| You are very excited!! You have finally | | | | can offer free-of-charge that your prospects |
| created your own website!! But the trouble | | | | would consider valuable and that you can give |
| is customers aren't knocking on your website | | | | at a low cost to you.9. Trade showsTrade |
| door. Why? What should you do?The most | | | | shows are a very powerful marketing medium |
| probable answer is that your customers don't | | | | because they generally take place at a single |
| know about your website. Creating a website | | | | location, have short runs (usually one to |
| is like building a house. If you don't tell | | | | three days), and bring together thousands of |
| your friends they won't know you've built a | | | | exhibitors and potential customers.Common |
| house. Even if they do know you've been | | | | reasons for exhibiting include: Generating |
| building it, if you don't tell them your | | | | sales leads and actual sales at the show, |
| address they'll never find you.And the same | | | | enhancing your image and visibility, reaching |
| goes for your website. There is no magic | | | | a specific audience, personally meeting your |
| internet fairy who will knock on people's | | | | customers, competitors and suppliers, |
| door to announce your website's arrival. The | | | | prospecting for new customers,. |
| task is up to you. To get your website | | | | |
| marketing off the ground you either need to | | | | introducing new products and services, |
| spend time learning and doing it or spend | | | | demonstrating your product in ways not |
| money and get somebody else to do it.There | | | | possible using other marketing channels, |
| are hundreds of ways to promote your | | | | recruiting distributors or dealers, educating |
| business. You can do it on line or off line | | | | your target audience.There are probably |
| or a combination of both. Much will depend | | | | several trade shows in your industry worth |
| on your budget and the time you have | | | | visiting, and a select few worthy of a |
| available. Choose as many options below as | | | | company booth. Start by researching which |
| your time and budget allows. Test as many | | | | shows to attend. Identify the locations and |
| methods of marketing as you can and see what | | | | dates of all the trade shows related to your |
| brings you best results. Website marketing | | | | industry. Request media kits on each show, |
| is not a one off exercise. You need to | | | | which should tell you about its size, target |
| constantly work on it, fine-tune it, discard | | | | market and typical exhibitors. If your direct |
| methods that are not working and implement | | | | competitors are likely to exhibit, your |
| new ones.1. Email MarketingYour first step | | | | company may be conspicuous if absent.It's a |
| should be to send an email to your existing | | | | good idea to exhibit at least once a year |
| clients announcing the arrival of your | | | | just to get your name out there, especially |
| website. In your message, you can even ask | | | | if you're an early stage startup looking for |
| them to forward your email onto their | | | | publicity - or funding.Once the show space |
| friends, family and colleagues.If you are | | | | specifics have been established, then you can |
| starting a new business and don't have any | | | | move on to deciding what to take and how you |
| customers, send an email to people you know | | | | can 'show your stuff'.The following are just |
| who may be interested in your offer.The next | | | | a few ideas to help you get ready for that |
| step should be to send your announcement to | | | | all important trade show.a) If the trade show |
| an opt-in email list. Opt-in email lists | | | | display table you have does not include a |
| contain people or businesses who have | | | | tablecloth, be sure to get one that |
| requested to receive information about a | | | | complements your display and represents your |
| certain topic(s). There are many companies | | | | company's image and colourb) Erect a |
| who can provide you with these lists. For | | | | stand-alone presentation board. On the board, |
| more information visit: | | | | you can show how clients can benefit by using |
| | | | your products/services. Be creative and make |
| | | | it stand out. Include pictures, if possible, |
| | | | and be sure your company name and logo are |
| | | | more than obvious.c) Arrange your trade show |
| | | | display table in levels. Put the larger items |
| | | | at the rear, shorter items in front of those, |
| | | | and even shorter items in front of those.d) |
| no circumstance should you EVER send | | | | Develop a PowerPoint presentation to display |
| unsolicited email (spam) to people you either | | | | on your table. You can make it on your |
| don't know or who have not requested to | | | | desktop computer and transfer it to a laptop, |
| receive your information.2. LeadsThere are | | | | which you can rent or borrow if you don't |
| many companies who will provide leads or | | | | already have one. Your visitors will find |
| prospects for your business. For a fee, they | | | | this visually appealing and it will draw in |
| will display your advertisement (similar to a | | | | their attention.e) Have plenty of trade show |
| classified ad) and when someone clicks on it, | | | | giveaways, such as business cards, brochures, |
| they will be taken to your website. The | | | | pens, magnets, and anything else that has |
| great thing about these targeted leads is | | | | your company name and/or logo on it.f) Offer |
| that you are only paying for the people who | | | | something a little different as a trade show |
| want to know about your business and | | | | giveaway... FOOD. Package your food in a way |
| products. If you work out the cost of a lead | | | | that will allow you to have your company |
| versus regular advertising, you will no doubt | | | | contact information on it.g) Offer Gift |
| come out on top. Generally the cost per lead | | | | Certificates for some of your services as a |
| is between $0.50 - $1.00. If on the other | | | | trade show giveaway.h) Have a draw for a |
| hand you advertise in a newspaper or a | | | | prize. Offer a prize that in some way |
| magazine and pay $200 for the advertisement | | | | complements your business if possible, and |
| from which you get 20 enquiries, the cost per | | | | appeals to anyone. Have visitors and entrants |
| lead is $10.Check out: | | | | sign a guestbook, fill in a ticket, or drop |
| | | | their business cards into a fish bowl or gift |
| | | | bag. The great thing about this trade show |
| | | | giveaway is that you can then use this |
| Search Engines & DirectoriesA search | | | | information at a later date to make a follow |
| engine is a searchable database of websites | | | | up contact.i) Have a portfolio of your work |
| collected by a computer program (called a | | | | available as part of your trade show display. |
| crawler, robot or spider). When you enter a | | | | Print off some of your best projects, put |
| keyword, the search engine looks for keywords | | | | them into plastic sheet protectors, and |
| in its database, and any relevant records are | | | | arrange them in a binder.10. Classified |
| displayed. Currently there are thousands of | | | | AdsClassified ads are one of the most |
| search engines and directories on the | | | | inexpensive ways to advertise your products |
| internet. Some of the main ones | | | | or service. Unfortunately many people misuse |
| include:Google - | | | | classified ads. They try to sell a product |
| | | | directly from the ad. The best way to use a |
| Altavista - | | | | classified ad is as a two step process.1. You |
| | | | place a classified ad in your local newspaper |
| Yahoo - | | | | magazine. The ad should be simple and |
| | | | straight to the point. It should then direct |
| Excite - | | | | readers to call a phone number of your |
| | | | answering machine.2. Your customer will dial |
| AllSearchEngines - | | | | the number where they will hear a powerful |
| | | | sales message and at the end customers are |
| Northern Light - | | | | directed to send an order to the address you |
| | | | give on the tape or they can leave their |
| DogPile - | | | | contact details.An example of such classified |
| | | | ad would be:"Double your mail order business' |
| AllTheWeb - | | | | profits. Incredible recorded message tells |
| | | | secrets. Call 1234 5678 24hours or visit |
| Lycos - submitting your website to the | | | | read classified ads for a purpose. They are |
| search engines, you can either do it manually | | | | specifically looking for products, services |
| by going to the search engine website and | | | | and information that appeals to them.The |
| adding your URL (website address) or you can | | | | selection of words you use is the most |
| employ the services of a Search Engine | | | | important aspect of classified ad copy. You |
| Submission company, who will do it for you. | | | | need to choose precisely but don't skimp on |
| | | | words to save the cost in the ad.The best way |
| | | | to prepare copy is to first write about your |
| | | | products/services at length. List all the |
| engines try to list sites that contain good | | | | major benefits and features. Choose a |
| content, so you need keywords and phrases on | | | | powerful heading that points out the most |
| your pages that best describe your service | | | | significant aspect of your product. Follow |
| and products. For example, if you are a | | | | up with a few words or details and finish |
| florist, use the words such as florist, | | | | with a request to contact for more |
| online florist, virtual florist, wedding | | | | information.For more information about |
| florist, florist in Sydney, florist on line, | | | | writing effective classified ads, you may |
| flowers, floral, bouquets, floral | | | | wish to download a free copy of "Classified |
| arrangements etc as many times as possible to | | | | Ads Secrets" Ebook from: Domain NameYour |
| ensure high search engine ranking. To find | | | | domain name represents one of the most |
| out what keywords your customers may be | | | | important decisions you have to make in going |
| searching on ask your family and friends or | | | | online. The purpose of a domain name is |
| go to: | | | | similar to that of a street address or |
| | | | telephone number. The domain name directs |
| you decide on the keywords, use them in | | | | customers to you on the Internet. The most |
| | | | popular domain names in Australia are au" and |
| (a) Your website's domain name | | | | ".com".Ideally your domain name should be |
| | | | rich in keywords (words relating to your |
| (b) The title of your page - This is | | | | business) to ensure on-line success, |
| displayed in the top bar of your browser | | | | especially with search engines.If for |
| window | | | | example, you are a florist based in Sydney, |
| | | | it would be preferable for you to have one of |
| (c) The heading of your home page | | | | the following domain names: |
| | | | |
| (d) The first paragraph of your home page | | | | |
| | | | |
| (e) Meta tags - Keywords, page title, | | | | will, however, find that generic names such |
| description | | | | as the above are already taken. In that |
| | | | case, register something like: |
| (f) Titles of your graphicsWhilst it is | | | | |
| important to use keywords as much as | | | | your business name is for example "Jim & |
| possible, it is also important you use them | | | | Sons", ensure you include a description of |
| only if they are relevant and do not sound | | | | what you actually do, eg. or |
| awkward. If you spam your keywords you may | | | | |
| be penalised or even banned by some search | | | | Affiliate programsAffiliate programs also |
| engines.If this all seems too overwhelming, | | | | known as reseller programs are an agreement |
| you can employ the services of a Search | | | | in which a website owner displays an ad for |
| engine optimization company, who will make | | | | another company in exchange for a commission |
| your website's content more search engine | | | | on the resulting sales and/or leads.There are |
| friendly to make it rank higher. | | | | two ways you can start your own affiliate |
| | | | program.1. You can have a service bureau take |
| | | | care of nearly everything for you. They'll |
| | | | handle the recruiting and administrative |
| Link ExchangesFind websites whose business | | | | functions like sending out payments, |
| complements yours and add their website to | | | | tracking, reporting etc. A good example of a |
| your links/resource page. Then contact the | | | | service bureau is Commission Junction - Set |
| company and ask for a reciprocal link. For | | | | up an affiliate program yourself, using |
| example if you are a wedding dress designer, | | | | on-line services. Some you may wish to check |
| you could contact businesses that sell | | | | out include: |
| wedding cakes, jewellery, flowers and also | | | | |
| venues, celebrants etc.By doing this your | | | | |
| website will become a valuable resource for | | | | |
| your visitors, as it will provide information | | | | for setting up successful affiliate |
| they need. They may return to your site over | | | | programs:1. Should be free to join.2. Offer |
| and over to find more information.On the | | | | real time statistics so that affiliates can |
| other hand, you will have visitors coming to | | | | check their sales and commission without |
| your website when they following a link from | | | | having to contact you.3. You should provide |
| your link partners.Results in search engines | | | | your affiliates with proven tools they can |
| are determined by the material you have | | | | use to sell your products (eg. Sales letters, |
| presented on your site and by other off-page | | | | endorsement letters, banners, ezine articles, |
| factors such as how many other sites link to | | | | ezine ads)4. Technical support 24/75. Stay in |
| your site. The more links you have pointing | | | | touch with your affiliates to keep them |
| to your site from relevant websites, the | | | | motivated6. Give your affiliates the highest |
| higher your site will rank.If you need help | | | | commission you can.13. AutorespondersEmail |
| with this task, you can employ the services | | | | autoresponders work like a fax-on-demand |
| of a Link Exchange Company. They are | | | | system. If you send an email to an |
| generally inexpensive and can save you hours | | | | autoresponder address, you'll get back a |
| of time. Some of these include: | | | | pre-written message. Autoresponders have |
| | | | come a long way in the last couple of years. |
| | | | Not only are you able to send HTML messages |
| | | | with graphics, but you can set up a whole |
| Banner AdvertisingBanners are graphics, | | | | sequence of autoresponder messages going out |
| which are linked to a website. You can | | | | on any day or at any time you choose.Once you |
| create your own banner and either exchange it | | | | set up your email messages, everything gets |
| with someone, so that you display their | | | | done automatically. As soon as a prospect |
| banner on your site and in return they | | | | sends an email to your autoresponder, the |
| display your banner on their site. Whenever | | | | system keeps working over and over again, |
| someone clicks on the banner, they are taken | | | | like a tireless robot making sure no prospect |
| directly to the advertised website.To save | | | | ever slips through the cracks. Most |
| time, you can join a Banner Exchange | | | | autoresponders systems now handle your whole |
| programs, such as: | | | | mailing list, so you are not having to |
| | | | manually manage your prospects.Because the |
| | | | vast majority of customers will not buy from |
| | | | you on their first visit to your website, it |
| Email SignatureEvery email you send should | | | | is extremely important that you have an |
| have an email "signature." This is text that | | | | automated way to follow up with them several |
| is automatically attached to the bottom of | | | | times to entice them back. You can use |
| your email message. This text can be used to | | | | autoresponders to cross-promote various |
| publicise your business. You can include | | | | products and services your business |
| your name, business name, email address, | | | | offers.Follow these tips and you can't go |
| street or postal address, website details, | | | | wrong:1. Make time sensitive offers in your |
| phone number, fax number, company slogan, | | | | email follow up.2. Build extra incentives |
| description of your company and its products | | | | into each follow up, until your prospect |
| services. You can set up different | | | | can't resist any more. Offer free reports, |
| signatures for different purposes.To set up | | | | free ebooks, freeware programs, mini-courses |
| your signature using Outlook Express:Step 1: | | | | etc3. Include a survey as part of your |
| Select Tools > Options from the menu bar. | | | | autoresponder sequence, so you can find out |
| | | | what your customers like about your messages, |
| Step 2: Click "Signatures". | | | | what they dislike and what other information |
| | | | they want.Some great autoresponders include: |
| Step 3: Make sure that you select "Add | | | | |
| signatures to all outgoing messages" - within | | | | BonusesWe all love freebies and your |
| the "Signature settings" section. It is up to | | | | customers are no exception. Ideally you |
| you whether you would like your signature to | | | | should pile on the bonuses to get people |
| appear in "replies" and "forwards" | | | | excited. Sometimes they will buy the main |
| | | | product only to get the bonuses. The easiest |
| Step 4: Click "New" (you can change the name | | | | and least expensive are informational |
| from "Signature #1" by clicking "Rename") - | | | | products - reports, articles, ebooks. You |
| within "Signature" section: | | | | can find literally thousands of these on the |
| | | | internet. Simply go to your search engine |
| Step 5: Type in the text that you would like | | | | and find one that would appeal to your target |
| to appear at the end of your email messages - | | | | audience. For example, if you sell wedding |
| in "Edit signature" section: | | | | cakes, you may wish to give away ebooks or |
| | | | reports on planning a wedding. If you sell |
| Step 6: If you're happy with this, click | | | | children's clothing, you may wish to give |
| "Apply" and "OK".7. Feedback and | | | | away tips on parenting or ebook which |
| testimonialsWhen you come across a great | | | | features activities to do with your |
| product or service on or off the internet, | | | | children.15. NewsgroupsA newsgroup is a |
| send an email to the business owner telling | | | | message board on the internet where users |
| him/her how the product/service helped you. | | | | come to discuss topics of mutual interest. |
| Like you, most business owners appreciate | | | | As a user you can start a thread (topic), |
| receiving positive feedback and they will | | | | post messages and respond to other postings. |
| most likely feature your testimonial on their | | | | There are tens of thousands of Newsgroups on |
| website and place a link back to your site! | | | | every possible subject. The best way to find |
| You may even suggest it to the owner by | | | | a suitable newsgroup is to use Google Search. |
| saying something like "you have my permission | | | | Go to Then click on the "Groups" tag. Run |
| to feature this testimonial in your | | | | a search using a keyword related to your |
| promotional material and/or on your | | | | on-line business that you would like to |
| website".8. GiveawaysOffering free giveaways | | | | promote from the groups search page. For |
| to prospects and clients is a powerful | | | | really worthwhile information use moderated |
| business building strategy that can result in | | | | groups.You can use Newsgroups for conducting |
| a flood of new and repeat customers. If your | | | | market surveys, get new clients, promote your |
| business is service orientated, you can "give | | | | site, get answers to your questions, make |
| away" a free consultation. Your prospects | | | | friends.The idea of newsgroups is to make a |
| will get to test your business risk-free. | | | | valuable contribution and by doing so |
| Hopefully they will get "hooked" on your | | | | promoting your business. Please do not post |
| service and won't be able to live without | | | | commercials, ads or press releases and never |
| it.By providing someone with a "favour", | | | | post unrelated messages as this will be |
| people generally feel a natural obligation to | | | | considered spamming.Ivana Katz is the owner |
| return the favour by giving you repeat | | | | of Websites 4 Small Business, a company |
| business.For product based businesses, you | | | | specialising in the design and promotion of |
| may consider a "buy 1 get 1 free" or "buy one | | | | small and growing business websites. She |
| and get second one at a discount" or give | | | | believes that every business deserves to have |
| something totally unrelated, for example "Buy | | | | a successful website, no matter what its |
| a pair of children's shoes and receive a | | | | budget is. For more information visit or |
| colouring book for free".Think about what you | | | | email au. |