Guerrilla Marketing -Online Marketing
Dated 12/18/00
THE GUERRILLA MARKETING COACH
Weekly Tips to Increase Your Small Business Profits
Volume I No. 15 - Dec 19, 2000
by Mitch Meyerson
Director of The Guerrilla Marketing Coaching Program
Coach * Author * Teleclass leader
http://www.gmarketingcoach.com
"The best selling marketing series of all time"
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Quote for today:
Content is where I expect much of the real money will be made
on the Internet, just as it was in broadcasting...The Internet
allows information to be distributed worldwide at basically zero marginal cost to the publisher.
Bill Gates, Microsoft Corp.
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THE TWO WORLDS OF ONLINE MARKETING
Once you've got even the spark of a notion to market online, let
that spark ignite thoughts of how you'll promote your site. Have
the insight to know this means thinking imaginatively about
two worlds.
The first is the online world, where you'll think in terms of:
* multiple links to other sites
* banners leading to your site
* search engines directing browsers to your site
* postings on forums alerting onliners to your site
* chat conferences heralding your site
* writing articles for other sites in return for links
* mentioning your site in your email signature
* advertising online to entice people to your site
* preparing an online version of your press kit
and connecting with as many other online entities as possible,
all in a quest to make your site part of the online community,
an internet landmark to your prospects, a not-be-missed feature
of the web.
The second world in which your imagination should run rampant
in a mission to achieve top-of-the-mind awareness of your site
is the offline world. Most of the population of the real world still
resides there. That's where they continue to get most of their
information -- for now. And that's where you've got to let them
know of your online site -- teeming with information that can shower
them with benefits -- for their business or their lives or both.
Tout your site in your ads, on stationery, on your business cards,
on signs, on brochures, fliers, Yellow Pages ads, advertising
specialties, package, business forms, gift certificates, reprints
of PR articles, in your catalog, newsletter, and classified ads.
Mention it in your radio spots, on television.
More than one company now has a jingle centered on their website.
Never neglect to direct folks to your site in direct mail letters and
postcards, in all your faxes, almost anywhere your name appears.
If the world begins to think that your last name is dotcom, you're
going about your offline promotional activities in the right way.
The insight about content for a website is it should be the
information your prospects and customers want to know the most.
It's not necessarily the content you want to put forth and boast about.
Instead, it's data about how your company can have a positive impact
on visitors to your site.
Guerrillas know well that their sites will succeed or fail based on
how much overlap there is between their content and the needs
of their target audiences. They realize that exquisite design and
spectacular promotion are meaningless if their content doesn't fill
the needs of their market.
To develop that kind of content, answer these questions, for your
specific answers will provide your content:
* What is the immediate, short-term goal of your website?
* What specific action do you want visitors to take?
* What are your specific objectives for the long term?
* Who do you want to visit your site?
* What solutions or benefits can you offer to these
visitors?
* What data should your site provide to achieve your
primary goal?
* What information can you provide to encourage them
to act right now?
* Where does your target audience look for information?
* How often do you want visitors to return to your website?
* What may be the reasons you don't sell as much as you'd like to?
* Who is your most astute competition?
* Does your competition have a website?
* What are ways you can distinguish yourself from your competitors?
Your answers point the way to what competitive advantages to
stress, what to show, what to say, what to feature. Serve up your
content in bite-sized pieces, all valuable -- for it's clear current
content that leads to success on the web. If it's a winner for
your guests, it will be a winner for you.
Adapted from Mastering Guerrilla Marketing by Jay Conrad Levinson
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TIP OF THE WEEK:
Marketing Coach Peggy Murrah, owner of Webmarketcoach.com
doubled the readership of this e-newsletter in just five weeks.
She's a real Guerrilla. See what she can do for your Internet
Business WebMarket Coach
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GIVE A GIFT TO A FRIEND OR ASSOCIATE:
If you know someone who might benefit from this free newsletter,
feel free to forward it to them. We only ask that you please
leave the entire newsletter intact. Thank you.
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(c)Copyright 2000 Mitch Meyerson
HAVE A GREAT WEEK!
-Mitch
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ACTION IDEA:
Compute the value of a few of your current customers or clients. Memorize
these figures, share them with your employees. Ask yourself: What can I
learn from this? How can I improve my customer service and increase my
value to each and every customer?
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TIP OF THE WEEK:
Never provide a customer with an opportunity to do business with
someone else. Treat every customer as if they are the only customer
you have. If you don't you may not have many at all.
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GIVE A GIFT TO A FRIEND OR ASSOCIATE:
If you know someone who might benefit from this free newsletter,
feel free to forward it to them. We only ask that you please
leave the entire newsletter intact. Thank you.
************************************************
(c)Copyright 2000 Mitch Meyerson
HAVE A GREAT WEEK!
-Mitch
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