FINDING YOUR SITE IN THE HAYSTACK
Over 150 million people surf the Net everyday. Making your site noticeable is truly like looking for one specific piece of straw in the haystack. But these people are involved in vital conversations and there is a way to reach them.
Promoting your site on a shoestring can be done - but you will have to roll up your sleeves. It does take time, smart thinking and a willingness to really be in communication. Take notes from The Cluetrain Manifesto:
"If you only have time for one clue this year, this is the one to get...
"These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
"Most companies, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.
"But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf.
"While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happy talk that insults the intelligence of markets literally too smart to buy it."
Find out who you should be talking to and where they hang out online. Spend time listening in the forums and discussion groups that would be of interest to your public.
Use your knowledge and passion about your business to help others. Don't be afraid to share your knowledge. Learn to write so that you create an atmosphere of credibility. Be real. Show that you know what you're talking about and have the solutions in your field, Do your homework. Find other sites and e-mail newsletters your prospective clients might find interesting. Offer your articles to these sites/e-mail newsletters.
Create a great email signature file. Use your elevator speech for a quick pitch on all your e-mails. This is not an ad. A good elevator speech should show them how you can be of benefit. Always include your URL, email address and phone number. Don't make prospects do the hard work of finding this information if they want to contact you.
Word of Mouth is one of the most successful method of advertising. Word of Mouse is even better. Every successful campaign has had only two common elements: publicity and word of mouth. The Internet provides both in abundance if you learn how to tap into it.
This is where the conversations are taking place. Hang out in these forums and discussion groups and get the feel of the group before you start to make postings. No blatant ads. Learn to be a part of the conversation.
It will help you create real and relevant content that will atract the kind of visitors you want on your site.
Over 150 million people surf the Net everyday. Making your site noticeable is truly like looking for one specific piece of straw in the haystack. But these people are involved in vital conversations and there is a way to reach them.
Promoting your site on a shoestring can be done - but you will have to roll up your sleeves. It does take time, smart thinking and a willingness to really be in communication. Take notes from The Cluetrain Manifesto:
"If you only have time for one clue this year, this is the one to get...
"These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
"Most companies, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.
"But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf.
"While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happy talk that insults the intelligence of markets literally too smart to buy it."
Find out who you should be talking to and where they hang out online. Spend time listening in the forums and discussion groups that would be of interest to your public.
Use your knowledge and passion about your business to help others. Don't be afraid to share your knowledge. Learn to write so that you create an atmosphere of credibility. Be real. Show that you know what you're talking about and have the solutions in your field, Do your homework. Find other sites and e-mail newsletters your prospective clients might find interesting. Offer your articles to these sites/e-mail newsletters.
Create a great email signature file. Use your elevator speech for a quick pitch on all your e-mails. This is not an ad. A good elevator speech should show them how you can be of benefit. Always include your URL, email address and phone number. Don't make prospects do the hard work of finding this information if they want to contact you.
Word of Mouth is one of the most successful method of advertising. Word of Mouse is even better. Every successful campaign has had only two common elements: publicity and word of mouth. The Internet provides both in abundance if you learn how to tap into it.
This is where the conversations are taking place. Hang out in these forums and discussion groups and get the feel of the group before you start to make postings. No blatant ads. Learn to be a part of the conversation.
It will help you create real and relevant content that will atract the kind of visitors you want on your site.
posted by Sally at 3:25 PM
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