NAVIGATING THE VORTEX
“The Internet is not a new business. It is a new marketing channel.”
Barry Feig from his book Low-Cost Web Site Promotion,
The Internet has revolutionized the business world giving small companies the same access to an instant world wide consumer base as big multi-national corporations. But just because you have a presence doesn’t mean you have a business.
When people set up a website or join an on-line group all traditional business know-how seems to go out the window. For some reason people think that just parking in cyber space, you will get you noticed.
Considering there are over 12.5 million internet names with over 30 000 being added daily, it is not as easy as it sounds to make a splash in the cyber pond.
Integrated marketing is the best way to ensure your web business or merely your web site gets the attention it deserves.
The big players (you know the ones that have millions to spend on advertising) use traditional media outlets to draw consumers to their web lair. Television commercials, print campaigns, teams of promotional guys and girls, these things bring public awareness.
So how do you compete?
Think big and think small. On the small side, everything you do should reflect your web site. Have a solid vision reflected in your design, merchandise and stationary. Talk about it, email friends to spread the word (and I do mean friends not spam).
Think big. What can you do that is kooky and unusual that will make your web site newsworthy? What angle can you give it that will pique the interest of overworked writers? And how are those writers going to find out about it?
Enlist the opinions of others. Nothing draws a crowd more than the self flattering request to voice an opinion. People will gladly give you their two cents worth for nothing. And whether it is about the website, content or positioning, each person will have to research you site to make an informed choice. And who knows they just might end up liking it.
A web based business or site requires the same attention to marketing detail as a three dimensional business. Before you go cursing the stat counter, ask yourself if you are doing everything possible to make it a success?
Can you apply business techniques that have been successful in the past, to your new cyber world? Can your 3D contacts cross over? What can you do to ensure you don’t get lost in the vortex?
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