Where to start

Internet marketing is like any other marketing: your goal is to be in front of the right prospect at the right time. Only the tools are different.

First, who is your market and what challenges do they face? Always keep this in mind when designing and developing your website(s) and marketing strategies.

Second, what solutions do you offer?

Third, why are you the person to provide those solutions? What is your USP (unique selling proposition)? Get testimonials from clients.

Fourth, create materials (including a website) that show your market you have the solution and why you're the person they should trust to deliver it. Have a defining statement.

Fifth, promote, promote, promote. Online and offline. Be consistent with your brand.

Finally, deliver your solutions in an outstanding manner that exceeds expectations.

Here are some of the design issues to consider:

• Purpose – product or service? Selling or marketing? Be very clear.

• URL – what you call your site is very important so make it easy for people to type and remember

  • Do not use numbers since it's very difficult to communicate how to type them

  • Don't use a name with hyphens unless you have the same name without hyphens

• Search Engine Optimization (SEO)

  • This is such a moving target and so involved, I'll leave it to others

• Look and feel

• Content – people come to the Internet for information first and foremost

• Links – have links to your site and from your site – check for broken links

• E-Commerce

• Email address collection

• Bells and whistles

• Pop-ups

• Banner ads

Generating traffic – Online

• Your own mailing list – confirmed or double-opt-in only – this is the most important thing to have so you can connect directly with your customers, clients, and prospects

  • Give people a reason to give you their email address – offer to send information on specials, discount coupons, free reports, newsletters, etc.

  • Encourage subscribers to pass along your mailings to others

• Yellow page sites

• Portals and vortals – industry, geographic location, topic/issue (see my Search page)

• Articles in ezines and on websites (make offer in byline to build your list)

• Search engines

• Pay-per-click – since you're paying for each click-through, be sure you write your ad copy to attract the most targeted audience possible

• Advertising

• Linking

• Blogs

• Social networking (Facebook, Twitter, etc.)

• YouTube videos

• Cross-promotion – find compatible businesses and promote each other

Generating traffic – Offline

Affiliate programs and joint ventures