ONLINE MARKETING TIPS
10 Things to know before you go online -by Vince
Marino
(published in the July 2002 issue of The Colorado
Springs Business Journal)
Before you do anything, think about what you want
on your site, what it will do and how much money and
time you are willing to commit to it. Too many
businesses get caught up in the hype of being dot-com
darlings and don't think about these things because it
is "easy to put your business online".
1) What is your total budget for web hosting,
site development costs and web site promotion?
These costs should be calculated before hand so you
can determine the most cost effective choices for the
development and promotion of your site.
2) What is the focus for your site? Electronic
Brochure? E-Commerce site? Corporate Presence? You
must know this before you start, otherwise you'll
spend more time redesigning your site after it is
built, therefore costing you more time and money.
Without a good focus, it's easy to lose track and
waste money trying to reinvent yourself.
3) What are your keywords or phrases that
describe your business? Think of phrases that are
very specific to your company, product or service.
This helps with Search Engine Placement.
4) Purchase a domain name for your business.
The name should be specific to the product or service
you offer (think keywords here) or your company name.
Having a domain name lends credibility to your
business.
5) You then have 2 choices: · Do it yourself
- be prepared to spend upwards of $800 for the
software and graphics programs you will need to create
a professional site, not to mention a scanner.
· Hire a professional web site developer - save
time and money and have it done the right way the
first time. Most web developers can also help with
hosting and promotion. Promoting your site online....
6) Search Engines - Absolutely critical if
you want visitors to find you...Over 80% of the
traffic on the net is generated by a search engine,
portal site or specialized directory. Top engines like
Yahoo, Google, MSN and Ask Jeeves offer various
methods of pay per click, sponsored ads, content match
or paid inclusion into their search results.
If you need traffic in a hurry, it is not a bad
idea to invest in some of the PPC programs or Site
Submit feature, which promise to review or add your
listing within 48 hours - 7 days. There are no
guarantees on being listed or your ranking in the
results, therefore make sure your site is ready prior
to paying any fees.
Some are worth it, some aren't, so do some research
on your own or ask a professional consultant which
ones are worth considering. A good consultant will
have first hand experience with which engines draw
traffic and which ones don't. It is far better to
spend $50-$100 or so on a consultation than to spend
hours of your own time trying to figure it out and
wasting money on paid inclusion that doesn't help
you.
The consultant can also review your site prior to
submissions to make sure it meets each search engines
guidelines for inclusion into their index.
7) News Groups/Classified Ads/Article Submission
- Newsgroups are a good resource for discussions about
your product or service, and a great way to spread the
word about your business to other TARGETED prospects.
Classified Ads, both online and offline are a great
low cost measure to spread the word about your product
or service. Article Submissions - another low cost way
to promote your knowledge about a particular subject
or industry. Being considered an expert lends
credibility to your business and also develops a sense
of trust with potential customers.
8) E-mail Advertising - If done carefully,
it can be the most valuable marketing tool you
possess. A well-crafted company newsletter or monthly
update will allow you to keep your subscribers
informed of company news, events and specials. It is
also a great way to stay in front of your customers by
giving them updated information, which allows you to
make additional sales or solidify your current
relationship with them. E-zines or Newsletters can
also help you build a customer list for future
promotions or sales. Just make sure your newsletter
offers good content and provides reliable information
or articles each month. A blatant sales pitch or
rehash of last years info will get people to
unsubscribe in a big hurry.
9) Online Research - I strongly suggest that
you spend the proper amount of time researching your
online competitors and find out what they offer. If
you are to compete online, you need to know what you
are up against. This takes time but is well worth the
effort. Use this research to strengthen any weakness
in your position or to take advantage of opportunities
your competitors may be missing.
10) FINAL FACT - Your web site's
effectiveness is directly proportionate to the effort
and money you put forth - you get out of it what you
put in it, and that's a fact... yes, you can do things
"on the cheap", like having your brother-in-law or
friend design your site, but you have to ask yourself,
"what does this say about my business?" On the web,
first impressions not only count, they can make or
break you in 15 seconds or less.
With 10 years web design and marketing experience, I have seen it all
from Feast through Famine. From the Dot Com Darlings to Dot Bomb
Destitution. They failed because of ego, lousy business plans or just
plain greed. There are many ways to succeed online, if you are willing
to take the time to learn and educate yourself, you will be much more
likely to succeed. We can help educate you... resistance is futile...
Vince Marino - aka Dr. Gonzo - GonzoLogic.com
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