Guide to Using Classified Advertising Online

Using the Internet can help you get more from your advertising strategy

By Jennifer Baljko, Freelance Writer and Editor

Using classified advertising online can help your company:

1. Reach a broader audience
2. Complement existing marketing and advertising initiatives
3. Break into new markets

Action Steps
The best contacts and resources to help you get it done

Develop a strategy for advertising on the Web

As with traditional print advertising, you'll want to figure out what your expectations are for online classifieds, target a specific market and determine how it complements existing marketing campaigns.

I recommend: Web Promotion Online Marketing Services, WebClassifieds.US, and Smith's Family Enterprises Inc have tips on developing an Internet advertising strategy.

Take advantage of what well-established online companies offer

There are some companies that have established reputations for being the best on the Internet. Since they are the ones attracting much of the traffic, it may be worth looking at how to post your ad on those sites.

I recommend: Google has a couple different ways of advertising online. Craigslist also offers free classified advertising domestically and internationally for an assortment of items.

Don't ignore traditional newspapers

Many newspapers are adopting Web models for their classified sections, so they may still be a good option to consider.

I recommend: Besides clicking through individual Web sites of the newspapers you would like to advertise in, Nationwide Newspapers can help you place your classified ad in 21,000 newspapers.

Improve your tactics

If you want to join the bandwagon and be competitive doing so, one of your first steps should be to understand what's out there now, what's on the horizon and how classified advertising works.

I recommend: E-consultancy.com has put together details of all the latest information, events and training related to buying, planning, creating and tracking online ad campaigns; it also a popular searches area. ClickZ Network has news articles and trend information geared at marketing professionals.

Helpful advice for making the most of this Guide

• •  Keep ads simple, and remember that like in print advertising, you want to encourage readers to call you or visit your Web site rather than do a hard product sell.
• •  Since there are many ways to find things on the Net, you'll want to make sure you include keywords that would pop up high on the list of search engine results. Useit.com has some helpful tips for writing for the Web.