It’s a familiar problem, one that is faced by every company: How do you promote that you exist in the most cost effective and productive way?   An online promotional campaign that works with users instead of against them can reap remarkable results.

For four "smart" promotions you can start right now, keep reading...

It’s a familiar problem, one that is faced by every company: How do you promote that you exist in the most cost effective and productive way?  Many traditional sales or marketing promotions that use radio, TV, or direct mail are impersonal, expensive, and not always effective.  Why?  Because you are hoping to reach a handful of customers by sending to the masses.  And the masses know very well how to tune you out.  

Many traditional promotional techniques try to change consumers’ behavior by interrupting them, distracting them, or changing their minds.  But the web is different.  On the web, people are singularly focused.  An online promotional campaign that works with users instead of against them can reap remarkable results.

Using interactive technologies such as the web are much more personalized and much more effective.  These methods work more along the lines of successful grass roots or word of mouth promotion of days-of-old.  The internet makes it easier than ever before to share ideas.  Using web sites, bulletin boards, chat rooms, instant message, and email, people can communicate quickly and cheaply with friends and strangers alike.

Turning Customers into Sales People

The internet is a social medium.  People are constantly talking to their friends, family, co-workers, strangers, you name it.  A good website will generate word-of-mouth, and by extension, new members and customers. 

Four simple and easy-to-do tools to take advantage of the power of the web are affiliate programs, tell-a-friend programs, email strategies, and linking strategies.

1. Affiliate Programs

The idea behind affiliate programs is straightforward: other sites link to yours, and you pay them a commission for each customer they send your way.  Amazon.com built their business on this strategy.  They were able to generate thousands of new customers and got their name splashed across the web all by using this word-of-mouth method.  Be warned however: You’ll need a reliable tracking system to match incoming users to the site that referred them.  Don’t consider this unless you have the resources to make it work.  To see how Amazon does it, go to this link http://www.amazon.com/gp/browse.html/ref=gw1_mm_2/002-4556713-4961620/?node=3435371

2. Tell-a-Friend Programs

It’s one of the oldest marketing tricks in the book.  Customers are urged to tell a friend, and rewarded when they do.  These types of programs have stood the test of time because they really work.  And on the web, they have a whole new life by providing a genuine service.  By building in ways for your website visitors to answer surveys, invite friends to chat, email articles or favorite links, send favorite photos, etc. people can stay in touch with others in a quick and easy way.  One ski area site, for example, let visitors send ski reports to friends, and help build buddy season pass sales by using an online chat message board.  The variations are endless. 

3. Email Strategies

The basic challenge web sites face is that of human memory.  People come back to your site only when they remember to.  And usually, that isn’t often.  Unless your subject matter gives you top-of-the-mind awareness, your users won’t return as often as you would like.  So the challenge is to remind them.  As often and as persuasively as possible.  Email is the way.  Email has another advantage, it can be easily shared.  So sites often find that customers forward their newsletters to friends, giving them great publicity and bringing in new customers.  There are a number of email strategies to choose from.  Including: newsletters, headline emails, customized reports, and announcements.  Your strategy will vary depending on your focus and goals.

4. Linking Strategies

Hyperlinks (or just “links”) are one of the defining features of the web and an awesome word-of-mouth strategy.  The ability to leap effortlessly from one page to another creates a world of possibilities.  Within your own website, you can link visitors back and forth between services and products, you can suggest related stories, you can point them toward related websites, and you can also really confuse them.  But that’s not the point now.  The point is links are important.  And every marketing strategy should take full advantage of them.  Links will attract new users, raise awareness, and improve your search ranking on sites like Google.

There are five different kinds of links: search engine listings (i.e. Google), directory links (i.e. MSAA), links on other sites (i.e. weather.com or some site that attracts a similar audience), headlines or “tips” on other sites that you provide content in exchange for a link back to your site, and paid links or banners for online advertising.  Which ones you choose to use will help to make and keep your site popular.  Many times, a site's popularity is directly proportional to the number of links leading to it.  To check out who’s linking your site go to http://www.linkpopularity.com.

Putting them to Work

Word-of-mouth on the internet can deliver spectacular results.  When you help visitors find your website; accomplish their task at hand; and let them help you spread your word you will see fast and effective bottom line growth.  Which is a win-win for everyone.

By Samantha Rufo, nxtConcepts, OH
nxtConcepts Ltd is a next generation company using innovative ideas, proven marketing programs, and cutting edge technology to help build business.   For more information on anything in this article or nxtConcepts, go to www.nxtConcepts.com