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The Internet offers a unique opportunity to market your product or service without investing a lot of money. You might find you need to invest considerable time and effort, but you cant really expect to succeed at anything without investing time and effort, can you? The uniqueness of the Internet as a way of communicating means you must adapt your marketing strategies to take advantage of its strengths.

The place to start is your website. If youre trying to market your product or service over the Internet, you no doubt have a website. Once your site has been carefully written to tell people what you do, how you do it, who you are, and why they need what you do, and carefully designed to support that message, it will hopefully start generating some traffic.

Track and analyze that traffic. Most web hosting companies offer traffic analysis data to clients. It is probably your best tool to evaluate the effectiveness of your websites performance and your marketing techniques. If you take the time to understand the data, you can start to understand what makes your audience tick. Is one page attracting most of the traffic? Is there one page out of a series of pages where audience members tend to tune out and stop clicking? This can be a handy way to figure out what parts of your website need to be spiffed up.

Where do your audiences come from? The data can tell you that too. You can find what search terms got them there, what sites theyre coming from, how long theyre staying, etc. All this information updates regularly, so you can assess the effectiveness of any changes you make.

Try to get quality companies who do things that relate to what you do to link to your site. Links generate traffic. Of course, you wont get many competitors foolish enough to link to you, but whatever you do; there are no doubt companies with good reputations who do something relevant to what youre doing. Link building is one of the Internet marketing techniques that can dramatically increase your link popularity. Your link popularity is a major part of how your site gets ranked by search engines.

If your site isnt intended to sell a product or gain a customer, what is it for? Seriously! Think about it. Your Internet marketing techniques should have a clear purpose, and every page on your site should focus on getting the visitor to take an action. That doesnt necessarily mean buying something from you immediately. It can be as simple as filling out a form, sending an email, making a phone call, or just moving along to the next step in the process.

Your website shouldnt just be a billboard announcing that youre open for business. No offense, but um So what? No, you want to compel visitors to follow along a specific, well thought out, carefully mapped path that leads to a sale. Your internet marketing techniques should be designed to lead the potential customer, step by step, into a sale, not attempting to bully them into hastily buying from you.

Duration : 0:4:52

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This is the fifth in a series of informal talks about Internet marketing.

Duration : 0:2:39

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