Guerrilla Marketing Online

The truth about marketing online is that it doesn't do a thing for you unless you understand marketing. The key to success online is to know marketing.

I am dazzled with the opportunity to market products or services online, but I realize that marketing online is only utilizing one of the weapons of guerrilla marketing. Unless it's combined with other weapons, it's going to be a techno-loser for you.

Your site must be promoted all over the place -- in the Web sites of others, in the mass media, in all contacts you have with others. It belongs in all your ads -- print and electronic. It should be on your stationery, business cards, envelopes, invoices, catalogs, postcards, and in all directories. Include it in your newsletters, on all fliers, even in your marketing-on-hold message, in your voice-mail greeting, and on signs if you have a store or office that people visit.

If your company hasn't done much advertising, it's a good idea to advertise your Web site to let the world know that they can find you online now.

Once you've got your site up and running on the Web, remember that even though high speed Internet access lines are becoming more popular for high speed transmission of data, people just plain hate to wait, so don't make them wait for your graphics, glitz, glamour, animation, Java or audio. The fact is that many Web users now know how to block advertising banners and turn off their computer graphics.

Think of your Web site not as a thing but as a session. Every session should be different. Every session should offer abundant interactivity. Every session should be directed right at your target audience. Be certain that your Web site content connects to your marketing theme. Recognize that your site can serve as the voice of your company as well as a conduit for individual and extremely personalized service. Think of your business as a department store and your Web site as the display windows. Put new things in them constantly to motivate people to come back again and again.

Make your site simple, straightforward and easy to explore. Although I'm all for linking with many others, be careful you don't have layers and layers of links to woo people away from you. If you have a lot of text, break it up with lots of subheads. Keep your paragraphs short.

Not linking is not thinking. Referrals are the lifeblood of many small businesses, and links are like referrals. The idea is to link with other sites of businesses that share your standards for quality and service as well as having prospects similar to yours.

To encourage regular visits to your site, keep the content fresh, promise new and exciting things, then live up to your promises. Ask people to e-mail you, make it very easy, and then respond lightning fast to those who contact you. Slow response time has murdered many an online marketer. Speed is of the essence, even on the world wide wait.

If you're networking online, share your Web site address with your networkers. Specialized newsgroups and forums can provide a ready-made audience for your products and services. As you converse one-on-one via e-mail, make sure you attach a four-line Internet signature that includes your Web site as well as your phone, fax and e-mail address

Always remember that the online market is open 24 hours a day. As you manage your employees or deal with customers in person, it's easy to forget that customers may also be waiting on the other side of your computer screen. Discipline yourself to monitor your online presence regularly. Your online customers and prospects expect speedy results, and you must be prepared to oblige them. Follow-up and consistency are even more important than they are when you're selling in person.

It's a whole new world online and the people who will thrive in it are those who pay close attention, who are constantly learning, who are always improving, and who are wise in the ways of marketing. More than one million people are online in America, but you'll be smart to remember that guerrillas deal with them one at a time.

Jay Conrad Levinson is the author of the "Guerrilla Marketing" series of books; the best-selling marketing books in history, now in 37 languages and required reading in many MBA programs. His Web site is at gmarketing.com. His toll-free number is 800-748-6444.

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