| You are very excited!! You have finally created your | | | | competitors and suppliers, prospecting for new |
| own website!! But the trouble is customers aren't | | | | customers,. |
| knocking on your website door. Why? What should | | | | introducing new products and services, demonstrating |
| you do?The most probable answer is that your | | | | your product in ways not possible using other |
| customers don't know about your website. Creating a | | | | marketing channels, recruiting distributors or dealers, |
| website is like building a house. If you don't tell your | | | | educating your target audience.There are probably |
| friends they won't know you've built a house. Even if | | | | several trade shows in your industry worth visiting, and |
| they do know you've been building it, if you don't tell | | | | a select few worthy of a company booth. Start by |
| them your address they'll never find you.And the same | | | | researching which shows to attend. Identify the |
| goes for your website. There is no magic internet fairy | | | | locations and dates of all the trade shows related to |
| who will knock on people's door to announce your | | | | your industry. Request media kits on each show, which |
| website's arrival. The task is up to you. To get your | | | | should tell you about its size, target market and typical |
| website marketing off the ground you either need to | | | | exhibitors. If your direct competitors are likely to exhibit, |
| spend time learning and doing it or spend money and | | | | your company may be conspicuous if absent.It's a |
| get somebody else to do it.There are hundreds of | | | | good idea to exhibit at least once a year just to get |
| ways to promote your business. You can do it on line | | | | your name out there, especially if you're an early stage |
| or off line or a combination of both. Much will depend | | | | startup looking for publicity - or funding.Once the show |
| on your budget and the time you have available. | | | | space specifics have been established, then you can |
| Choose as many options below as your time and | | | | move on to deciding what to take and how you can |
| budget allows. Test as many methods of marketing as | | | | 'show your stuff'.The following are just a few ideas to |
| you can and see what brings you best results. | | | | help you get ready for that all important trade show.a) |
| Website marketing is not a one off exercise. You | | | | If the trade show display table you have does not |
| need to constantly work on it, fine-tune it, discard | | | | include a tablecloth, be sure to get one that |
| methods that are not working and implement new | | | | complements your display and represents your |
| ones.1. Email MarketingYour first step should be to | | | | company's image and colourb) Erect a stand-alone |
| send an email to your existing clients announcing the | | | | presentation board. On the board, you can show how |
| arrival of your website. In your message, you can even | | | | clients can benefit by using your products/services. Be |
| ask them to forward your email onto their friends, | | | | creative and make it stand out. Include pictures, if |
| family and colleagues.If you are starting a new | | | | possible, and be sure your company name and logo |
| business and don't have any customers, send an email | | | | are more than obvious.c) Arrange your trade show |
| to people you know who may be interested in your | | | | display table in levels. Put the larger items at the rear, |
| offer.The next step should be to send your | | | | shorter items in front of those, and even shorter items |
| announcement to an opt-in email list. Opt-in email lists | | | | in front of those.d) Develop a PowerPoint presentation |
| contain people or businesses who have requested to | | | | to display on your table. You can make it on your |
| receive information about a certain topic(s). There are | | | | desktop computer and transfer it to a laptop, which |
| many companies who can provide you with these lists. | | | | you can rent or borrow if you don't already have one. |
| For more information visit: | | | | Your visitors will find this visually appealing and it will |
| | | | draw in their attention.e) Have plenty of trade show |
| | | | giveaways, such as business cards, brochures, pens, |
| | | | magnets, and anything else that has your company |
| no circumstance should you EVER send unsolicited | | | | name and/or logo on it.f) Offer something a little |
| email (spam) to people you either don't know or who | | | | different as a trade show giveaway... FOOD. Package |
| have not requested to receive your information.2. | | | | your food in a way that will allow you to have your |
| LeadsThere are many companies who will provide | | | | company contact information on it.g) Offer Gift |
| leads or prospects for your business. For a fee, they | | | | Certificates for some of your services as a trade |
| will display your advertisement (similar to a classified | | | | show giveaway.h) Have a draw for a prize. Offer a |
| ad) and when someone clicks on it, they will be taken | | | | prize that in some way complements your business if |
| to your website. The great thing about these targeted | | | | possible, and appeals to anyone. Have visitors and |
| leads is that you are only paying for the people who | | | | entrants sign a guestbook, fill in a ticket, or drop their |
| want to know about your business and products. If | | | | business cards into a fish bowl or gift bag. The great |
| you work out the cost of a lead versus regular | | | | thing about this trade show giveaway is that you can |
| advertising, you will no doubt come out on top. | | | | then use this information at a later date to make a |
| Generally the cost per lead is between $0.50 - $1.00. If | | | | follow up contact.i) Have a portfolio of your work |
| on the other hand you advertise in a newspaper or a | | | | available as part of your trade show display. Print off |
| magazine and pay $200 for the advertisement from | | | | some of your best projects, put them into plastic sheet |
| which you get 20 enquiries, the cost per lead is | | | | protectors, and arrange them in a binder.10. Classified |
| $10.Check out: | | | | AdsClassified ads are one of the most inexpensive |
| | | | ways to advertise your products or service. |
| Search Engines & DirectoriesA search engine is a | | | | Unfortunately many people misuse classified ads. They |
| searchable database of websites collected by a | | | | try to sell a product directly from the ad. The best |
| computer program (called a crawler, robot or spider). | | | | way to use a classified ad is as a two step process.1. |
| When you enter a keyword, the search engine looks | | | | You place a classified ad in your local newspaper |
| for keywords in its database, and any relevant | | | | magazine. The ad should be simple and straight to the |
| records are displayed. Currently there are thousands | | | | point. It should then direct readers to call a phone |
| of search engines and directories on the internet. | | | | number of your answering machine.2. Your customer |
| Some of the main ones include:Google - | | | | will dial the number where they will hear a powerful |
| Altavista - | | | | sales message and at the end customers are directed |
| Yahoo - | | | | to send an order to the address you give on the tape |
| Excite - | | | | or they can leave their contact details.An example of |
| AllSearchEngines - | | | | such classified ad would be:"Double your mail order |
| Northern Light - | | | | business' profits. Incredible recorded message tells |
| DogPile - | | | | secrets. Call 1234 5678 24hours or visit read classified |
| AllTheWeb - | | | | ads for a purpose. They are specifically looking for |
| Lycos - submitting your website to the search | | | | products, services and information that appeals to |
| engines, you can either do it manually by going to the | | | | them.The selection of words you use is the most |
| search engine website and adding your URL (website | | | | important aspect of classified ad copy. You need to |
| address) or you can employ the services of a Search | | | | choose precisely but don't skimp on words to save the |
| Engine Submission company, who will do it for you. | | | | cost in the ad.The best way to prepare copy is to first |
| | | | write about your products/services at length. List all the |
| engines try to list sites that contain good content, so | | | | major benefits and features. Choose a powerful |
| you need keywords and phrases on your pages that | | | | heading that points out the most significant aspect of |
| best describe your service and products. For example, | | | | your product. Follow up with a few words or details |
| if you are a florist, use the words such as florist, online | | | | and finish with a request to contact for more |
| florist, virtual florist, wedding florist, florist in Sydney, | | | | information.For more information about writing effective |
| florist on line, flowers, floral, bouquets, floral | | | | classified ads, you may wish to download a free copy |
| arrangements etc as many times as possible to | | | | of "Classified Ads Secrets" Ebook from: Domain |
| ensure high search engine ranking. To find out what | | | | NameYour domain name represents one of the most |
| keywords your customers may be searching on ask | | | | important decisions you have to make in going online. |
| your family and friends or go to: | | | | The purpose of a domain name is similar to that of a |
| you decide on the keywords, use them in | | | | street address or telephone number. The domain |
| (a) Your website's domain name | | | | name directs customers to you on the Internet. The |
| (b) The title of your page - This is displayed in the top | | | | most popular domain names in Australia are au" and |
| bar of your browser window | | | | ".com".Ideally your domain name should be rich in |
| (c) The heading of your home page | | | | keywords (words relating to your business) to ensure |
| (d) The first paragraph of your home page | | | | on-line success, especially with search engines.If for |
| (e) Meta tags - Keywords, page title, description | | | | example, you are a florist based in Sydney, it would be |
| (f) Titles of your graphicsWhilst it is important to use | | | | preferable for you to have one of the following domain |
| keywords as much as possible, it is also important you | | | | names: |
| use them only if they are relevant and do not sound | | | | |
| awkward. If you spam your keywords you may be | | | | will, however, find that generic names such as the |
| penalised or even banned by some search engines.If | | | | above are already taken. In that case, register |
| this all seems too overwhelming, you can employ the | | | | something like: |
| services of a Search engine optimization company, | | | | your business name is for example "Jim & Sons", |
| who will make your website's content more search | | | | ensure you include a description of what you actually |
| engine friendly to make it rank higher. | | | | do, eg. or |
| | | | Affiliate programsAffiliate programs also known as |
| Link ExchangesFind websites whose business | | | | reseller programs are an agreement in which a |
| complements yours and add their website to your links | | | | website owner displays an ad for another company in |
| resource page. Then contact the company and ask | | | | exchange for a commission on the resulting sales and |
| for a reciprocal link. For example if you are a wedding | | | | or leads.There are two ways you can start your own |
| dress designer, you could contact businesses that sell | | | | affiliate program.1. You can have a service bureau |
| wedding cakes, jewellery, flowers and also venues, | | | | take care of nearly everything for you. They'll handle |
| celebrants etc.By doing this your website will become | | | | the recruiting and administrative functions like sending |
| a valuable resource for your visitors, as it will provide | | | | out payments, tracking, reporting etc. A good example |
| information they need. They may return to your site | | | | of a service bureau is Commission Junction - Set up |
| over and over to find more information.On the other | | | | an affiliate program yourself, using on-line services. |
| hand, you will have visitors coming to your website | | | | Some you may wish to check out include: |
| when they following a link from your link | | | | |
| partners.Results in search engines are determined by | | | | for setting up successful affiliate programs:1. Should |
| the material you have presented on your site and by | | | | be free to join.2. Offer real time statistics so that |
| other off-page factors such as how many other sites | | | | affiliates can check their sales and commission without |
| link to your site. The more links you have pointing to | | | | having to contact you.3. You should provide your |
| your site from relevant websites, the higher your site | | | | affiliates with proven tools they can use to sell your |
| will rank.If you need help with this task, you can employ | | | | products (eg. Sales letters, endorsement letters, |
| the services of a Link Exchange Company. They are | | | | banners, ezine articles, ezine ads)4. Technical support |
| generally inexpensive and can save you hours of time. | | | | 24/75. Stay in touch with your affiliates to keep them |
| Some of these include: | | | | motivated6. Give your affiliates the highest commission |
| | | | you can.13. AutorespondersEmail autoresponders work |
| Banner AdvertisingBanners are graphics, which are | | | | like a fax-on-demand system. If you send an email to |
| linked to a website. You can create your own banner | | | | an autoresponder address, you'll get back a |
| and either exchange it with someone, so that you | | | | pre-written message. Autoresponders have come a |
| display their banner on your site and in return they | | | | long way in the last couple of years. Not only are you |
| display your banner on their site. Whenever someone | | | | able to send HTML messages with graphics, but you |
| clicks on the banner, they are taken directly to the | | | | can set up a whole sequence of autoresponder |
| advertised website.To save time, you can join a | | | | messages going out on any day or at any time you |
| Banner Exchange programs, such as: | | | | choose.Once you set up your email messages, |
| | | | everything gets done automatically. As soon as a |
| Email SignatureEvery email you send should have an | | | | prospect sends an email to your autoresponder, the |
| email "signature." This is text that is automatically | | | | system keeps working over and over again, like a |
| attached to the bottom of your email message. This | | | | tireless robot making sure no prospect ever slips |
| text can be used to publicise your business. You can | | | | through the cracks. Most autoresponders systems |
| include your name, business name, email address, | | | | now handle your whole mailing list, so you are not |
| street or postal address, website details, phone | | | | having to manually manage your prospects.Because |
| number, fax number, company slogan, description of | | | | the vast majority of customers will not buy from you |
| your company and its products/services. You can set | | | | on their first visit to your website, it is extremely |
| up different signatures for different purposes.To set up | | | | important that you have an automated way to follow |
| your signature using Outlook Express:Step 1: Select | | | | up with them several times to entice them back. You |
| Tools > Options from the menu bar. | | | | can use autoresponders to cross-promote various |
| Step 2: Click "Signatures". | | | | products and services your business offers.Follow |
| Step 3: Make sure that you select "Add signatures to | | | | these tips and you can't go wrong:1. Make time |
| all outgoing messages" - within the "Signature settings" | | | | sensitive offers in your email follow up.2. Build extra |
| section. It is up to you whether you would like your | | | | incentives into each follow up, until your prospect can't |
| signature to appear in "replies" and "forwards" | | | | resist any more. Offer free reports, free ebooks, |
| Step 4: Click "New" (you can change the name from | | | | freeware programs, mini-courses etc3. Include a |
| "Signature #1" by clicking "Rename") - within "Signature" | | | | survey as part of your autoresponder sequence, so |
| section: | | | | you can find out what your customers like about your |
| Step 5: Type in the text that you would like to appear | | | | messages, what they dislike and what other |
| at the end of your email messages - in "Edit signature" | | | | information they want.Some great autoresponders |
| section: | | | | include: |
| Step 6: If you're happy with this, click "Apply" and | | | | BonusesWe all love freebies and your customers are |
| "OK".7. Feedback and testimonialsWhen you come | | | | no exception. Ideally you should pile on the bonuses to |
| across a great product or service on or off the | | | | get people excited. Sometimes they will buy the main |
| internet, send an email to the business owner telling him | | | | product only to get the bonuses. The easiest and least |
| her how the product/service helped you. Like you, | | | | expensive are informational products - reports, articles, |
| most business owners appreciate receiving positive | | | | ebooks. You can find literally thousands of these on |
| feedback and they will most likely feature your | | | | the internet. Simply go to your search engine and find |
| testimonial on their website and place a link back to | | | | one that would appeal to your target audience. For |
| your site! You may even suggest it to the owner by | | | | example, if you sell wedding cakes, you may wish to |
| saying something like "you have my permission to | | | | give away ebooks or reports on planning a wedding. If |
| feature this testimonial in your promotional material and | | | | you sell children's clothing, you may wish to give away |
| or on your website".8. GiveawaysOffering free | | | | tips on parenting or ebook which features activities to |
| giveaways to prospects and clients is a powerful | | | | do with your children.15. NewsgroupsA newsgroup is a |
| business building strategy that can result in a flood of | | | | message board on the internet where users come to |
| new and repeat customers. If your business is service | | | | discuss topics of mutual interest. As a user you can |
| orientated, you can "give away" a free consultation. | | | | start a thread (topic), post messages and respond to |
| Your prospects will get to test your business risk-free. | | | | other postings. There are tens of thousands of |
| Hopefully they will get "hooked" on your service and | | | | Newsgroups on every possible subject. The best way |
| won't be able to live without it.By providing someone | | | | to find a suitable newsgroup is to use Google Search. |
| with a "favour", people generally feel a natural | | | | Go to Then click on the "Groups" tag. Run a search |
| obligation to return the favour by giving you repeat | | | | using a keyword related to your on-line business that |
| business.For product based businesses, you may | | | | you would like to promote from the groups search |
| consider a "buy 1 get 1 free" or "buy one and get | | | | page. For really worthwhile information use moderated |
| second one at a discount" or give something totally | | | | groups.You can use Newsgroups for conducting |
| unrelated, for example "Buy a pair of children's shoes | | | | market surveys, get new clients, promote your site, get |
| and receive a colouring book for free".Think about | | | | answers to your questions, make friends.The idea of |
| what you can offer free-of-charge that your | | | | newsgroups is to make a valuable contribution and by |
| prospects would consider valuable and that you can | | | | doing so promoting your business. Please do not post |
| give at a low cost to you.9. Trade showsTrade shows | | | | commercials, ads or press releases and never post |
| are a very powerful marketing medium because they | | | | unrelated messages as this will be considered |
| generally take place at a single location, have short | | | | spamming.Ivana Katz is the owner of Websites 4 |
| runs (usually one to three days), and bring together | | | | Small Business, a company specialising in the design |
| thousands of exhibitors and potential | | | | and promotion of small and growing business websites. |
| customers.Common reasons for exhibiting include: | | | | She believes that every business deserves to have a |
| Generating sales leads and actual sales at the show, | | | | successful website, no matter what its budget is. For |
| enhancing your image and visibility, reaching a specific | | | | more information visit or email au. |
| audience, personally meeting your customers, | | | | |