One of the most significant technological breakthroughs in personal computing has been the birth of on-line communications. Their ability to link millions of computers allows individuals and businesses to communicate in ways never before possible.
If you’re a newcomer to the information superhighway, you may ask, “What are on-line services and how are they useful to businesspeople?” On-line services are electronic networks that connect an infinite number of local computer terminals to each other.
This allows the rapid transit of large quantities of information at the blink of an eye. By logging onto an on-line service using a local access telephone number and a modem hooked up to their personal computer, a person can access many different types of information, such as local, national and global news, reference materials such as those provided in a well-stocked library, and professional and financial data.
You can use on-line services for research and you can network with others in your field or in other industries.
On-line services are also good ways to make contact with consultants and other individuals who can offer valuable advice. You can even conduct business on-line with clients in other parts of the world. This is certainly one part of the information highway that can be very beneficial for businesspeople who want to market or sell their products or services electronically.
The World Wide Web
Many commercial on-line services offer means to connect, known as “gateways,” to the Internet, which is a giant international network made up of smaller networks, each with bulletin boards, file databases and other information resources.
The Internet offers electronic mail (e-mail), database searches, and access to mailing lists of people who are in the same business as you are, or are potential customers. There are numerous publications containing information about the Internet, available from your local Newsagent or bookshop.
Helpful hints for marketing online
With sites on the World Wide Web popping up almost faster than you can blink, it’s hard to stand out in the crowd. That’s why setting up a web site is only the first step to effective online marketing. You can have the best web site in the world, but if people don’t know about it, you’ll be wasting your money.
Here are some tips to help you market your business online:
Choose a name for your website carefully. The name of your site is extremely important. Stick with names that are easy to remember and spell.
Chat it up. Enter online “chat rooms” frequently, and aim to get in on discussions where you can offer advice in your field of expertise. To build strong relationships that can pay off down the line, strive for one-on-one interactions with web users.
Content is king. Keep in mind that better content makes for a better web site. Never compromise on the quality of your content – that’s what draws people in.
Take it easy. One of the most common mistakes people make when marketing online is to use techniques that come across as pushy.
Keep promising something new. Your website should constantly promote what’s coming up in the near future, so users will return again and again. Keep adding to and improving your site from the day you launch it.
Offer to provide content to others. Electronic newsletters and magazines are always in need of new information. One of the best ways to create an online presence is to e-mail sites and volunteer content on a regular basis.
Respond rapidly. If people visiting your site have questions, reply within a day or two, or you’re liable to lose them as customers. Fast response is the single most important factor in retaining web users.
Keep it simple. When interacting online, brevity is the rule. Learn to express yourself concisely so you don’t waste people’s time.
Be patient. It’s unlikely you’ll achieve the results you want online right away. Try not to be turned off when people don’t respond immediately. Follow up several times with potential prospects.
Link with like-minded sites. The more gateways you have to other sites, the better. Try to find free links, or “trade-outs”, where you offer a link to someone’s site and they provide one in return. It’s possible to offer hundreds of links, but make sure they all appeal to your target audience.
Get the word out. Try to land your site on “what’s new” and “what’s cool” lists found on areas such as Yahoo and Netscape. E-mail a pitch letter of no more than three paragraphs explaining why you should be listed (remember to include your site’s address).
Be consistent. Don’t expect results if you market your business online only occasionally or haphazardly. Maintain a constant presence so you’ll build a solid reputation.
Market your website in other media. If you advertise in print media, write columns for industry publications or engage in public speaking events, be sure to always mention your website.
