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The Add Me! Newsletter *** ISSUE #5 ***
"Free tips for promoting your website"
Add Me, Inc http://www.addme.com
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November 14, 1998 Newsletter #5
This week's article:
Advertising simply by having a website !!?
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.....THIS WEEK'S ARTICLE.....
Advertising simply by having a website !?!
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I can't tell you how many times, as the owner of
a web hosting company, the phone rings and the person
on the other end of the line breathlessly tells me
they are ready to start their online business with
their very own website. They usually tell us they
want a website so they can advertise their business
online. Being somewhat of a debater and suspecting
their answer, I usually ask them what kind of online
advertising they plan to do and they almost always
respond by saying that they are going to advertise
by having a website!
Silly me! That's how it works! You just slap a website
up there on the 'ole Internet and away you go!
I don't really want to lose business by dousing
fantasy retardent on their dreams, but I usually
can't resist the temptation to tell them the
flat-out truth about website marketing. If you
are serious about using your website to market
your business, you are then going to end up
spending almost as much money and effort marketing
your website as you would have spent marketing
your business. Of course, your website usually
becomes synonymous with your business so at least
you won't have to spend the money and effort twice.
Most new website owners have the mistaken impression
that by having a website they will get to advertise
to 70 million people worldwide for less than $40 per
month! However, they usually forget to ask themselves
how these 70 million people will know to go to their
website. Every now and then a client will surprise
me by calling to say they are getting 5-6 orders a
week from their new website. I find this quite
astounding after learning they have done no advertising
or marketing whatsoever. They, however, think
business is slow! I tell them how many people we
know who have had websites up for months before
they get just one order.
The fact is, that in most cases, a website could
sit there for years without bringing you a single
customer - unless you vigorously promote it. Yes,
your website is available for 70 million people
worldwide to view. But, how will they become aware
of its existence if it is not promoted? A website
is a wonderful marketing tool. However, to make
it work for you, you must stop thinking of it as
"free advertising".
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The best way to advertise your website - is on other
high-traffic websites. We, as a website hosting company,
can find hundreds of advertising opportunities for
our own business on the Internet. These same opportunities
exist for almost every industry and product line.
Typically, we will tightly target our ads to sites
that focus on subjects of interest to people who
have or are looking to have their own website. For
instance, there are sites that freely distribute cgi
scripts. Well, the only people who even know what
cgi scripts are, most likely have their own or manage
a website. (You will most likely never need a cgi
script unless you have or manage a website)! When
they see our ad, there is a good chance they will
click on it and visit our site -- either to see how
we stack up against their current host - or to see
if we would make a good host for a planned site.
This is just an example for our particular industry
- but these same opportunities exist for almost every
industry.
Too many people want a website because they think
it will give them free advertising. It is certainly
possible to generate free word-of-mouth on the
Internet and if you're smart you can find plenty
of places where you can mention your site yourself
-- at no charge - but nothing beats paid advertising
when you really want to get serious about building
your online business. To be successful on the web,
you have to get the concept of "free advertising" out
of your mind. Douse those flames of "freedom", my
friends!
With paid advertising you are guaranteed that a
certain number of people will see or click on your
ad. When we really want to generate hundreds of
eyeballs in a short period of time (thus increasing
sales during that period), we will buy online advertising.
It's the only way to guarantee a jump in hits. And, if
you're serious about your online business you have to
get serious about generating traffic. If you have the
mindset that you're on the internet because it makes
promoting your business cost-free -- you are seriously
risking website failure.
As a hosting company, we try to make owning a website
inexpensive enough that the cost is negligible for
most small business people. To get the full benefit
of this global medium, however, you have to promote
your site in a strategic and consistent way, without
fear of spending - yes - MONEY! on advertising, or
even the negligible monthly hosting fee will become
a costly burden.
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Jonathan Cousar
LazyLizard Internet, Inc.
http://lazylizard.net
(212) 545-8535
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