Advanced search engine placement and technical terminology along with the latest Internet progressions are all valuable and necessary to your online business but to the new entrepreneur it all may be somewhat intimidating. The truth is, knowing and understanding all the Internet rhetoric may not be as necessary as you may believe.
WHAT ABOUT SEARCH ENGINE PLACEMENT?
While there's always so much talk on the net about search engine placement, meta tags, linking and key words, the issue is not necessarily in how many hits a web site receives but in how many visitors translate into a rewarding experience.
I work with many individuals who tell me that numerous guests visit their site, yet they only retain a very small percentage as clients. They believe that perhaps they're doing something incorrectly and struggle with key words and placement. In my professional opinion, it may have little or nothing to do with search engine placement but more with how and what is being offered at your site.
Although all the information regarding Meta tags and positioning is relevant and of course necessary to an online presence, placement alone is not enough. Plainly, even if one does manage to reach the top of a search engine there are no guarantees they'll stay there and more than likely will be replaced very shortly. Consequently, a site must contain interesting and beneficial information while the product or service must be valuable as well. In a word, it's not merely about the traffic that's drawn to a site but whether it appeals to the target audience.
WHAT CAN GUARANTEE YOUR ONLINE SUCCESS?
Most of us on the web are not experts in the field of marketing and therefore it may seem that we are limited in our efforts to promote a business. We think that we can't compete with the big boys. Not true! You can be a very small independent business that simply takes advantage of creative strategies. More importantly, it's about discovering what works for your individual business. For most entrepreneurs on the web, finding ways in which to market their business creatively is the key to success.
WHERE TO BEGIN!
Rule number 1.
Provide such a great service that your name spreads like wild fire. Nothing works quicker or better than good word of mouth advertising. If you present a product or service that fills a need or want and you do it with professionalism, the world will beat a path to your door regardless of your position in a search engine. One of my previous clients contacted me to help with a press release for a new product he is promoting. Eager to help him succeed, I poured my heart and soul into creating a great release, something I love to do. The press release was picked up by the media and he was interviewed on a major TV station. Needless to say, his level of appreciation was beyond words. As a result he wanted very much to help promote my business and offered to support me in any way he could. He quickly linked my web site to his.
Rule Number 2
Personally and professionally, I am convinced that the most powerful way of attracting an audience on the Internet is by giving something to your potential market that will empower them. What I mean by empowerment, is finding a method that helps your audience reach higher levels of success. One perfect way to do that is by being the expert in your field of endeavor and sharing tips and ideas with others. Promoting your expertise via a popular e-zine or your own newsletter is an amazing tool for success. If an e-zine doesn't accept your material immediately, keep trying. Nothing speaks as well as the written word and helpful information speaks volumes. Not only will it magnetize new clients without costing you a cent, but it also demonstrates your desire to support and help others. When your potential audience recognizes your expertise, you quickly gain credibility. There isn't a more effective method of promotion than taking a bit of your time to put together a good article.
Rule Number 3
Network with other entrepreneurs. By maintaining e-mail contact with previous clients by simply stopping by to say hello every now and then, you are clearly demonstrating professionalism. If you've sold a product or done work for a particular client, it's a good idea to check in on their progress every couple of months. The best part of maintaining healthy Internet relationships is communication even if you only know certain people via e-mail. Supportive relationships can be crucial to your success. Once building rapport, you find yourself considered more than just another e-mail address.
Rule Number 4
Use the press on a regular basis. Even if you are never invited for an interview by way of a newspaper, TV or a magazine, a press release gives you exposure that is incomparable to other forms of advertising. Cost wise, you won't pay less for any other type of promotion. Of course if you use a major distribution company the cost goes up a bit but the coverage is vast. If you don't want to spend the money for distribution, present the press release to your local paper or cable channel and you'll be amazed at the traffic you'll attract. Don't quit at one press release though. The more often you share your information, the more people will be inclined to check out your site or business.
Having the world at your fingertips by way of the Internet is an ideal introduction to your business, but in order to achieve the results you're after you have to provide the best service possible. Polish and perfect your customer relation skills and keep putting your message out there. Most importantly, never give up! It may take several attempts before you find the perfect venue for your information but I can assure you it will be well worth it in the long run.
Copyright Charlene Rashkow 2002-2003 |
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