Promoting Yourself Online
Suppose for a moment that you’re at the Jay’s game munching on a bag of dry roasted peanuts. You drop a second handful in your mouth when suddenly that familiar red and white logo appears on the big screen promoting an ice-cold bottle of Coca-Cola – just as the salt begins to settle on your lips! In your desire to quench your thirst, you immediately flag down the first vendor you see; who as luck would have it happens to have a basket full of ice-cold drinks. Congratulations, you’ve now proven yourself to be a prime target of what marketers commonly refer to as “pin point marketing” – or in other words, the process of delivering an appropriate message at the right time – one that causes you to take action and actually produces tangible results.
By contrast, picture yourself at the same game enjoying that same bag of nuts when suddenly an ad for a Toyota Trucks comes up on the screen. It’s nice, but not nearly as effective. Why? Because this type of ad, an example of what marketers call “interruptive marketing,” is not as targeted. And since it is not what you’re actively seeking at that moment, it doesn’t compel you to take action. Therefore, it doesn’t generate the same results.
So what do these two scenarios have to do with the marketing of your business, you ask? Well, rather than wasting your valuable promotional dollars on billboards, 30-second television ads or radio commercials (all examples of “interruptive marketing”), you’re better off focusing your efforts on putting your product directly in front of potential customers – those who actually want and need it — such as Internet surfers, for example. Why? Because unlike people watching TV or listening to the radio, Internet users actively seek solutions to their very real problems. So if you can place your product in their path at the right time, you can make a customer relatively easily. The most cost-effective way to achieve this is by combining your essentially marketing message with important content that users are already looking for.
How do you do this? Start by submitting “how-to” or “industry news” type articles to relevant Web sites in your industry. Unique Web content is important to all size companies. And since buying custom content is expensive and time consuming, most companies are willing to trade a free plug for your Web site or company in exchange for an informative, well-written article.
Every article you submit should enhance your company’s position as an expert or industry leader, while at the same time, provide valuable information. Content written around your company or product also helps your
business gain credibility, which is extremely important for small businesses. When a potential customer reads your article, you have already established yourself as an expert in your field, as well as in their minds. So by the time the customer logs on to your Web site or gives you a call, you have a very hot lead on your hands.
Let me further illustrate what I mean. Say you own a local painting business. Your target customers are most likely seeking home improvement information online, right? You could exchange stories and “how to” advice with local carpenters or electricians. Or take it a step beyond and submit your own “expert painting advice” to popular home improvement and real estate Web sites. It makes sense for you to swap content with anyone in your industry that is not a direct competitor. And by doing so, you’ll open your company up to a wider audience while building up your credibility.
Just think about what type of person will be using the Web site you select to post your article on. For instance, studies show that a mother of two who needs a quick dinner recipe will do a quick search, and then print out the page. Therefore animated banners ads or even a link to your Web site may not be the most effective way to get her attention. On the other hand, adding a clip out coupon to the article would be very effective.
As in traditional media, one positive sentence in editorial is worth much more than two paid advertisements. The same is true of Internet promotion. Hence, getting a free link or product mention on another Web site is an extremely valuable way to draw more traffic to your website and gain high quality leads. Combine that free link or product mention with a well-written article and you’re sure to turn that product mention into a sale – in no time!
