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The Internet has been around long enough now for some online marketing principles
to emerge as proven success drivers. By observing Amazon.com, Napster, Ebay, Hotmail,
Blue Mountain Arts and a few other highly successful online properties, we can
now accurately pinpoint tested principles that any site can plug into their own
processes and profit from them immensely.
Being Part of Natural Buyer Behaviour
Most people buy on their third to fifth contact. Which means you have to get
their email address the first time they visit your site, and periodically send
them some useful free information to get them to return to your site several
times. You have to give them a valid reason for them to give you their email
address - no one gives their email address without something worth it for them
in exchange. You can either run a newsletter or use a system like Aweber.com's
to schedule an automated series of emails from pre-written templates. Obviously,
providing good and relevant free information is very important here, you just
can't email pure advertising to people. The Net Profits manual covers this very
well (see http://www.aboutwebmasters.com/free-tools.shtml).
Affiliate Programs - Every Site Should Have One
Affiliate programs are responsible for about 35% of the sales generated by
the big e-commerce sites. Many sites that do not do any other form of advertising
report affiliates as an even larger contributor of their total sales. Why? Because
over 80% of people find new sites on the web by following links from sites they
already visit. Having an affiliate program gives you the ability to convince
other related sites to link to your site. And make sure you give them a sizeable
commission, say 20%. The idea is to build an affiliate network that is highly
automated and empower your affiliates with tools and information that will help
them succeed. Then target a few sites with high traffic as preferred partners
and work with them even closer because these large sites will be the main contributor
of sales. For more details on this, see Declan Dunn's Winning the Affiliate
Game and The Complete, Insider's Guide to Associate & Affiliate Programs
(see http://www.aboutwebmasters.com/free-tools.shtml).
Solving The Abandoned Shopping Cart
Shoppers abandon their shopping carts 75% of the time. They never complete
the purchase process. The main reason why this happens has been found to be
the lack of human support to answer questions they may have at the time of purchase,
either about the products or about the shopping process. One way to add live
human support is by using HumanClick.com's free app.
Leveraging Existing Traffic
You might as well leverage your existing traffic to generate more revenue.
Sign up with some good affiliate programs from web businesses selling products
related to your audience. Then take some good text links promoting those products
and place them in strategic places on your site and newsletter, within the flow
of your current traffic and that's it! Yahoo, Excite and many of the big engines
all play this game and so should you. Again, text links that work in with the
content are better than banners because people generally have learnt not to
see banners. Another thing you can do is get a free Vstore and have an instant
customized mall for your site without the accompanying hassles of fulfilment
and the rest (see http://www.aboutwebmasters.com/free-tools.shtml).
Creating Revenue Streams
Make good use of your existing customers. Once someone has bought from you,
they are very likely to buy again because they now trust you. Make good use
of this. Find related products and services that they would be interested in
and periodically, say once or twice a month, email the current customers thanking
them for their previous purchase, asking them if they are happy with it and
if they require any help with it, and of course informing them of the new product
you have decided to tell them about. If you do not have any other products of
your own, sign up with affiliate programs featuring such products and market
those. This 'back-end' can actually result in more revenue that you got from
the initial sale - it is a constant stream of revenue, actually.
Dominating The Search Engines
Over 80% of people use search engines to find products and services on the
Internet. This and links from sites they already know are by far the biggest
new traffic drivers to most sites. The good thing with traffic from the search
engines is that it is free. The bad news is that you have to be positioned at
the top 30 or so results on any search to get any traffic from the engines because
most people do not look beyond the top 30 results returned by a search. The
good news is that search engines primarily rely on mathematics to figure out
the rankings of the search results, which means you can make pages designed
to come up tops. You can either create these pages manually (see The Unfair
Advantage Book on Winning The Search Engine Wars for details) or using software
such as PositionWeaver and WebPosition (see http://www.aboutwebmasters.com/free-tools.shtml).
Building Your Own Viruses
Convert your site, products and processes into viruses. Make them viral by
nature. For example, Hotmail grew by leaps and bounds with hardly any advertising
because it was very viral by nature. By using it to send email, that little
signature at the bottom informed everyone you contacted that a service called
Hotmail existed. The easier it is to spread the word about you, the more opportunities
there are to do so, the more integrated this spreading is with the actual use
of your product or site, and also the more benefits a user gets for spreading
it are, the more viral you can get. For details on this, download a free copy
of Seth Godin's Unleashing the Ideavirus at www.ideavirus.com.
Its Your Turn Now
Of all these methods, the most critical to have on your site to succeed is
an affiliate program of your own to offer other webmasters a commission for
driving your sales, good positions on major search engines, and a newsletter
or a way to contact customers with useful free information and product offers
periodically. Have those three at the very minimal and you are assured of online
success. If you absolutely cannot have either one of these three, then you must
build in viral marketing to a very high level into your site, products and processes.
Do you doubt this strategy? Have a look at Amazon.com, Napster, Ebay, Hotmail
and Blue Mountain Arts. Each one of these is a highly successful venture (some
maybe not profitable, but definitely leading their space). They all employ all
or at least 3 of these 4 critical principles and because of that they have succeeded.
These principles, more than having a cool fast loading site or the lowest prices
or any of that other stuff, are the most important ingredients for online success.
Plug them in and you will surely profit.
About the Author:
David Gikandi (support@positionweaver.com) is CEO at SearchPositioning.com (http://www.positionweaver.com). |
