The ever changing internet
| Category: Marketing | Date: 2001-11-15 |
Well we've signed on to the internet now for some months. We've tested and tested, we listed in the search engines, we have searched and searched and listed to a zillion sites in the FFA pages, We've done all we have been told to do - Result - no sales - What is wrong.
Let's look at the date on those instructions - ut oh - all of these methods are already outdated. All that time wasted -
Don't cry the blues so much - it has not been wasted - you've learned a lot. Even if it is what not to do.
Let's step back and take a look at what has developed.
====>>>>
FFA Pages - Well if you have a robot that is lonesome - you can use this method - however, their time has come and gone - it is mostly computers talking to computers. Not worth your time to list.
Out of 5 stars - I give this one zero (0 stars)
===>>>
Banner Advertising - yawn! yawn! - boring - first they take too long to load - second - lots of people who are serious marketers are surfing with their graphics turned off. Third - banner advertising is bringing a return of less than 1%. Fourth - half the people that put banners on their site do not put the URL that will open into another window, therefore, click - whoose your visitor is gone to another site.
To me - not worth the time - some marketers may say different.
Out of 5 stars - I give this maybe one star *
===>>>
Renting Opt-In lists - If you think that someone visited a page that had 50 e-zines already checked and they give a free gift to leave your e-mail address really qualifies you to be on an opt-in list - then rent away - but you'll get flamed and maybe in trouble with your ISP. Too Risky. - Besides if I'm looking for a giant sized stuffed panda and you send me an e-mail offering me an off-shore bank account - how much interest do you think I will have to read that e-mail.
Out of 5 stars - I give this one zero (0 stars)
===>>>
Safe Lists - Oh now there's a new twist - Joe Blow over here who has a zillion subscribers will allow you to mail to their list for a fee - that sounds well and good, you didn't have to do anything to get those subscribers and all you have to do is pay a fee and your message will be seen by a zillion people. How much better can it get?? - Go ahead and waste your money - how do you know how Joe Blow got his list - does he have cookies set up on his site that grabs visitors URL's without their knowledge - I don't know about you - but when I receive mail with info obtained like that - my first reaction is flame them - but I think better and just click them off - this is very unethical.
Another big way of obtaining e-mail addresses - some of them start chain letters which will always include an e-mail to bring the list back to the originator - wheee - many new e-mails.
All the Safe Lists do not operate in this manner - but I would be afraid to see which ones do and which ones don't.
Out of 5 stars - this one gets none (0 stars)
====>>
Bulk e-mail lists - Ouch this one will hurt you. Every trick in the book is used to obtain these addresses. You'll get flamed, closed down, reputation ruined and a general 'get outta here' attack from your efforts. Not a good idea
Out of a 5 star - I give this one 0 (no stars)
====>>>>
Opt-in Lists - now we are moving up to a better level - but still some problems lurking in the trenches.
If this is a list which have sinerely signed up to receive commercial mail, and are not being paid for their time to read e-mails - then this is a better list and worth the effort - but be sure to have a tracking system in place so you can see what your results are.
Out of a 5 star - I give this one a 3 star ***
===>>>
As in everything else - it will all boil down to money - this sorts out the big dogs from the little dogs (notice I did not say the better marketers from the not so good marketer) It only means that some have more money to spend than others.
Paid Search Engine submissions - there are still some free and for sure use them - but so far my research tells me that Yahoo (naturally) and Inktomi have been successful in charging for a higher listing. If you have the money - go for it.
Out of 5 stars this one will get 4 $$$ - oh that is suppose to be stars ****
===>>>
The ole 'I'll catch you in my own game' approach is still high on the list.
This is one that you place something of value on your website and ask the viewer to leave their e-mail address and you will send them this valuable gift with the understanding that they will receive mail from you - nothing sneaky - all above board.
You program 7 follow-ups (remember viewers need to see your name at least 7 times before buying) - then every day or every other day (I like the every other day-don't drown them right off the bat) they receive a follow-up offering them your product - stating not so much the benefits - but what it will do for them - remember this game is all WIIFM - always and above all else - the viewer looks at everything as WIIFM (What's In It For Me).
This is excellent marketing at it's best.
Out of 5 stars I give this one 5 stars - *****
=====>>>>>
E-zine advertising - (Still da man) Meaning Top Dog
It doesn't get any better than this. Although there are hundreds and thousands of e-zines on the market - they are still popular. Give your readers some good information, some good reading, some good humor peppered with ads throughout.
If you have enough products and do not need to advertise in your e-zine, use your ad space for your own products - you'll make more than advertising.
If you don't have that many products, then by all means advertise. Careful as to what you advertise - Your viewers are just like little kids (not saying they are child like) butttttt - like a child that picks up the one bad word out of a hundred - the viewer picks up that one bad association to a bad product or adult advertising and you are associated with that product.
I don't like turning away ads or products which are really good, but if you don't stand for something you will fall for everything - that old addage still holds true.
I turn away products in bad taste or that goes against my level of excellence. Of course it makes them mad - but that is better than having your viewers flame you for lack of character.
This top dog way of advertising gets all the stars you want to give it - there is no downside to this way of advertising.
Pay for it, trade it, barter, anyway that you can get your advertising in the e-zines - DO IT.
====
Name recognition is still the name of the game. and no matter what else you read - it still takes hard work and diligence and a ton of patience.
About the Author
Sharon Lambkin is a 16 year veteran of marketing and creator of Starter Kit Haven collection and Publisher of the Award winning e4u Newsletter. Also creator of the 'Website of the Year' award Diamonds from Heaven http://www.gentle.org/Diamonds
Author of "Mr. Tips" hundreds of tips on computers, marketing and just fun
stuff. FREE download http://starterkithaven.com/tips.exe
:To contact see details below.
admin@starterkithaven.com
http://www.starterkithaven.com
Let's look at the date on those instructions - ut oh - all of these methods are already outdated. All that time wasted -
Don't cry the blues so much - it has not been wasted - you've learned a lot. Even if it is what not to do.
Let's step back and take a look at what has developed.
====>>>>
FFA Pages - Well if you have a robot that is lonesome - you can use this method - however, their time has come and gone - it is mostly computers talking to computers. Not worth your time to list.
Out of 5 stars - I give this one zero (0 stars)
===>>>
Banner Advertising - yawn! yawn! - boring - first they take too long to load - second - lots of people who are serious marketers are surfing with their graphics turned off. Third - banner advertising is bringing a return of less than 1%. Fourth - half the people that put banners on their site do not put the URL that will open into another window, therefore, click - whoose your visitor is gone to another site.
To me - not worth the time - some marketers may say different.
Out of 5 stars - I give this maybe one star *
===>>>
Renting Opt-In lists - If you think that someone visited a page that had 50 e-zines already checked and they give a free gift to leave your e-mail address really qualifies you to be on an opt-in list - then rent away - but you'll get flamed and maybe in trouble with your ISP. Too Risky. - Besides if I'm looking for a giant sized stuffed panda and you send me an e-mail offering me an off-shore bank account - how much interest do you think I will have to read that e-mail.
Out of 5 stars - I give this one zero (0 stars)
===>>>
Safe Lists - Oh now there's a new twist - Joe Blow over here who has a zillion subscribers will allow you to mail to their list for a fee - that sounds well and good, you didn't have to do anything to get those subscribers and all you have to do is pay a fee and your message will be seen by a zillion people. How much better can it get?? - Go ahead and waste your money - how do you know how Joe Blow got his list - does he have cookies set up on his site that grabs visitors URL's without their knowledge - I don't know about you - but when I receive mail with info obtained like that - my first reaction is flame them - but I think better and just click them off - this is very unethical.
Another big way of obtaining e-mail addresses - some of them start chain letters which will always include an e-mail to bring the list back to the originator - wheee - many new e-mails.
All the Safe Lists do not operate in this manner - but I would be afraid to see which ones do and which ones don't.
Out of 5 stars - this one gets none (0 stars)
====>>
Bulk e-mail lists - Ouch this one will hurt you. Every trick in the book is used to obtain these addresses. You'll get flamed, closed down, reputation ruined and a general 'get outta here' attack from your efforts. Not a good idea
Out of a 5 star - I give this one 0 (no stars)
====>>>>
Opt-in Lists - now we are moving up to a better level - but still some problems lurking in the trenches.
If this is a list which have sinerely signed up to receive commercial mail, and are not being paid for their time to read e-mails - then this is a better list and worth the effort - but be sure to have a tracking system in place so you can see what your results are.
Out of a 5 star - I give this one a 3 star ***
===>>>
As in everything else - it will all boil down to money - this sorts out the big dogs from the little dogs (notice I did not say the better marketers from the not so good marketer) It only means that some have more money to spend than others.
Paid Search Engine submissions - there are still some free and for sure use them - but so far my research tells me that Yahoo (naturally) and Inktomi have been successful in charging for a higher listing. If you have the money - go for it.
Out of 5 stars this one will get 4 $$$ - oh that is suppose to be stars ****
===>>>
The ole 'I'll catch you in my own game' approach is still high on the list.
This is one that you place something of value on your website and ask the viewer to leave their e-mail address and you will send them this valuable gift with the understanding that they will receive mail from you - nothing sneaky - all above board.
You program 7 follow-ups (remember viewers need to see your name at least 7 times before buying) - then every day or every other day (I like the every other day-don't drown them right off the bat) they receive a follow-up offering them your product - stating not so much the benefits - but what it will do for them - remember this game is all WIIFM - always and above all else - the viewer looks at everything as WIIFM (What's In It For Me).
This is excellent marketing at it's best.
Out of 5 stars I give this one 5 stars - *****
=====>>>>>
E-zine advertising - (Still da man) Meaning Top Dog
It doesn't get any better than this. Although there are hundreds and thousands of e-zines on the market - they are still popular. Give your readers some good information, some good reading, some good humor peppered with ads throughout.
If you have enough products and do not need to advertise in your e-zine, use your ad space for your own products - you'll make more than advertising.
If you don't have that many products, then by all means advertise. Careful as to what you advertise - Your viewers are just like little kids (not saying they are child like) butttttt - like a child that picks up the one bad word out of a hundred - the viewer picks up that one bad association to a bad product or adult advertising and you are associated with that product.
I don't like turning away ads or products which are really good, but if you don't stand for something you will fall for everything - that old addage still holds true.
I turn away products in bad taste or that goes against my level of excellence. Of course it makes them mad - but that is better than having your viewers flame you for lack of character.
This top dog way of advertising gets all the stars you want to give it - there is no downside to this way of advertising.
Pay for it, trade it, barter, anyway that you can get your advertising in the e-zines - DO IT.
====
Name recognition is still the name of the game. and no matter what else you read - it still takes hard work and diligence and a ton of patience.
About the Author
Sharon Lambkin is a 16 year veteran of marketing and creator of Starter Kit Haven collection and Publisher of the Award winning e4u Newsletter. Also creator of the 'Website of the Year' award Diamonds from Heaven http://www.gentle.org/Diamonds
Author of "Mr. Tips" hundreds of tips on computers, marketing and just fun
stuff. FREE download http://starterkithaven.com/tips.exe
:To contact see details below.
admin@starterkithaven.com
http://www.starterkithaven.com
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