Spreading The Word

Hit Or Miss?

Getting the word out about your Internet marketing operation is key to making it. And what better place to market than the Internet itself?

Sayers suggests using all available tools on the Internet to jump-start your site. That includes banner advertising, setting up links from other sites and using e-mail to alert potential customers about your site and any sales or promotions you offer.

Many of the methods used in traditional marketing also have a place on the Internet: Personalized customer service is just as important on the Net as it is in offline businesses. Sure, customers may find out about your company through your Web site, but that doesn't mean they're comfortable purchasing your marketing services online or communicating entirely via computer.

Most Internet marketers say the majority of their clients find them through the Web, but there are some potential clients who are so mired in the daily operations of running their businesses that they don't have time to surf the Net for marketing firms. And, of course, there are companies that still need help getting online. To increase their chances of reaching these customers, some Internet marketers--especially those offering Internet access and Web design--are placing ads via more traditional media, such as tech publications and radio.

No matter how high-tech or low-tech the media you choose to find your customers is, you have to offer quality products, excellent service and follow-up after the sale to make it as an Internet marketer. Some people get so caught up in the high-tech aspect of an Internet business they forget about business basics. But if you can combine down-to-earth business values with some high-tech know-how, you can get wired for success.

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This article was originally published in the March 1998 print edition of Entrepreneur with the headline: Spreading The Word.

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