It might not be easy being green, but it’s surprisingly easier making green than most people believe. The real pitfalls and stereotypes of internet marketing have arisen through time in very specific niches or problem-areas, yet have grown to such a level that it’s generally believed they affect everyone and every business alike. A good strategy is key and the following offers some important topics to consider when planning ahead.

Understand your customer demographics and how they will tie in with your product, business, and marketing angle. The location of your selling-point (if any), the location of your target audience, and any location-specific requirements of your product should create a neat triangle. For instance, an easy-to-understand example would be the business selling sports memorabilia. A company based in Boston, that sells Red Sox souvenirs online, would obviously target residents of Boston in the physical shop and reach out to fans nationwide via the Internet. (While they would have a much harder time selling Braves souvenirs, etc.) This is especially true in activities like sports, music, and attractions that are very “location-dependent.”

Looking back on the first example, the company selling Red Sox souvenirs in Boston might be demographically ideal, but chances are, that won’t be enough to create a successful company. One such opposing force that many people overlook is the market competitiveness. In Boston alone, there are probably dozens upon dozens of sports memorabilia shops. In order for a company to stand a chance, they will need something to set themselves apart from the rest. This could be lower-prices, but that’s often impossible when new shop owners need every dime just to continue operation. Thus, it might be wiser for the business owner to avoid the typical brick-and-mortar shop due to heavy competition and focus entirely on propelling online sales; which would also allow a drop in price due to less expenses.

This brings up another consideration; should you take a loss in profits at a certain period if the additional sales will likely bring in more customers? Just as with demographics, there is a balancing factor in this equation and it is the longevity of a product or service. If you are marketing something that will bring in repeat customers, renewable services, or something that will continue to be needed throughout time, then it may be advisable to have a well-advertised sale to start things off. However, such a sale would be pointless if your customers simply bought the product once, you took a huge loss, and they had no reason to return.

All of these things lead up to the one big question that every business owner struggles with and often becomes the determining factor of a company’s success. How should products or services be priced and how flexible are these numbers. Sticking to one, sturdy price may be great if it’s a market with no competition and a continual service, but that’s not usually the case and remaining strict leads to the competition beating your premiums and a loss in business. The best bet is just research and copy the other guys. It may sound bad, but in a marketing world, you need to constantly know what the other guys are charging and charge a penny less; it’s that simple.

These four corners provide the balance required to successfully market a product online. Tipping the scales one direction or the other may result in better short-term profits but will likely end in failure. However, if you keep them in mind and plan accordingly, they can be greatly beneficial and equal huge profits in the days to come.