Marketing on the Internet
By Amelia Painter
How do you market a business or product on the Internet? How does an Internet illiterate get started? Where will Internet customers come from? What sorts of problems should be considered? Where are answers found?
These and a range of related questions were addressed at the second Workshop on Internet Marketing, sponsored by the Clay County Networkers and held at the Spencer VFW Hall, Thursday evening October 16. The workshop's keynote speaker, Abbey Larson from Okoboji Tourism provided an 11 Component Marketing Plan and a wealth of solutions to obstacles faced by Internet Marketers.
According to one of the hand-outs given to attendees, the eMarketer estimates that the number of internet users will reach 565 million people worldwide by the end of 2002, increasing by 13.6% over the 498 million people who regularly used the internet in 2001. The United States will account for 27.0% of the worldwide total by the end of this year, reaching 152.8 million people, or 53.2% of all Americans.
Larson began her presentation by stressing the importance of having an Internet business plan, a well-defined budget and a realistic time frame for success.
As far as budgeting is concerned, Larson spoke in detail about the value of a “reliable hosting service” and the need to make a good first impression with attractive website design. She then urged attendees to make sure they “advertise [their web address] in all other media which [they] do business.” Some examples given included:
| Adding your Web address to all literature and publications (business cards, letter head, newsletters, fax cover sheets, etc.) right next to your organization's "snail mail" address and phone number. |
| Adding the Web address to your organization's voice mail message or hold message; radio and TV ads; and trade show banners. |
| Having some t-shirts, ball caps, or jackets made with your web site address and other business information. Your family or friends could wear them almost anywhere. |
| Sending press releases to local newspapers, radio stations and professional publications announcing your site, and remembering to add your Web address to all press releases. |
Larson’s main discussion was centered around 11 components that she believes are key to marketing on the Internet, they are: Announcing your web site with search engines and directories; Issuing a press release; Announcing in Internet Newsgroups; Participating in e-mail lists; Purchasing ad banners; Participating in link exchanges; Running on-site events; Issuing an E-newsletter; Conducting a direct e-marketing campaign; Integrating traditional marketing and sale programs; and Measuring your results.
Search engine marketing should be targeted primarily at the following search engines and directories, which together account for 91% of all search engine traffic worldwide: Google, Yahoo, About.com, MSN, Hotbot, Alta Vista, AlltheWeb, Lycos,Netscape, AOL, Open Directory, Ask.com, and CNET.
According to Larson, “There are hundred of site where you can announce your web site. Each typically falls into one of six categories: 1)search engines; 2)announcement sites; 3)general directories; 4)geographic sites; 5)specific-interest sites; or 6)selective sites.” She believes a web site should be announced on the very day it is first published, “because it will take from a day to several weeks for the search engines to include it in their databases.” She went on to stress, not announcing a site until it is online because “prospects who click to a site still under construction are unlikely to return.”
Larson concluded with an informal question and answer period that lead to a discussion on a variety of Internet search engine advertising, pay-per-click programs, and link-popularity building services that are available, but Larson stated that her site, www.vacationokoboji.com, “has not had to invest in any of these potentially expensive programs/services because last year alone the site had 9 million visitors” and she attributes these healthy numbers to her 11 component marketing strategy.
Clay County Networkers’ Director, John S. Welle, closed the Workshop with a review of the custom maps he has created for the www.travelclaycounty.com web site and an invitation to Clay County attendees to apply for and obtain a complimentary listing on the site for their product, service or business. This service is available to any resident of Clay County or anyone operating a business in Clay County. Vendor Application, Rules, and Hold Harmless forms are available online at: http://www.claycounty-ia.com/Organization/organization.htm
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