Internet Marketing … So Many Opportunities … So Little Time!
Dear Business Builder,
Happy Friday and welcome back to In the ‘Net Trenches. Over the last few weeks, I’ve been scolded for getting off topic and one reader even suggested the stories I tell are either embellished or just plain not true. Let me assure you that is not the case. More times than not, my articles are written exactly in the moment. Simply meaning what you’re reading is something I’m most likely dealing with in my professional and (sometimes) personal life right now … like for instance what’s going on now …
I recently made some schedule changes that will free up a bit more of my time. So with several extra brain cells to spare and a few extra minutes on my hands, I quickly setup a meeting – an internet marketing brainstorming for one. The meeting was held earlier in the week and in my own mind … and I quickly came to the realization that the opportunities are endless.
There’s web 1.0, 2.0 and some internet people are even starting to talk about web 3.0! As a seasoned internet marketer and not to mention direct marketer with over 15 years in the business, I find all the potential web marketing tactics mind-boggling (and really exciting). And they’re constantly changing … you could spend all your time reading and trying to keep up.
I can’t imagine what it must feel like for an entrepreneur just getting started building an online business (with dreams of dollar signs dancing in their head) or the long time business owner that’s watched his whole industry turn to the web quietly leaving him in the dust. Perhaps I can imagine (I’ve been there) … deer in headlights.
Jack of All Trades, Master of None
Today’s issue is written with the newbie in mind … the business builders that are just getting started with their internet business. The ones that have a product but have yet to really successfully market it online.
I mention all the possibilities not to scare you, but to warn you. When you’re getting started it’s so easy to get off track. You spend your time in the learning and spending phase. You’re reading everything you can find on internet marketing and buying many info-products that will no doubt provide you a great foundation of knowledge.
But you quickly end up in information overload and confusion sets in. At this point you become stuck … powerless to implement anything you’ve learned … frozen in place and not quite sure how exactly to get started. Could that be because you’ve learned too much? I say it’s highly likely.
You’ve become a jack of all trades … but a master of none.
Today, I’ll show you how to quickly become a “master” of one or two tactics that can get your marketing started. I’ll break it down into two categories … tactics for business owners that are lucky enough to have a marketing budget and business owners getting started with no marketing budget.
Remember you’re only one person, you have to start somewhere.
Tactics for the Business with a Budget
No doubt, businesses that have a marketing budget have the potential to grow the fastest. At the recent ETR Info-Marketing conference my good friend and publisher MaryEllen Tribby mentioned the key to growing a business with sales above $1 Million a year is the ability to buy media.
It is likely if you have a marketing budget, you may also have a list. If that’s the case then your “master” tactics are best served in generating new customers and continuing to grow your list.
The first place to start is with Google pay-per-click. If you’ve not yet opened an account with Google now is the time. Spend the majority of your time there. Google has many fantastic tutorials and training manuals that can get you started with their AdWords program. As I’m sure you know the beauty of paid search is you can easily control your marketing budget. You can set your daily budget and never spend more than you’re comfortable with. The key here is to experiment, test and learn as you go. Google is your one-stop internet marketing shop.
Once you’ve mastered Google PPC, the second step is paid media. I won’t spend a considerable amount of time here because there is lots of great information in the archives of In the ‘Net Trenches about how to find and buy media.
But to start, look for inexpensive media opportunities on sites that are known to attract your demographic or prospects interested in your niche. Get started by buying inexpensive text links. You can also find cheap banner or newsletter ads on sites that don’t have really high traffic numbers (Alexa.com is a great source of traffic info). To get the best deal, contact the site directly and ask about buying remnant space.
Tactics for the Business with No Budget
Lack of a marketing budget is nothing to be ashamed of. No where else but on the web can you market your business without a budget … that is unless you want to walk around town with a sign on your back.
That’s the shear beauty of starting an online business … the cost of entry is so low. At no time in history has the average Jane had such a tremendous opportunity to start her own business. And it is the collection of all these small web businesses that give you such a tremendous ability to market without budget. I’ll explain …
It is likely if you don’t have a marketing budget, you don’t have much of a list. So the first place you must start is by building your list. Without a budget, you’re going to build your list by building your profile.
At first, spend the majority of your time getting to know the other businesses online that cater to your niche. It is likely that many of these businesses have established blogs or online communities such as forums and discussion boards. Spend some time lurking (reading only) around the more active communities and blogs. Get to know the players and active participants and the general tone of the discussions.
After you feel comfortable, start posting comments and joining in the discussions. Be a genuine participant … don’t go in with swords waving and blatantly try to promote your product … you’ll make no friends that way.
When you register to participate, put a link back to your website or e-zine sign-up in your signature line. As people get to know you and if they like what you have to say, they’ll be curious and want more information. Many will visit your website and ultimately opt-in.
And like that, your list is starting to grow.
After you’ve made some contacts with other business owners online and you’ve grown a small list, you can then start to arrange joint ventures. JVs are simply reciprocal marketing opportunities.
Contact a synergistic business owner and propose to mail one of their offers to your list if they’ll do the same for you. Remember the #1 goal of smart online marketers is to grow their list … many of your competitors will be happy to help you if you’re willing to help them. It brings a whole new meaning to the words “friendly competition.”
Then, after you’ve started growing your list, acquiring new customers and generating some revenue … establish a marketing budget and start trying your hand at the two tactics for businesses with a marketing budget.
And for those businesses that already have a marketing budget … after you’ve mastered the first two tactics above … spend a little time in your communities and try your hand at the tactics that will cost you nothing.
Do all four and you’ll have the beginning of a well-rounded web marketing plan.
Hope that helped and have a great weekend!
Until next week,
Julie McManus
Editor, In the ‘Net Trenches
THE TOTAL PACKAGE
And Web Media Goddess
P.S. Are you in the ‘net trenches? Do you need help? Send
me an e-mail to AskJulie@MakepeaceTotalPackage.com and
I just might answer your question in an upcoming issue.
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Comment by Linda Byam — November 2, 2007 @ 10:45 am
Hello, Julie! I can\’t fathom people who would scold someone providing them with FREE expert advice. If you don\’t like or believe the advice, just don\’t use it! Unless a viewer believes some advice to be patently inaccurate or misleading, accept thge help and say thank you. Thank you, Julie and Clayton. Linda
Comment by Misty Lee — November 2, 2007 @ 1:54 pm
thanks for the info it is fantastic insight and advice as I am a newbie at this and have been confused from the mass of information I come across constantly. once again, thank you