Bill McRea

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You have all read them, offline anyway, in papers, magazines and journals among other places. Well online classified ads work the same way. You write a headline, description and post some contact details for potential buyers to get in touch with you. Offline classifieds would direct people to a phone number while online classified ads would contain your URL and an email address.

Offline you’ll have to pay for almost all classifieds you post, however online there are thousands of free sites which will allow you to post your ad and of course there are plenty of low-cost sites which will also except your ad.

Apart from the fact you can get free classifieds online, online ads have a few advantages compared to offline ones.

The Internet has a much much larger audience than your local or national newspaper has so more people can potentially see your ad and act upon it.

You can post your ads online and you could have feedback and sales within a very short time as usually people just have to click on your URL for more info rather than make a phone call or send a letter.

Ads that are placed online are much cheaper than their offline counterparts, this is because space is not tight on the Internet as it is in a magazine or newspaper.

A user looking for a particular product can usually perform a search for a particular word or phrase from the classified ad site whereas offline people have to manually scan through the different categories.

A disadvantage of online classified ads to the webmaster is that it can be quite time consuming to do especially if you want any sort of success with them, which you obviously do. However many good pieces of software are becoming available which can automatically submit your ad to lots of these sites, they aren’t cheap but if you’re interested try doing a search for ‘classified ad software’ or something similar on Google.com or Yahoo.com.

Let’s get on to the good part, how to make the most out of posting to classified ads. Stay specific, always post to the most appropriate category or categories there are, this way you’ll be posting to an area where people will actually be interested in your product, this is vital.

Remember especially with free classified sites that a lot of other webmasters will be trying to promote their products and websites with ads too so you’ll have to repost your ad regularly to stay near the top of the bunch, nobody will even see your ad if it’s at the bottom of another 50 ads, will they?

Now on to the actual copy of your ad, since few classified sites allow you to post graphics you’ll have to rely on your headline to grab the attention of the people scanning the ads in front of them. You can do this by using words like ‘free’, ‘secrets’, ‘how-to’ and other words which will make them curious to find out more. If you can, include your keywords in your headline as some classified sites will use the headline as the link to your site this in turn will help you when the search engines examine your link popularity.

Always target your market, if you sell a product for webmasters mention ‘webmasters’ in the headline and body, next you should mention what your product will do for them (i.e. the benefits of it. – how will it make their life easier).

I have read this in numerous places and now you’re going to read it too, the idea with classified ads is to generate interest and not to actually sell anything there and then, that’s far to hard to do, you want to get the reader wanting more information and you should give this to them through your website or autoresponder. This is why your ad body should always be short, concise and to the point, a big long page sales letter will scare people off.

Follow the above few tips and you should see some results, before you go I want to put this to you. Which is better paid or free classifieds? Well for me paid classifieds have always produced much better results, I think this is because advertising in “Free Classified Sites” has now become an almost automated task which means not many people actually visit and respond to classified ads. Submission spiders are wonderful creatures but aren’t often interested in clicking on your well-crafted classified ad.

Two of the best places where you can place fee based ads which do bring results are AOL.com and Yahoo.com. Good luck!

Article by David Callan. David is an Internet marketing professional and webmaster of AKA marketing.com webmaster forums. Visit his webmaster forums for the latest discussions on search engines, website authoring and Internet marketing related issues and topics.

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For those who are interested in how to add video to your personal blogs, I found a great post from From problogger.net 

That is provides an example of how ProBlogger does it. It’s really not hard if you have the camera and a outline anyone can do it. Check out the post.

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If you’ve been getting caught up in all this talk of RSS versus Email, its time to stop wondering.

Marketing Sherpa just posted a new report that stirred up the old RSS vs Email debate again. http://www.marketingsherpa.com/sample.cfm?contentID=2988

The report starts out by stating, “It chills our blood when we hear Email marketers and publishers blithely state, “I’m thinking about switching over to RSS entirely!” Oh no. Please don’t. RSS is worthy of testing, but it’s not an email replacement and it never will be.”

A report in Jupitermedia titled “E-Mail Marketing: Alive and Well” notes, “RSS won’t be immediately effective as an alternative to e-mail marketing. (But) for some companies (primarily publishers who cater to a technical audience), it’s sensible to press forward with RSS now as a supplement to e-mail marketing.” http://www.jupiterresearch.com/bin/item.pl/research:concept/1103/id=96103/

A lot of people think this debate has been going on for long enough. RSS is NOT a replacement for email. It does not (and may never) rival the marketing reach and immediacy of an email message.

Those who’ve been mourning the death of email marketing don’t seem to “get” the fact that RSS hasn’t reached the tipping point yet. More people read email than RSS feeds – many more.

I believe that a smart publisher or marketer must use both – Email and RSS. Its not an either/or question.

I know for a fact that my blogs get read more when I send out an email with a “blog post roundup.” I personally prefer email and tend to read those blogs more frequently that use email notification.

But the news is not all good for email marketing. According to DoubleClick, 64.7% of all legitimate email being sent (based on their own customers’ stats) is never opened. Email delivery is cited as the #1 email marketing headache.

The good news is that email marketing has a terrific Return on Investment (ROI) bringing in $15.50 per dollar spent on a campaign according a report in Email Sherpa. http://www.emailsherpa.com/emailblog.cfm?ID=360

That $15.50 per email-marketing dollar spent is roughly 17% more than in direct-mail campaigns and 73% more than telemarketing campaigns.

eMarketer reports that email is still a powerful marketing tool if used well in a new report, “Email Marketing: How to Improve ROI.” http://www.emarketer.com/article.aspx?1003369

Some points it notes:
· 71 percent of US online advertisers used email marketing in 2004, while 77 percent using paid search.
· Despite spam and email overload 45 percent see email as a good way for companies to stay in touch with customers.
· Customer retention and increased loyalty is the main objective for email marketing among 63 percent of surveyed marketers
· 62 percent also see email as a way to acquire new customers.
· Email volume in the US is expected to rise from over 2 trillion message this year to nearly 2.7 trillion by 2007.

Even though both email spam and email delivery are on the rise, end-users are getting used to spam and it’s bothering them less than it used to.

The Marketing Sherpa report also notes that 91% of US Internet users use email on a regular basis, while roughly 4% use RSS feeds on any sort of basis at all.

It suggests that publishers do test RSS, but recommends that they not treat RSS as “shovelware for email content” because it is a new medium.

Other disadvantages it notes for RSS publishers is the challenge of metrics.

“No deliverability, open rates, hard vs soft bounces. No a/b tests, no usability tests, no offer tests, no recency/frequency tests, and multivariable testing…”

“The kind of data that marketers and publishers rely on to make business, content, and marketing decisions for email campaigns is almost entirely lacking for RSS at this time,” says the report.

So if you’re wondering what you should publish – a blog or an email newsletter – I suggest you do both.

Or at least publish a blog with email notification built in. Remember, your list is still your most valuable asset online.

Keep either Email or RSS out of your marketing toolbox and you’re losing out on a significant portion of your audience.

RSS has other advantages that email does not have – like being able to syndicate your content across the web. It can be a very useful tool for building link popularity – if you do it right.

As a marketer you do need to start brushing up on your knowledge of RSS and a good place to start is here. http://ebizwhiz-publishing.com/rss-blogging.htm

Priya Shah is the CEO of eBrand360. She writes the Marketing Slave blog and publishes an internet marketing newsletter.

This article may be reprinted as long as the resource box is left intact and all links are hyperlinked.

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