Now that you have built and tested your website, I would like you to market it. Let’s say that your budget is NOK 10 000 (or 1800 $ US). Please do the following:
- Do some research on what advertising costs. You could for instance contact your local newspaper, print shop and other websites.
- Make a detailed list of how you would market your website. Remember to keep your budget in mind.
- What if you had double the budget? Come up with a second marketing strategy, this time with NOK 20 000 at your disposal. (3600 $ US)
- Come up with a viral idea. It doesn’t have to be a video; it can be guys dancing at the airport in gorilla suits. You can use ANYTHING that is at your disposal. Be creative!
I researched several alternatives for marketing my website.
Physical mediums like local newspaper have different sizes for ads, therefore different prices. Ads at size of 46x71mm costs NOK 1.567,- for one day, printed in physical paper. A bigger ad at 146x107mm costs NOK 7.052,-
Buing ads on Google and Facebook is based on clicks. The average cost per click on Google is $1 and $2 on the search network. The average CPC on the Display Network is under $1. But you can set the total amount to spend on ads per day or another predetermined period.
Facebook has no black or white answer to costs. Yes, you can predetermine your daily budget or the total amount for an ad to run for a set number of days. But the exact cost for an ad to show is based on a number of things you decide when setting up an campaign. In addition bying ads on Facebook is like bying on an auction. There are a set number of ads placements, and if you’re the only one in your nisje, it won’t cost you much. If you are one of many other businesses marketing the same service it will cost you a lot more. To conclude Facebook marketing, one semi-famous Norwegian marketer called Thomas Moen said in a webinar that when starting out with only NOK 25,- per day and increase when necessary.
Finn.no also has pay-per-click ads. They cost around NOK 5,- per click and you can buy packs of clicks. 160 clicks costs NOK 1.000,-.
Google, Facebook and Finn.no has the opportunity to select a specific demography, but Facebook is clearly the winner amongst them. They let you set age, gender, interests, job, location, status and more.
BUDGET NOK 10.000,-
Setting up an detailed plan of how I would marked my website, I decided to use the total budget in one month. I could do it as a crash course in marketing, then evaluate what worked and what didn’t, measuring it in the total amount of traffic to the website and where it came from. And if the website was selling a service or product I could also measure how many contacted me and how many bought my service or product.
Total marketing budget for one month:
Google Adwords, pay per click
For Adwords in the search engine I would spend NOK 2.933,- for having the ad up for a month.
Facebook, pay per click, sponsored/boosted content
For a social media platform like Facebook I would create or boost well preforming video content and ad a button for going to the website. Budget NOK 2.933,-.
Finn.no, pay per click
Here I only have the option to pay per click, no monthly fee and the clicks spattered evenly throughout. I would buy 160 clicks for NOK 1.000,-.
Local newspaper, two ads for NOK 3.134 ,-
Since this ad only displays once in a publication, I would buy for two separate publications and run them after the online ads had started appearing. Maybe on the third and fourth week.
BUDGET NOK 20.000,-
I’ve basically just increase the amount for the methods in the previous by 1.5 times, and used NOK 5.000,- on designing and printing killer posters. A5 sized to hand out on local businesses and A3 sized to put up on local stores and public walls that are allowed to hang posters on.
VIRAL IDEA: TRAVELING TOWN/MOBILE TOWN.
Since the website is to promote my how town Stranda, I would get to getter friends of mine and dress them up in big costumes of cardboard boxes that look like local businesses and facilities and have two people holding a gigantic poster/banner with a rose photo of Stranda. Then everyone could travel around on public places in nearby citys, running around as a moving city. Even better if I could hire a local musician to play music.