| If you want to be successful at the Internet Game | | | | 3. Provide list hosting and management |
| you need to use these Internet Applications | | | | 4. Require no technical skill or support staff |
| effectively. If you are missing even one of the | | | | 5. Handle formatting |
| applications in your marketing portfolio, you are | | | | 6. Create great looking emails |
| loosing business. | | | | 7. Get higher email deliverability |
| * Website | | | | 8. Deliver measurable results |
| * Opt In | | | | 9. Include frequent updates and enhancements |
| * Key Word Selection | | | | 10. Comply with email laws |
| * Email Marketing | | | | Ezines |
| * Ezines | | | | An Ezine is a periodic publication distributed by email |
| * Banner Advertisements | | | | or posted on a website. |
| * Affiliate programs | | | | Ezines are typically tightly focused on a subject area. |
| * Notifying Internet Portals and Directories | | | | Ezines in concept are reworking of the popular |
| * Search Engine Optimization (SEO) | | | | magazine format of monthly, or weekly topical |
| * Pay per click | | | | publications, in an electronic format. |
| * Blogs | | | | Ezines range greatly in size and scope, from irregular |
| * Chat Rooms | | | | newsletters reaching a handful of subscribers to daily |
| * Message Boards | | | | journals reaching hundreds of thousands of |
| * Opt In | | | | subscribers. |
| * Ebay | | | | Writing articles for ezines increases your visibility on |
| To give you a better understanding of why these | | | | the Internet. By writing articles, you establish your |
| applications are important, let’s briefly discuss | | | | credibility as a market leader. By including your name, |
| each application | | | | company name and website address, you will drive |
| Website | | | | traffic back to your web site. |
| Your website content is one of the single most | | | | Banner Advertisements |
| important aspects of Search Engine Optimization | | | | Probably the most popular method of online |
| (SEO). It must be well thought out and structured | | | | advertising is through the use of banner ads. These |
| well throughout your site. You will want to be sure | | | | are the advertisements, most often in rectangular |
| you focus on how your product or service solves a | | | | boxes, that seem to appear on almost every page |
| problem or pain for the customer. This almost sounds | | | | you look at on the Web. In addition to banner ads, |
| too simple to work, but focusing on what you have | | | | some other ways you can advertise your online |
| to offer and how it solves the customers problem | | | | business include having your ad placed with a |
| will pay substantial benefits for the long term. | | | | newsletter distribution service, and inserting your |
| Having a website will help you increase revenue, | | | | domain name ( in offline advertisements. |
| decrease expenses, and provide your customers with | | | | If you are unfamiliar with the process of running a |
| a higher level of service and support. Here are some | | | | banner ad, then you'll be surprised at how fast you |
| examples of how your prospects will benefit from | | | | can actually start pulling in visitors with this medium. |
| having a Web site. | | | | While in the offline world it can take months to |
| * Open up a virtual storefront that creates an | | | | actually get your advertisement placed in a |
| additional sales channel | | | | publication, in the online world the whole process can |
| * Sell products online 24 hours a day, 7 days a week | | | | be accomplished in a matter of days. Another |
| * Introduce new products to the market faster | | | | advantage of online advertising is that you can |
| * Compete with big corporations based on service, | | | | change your ad in the middle of a campaign. |
| price, and quality | | | | Affiliate Programs |
| * Capture the impulse buyer | | | | Affiliate programs offer you a way to make money |
| * Accept credit card orders online in real time | | | | for your online business by advertising for other |
| * Optimize existing advertising (add a .com to ads | | | | online businesses. In their simplest form, affiliate |
| directing customers to your dynamic, informative | | | | programs establish a business relationship between |
| Web site)expose your business to new markets you | | | | your business and another business, where you will |
| may not otherwise reach | | | | receive a percentage, or a fee, for the sales that |
| * Establish credibility with potential customers | | | | you generate for the other business. In a sense, by |
| * Provide fast, personalized service to customers | | | | joining an affiliate program, you become an agent for |
| * Provide answers to frequently asked questions 24 | | | | another business and get a commission every time |
| hours a day | | | | you sell something for that business. For instance, |
| * Offer special packages or deals through your Web | | | | let's say that you joined an affiliate program that paid |
| site | | | | you a 15% commission on every sale that you made. |
| * Display testimonials from satisfied customers | | | | If you sold an item worth $100, then you would |
| * Send customers exclusive online coupons or | | | | receive a $15 commission from the affiliate program. |
| discounts | | | | In order to join an affiliate program and begin earning |
| * Allow customers to set appointments online | | | | commissions, you will be required to show a banner |
| * Facilitate pro-active communication between you | | | | ad, or text link, for the other business on your Web |
| and your customers | | | | site. For instance, if you join the affiliate program, |
| * Respond to customers’ changing demands | | | | you would place an banner ad on your Web site, with |
| faster | | | | a special identification code, that links back to the site |
| Opt In | | | | Notifying Internet Portals and Directories |
| Confirmed opt-in has become the most rigorous | | | | Getting listed with portals, search engines and |
| method of obtaining permission to send email | | | | directories is the beginning of your promotional |
| campaigns. | | | | campaign. By having your site properly indexed in |
| What does confirmed opt-in mean? And, is it for | | | | these search engines, you stand a good chance of |
| you? Well, first let's define the terms. Then, we'll | | | | getting some visitors to your site. However, don't |
| discuss the advantages and disadvantages so that | | | | expect to have the world knocking at your door just |
| you can make your own decision - and I'll throw in | | | | because you have gotten your site listed in all of the |
| my two cents. | | | | major search engines. |
| Single Opt-In (with a subscriber acknowledgement | | | | Getting listed with the portals and directories can be |
| email) is the most widely accepted and routinely used | | | | done easily using an auto-posting service. You simply |
| method of obtaining email addresses and permission. | | | | type, or cut and paste, the keywords and description |
| A single opt-in list is created by inviting visitors and | | | | for your online business in the appropriate boxes of |
| customers to subscribe to your email list. When you | | | | the notification forms, and the auto-posting service |
| use a signup tag on your website, a message | | | | will take care of the rest. In addition to getting your |
| immediately goes out to the subscriber | | | | Web site listed across the Internet, many of these |
| acknowledging the subscription. This message should | | | | services will also analyze your site for loading speed, |
| reiterate what the subscriber has signed up for, and | | | | browser compatibility, and its ability to distinguish |
| provide an immediate way for the subscriber to edit | | | | itself from the "crowd." |
| her interests or opt-out. | | | | Search Engine Optimization (SEO) |
| Confirmed Opt-In (a.k.a. double opt-in) is a more | | | | Search engine optimization is the technique of |
| stringent method of obtaining permission to send | | | | fine-tuning your website so that it appears more |
| email campaigns. Confirmed opt-in adds an additional | | | | frequently and with a higher ranking in search |
| step to the opt-in process. It requires the subscriber | | | | engines, thereby increasing free traffic to the site. |
| to respond to a confirmation email, either by clicking | | | | Each search engine compiles a database of web |
| on a confirmation link, or by replying to the email to | | | | pages which are then ranked by relevance when a |
| confirm their subscription. Only those subscribers who | | | | particular search term is entered. Every search engine |
| take this additional step are added to your list. | | | | uses different algorithms in order to determine a web |
| ISPs and corporations are now doing everything they | | | | page's relevance for a given search. |
| can to stem the tide of spam flowing into their users' | | | | Pay Per Click |
| email inboxes. Without a foolproof solution to turn to, | | | | Google AdWords Select ( and Overture ( are the |
| some ISPs, like Road Runner email addresses), now | | | | two leading Pay-per-click players, but there are over |
| require confirmed opt-in for email delivery. They do | | | | 400 search engines using this model. They all work in |
| this because the subscription tracking capabilities | | | | more or less the same way. You bid on keywords |
| associated with confirmed opt-in can help them | | | | and phrases that your target audience may use to |
| differentiate legitimate commercial email from spam | | | | find your site in the search engines. When they do a |
| and protect their customers from receiving spam. | | | | search for those keywords your ad or "sponsored |
| Is Confirmed Opt-in for You? | | | | listing" appears in a special section near the top or |
| While usage of confirmed opt-in is not widespread | | | | side of the search results. |
| today, and we can't tell just yet if it will become the | | | | The position of your ad depends on the amount you |
| industry standard, it is important to understand the | | | | bid and the competition for your keywords, so |
| advantages and disadvantages of confirmed opt-in so | | | | selecting the best keywords is essential. You pay |
| that you can make an educated decision on what is | | | | only when someone clicks through to your site. |
| best for your business. | | | | Blogs |
| The Advantages: | | | | With a Blog, you can submit to the many Blog |
| In a nutshell, confirmed opt-in ensures that those | | | | directories that exist online. |
| who are receiving your email want to receive it; it | | | | By submitting to the many blog directories in the |
| can protect you against spam accusations; and it | | | | proper category, you can expand your reach to |
| allows for email delivery to ISPs, like Road Runner, | | | | targeted subscribers or readers who wants to read |
| who require confirmed opt-in for email delivery. | | | | your posting on your area of specialization. |
| The confirmed opt-in method prevents: | | | | Blogs promote relationship building and trust with your |
| Email address collection without permission, | | | | readers, as it allows you to interact with them. Your |
| Accidental subscription due to email address typos, | | | | readers can refer a friend and imagine the traffic |
| and | | | | power that can be generated if each one of your |
| Subscriptions made by an unauthorized third party. | | | | reader make a referral. |
| Key Word Selection | | | | Chat Rooms |
| Choosing the right Keywords to target is of | | | | Use online chat rooms to promote your web site. |
| paramount importance to your success in search | | | | Find the right chat room where your targeted |
| engine marketing. | | | | audience would gather. Announce to everyone in the |
| Many online consumers know exactly what they are | | | | chat room something interesting or free that's |
| willing to spend when searching for retail products. | | | | offered on your web site. This will draw visitors to |
| You should try optimizing for products based on best | | | | your web site. Always be aware of chat room rules |
| value? | | | | before engaging the visitors in a sales pitch that could |
| Example: "bridesmaid gifts under $20" | | | | be considered spam. |
| Example: "cars under $2000" | | | | Message Boards |
| Example: "timeshare resale under $1000" | | | | A message board (also called a discussion forum or |
| The above examples have low competition factors, | | | | bulletin board) is a web-based tool that allows a |
| so really think about how your target audience may | | | | group of users to discuss topics of interest with each |
| be searching and optimize accordingly. | | | | other. |
| More online consumers know exactly what they're | | | | The most important function of a message board is |
| searching for when it comes to retail products. You | | | | to create a stronger connection between you and |
| should try optimizing for products by part or model | | | | your customers. You may have the best product in |
| number? | | | | the market, but if you cannot get enough feedback |
| Example: nokia 8910 cell phone | | | | about your product, you will never know what your |
| Example: hp deskjet 5550 printer | | | | customers really think about it. A message board can |
| Also, try adding "" quotes around your product and | | | | provide you significantly better feedback about your |
| model number within the tag. For example, Looking | | | | product by allowing many-to-many connections |
| for a "nokia 8910 cell phone?" | | | | Opt In |
| Email Marketing | | | | Opt-in email is the opposite of "Spam" email. When |
| Email marketing is one of the most powerful | | | | people voluntarily sign-up to receive your electronic |
| marketing tools available for communicating and | | | | messages, they are "opting-in" to your mail list. |
| developing relationships. But, email marketing can only | | | | Because they have actually requested information |
| be that powerful when it’s done well. | | | | from you, your messages are not considered to be |
| Using your standard email client (e.g. Outlook, Eudora, | | | | junk mail, spam, or unsolicited email. |
| hotmail, AOL, Yahoo etc.) to send a Bcc text or | | | | Sending messages and information to people who |
| HTML message to your list is not doing email | | | | have given you permission to contact them is a great |
| marketing well. Why not? Because your standard | | | | way to build the kind of relationships that will |
| email client is not designed for email marketing and | | | | encourage a steady flow of traffic to your website... |
| therefore has significant limitations that can actually | | | | and greatly increase your online sales! |
| undermine vs. aid your email marketing efforts. | | | | Ebay |
| The good news is – you do not have to go it | | | | On average, Ebay receives 40 million hits daily, and of |
| alone. There are Web-based email marketing services | | | | that, it's average user views 17 pages. Most listings |
| that are inexpensive and designed to make email | | | | get at least 50 very targeted views. If you can get |
| marketing simple for the non-technical user. By using | | | | listed on eBay's "The Pulse" (most popular internet |
| a good email marketing service, you can just easily | | | | auctions) you are guaranteed at least 5,000 visitors |
| avoid common mistakes and truly get the most out | | | | to that listing, and many of them will click through to |
| of your email marketing efforts. | | | | your site, affiliate link, whatever makes you money. |
| Here are the top ten reasons you need an email | | | | You can probably understand why you should |
| marketing service. Coincidentally, these are also the | | | | consider eBay one of the most unique prospects on |
| top ten critical email marketing benefits that you will | | | | the internet. It's like the search engines USED to be, |
| never get from any standard email client. | | | | where you are guaranteed hits and visitors no matter |
| 1. Are approved as bulk mailers | | | | what the field, and where being outrageous pays off. |
| 2. Follow professional mailing practices | | | | |