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."
Twitter, Facebook and blogs are great for soft selling
Newsgroups and forums can also 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.
