You saw a television program on The Zen of Office Organization. And on a table at Border’s, you saw a couple of hardcover books, all bright and new, on College Graduates Entering the Job Market.

So will these topics help you pounce on your profits through an Internet marketing
campaign?

Maybe. But engrave this saying on your computer (or at least on a sticky note):
Strategic Internet Marketing is all about Search. Retail and television marketing can
take advantage of Browse.

You learn about a TV show from previews and TV guides. You’ll see a print book on
a Border’s display table. For example, I doubt that anyone searched for a book on
badly behaved (but charming) dogs. Nevertheless, Marley & Me has been a smash
best seller.

Retail stores sell to browsers. Television programs can command your attention as
you browse listings in your newspaper. Internet sites sell to surfers, who are
ultimately searchers.

Strategic Internet Marketing begins by answering these questions.

(1) Does your target market shop through the Internet?

Some target markets just don’t buy on the Internet. They’ll buy hardcover books
and purchase face-to-face services. Some prospects are nervous about buying on
the Internet. You can create alternatives (such as phone and fax your credit card)
but ideally you’ll have a solid base of Internet-savvy customers.

(2) Do you have a searchable product?

Can you find search terms that prospects might use to find you? Check out the
Internet’s keyword search tools, typically available at no cost to you.

If fewer than 100 people a month are clicking through a particular term, stop!
Maybe nobody wants the product. Or maybe they’re buying retail.

Why bother? Fish where they’re biting - 5000 a month or more.

(3) Once clients find you, will you have a compelling story to tell?

Some products and services lend themselves easily to a rags-to-riches drama (or
lovelorn-to -loved, if that’s your product). These categories will be easier to sell in
the limited space of your website.

And will you know how to tell your story? A professional looking website will
impress your buyers but copy will reach their hearts (as well as their wallets).

(4) Can you create a community of raving fans?

Once you’ve gained permission to send regular emails to your prospects, you can
create a virtual retail environment. You can suggest additional products and
services, much the way a bookstore places books on a table near the door.

And, if you take care of your customers, many will become repeat buyers - a steady
stream of income over the years.

(5) Can you create a sense of urgency?

Internet buyers tend to bookmark a site for “whenever.” Usually they mean “never.”

Successful marketers reach customers who need help for a problem today -
something that gets worse if you wait too long.

For instance: The sooner you get help for a slow business, the more money you will
earn. Delay a weight loss program and you’ll have more to lose. And who wants to
wait another day to begin developing a Special Relationship? . Bottom Line:

Finding Internet buyers is like joining a bird watching expedition to track a specific
species. If you know where (and how) to look, they’re easy to spot. And some are
just waiting to be discovered by the right tracking party.

Just don’t expect them to come looking for you.

Cathy Goodwin, Ph.D.
mailto:goodwincathy@yahoo.com
Ph. 206-819-0989 (Pacific)

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