Principles of Web Marketing - Part 2
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you have what some people can consider the basic issues.
"Build it and they will come"
This doesn't work on the Web. If you want any customers, they must now you
are in market if not all your e-marketing efforts will be useless.
The first question you need to ask yourself is: How will we get people to
visit? In order to answer it is a good idea to develop a simple marketing
plan. It might look like this:
� Banner ads for the first two months for name recognition.
� Search engine positioning in the first quarter.
� Reciprocal links with our industry organization and a paid listing in
their directory.
� A contest in the third quarter. For which we'll try to get full media
coverage through press releases.
� A company newsletter that carries industry news rather than just company
drivel, to begin in the fourth quarter.
Then decide which of these activities to carry out in-house and which to
outsource, attach a dollar value to each, and provide for them in your
marketing budget. Your marketing plan may look much different than this, but
you must give visitors a reason to come.
Offer valuable information
If you take the time to provide up-to-date information, you'll find people
returning again and again to your site, each time increasing their chances
of doing business with you. Also with good content, when you ask for a
reciprocal link, you don't have to beg, "Link to us, PLEASE." You can say,
"Link to us because we offer an outstanding information". Give visitors a
reason to come and return, be sure they will.
First free then Sell
Attract visitors to your site by giving something of value to your audience,
let people know about your products and services, and then try to sell
something additional to those who visit.
Do you remember this? "Free product to the first 50 people who visit our
store for our One-Day Sale." Apply it on-line give them something free, then
try to sell them something.
Trust
How many people have you heard: "I don't feel secure buying through
Internet", tons of times. Your most significant sales barrier is trust, it
is the essential Web business. You can build trust by multiple ways:
� "about" and "privacy issues" page.
� Anchor your business in time and space by giving a full address and phone
number. If you have an office or brick-and-mortar store, show a photograph.
Also you can show photos of yourself and/or your staff.
� Sell well-known brand name products.
� Display clear shipping and return policies.
� Join nationally-respected organizations
� Offer guarantees.
You gain credibility by having a professionally designed site, rather than
something home-made (unless you are a designer =). You build trust with a
customer-friendly navigation system and intuitive interface, and an SSL
secure server credit card transactions.
Bring them back
People imagine Websites as passive creatures but it's not like that. Your
site can be active all the time helping you to obtain the best results. Use
an e-mail messages to send an invitation to return to your website to see
the newest thing you have to offer.
Most businesses can't survive on one-time sales only. The cost of customer
acquisition is too high for just a single sale. They need to draw satisfied
customers back again and again for repeat sales.
Never forget to have a form for your users that will collect their e-mail
address. An always remember: that you must email them something of value,
and that you won't sell or rent his address to another company. Unless you
want pissed off users.
There are many options to keep them inform and in-touch:
*"Updated Daily" website, be sure to deliver it.
* Develop a monthly newsletter develop in-home.
* Send out monthly specials, or news blurbs you garner (with permission)
from other sites.
Whatever you do, do it with excellence. Anything less than that will cause
your business to lose the confidence you've already gained and even worst
you'll create exactly opposite conduct, your users won't go to your site.
Please review our entire eMarketing course, online, free of charge at:
http://www.freehowtobiz.com/emarket/foundationalprinciplesofweb.htm
.