New Age Marketing: A Primer

If you're one of the many business owners who feels clueless when it comes to taking advantage of all the possibilities available on the internet, don't despair. Here's the first portion of a two-part web marketing primer that outlines what you need to know.

The basic web-based tools you should understand include:

• Websites
• E-mail
• E-newsletters
• Link swapping
• Blogs
• Podcasts
• Web 2.0 social networking communities (such as You Tube and LinkedIn)
• Online advertising
• Pay-per-click advertising

This month's column will cover the team of people you'll need, as well as basics about websites, e-mail and e-newsletters. Next month's primer will cover the remaining topics.

The Team
Don't wing it. To work the web for all it's worth, you'll need a team of professionals. Think twice before hiring a large company that promises to do it all for only a few dollars a month. I've seen too many people lose money that way. The better course of action is to make a wise investment upfront that'll pay you back in spades. Your team should include the following:

• Graphic designer to customize an online look that mirrors your brand.
• Webmaster to handle HTML coding. The webmaster may also offer hosting services, updating services and e-commerce solutions.
• Web hosting company that can sell you your domain name and renew it annually (Don't pay more than $10 per domain name per year). The hosting company should offer various site-hosting packages and a variety of reporting tools.
• Web copywriter with experience writing search engine-friendly text.
• SEO expert who can help your site get better rankings.

Another resource is a web marketing expert or certified usability analyst. These professionals can advise you on how to set up your website so it's user friendly, encourages sales and motivates customers to return.

Kathy Fealy, president of KF Multimedia & Web Inc. in Pearl River, New York, is a certified usability analyst and search engine strategist. She stresses the importance of analyzing your site data, whether your purpose is to generate a phone call, make an online sale or get site visitors to download a report or sign up for a newsletter. If you have weak returns, something is amiss.

Fees can vary widely, so Fealy advises that you ask for recommendations. A website hosting package should cost no more than $10 to $20 a month, including reporting tools and e-mail accounts. Verbal SEO advice costs about $1,500, and written reports will cost more.

Usability and navigation advice for a three- to five-page site starts at about $900. Run as fast as you can from anyone offering you the moon. No one can guarantee a particular position in search-engine ranking, Fealy says.

Websites
Every business today needs a website; your customer expects you to have one. Besides, a correctly built website is a sales engine that never sleeps. If you work with professionals, your site will act as brand builder, educator, motivator and sales driver. Best yet, with the right content, it can winnow prospects not worth pursuing.

For a customized five-page site, count on spending $1,500 to $2,000 for the graphic design and coding, and about $225 to $295 per page for SEO-friendly web copywriting. The copywriting service should include a phone interview with a company principal, a bit of independent research, copy writing and up to two rounds of edits. Plan on spending more for the project manager, especially if he or she is interacting with and coordinating communications and schedules between all the players.

Cautions: Don't construct your site in frames. Make sure each page has unique meta tags and titles. Also, have your webmaster put in a Custom 404 error page and a site map, with proper coding and attribution on all art and photos.

E-mail--Ya' Gotta Love It
This fast and effective tool can be used to cold call or follow up with new prospects. In addition, e-mail can introduce or reinforce your brand, disseminate information, showcase your expertise and keep your company on your clients' and prospects' radar screens. Make sure you "work" your e-mail signature, too. It can be a billboard about your latest accomplishments or an advertisement for an upcoming sale or promotion.

E-Newsletters
Unless your client and prospect list consists of dozens of names, you should be using an outside e-mail firm to send your e-newsletters. First, such a firm can handle a gagillion addresses if you ever grow your list that large (for a fee, of course). The more important reason is that you can mirror your brand with HTML-rich e-letters (vs. sending out plain-Jane text messages), and because you can divide your lists into meaningful groups. Many firms, including MyEmma, CheetahMail and Vertical Response, can create custom-branded templates and help you effectively manage your e-mail lists.Starting as low as $25 per month (depending on the size and frequency of your mailing), these firms help keep clients close and prospects informed.

Don't buy e-mail lists or spam strangers: You might be blacklisted or face penalties and lawyers' fees. When you're networking and getting business cards, ask for permission to send your newsletter. Make sure the service you use offers an easy way for recipients to opt out. A good rule of thumb is to send out meaningful tips, insight or advice (along with "ads" about your products, services, upcoming speaking gigs, workshops, etc.) at least once a month. You can do it more often for everyone or for certain targeted groups. One expert I know sends out a pithy note twice a month.

You're right, there's a lot to do. But you can't ignore the power of web-based advertising platforms. Proper allocation of your efforts will keep your sales engine roaring.