building friendships with a person who influences the opinions of other people. The opinion leader has an active life position, he has many friends, a large number of contacts on the Internet. This is a long and painstaking work on the result. It is necessary to show the leader all the advantages of your product / service, give full information, create a favorable impression with him and support him in every possible way: give new items, conduct exclusive tests, etc.

Viral Marketing- various methods of advertising distribution exponentially and at high speed (like a virus), where the main distributor of information is the recipients of information themselves.

Content Marketing- preparation and dissemination of high-quality, relevant and valuable information, which is not advertising, but which indirectly convinces the audience to make the necessary decision, to choose a particular product / service.

I have indicated only 16 tools, but this is enough to understand how large the number of promotion tools on the Internet is. There would be an understanding of those, and their correct use.

What tools are for what?

All of the above tools can and should be divided into three categories depending on the goals for which they are used: increasing sales volume, increasing the frequency of sales, increasing fame.

With such a simple table in front of your eyes, it is easy to understand which Internet marketing tool to use in which cases. At the same time, no one cancels the parallel use both within the category and outside it.

Disadvantages and advantages of these tools

As we know, a coin always has two sides. Each tool has its pros and cons. The ancient Romans said: "Forewarned is forearmed." In our case, this means that you need to understand what difficulties you may encounter or what benefits you can get when using each of the tools.