Be a resource.
Internet users expect information.
So make sure your message is more than just hype. Add value.
Be an information
provider.
If you have a Web site, provide useful
background information about your industry, your specialties, your areas of expertise. You
will become known as an expert on the Internet, and others --
including potential customers -- will be drawn to you.
Include a clear call to action in your
message.
What do you want the user to do after
he or she has followed your presentation?
Purchase a product?
Request a proposal and price
quotation?
Join a mailing list?
Ask for more information?
Let them know what you want them to do,
and ask them to do it in clear,
direct terms. Make it easy for them to respond.
Set up a response mechanism
-- a
direct e-mail link, a form to fill out, a button to click. The more direct
and immediate the better. A phone number, a fax number, or a postal mail address is a
second choice but better than nothing.
Check your e-mail regularly.
People on the Internet expect fast response. I recommend checking your e-mail messages twice a day. Respond as quickly as possible.
This shows that you're serious about your Internet presence and that you care.
Beware of
"creativity."
Because the Web allows graphical presentations, it's easy to get
caught up in designing something you like --
but that does nothing to sell your product.
Make sure your site communicates and offers value to the user. Make sure it's
readable and that it's easy to navigate.
Your Web site doesn't have to be boring. You can be clever and you can be visual. But just
remember this favorite advertising maxim: "If
it doesn't sell, it isn't creative."
Repeat visitors
are more likely to become clients
or buyers, and they're more likely to recommend your site to others. To draw users back to
your site, you need to keep it changing. Update your material. Take advantage of new
technology as it appears. Add new features, new resources, new information.
Use correct spelling,
punctuation, and grammar.
Project a professional image by correct
writing. Even if it's a lowly email message, set the spell check on, double-check it for typos or vague language.
Promote your Internet presence
through offline channels
Let your regular customers and the public know about your Internet presence. Put your
email address and URL on your business cards, stationary, ads, brochures, packaging,
signage anything you can think of. Send out press releases.
Get the word out.
Marketing over the Internet and the Web can bring results in the form of leads,
direct sales, publicity, and image boosting. Get to know the medium. Work up a sound
strategy. Seek out appropriate online marketing methods that will get your selling message
across while respecting other Internet users.
Don't send out
unsolicited email marketing messages.
This won't help your business and will just get
recipients angry. There are much better ways to market your product or service.
Electronic mail is different from postal mail. For one thing, sending out a
conventional direct mail package costs you, the sender. But often your electronic
mail message will cost the recipient money!
If you become a regular user of email, you'll see how annoying it
would be if your mailbox got filled up every day with email advertising. There's
nothing to be gained by this.
Use online discussion groups for "soft-selling."
Newsgroups and forums can be fertile fields for marketing. But watch out. Most groups
don't tolerate commercial postings. Instead of barging in to hype your product, be a real participant. Lurk and
listen. Answer questions and offer help.
Include a "signature" block at the end
of your postings to let people know how to get in touch with you. You'll be surprised how
often this will bring in leads from potential clients or customers. can be fertile fields for marketing. But watch out. Most groups
don't tolerate commercial postings.
