PrintEmail

First of all, anyone who intends to succeed in business, whether on the Internet or off, needs to develop a systematic approach. This involves setting both long term and short term goals.

Too many beginners come into the Internet business arena with no definite plan or idea, expecting success to quickly fall into their laps. This may happen for some, but some people also win lotteries. Even professional gamblers use a systematic approach in their efforts.

So, let’s talk about your approach to your own business success.

Marketing vs. Advertising
They are not one and the same, but both are integral parts in the success of any business. By definition, advertising is a short term exercise geared toward making a customer aware of a product, and then getting a sale. It’s a necessary part of any successful marketing plan, but it cannot be THE marketing plan.

Marketing, on the other hand, is a longer term endeavour. It encompasses the big picture of your business and how it will succeed. Not being aimed toward an immediate result, your marketing plan should allow you to position your business, over time, into a favourable niche so that you can be there when it is time to make the sale.

Successful Internet marketing is an exercise in exposing your business for the long term good. It surrounds informing and educating a targeted market, and leading the prospect into a fair and honest exchange of her money for the benefits of owning your product, or using your service.

A few techniques that you might consider are.-

• Writing and distributing eZine articles.
• Publishing your own newsletter.
• Using auto responder messages that educate and inform
• Giving endorsements to other webmasters.
• Viral marketing with branded e-products.
• Developing informative content on your site.
• Developing a relationship with your opt-in list members.
• Giving of your own time and energy.

The three metre rule doesn’t work anymore
In the early days of direct sales, the salesperson’s rule was to market to anyone who came within three metres. This machine gun approach probably made a success of those who were aggressive enough to bother everyone they came into contact with.

Sorry, it doesn’t work on the Internet. Today’s typical Internet user has keenly focused interests, needs, and desires. She relies on the Internet to fulfil at least some of those. No matter what you may hear, few people actually surf the Net aimlessly, with no purpose in mind but to see the next page.

Hawking your wares to people who don’t have a predetermined interest will not only waste your time, it may build a lot of animosity toward you and your business.

Forced marketing vs. attraction
Think about television advertising for a moment. It is forced upon us, whether we want it or not. How many TV ads do you see that make you think, "Wow, I’m going out right now to buy that!" How many times have you developed a resentment after seeing the same commercial six times during the course of your favourite show? That is forced marketing. It gets crammed down your throat.