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