Why Ezine Advertising Works
Everyone involved in online marketing knows that traffic is the life blood of any online business. But what a lot of people may not know is that not all traffic out there in the big wide world of the internet is good traffic. It is quite possible for you to work hard and/or pay out good money to get tons of traffic to your web site and not make a dime in sales, if it is not the right kind of traffic. What you need is highly targeted traffic based on some knowledge of your target audience’s previous behaviour patterns. In other words, people that you know are likely to be interested in what you have to offer because they have demonstrated their inclination through their previous actions, represent what might be called “good” traffic. Such “good” traffic it is what you get with ezine advertising.
What is an Ezine?
An ezine is an electronic magazine or newsletter that is usually delivered to ezine subscribers via email, with the frequency of delivery ranging from daily, to as little as once or twice a month. In signing up to an ezine, subscribers effectively give the publisher permission to send them the information contained in the ezine. The power of ezine advertising therefore lies in the fact that it is highly targeted. This means that you know before placing an ad in a particular ezine that the readers are already predisposed to receive the information and are therefore likely to be interested in whatever you have to offer.
Why Ezine Advertising is Successful
The key to successful ezine advertising is to match your offer to the content of the ezine. When this is done correctly, it is the fastest way of getting targeted traffic because the ezine you choose is already in regular contact with the audience you want to reach. Now, when you enter the scene with your offer, delivered in the form of, say, a solo ad, the fact that the ezine publisher has seen fit to publish your ad is a sort of endorsement of your offer by the publisher, which makes the readers of the ezine more receptive to it. You are in effect piggy backing the credibility of the ezine publisher who already has a level of trust from the readership of the ezine.
Another reason why ezine advertising is successful is because ezines have a growing readership. They take on new subscribers daily, thus increasing the reach of your advert. In addition, people who do not buy first time on seeing your ad – they may wish to mull over a decision or decide to do some further research before making the purchase – will often be prompted to make the purchase by seeing the ad several times.
Choosing the Right Ezine for Maximum Effect.
A search of the internet will quickly reveal that there are literally thousands of Ezines to choose from when looking to place an ad. They range from what might be termed high end ezines that will send your offer out to millions of subscribers for a small fortune, to much smaller ezines with less than one thousand subscribers.
Your choice of ezine will therefore to a large extent be determined by your budget. However, it is more important when choosing an ezine to make sure it targets the right audience. For example, if you wanted to promote a dieting product, it might be tempting to place an ad in a large “Entertainment” ezine, since no doubt there will be some subscribers to the “Entertainment” ezine who are interested in losing weight. However, you would be far better off placing your advert in a much smaller “Health & Fitness” ezine since subscribers to the latter are already primed to receive weight loss information.