Small Business
Marketing News

In this issue:
A Note From Our Sponsor
Thought For The Day
Feature Article: "Build It And They Will Come. . .
Or Will they?" by Terri Gray
On-line Marketing Quick Tip
Off-line Marketing Quick Tip
A Note From Bizine.com

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Food For Thought:

"Optimism is essential to achievement and it is also the foundation of courage and of true progress."

- Nicholas Murry Butler

Feature Article:

"Build It And They Will Come. . .
Or Will they?"
by Terri Gray

On the web there are thousands of new websites springing up all over the place. Many folks put their site up, list with the search engines and wait for the sales to roll in.

The fact is, you can't solely rely on the search engines. All the "Search Engine Secrets", tricks and tips that people pass around just can't GUARANTEE that your site will be found on the search engines.

You need to treat your website as a "real" place of business in our Cyber-Community.

With that in mind, think about how you market and advertise a business - any business! On or off the Internet. The same principals apply to both.

Let's say you opened up a new store in your neighborhood, or on the 4th floor of a building downtown. Would you just list yourself in the yellow pages and then wait for people to stop by?

Of course not!

And neither should you with your "virtual" place of business. If you only list your site in the "yellow pages" (search engines) of the Internet and then wait for people to just wander by your website you may be waiting an awfully long time.

So what can you do to promote your real "virtual" business location?

1. Announce your website: -

• put your web address EVERYWHERE you would normally have your phone number (business cards, letterhead, checks, job signs, signature in your email, brochures, vehicle signs, caps, pens, pencils, mouse pads, invoices, classified ads, flyers, yellow pages . . . EVERYWHERE!!) -
• send out a postcard announcement to everyone you know about your new "virtual" storefront. It should go out to friends, family, previous business associates and clients. -
• send out press releases (http://www.gebbieinc.com/)

2. Network*:

• participate in Networking Groups on-line (Check Bizine.com for a list)
• participate in Mailing List Discussions (search for one here: http://www.neosoft.com/internet/paml/)
• participate in Newsgroup Discussions (Search http://www.DejaNews.com for some you would like to participate in.)
• participate in Message Board Discussions where your target market is likely to be visiting (These are on many sites - look around!)
• exchange links with other business who are targeting the same market (Search for sites and invite them to exchange links with you.)

3. Advertise:

• advertise in classified ad areas on the Internet (Best response we've gotten comes from ads placed on AOL)
• advertise in e-zines that your target market is likely to be reading (these are generally very affordable (http://www.Bizine.com/news.htm)
• use autoresponders to save time, generate leads and to promote your business (http://www.Bizine.com/autoresp.htm and mailto:automate@bizine.com)

4. Referrals

• Keep In Touch: - start your own e-zine to keep in touch with folks that visit your site, as well as your existing customers.
• build an in-house mailing list so that you can notify your visitors of changes to the site, sales, etc. (automate the above - mailto:automate@bizine.com)

It is much less expensive to expand a "real" business by going to the Internet instead of opening up another "real" location. It is also VERY affordable to start a new business "virtually". You just need to remember that building your site is just the beginning . . .

How much have you done to let people know about your "virtual" place of business? What else can you do? For more tips and suggestions for online promotions, pick up a copy of "Insider Internet Marketing" by JDD Publishing at: http://www.bizweb2000.com/d2075.htm

*Just a note:
Keep in mind, when networking on the Internet you need to avoid "SPAMMING" a list or group. Before jumping in, read the posts for several days and get a feel for the group. Then start participating in the discussions. DON'T place ads. Ask questions, answer questions etc. and be sure to use your "Signature" at the end of each message. That's the only self-promotion you'll need. Be sure to always read the groups FAQ's so you know what is acceptable.

*****************************
Terri Gray's Internet Consulting, Web Design & Hosting http://www.HomeImages.com/gray
Helping your business succeed on the Net!
Community Websites just $10/month
Domain Name Websites starting at just $20/month mailto:websites@bizine.com
copyright 1998 Terri Gray

Quick Online Marketing Tip
by Terri Gray

Want to make sure that your advertising and marketing efforts are legal?

Visit: http://www.adlaw.com/adlawindex.html

Here's what you'll find:

- Contract section with samples you can print and modify for your own use.
- A "Virtual Law Libray for Cyber-marketers"
- Handbook to help you learn about legal issues regarding advertising. Be sure to check out the section on using sweepstakes, games & contests for promotions!

Off-line Quick Marketing Tip
Mail stealthy envelopes
by Marcus Allen

I've talked about avoiding enveloped mail (it's costly and can lower response compared to a self mailer or postcard mailing).

If you must use an envelope, make sure it's hard to see the contents from the outside.

When people sort their mail, they quickly figure the contents from the appearance of the envelope. And if they see advertising through the envelope, your piece might not get opened.

Tip: Ask you printer to supply security envelopes (tinted on the inside with a black or blue pattern so the contents can't be seen from the outside). Or, spend a few extra bucks and purchase colored envelopes. Careful, too dark a color might not be compatible with the post office. Check with your post office before mailing.

****
Markus Allen is the president of MailShop USA. His latest special report 'How to Market with Postcards' is available for $15 (includes FREE shipping anywhere in the US) by calling: (800) 618-6050 Ext: 3274. You can order by mail at:

MailShop USA
4679 West Chester Pike Suite 3274
Newtown Square, PA 19073

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