| > | | | | addressesfor only $99!' True opt-in lists are not |
| This week we continue with Part 2 of our 3-part | | | | cheap by anymeans, but they have the potential |
| series onhow to market your online business. Part | | | | to yield greatresults. Check out an example. |
| 1 is available at . | | | | 6. Press releases. Your newsworthy press release |
| As much as we all love free stuff, an Internet | | | | couldgenerate loads of free publicity for your |
| business isstill a business and you can reasonably | | | | business. |
| expect to investin marketing. Fortunately, online | | | | Invest some of your marketing funds in |
| marketing can be quiteaffordable -- even to | | | | educatingyourself on how to generate publicity; an |
| beginners on limited budgets. Here'sa quick list of | | | | excellentsource of information is Paul Hartunian's |
| some of the more popular paid methods forsmall | | | | website at . |
| businesses. | | | | 7. Advertise on a targeted website. Find |
| PART 2: Effective Fee-Based Online Marketing | | | | complementarybut non-competing sites and check |
| Methods | | | | their rates foradvertising. Banner ads are the |
| 1. Search engines. Web surfers typically use the | | | | most common type ofadvertising permitted; |
| largesearch engines such as Google, MSN, and | | | | however, they're usually notvery effective. Text |
| AOL to findthe information they want. If you can | | | | ads or endorsements typicallyperform better. |
| manage to geta good ranking for some of your | | | | 8. Mini-sites. These small sites (typically around 3 |
| top key phrases, youcan get a steady stream of | | | | or |
| traffic. Expect to investfunds for review | | | | 4 pages) are focused on selling one product. |
| submissions, and possibly even forhiring an | | | | There'susually no free content; just a sales letter, |
| optimization expert or for self-education. | | | | perhapsa FAQ and some contact information. |
| A great site to learn about search engine | | | | Mini-sites are anexcellent way to get your |
| optimizationis Search Engine Watch, . | | | | prospect to do just one thing,whether that's |
| 2. Major indexes. Yahoo [ ] and Open | | | | order your product or sign up for yournewsletter. |
| Directory [ ] are two of the best-known indexes. | | | | The costs to create a mini-site wouldinclude |
| Both of them can significantly increaseyour link | | | | domain name registration and hosting fees. |
| popularity, and provide you with additionaltraffic. | | | | 9. Experiment with some of the promotional |
| At the time of writing, Yahoo charges an | | | | servicesoffered online. The only way to know for |
| annualreview fee for commercial websites. | | | | sure whetheror not they'll work for you is to try |
| Submissions to Open | | | | them (and trackthe results). Use discretion -- be |
| Directory are currently still free. | | | | careful not toassociate your business with |
| 3. Pay-per-click search engines. With these search | | | | promotion services thatare nothing but 'disguised' |
| engines,you literally pay a certain amount of | | | | ways to spam! Before youshell out the cash for |
| money for everyclick they send your way. The | | | | these types of services, askaround for first-hand |
| more you bid, the higheryou'll rank for your | | | | experiences. |
| search term and the more visibleyour link will be. | | | | 10. Hold a conference. A great credibility builder is |
| The largest and most popular PPC SEis Overture, | | | | tooffer a web or phone conference for your |
| A list of PPC SEsis available from . | | | | visitors. |
| 4. Ezine advertising. Although this takes a fair bit | | | | Use it to offer helpful information -- for |
| ofpractice and experimentation, ezine advertising | | | | example,you could open the conference to |
| ispotentially one of the best and most profitable | | | | questions from theaudience -- and generate |
| waysto promote your business online. The editor | | | | additional interest in yourproduct or service. Two |
| has alreadydone the hard work of putting | | | | sites that offer conferenceservices are and . |
| together a list of opt-in,interested prospects; you | | | | Don't be afraid to invest in marketing your |
| just take advantage of it. | | | | onlinebusiness. Effective 'free' promotion is always |
| Search for complementary ezines at | | | | wonderful,but there are many equally effective |
| NetterWeb.com, or use the excellent | | | | paid methods thatcan result in a great return on |
| Lifestyles Publishing Directory of Ezines at . | | | | your investment. Besure to track the results for |
| 5. Direct email campaign from a reputable list | | | | each method you use; thatway you'll be able to |
| broker. | | | | concentrate your efforts on thosemethods that |
| There are companies on the web that specialize | | | | work best for *your* business. |
| inbuilding permission-based email lists, targeted | | | | Stay tuned next time for a checklist on |
| toeach subscriber's area of interest. This is true | | | | promoting your |
| 'opt-in', unlike the endless stream of spam | | | | Internet business in the 'real world'! |
| emailthat implores you to purchase '30 million | | | | |