Integrate Your Online Advertising

By Danielle Babb of Entrepreneur.com



In the "old days" of the Internet, most people paid for traditional banner ads or headline ads, or they paid for advertising under what was called a cost-per-click or CPC advertising. CPC advertising used to be the most popular method of advertising out there. But getting statistics on what worked and what didn't wasn't easy.

Many people today also market with Google's (GOOG Quote) AdWords. While this is great for Google, it isn't always great if you buy words and you don't see your hit rate go up.

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What's becoming interesting in today's market are the alternative ways of advertising. Email marketing is alive and kicking -- mostly through giving away a newsletter with insightful information and hoping readers will click through to your Web site.

Collecting email addresses and sending valid offers, special events and discounts to those who sign up (and only those who sign up) can be a good way to drive visitors to your site. The monthly newsletters you send out need to showcase you as the go-to expert, but don't forget to feature some of your loyal customers and fans, too.

People like to see their name in lights, and they often forward the newsletter to many others in the process. Make it easy to subscribe -- and unsubscribe. This will help you comply with laws and also keep your visitors happy.