Introduction to Internet Marketing and Online Networking

by Ani M. Cole

As in in-person networking, the focus of online networking should be to share information and success stories rather than to sell. When a person sees value in the shared information or “buys” your stories, the selling of the product gets accomplished indirectly. To make a memorable first impression, get creative while being genuine. Once a connection is made, build a relationship which will culminate in your prospect trusting your recommendation.

Before embarking on internet-based marketing, if you haven’t recently done so, Google yourself. If you’re going to participate in online networking and promoting, know what your online contacts are going to find out if they Google you. Since business and social networking are increasingly entwined, scan social sites as well (e.g., Facebook, Myspace…) for anything that’s unseemly or too far-from-professional. If you have nothing much posted online, creating a blog or other web page about yourself may provide searchers with useful background information

Two means of online networking/marketing will be introduced here: Blogging and Ezines.

Blogging

www.ProBlogger.com has a useful list of rules for networking with bloggers. Click on LEARN MORE to get familiarized with the site and what it offers before possibly joining for a monthly fee.

If you’re new to the blogging world, don’t be shy about asking for help; blogging communities tend to be supportive in bringing newcomers up to speed.

For Successful Networking Blogging:

• Do not view leads as means to an end or anonymous sources of potential income. Each individual’s unique circumstance deserves attention.

• Establish a common ground; relate to what’s being said.

• Respect their time – don’t inundate them with too many details upon first contact.

In addition to making a relevant, intriguing comment on a prospect’s blog, and answering their comments on your blog, send individualized emails or try instant messaging. Where possible, communicate even more directly via skype or phone. Be open to using all the available modes of communication, as different people have different preferences.

Ezines

Ezine (electronic magazine or newsletter) advertising may prove to be more effective and less time-consuming – at least after initial research to determine which ones to go with – than the blogging route.

www.new-list.com (aka ezine-universe.com) is a good free resource to explore the wide world of ezine possibilities (nicely categorized lists).

www.directoryofezines.com is a reputable source of information/education on ezine advertising as well as for placement of ads.

Making the Most of Your Ezine Ad:

• Choose only ezines that are steadily attracting new subscribers.

• Start with smaller, more affordable ezines (5,000 to 15,000 subscribers).

• Subscribe to the ezine to see the layout and contents before placing your ad.

• If past advertisers’ testimonials are not readily available, request a list of references to contact and find out response rates to similar past ads.

• Draw readers in with an effective, catchy title and just enough intriguing info to make them click on the link (do NOT try to sell product in the ad itself).

• Free ads generally do not work well, whereas Top Sponsor Ads get the best response rate due to placement at the top of the publication.

• Avoid advertising in ezines that ran an ad very similar to yours in the previous month.

When composing your ad, tailor your wording to that ezine’s audience and their likely level of awareness/knowledge of your product. For instance, where one ezine’s readers may need to be made aware of the importance of pH balance to excellent health, another ezine’s readers may already be up on that but be unaware of water ionizer. Again, focus on sharing information or telling a story rather than a hard sell. Create awareness/interest which will propel a reader into action (to find out more or to purchase a product).

Internet marketing can be challenging and tricky; it’s ever-changing and offers so many avenues. It can also get expensive, depending on the methods you choose. So don’t ignore in-person networking options with the potential for more instant connections in a warmer atmosphere, whether at business networking events, conventions, expos or even social gatherings. Luckily, we’re dealing with an easy, listener-friendly subject: drinking high quality water. Good luck and have fun experimenting with the many available options!