If you don't maintain a presence on the Internet, whether
your business is online or off, competition will devour you. Because
the marketplace has become so hyper competitive and more sophisticated,
access to information as vast and as fast as the web is all the more
reason to market your products and services in cyberspace. Unlike phone
numbers (or directories that list them in alphabetical order), web site
URLs are found mainly through keywords (search engines), links, offline
marketing, and referrals. Therefore, searching for your site will be much
more efficient if your company or product is positioned well -- in the mind
and not just on search engines. Since the Internet is fast becoming a medium
of equal stature to the TV and radio, a company not present on the web can
no longer be considered as just plain old-fashioned. It will become easy
prey to its competition and, more significant, to the negative perception
of the marketplace that the product or service is also not up to.
It's Not The Size That Counts One of the biggest advantages of being on the
web is the fact that the small or medium-sized company can look just as good
(and be as effective if not profitable) as the larger ones. An Internet business
is more versatile and can often personalize its offers. Every indicator of
how the future will be points to a much greater demand for personalized services.
The Internet offers the ability to closely tailor products and services
to exactly what one wants and needs. Consequently, it is safe to conclude
that the future of the Internet lies in personalized services supplied by
small companies and individuals. While they lack advertising budgets similar
to those from the big guns, smaller-sized entrepreneurs can still obtain
huge amounts of traffic through more economical means of promotion. These
are not restricted to banners and search engines either. They comprise many
processes that should be included in one's portfolio of online marketing
efforts. There are emails (or, more specifically, signature files), specialized
directories, topic-specific indices, Intranets, strategic marketing alliances,
links on non-competing web sites, buttons, discussion groups, classified
ad sites (both free and paid), "opt-in" mailing lists, reciprocal links,par
newsgroups, online conferences, Internet chats, community-based sites, and
specialized online discussion forums -- all of which can help market a company
effectively online. Think Link Look at it this way: The greatest rule i
marketing success often taught in the academic world is "location, location,
location." In cyberspace, that rule applies even more. In other words, your
site must be located in as many places as possible and it must be as easily
accessible.Thus, get others to link to you. How do you\par do that? Well,
to cover such techniques within the scope of this article would be\par impossible
(that's what our private web site is for!) ... but let me share one of them
with you that has been tremendously successful for me. If your site offers
freebies (especially free information, such as articles, reports, e-zines,
books, software, and so on) or a special incentive of some kind on a product
or service you sell, use the "tradeoff" technique and ask for a link to
your site in return. If you offer something of value, not only will people
feel the need to reciprocate but also merely asking helps to elevate that
value in the mind of the prospect. In addition to freebies and special
offers, you can also provide tools as a great way to get linked. Also known
as "interactive" traffic generators, some examples of tools include games,
quizzes, surveys, polls, for mailers, referral functions, videos, searc
functions, mini-directories, contests, article archives, and greeting cards.
There are also reminder services (such as http://www.constantcontact.com,
message boards (such as par http://www.insidetheweb.com,
and chat rooms such as http://www.talkcity.com
and http://www.beseen.com
Other interactive traffic generators are often referred to as "plug-ins,"
since they help visitors to experience your site rather than just view
it. But server side traffi plug-ins in particular are better sinc there
is no need for a program to enable that experience. In other words, these
plug-ins actually work on the site itself and not on the visitor's computer
that may not have the necessary software in the first place -- which is
why I have a penchant for CGI or ASP instead of Java. If you want to add
more interactivity to your site, there are many scripts available that you
can use -- and many of them are free. Some great traffic "plug-in" script
sites are:
http://www.scriptsearch.com
http://cgi-resources.com
http://www.webmaster-resources.com
http://newmillennium.net
http://solutionscripts.com
http://www.freecode.com
http://www.freewareweb.com
http://www.webaddesign.net/shop/scripts
http://www.lakeweb.com/scripts/begin.html
http://www.utirc.utoronto.ca/CGI/cgi1.html
http://www.webthing.com/tutorials/cgifaq.html
http://www.perl.org/CPAN/doc/FAQs/cgi/idiots-guide.html
http://www.boutell.com/faq/cgiprob.htm
http://www.extropia.com
http://www.speakeasy.org/~cgires/cgi-tips.html
http://www.halcyon.com/sanford/cgi/cgi-tips.html
http://worldwidemart.com/scripts/faq
http://www.mcp.com/que/et/se_cgi
http://www.worldwidemart.com/scripts
For you Javascript lovers out there, there's also:
http://javascript.internet.com
http://www.javapowered.com
Overlooked Traffic Generation Tools But one of
the simplest interactive traffic generators that is often overlooked
is the process of delivering pages of consistently updated information
-- in short, fresh content. It can be as simple as changing the content
of your site to reflect currentevents and issues, continually adding
new articles and special reports, or posting past newsletter issues in
a special archive. The element of scarcity is also a great way to generate
an abundant quantity of visitors, such as by offering time-sensitive or
password-protected information. In the case of the latter, people who wish
to view the "secret" information will have to apply for it. For example,
if you offer a free report, don't make it accessible directly to visitors.
Have a form on your site that visitors need to fill out in order to gain
access. Beyond content, offline traffic generation is just as important.
And the first rule in doing so effectively is to specialize. The most
common mistake newcomers to any field of business make is to think that
by expanding their portfolio they will "secure" more business, and nothing
can be further from the truth. Specializing and narrowing one's focus as
much as possible will paradoxically increase the likelihood of getting more
hits let alone business. Specialization is in itself a fundamental marketing
process. It's amazingly effective in creating top-of-mind awareness among
a target market. For instance, an accountant specializing in car dealerships
will get more traffic than a general accountant will. An online clothing
store specializing in babies and mothers-to-be will get more business
than a typical clothing store will. A photographer specializing in weddings
will get more hits than a regular photographer wil Specialization is often
referred to as "niche" marketing. As more and more businesses get started
(as well as more and more web sites populate cyberspace), the less time,
energy, and money people will have to spend in making choices for those
with whom they will choose to do business. Therefore, have your site focused
on a niche, a specific theme, or a particula concept. Think of a laser,
which is basically a beam of highly concentrated light. You want to focus
like a laser and thus burn your site into visitors' minds. Nevertheless,
here's the bottom-line: While you can (and should) use them, never rely
solely on search engines and banners for generating traffic. If you do,
your competition will always be a step ahead.
----------------------------
Originally published in IMC's Internet Marketing Chronicles.
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GUEST ARTICLE
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