Image courtesy of Down Town Pictures

You may have developed the greatest product since sliced bread. You may even be giving it away for free. But if no one knows that your amazing business or organization exists, how will they ever make a purchase from you?

With marketing and sales techniques we build bridges that encourage consumers to discover very specific things. We don’t build paths – people tend to step off of those. We don’t create maps – people tend to not follow them. We build a bridge that carries the consumer safely over the vast sea of internet information and lands them directly on our virtual doorstep.

When you’re building your online advertising campaign you need to devleop your strategy on the bridge principle: how can I (a) guide the (b) consumer from demographic directly to my (c) product. You should already have a grasp on the demographics you want to tap into from a market analysis. For example, you may find your ideal customer is a stay at home mom between the ages of 25-35. If this is the case, you would look at what types of websites and advertisement methods would best reach these customers, possibly Facebook and various SAHM sites. Now that you’ve identified (b), and I’m pretty sure you know what (c) is, you can calculate for (a) your advertising message.