Internet marketing refers to the skills necessary to
gain favourable response from visitors to the Net. It is about winning potential customers and
sustaining existing ones. Johari suggests a number of strategies. These are as
follows:
- · Presentation of products and services being offered
- Traffic promotion to draw targeted visitors to see your offer
Presentation
This includes the
content and appearance of your web pages. Considering the fleeting attention a
new visitor would invest on your web pages, it is important that the content
and appearance be of interest to him so that he will be willing to stay longer
and explore. Your page should elicit repeat visit, and hopefully convert the
visitors into customers. The page should give useful and relevant information
about the products or services being offered.
Other factors to
consider include the reputation of the marketer and the pre-selling component
of marketing. The pre-selling part of marketing is where potential customers
need to be convinced about the product or service, before his decision to buy.
The landing page, where the visitors arrive first, could be appropriate for
pre-selling before he moves to the sales page.
Traffic Promotion
The Internet serves
as a tool for learning about a firm’s product and services, as well as for
buying. As a result, the Netpreneurs should give significant consideration to
the location of his website. This is just as important as in
reality-based/brick and mortar businesses where a physical location of a
business, if conductive to foot traffic and conveniently situated near other
stores, would increase the chances of a customer seeking out the product or
service. In the same vein, Cyberpreneurs should conceptualize the virtual space
as where there are many locations in which one could establish a webpresence.
To convert
interested visitors to willing buyers, it is imperative that the Internet
entrepreneur understands the geography of the virtual realm, how customers are
guided to your business and what qualities of your website keep customers more
interested in the product or service.
LaChusa proposes a
number of ways of getting regular and high volume traffic to your web pages. These
are as follows:
The Cyberpreneur
don’t have to do all 10, says LaChusa.
Furthermore, Johari
highlights a number of methods of getting targeted traffic. These are described
hereunder:
Article Promotion
When you send your
articles for publication to various e-zines and articles directories, you will
have at the end of the article a resource box in which you can include the URL
of your page. Upon publication by e-zines, other e-zines and webmasters pick up
this article for republishing on their websites. This means each time your
article is published your resource box (bearing your URL) goes with it. As this
process continues, there is proliferation of your article, such that regular
traffic to your web page is sustained.
Press Release
There exist
agencies with wide distribution network that distribute press releases. These
agencies have unique and stringent guidelines, which need to be adhered to in
preparing your message. This is unlike the guidelines for submitting articles
to e-zines. In press release you have the benefit of fast and wide distribution
of your message.
Forums
These offer great
marketing potential. It could reach most targeted people interested in your
offer. Another advantage is that forums provide opportunity for learning a lot
about members. Basically, forums (in Internet terminology) are websites meant
for exchange of information. According to Johari:
“(In forums) one
person initiates a topic by asking or giving some useful information or maybe
by giving his personal views on a subject of common interest…this initiation of
a topic is known as starting a thread. Anyone interested can respond to this
message by posting his comments thereby adding to the thread. As other members
add their views, the thread grows.”
But how does this
relate to marketing? You might ask? Each member’s message posted carries a
signature line which can be linked to the website where they want to send their
visitors. In this manner, the linked signature line to the website does the
marketing!
It is obvious that
regular visiting and posting in the forums helps to promote you along with your
website. This earns you the trust of other members and wins regular streams of
interested visitors to your site.
Search Engine
Traffic
The use of search
engines to get some information on the net is well known. As you initiate your
search, the search engine displays the web pages with the relevant information
pertaining to your key word. In addition, there are sometimes pay-per-click
advertisements accompanying your word.
In the search
process, several web pages are listed as search results, and the web pages
appearing on the first page of the search results are likely to get more
traffic than those on web pages number 2, 3 or more. It is the preference of
every Webmaster to see that his web pages rank higher. A number of factors
determine the sequence in which web pages are listed, prominent among these
factors are:
·
Number of back links, and
It should be noted
that the traffic flow triggered by search engines does not cost you anything.
It is not an easy task, though, to obtain and sustain high ranking for your web
pages. Another method by which search engines promote you is when your postings
in forums and your press releases, and articles published by e-zines appear as
search engine searches.
9 comments:
Thanks. Very insightful!
What Internet marketing strategy works best for you?
How successful are you in taking your business to your potential target market?
pretty well site.
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