 How
To Promote Your Site...
...Internet Marketing in the New
Era of Information - New Ways To Substantially Increase Profits
While Eliminating Your Competition In The Current E-Commerce
Marketplace
The business world of our fathers is definitely
not the business world of today. It's changed, and in a very
big way. Over the last 10 to 15 years, a new marketing methodology
has evolved. And the companies that understand and embrace
this new marketing methodology are the ones that are successful
today and will continue to be successful tomorrow.
In the past, companies were successful mainly
because they were sales oriented. Today, companies are finding
it necessary to be marketing oriented rather than sales oriented
in order to be successful. This move in marketing methodology
is being touted by many marketing resources as the single
largest determining factor in a company's success.
Additionally, the focus has gone from a local
market storefront location to an international e-commerce
storefront, thereby drastically increasing the competition
in any given market. With this new storefront scenario, it
becomes even more important to effectively promote your site,
your "storefront".
It wasn't always this
complicated
Making sales in the past usually involved
having a storefront, a store manager, and a few salespeople.
The customer who was interested in purchasing a phone, a stereo
or any other consumer product usually made a trip to his local
department store where they would be greeted by a salesperson
whose job it was to present them with the features and benefits
of the particular item they were looking for. With a customer
who had a real desire to purchase the needed item, going from
initial presentation of a product's features and benefits
to cash out at the sales counter was a pretty straightforward
process.
There usually wasn't a lot of competition, and it was much
harder for the consumer to price shop as it required getting
back in their car and driving to another store. If the consumer
was confident in the knowledge of the salesperson and the
price was within reason, most often the sale was made.
A Whole New World!
Welcome To The Era Of Information
With the introduction of the Internet and
e-commerce, the marketplace became a whole new world. Consumers
now have the ability to compare products and shop prices right
at their fingertips. With a few simple keystrokes, the consumer
has access to hundreds of companies all trying to sell the
same or similar products or services. Additionally, there
are many sites that specialize in rating products and providing
customer feedback on merchants and products. The result is
a consumer that is armed with up-to-the-minute product information
regarding what they want to buy and who they want to buy it
from.
Take for example the literature market --
when a well-known author published a new book, readers were
apt to buy the book based on the author's name alone. In today's
market, that's not enough. The consumer can now go to many
sites on the Internet which provides feedback and reviews
of this new book. If the feedback or review is less than complimentary,
the consumer will then make the choice based on this new information,
often times bypassing the purchase.
A tougher market than before? -- definitely!
What Does This Mean For You?
This contemporary marketing strategy has resulted
in increased competition, more choices for the consumer, and
a higher level of sales resistance. Additionally, we have
seen many new companies come out of the Internet such as Amazon.com
and eBay whose sole focus is the Internet consumer; consumers
who are willing to forgo instant gratification for better
pricing and convenience.
It's also become more difficult to get your
marketing message to these particular consumers. Some studies
have stated that the average consumer receives over 3000 commercial
messages per day. E-mail, banner ads, pop-ups, and pop-unders
are examples of how these marketing messages are getting to
the consumers. It's become very difficult to be seen and heard;
the days of branding and brand awareness advertising are gone
and the need to effectively promote your site has become critical.
Using advertising messages that focus on words
such as quality, service, and price are no longer effective
marketing strategies. Advertising that's meant to mislead
or fool your consumer is also not effective. There was a time
when people got away with the old "bait and switch"
and other deceptive marketing practices, but that day is no
more. Consumers today research not only the product or service
that they're interested in; they also research the companies
they are considering buying from.
How Do I Capture Their
Attention And Move Them To Take
Immediate Action?
First, you need to become very familiar with
effective methods in which to promote your site; your e-commerce
storefront. Making use of Search Engine Optimization, Adwords
campaigns, email opt-in lists, autoresponders, affiliate marketing
and other tools all work together to get your site in front
of as many potential customers as possible. In order to promote
your site, you need to have a website promotional strategy
much like you need to have a product marketing strategy. Research
the most effective methods in your particular market niche.
How do your consumers buy, why do they buy, and how is your
product delivered are all important things to consider when
devising your promotional strategy. Would your products sell
well as affiliate products? How specialized are they? Where
will you find your customers? Answering these questions will
help you plan what type of methods to use to successfully
promote your site.
Secondly, you need to understand the difference
between selling and marketing.
Simply put, sales are what you do with the
customer, while marketing and site promotion is how you get
the customer.
To put it another way - promoting and marketing
is what you do to attract the consumer's attention. This process
allows you to educate and pre-condition your perspective customer
to take action at the appropriate time; i.e. buy your product.
The consumers are only able to buy your products if they are
aware of your presence. Marketing and site promotion are the
methods you use to introduce your company/product to the consumer.
Selling is what you do after your customer
gets "in the door". Without your marketing efforts
to bring your company's presence to the consumer's attention,
there would be no sales.
It's easy to see that marketing and promoting
your site needs to be the main focus of your company's growth/sales
strategy in order for your company to be successful.
Sell With New And Better E-Commerce
Marketing Strategies
The quintessential goal of your marketing/site
promotional strategy is to make yourself known to the consumers
by cutting through the advertising clutter, to distinguish
yourself from the competition, and move the consumer to take
action.
Your promotional material needs to include
compelling, powerfully written information that raises the
consumer's interest, and explains the benefits. Provide facts
and figures that show why your company is the one to buy from;
to not only sell your product, but to also sell your company.
When you promote your site, your marketing information needs
to be clear and concise, leading your customer to only one
logical conclusion: to buy from YOU!
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