Discover Your Web Market From the Inside Out

For you to see web marketing in a different light I first need to introduce a new picture of the web, and then a different understanding of web marketing can emerge. Following that introduction this article can then talk about what is important about social media, along with beliefs and values, as they pertain to search engines and web marketing.

In the mid 90’s a lot of media pundits were trying to say what the Internet, and more specifically the web, was all about – but no one really knew. Some compared it to television and some compared it to newspapers and others said it was most like the telephone because it behaved like a one-to- one communication media.

It looked like television because of the screen similarity, and it looked like newspapers because of the text content, and it acted like a phone conversation in how it behaved as a one-to- one communication media.

All of these different metaphors missed the primary difference that the web brought into being and that was the search engine. Without a search engine the web would be as useless as a library without index cards. It would be a tangled mess of invisible and unsorted web sites, and the great pool of information would largely be invisible.

Search engines ground the web into a usable reality through the written word when a search is conducted, and then search engines became the eyes of web users for finding their way around in the depths and darkness of billions of web pages.

Search engines give us social media

In the same way that you and I search for information others search for other people and find their groups to belong to. Just as the search engines make finding specific information a reality they also make it possible for groups to form and for people to find the group they have affinity with.

How do people find their groups? How do they search? And why do we need to know how this works in order to develop a web marketing strategy?

Deep Pockets

If your business has deep pockets then you can use contemporary marketing research methods by conducting expensive testing with market research firms. But what if you don’t have deep pockets? And what if your market is anonymous like the web market is? What options do you have?

As you are probably aware, a web market does not provide you with demographic data to help you target a market. Until a visitor to your web site has decided to contact you they remain anonymous and you do not know a thing about them in terms of marketing information. How could you even conduct a proper test if you do not have any boundaries to work within?

Your web market is an intangible, yet very real market. Your web site is simply on a fishing expedition with your keyword signals that you are using for bait. What does your market feed on and what should your keywords be?

Who is your market and where are they?

Are you going to throw your line into the big pond with all your competition and fish with popular keywords for bait? You have to wonder if your market is really in the big pond, especially if you are looking for a niche market. How can you possibly find your market without very deep pockets? And what if you are fishing in the wrong pond with the wrong bait?

I suppose, with enough time and experience, you will find out which pond to fish in and what keywords your market feeds on, but this could take years of gathering information and hours of analysis. And even then you may still be guessing.

Turn the focus inward

So far I have asked external questions and the answers you would get back are not the answers you want to hear. What keywords to use? Where to find your market? Who are they and where are they? The answers are all the same… more testing and keyword research.

What if you turned the questions inward instead? What if you asked questions you already have the answers for? Suppose you asked yourself what you value the most about your business? What is your attitude toward your market? What gives you the greatest sense of reward in running your business?

Answer those questions and you’ve got the beginnings of a marketing strategy to send signals to your market – and let them find you.

On the web, this makes finding your market easier than by using demographics because the search engines do the work for you. For those that have difficulty leaving factual data behind they could use demographic keywords and try to signal income levels, for example, but your business values will cover more ground and work better.

Why do values work on the web?

On the web people find their groups. News Groups were one of the first social networks long before they were called social networks, and people found their groups by the values they shared. The same is true for Facebook, MySpace and YouTube. Add to this list other web connections like blogs and article sources and you see that the web is a unique media for sharing values.

If you prefer to market yourself in true fashion to who you are then you would need to look on the inside of who you are and the values you hold. This sounds easier than it is, and yet it is all about integrity in marketing. In either method you need to play with psychological values, or you need to hire a marketing shrink to sort it out for you.

You can see why most web marketers are sticking to the demographic style of marketing because it feels more tangible even though the web as a medium is anything but tangible.

We’ve discussed briefly why demographic marketing has difficulty dealing with anonymous web users, and why looking inward can provide a marketing strategy to target anonymous market segments.

Farming Your Web Market

You’re going to get your hands dirty
A good farmer scoops up the soil in their hand and smells the earth, perhaps even taste the earth. The thing is that as a farmer you will be getting intimate with your market.

If the crop you plan to raise is made up of web users then your web page is the soil that they will grow strong on. The nutrients you add to your web page have a fragrance, maybe even a certain taste. And the richest addition you can add to your web page is your own personality.

Now, don’t get fearful
Perhaps professional marketers have told you not to get personal with your marketing, but that type of aggressive marketing is not what we are talking about here. To cultivate your market you need to talk to them in ways that nurture, and this means that you care enough to be yourself.

If you wanted to get to know someone based on a feeling of attraction would you analyze how to do this? If you overheard a conversation and the opinions expressed attracted you would you choose to get demographics and contact information before you introduce yourself?

The whole purpose of cultivating a market lends itself to casual and intimate conversations. And ‘intimate’ does not mean private and secretive, it means:

  1. Marked by close acquaintance, association, or familiarity
  2. Relating to or indicative of one’s deepest nature

Most web marketing is done at arm’s length because the marketing people are not clear on the market being targeted. And the word ‘targeted’ is rather cold and disconnected emotionally. Targeting is an odd way to build relationships, but building relationships is exactly what we want to do.

Cultivating the market
The bigger portion of our market that we wish to cultivate is at earlier stages of the buying cycle and we are able to help them and build a relationship in the process. In this way we cultivate a much bigger market than trying to capture the smaller numbers that are ready to purchase.

Those members of our market that are ready to purchase have already been influenced. We cannot reach many of them now. On the other hand, the greater numbers that are early in their search can be cultivated, influenced and helped to make a smart choice and buy from us.

We need to design a web site that will allow us to be helpful and generous in sharing our information. Far too many small business web owners do not know what to share with their market. We are going to be different.

What do we feed our market?
We want our undecided market to choose our solution as their purchase. To do that we need to help them along, and this is where our web design comes into play.

Our page is jammed full of really good information but it doesn’t show everything at once. And then there are other pages doing the same thing. We are using HTML which stands for Hyper Text Markup Language. It is the hyper text that allows us to provide a selection and then deliver a choice.

We are no longer using limited space on paper, nor are we using limited time on TV. Web marketing needs to use HTML in its marketing to get the most out of the medium and yet the HTML in contemporary business designs is relegated to basic navigation and placeholders for content. Instead, we need to put HTML into our marketing methods and provide choices for all members of our market.

Talking all the way through
We will spend time talking to that portion of our market that doesn’t even recognize yet that they have a problem. We are going to help educate them so that they do recognize that their life could be better with our solutions.

We will spend time talking with those that are researching possible solutions and we will help them see all of their possibilities from all sides. We’ll look at the upside and the downside of various features. We’ll bring these people along our path of understanding so that they are ready to look at comparisons.

We will not be afraid to compare our solution with others available on the market. We want to nurture this stage of the buying cycle fearlessly and give them all of the choices available while building a relationship they can trust. We want to keep this stage engaged or they will leave our site looking for comparable products and solutions.

If we don’t feed them right now and right here their next stage of development is to make a decision to purchase and we could lose them at a crucial moment in the cycle.

Farmer or hunter
A hunter fears that the prey will get away. They target and shoot early when they can and short term goals are everything to a hunter. On the other hand a farmer has long term goals and works with the seasons. Six months can go by from planting to harvesting and a farmer knows that nurturing cannot be superficial or provided with impatience.

Our harvest will arrive and it will be our own if we provide the helpful nutrients. Spending time to create the best content is essential and the easiest way for our market to find the right content on our site is also essential. But it can all be for naught if we choke up at the end and impatiently push for the sale.

We need to honor our market and validate their choice even when the choice goes to our competitor. Most choices will come our way because we nurtured that market along and we have build up a relationship. All the rest will take care of itself. It does so because everything about the marketing process is as natural as sunlight and rain.

Pull Marketing
And when we market naturally we are attracting the best interest from search engines. We are providing volumes of our unique and original information that search engines and our market are attracted to. We are sharing information that creates growth while building relationships with our market. We are cultivating our market by solving problems and providing insight for our market. And the bulk of our information is work that does not have to be repeated over and over.

Our web pages may need some tweaking from time to time but our main effort is going to last for a long time to come. And perhaps one of the most valuable assets we develop with pull marketing is that nothing we ever do is lost. All of our marketing stays in place for years and as we build we grow stronger and stronger.

Unlike push marketing that requires constant feeding of cash for advertising, our pull marketing is more like putting money in the bank and building our reserves instead of spending them.

Farming our web market is a very different concept from that of an opportunist feeding off of the market. By farming we control our own market and build a richer relationship rather than rely on just the good seasons or good years to get us through.

5 Effective Affiliate Marketing Strategies Used by Pros

The pros know exactly how to create great affiliate marketing strategies but they don’t see themselves as experts. Instead, they learn from their existing and past strategies and improve upon their techniques. After all, the speed of the Internet is evolving and growing and there is always going to be room for changes and improvements. Thus, the first affiliate marketing strategy any professional marketer will tell you is to…

Never Get Over Confident About Your Strategies

The second you start thinking that you’ve got it made is the second you start failing. Just look at the rate the Internet is developing. In 1995, 0.4% of the world’s population began to use the Internet; that’s about 16 million people. By the end of the year 2000, 361 million people were online. Last June, over 33% of the world’s population used the Internet. But more importantly, what worked in 1995 does not apply anymore. Why? This is simply because in 1995, computer geeks were the only ones using the Internet and they had to work with computers the size of walk-in closets. The Internet grew rapidly and became a profitable option because there were people who were willing to grow with it and adjust to its changing environment.

For example, when the World Wide Web began to pick up, we had marketing strategies like Pop Up ads. This quickly because inundated with viruses and spam material. Today, no self-respecting affiliate marketer would touch a pop up ad marketing strategy with a ten foot pole. And this applies with many other earlier marketing strategies.

Strategy Two – Offer Freebies

There are many ways to create interest and even intrigue (especially if you offer freebies or online coupons). Geotargeting is one of most recent marketing strategies for mobile devices. Once a potential customer enters a specific geotargeted zone, a marketing promotion is sent out with tempting offers for items within a specific radius. Once the mobile device owner leaves the specified area, the offer is no longer valid.

Strategy Three – Collect Data like email addresses

You need to market to people and not be considered as spam or someone who is sending out malware. To do this, you must get people on your mailing list who want to be on that list. It’s called permission marketing and it prevents messy marketing and bad feedback.

Strategy Four – Use Content Wisely

The worst strategy would be to re-post articles because it’s just lazy. Create your own or hire someone to do it for you – and you will see a vast improvement in your affiliate marketing efforts. You should also keep updating your content regularly because it encourages people to follow or subscribe to your site.

Strategy Five – Don’t Rely on One Strategy But Don’t Confuse With Too Many At The Same Time

There has to be a perfect balance between avoiding the hell of being called “boring” and the deep blue sea tag of being “messed up.” One marketing strategy is not good enough but having too many on your plate will not only confuse your customers and potential buyers, it will also create chaos in your organization. For instance, don’t offer free stuff and then confuse everyone by also offering the choice of a discount instead on the same item! Make a choice and then when that gets old, shift to a new plan.

The road to being a professional affiliate marketer starts the minute you sign up with a program so choose wisely the best affiliate network and the program suggested by them. The success can happen within days – you just need to work smart.