Internet Marketing 101

The Internet as we currently recognize it began in 1994. That is the year that the first easily usable commonly available web browser – Mosaic 2.0 – became both available and popular. The Internet prior to that time was a tool primarily used by scientists and toyed with by computer wizards, but it was an individual option as opposed to a social reality. Since that time, Internet use has exploded, touching every aspect of life in contemporary society, and in particular, every aspect of our economic lives, from job-hunting and electronic payments and withdrawals to online purchasing, social media networking, and advertisements ranging from email to pop-ups to banner ads to spam. From the dot-com bubble to the dot-com bust, from Amazon and eBay and Paypal, from online day-trading to interactive web design to virtual world conferencing, the Internet affects each of our lives to some degree. As more and more individuals become disenchanted with traditional career choices, or desire to expand the scope of local business, the realm of Internet marketing has become a very real and present phenomenon, and one which is essential to explore in some detail if the goal is to create an online income stream.

Should You Market On The Internet?

A few years ago, Internet marketing was an option. In today’s world, it is inevitable and crucial. Can you imagine a successful business today not having an email address, a web site, or a presence on Google? Marketing, advertising, branding, public relations, all fundamentally come down to a simple essence: information. If no one knows who you are, what you do, what you can offer them, or how they can contact you, your ability to flourish financially is severely impeded. Making a sale and turning a profit means providing information in compelling, cost-effective, persuasive ways. In today’s society, when one seeks information, it is generally through referrals or Internet searches. That is why it has become a critical element in any business venture.

So should you market yourself or your product on the Internet? That is not the right question to ask. Even without realizing it, you may be inadvertently marketing yourself or your product online, since it is impossible to control the flow of information to be derived from social media sites (such as Linked-In, Facebook, MySpace or Twitter) or even blogs or forms which offer unsolicited opinions on products and services. There are few whose name would fail to yield information, to one degree or another. If a search discloses positive information, this might well lead to a sale, or a new relationship leading to a future sale. Even an absence of information is viewed with skepticism, as it is generally perceived that a person or business entity should take a proactive role in actively shaping their public image and social presence.

Marketing 101

But what is marketing? Too few people understand the core concept; rather most believe, erroneously, that marketing and sales are interchangeable concepts, whereas the reality is much more subtle.

Marketing is neither sales nor advertising. Sales and advertising do indeed form a portion of the process, but they fall along the continuum at a much later stage. Marketing, in its current incarnation, is the creation and distribution of information, and the development of relationships which may lead to sales, partnerships, joint ventures. The potential is vast, but only for those who truly understand the components entailed in successful marketing.

Marketing begins with surveying the market for your goods or services. What solutions are your potential customers seeking? What problems do they desire to resolve? What are they searching for, what are they currently purchasing? These are crucial questions to ask to determine not how to sell a product that has been chosen, but rather how to create or modify an existing product to best meet the needs of prospective consumers.

Once those needs are determined, the second major step in marketing involves configuring a product to fit those needs, modifying existing products pursuant to expressed customer requirements, or creating a service to better provide a solution to a broader audience. For example, with the current and ever-present flurry of stories on the dangers of melanoma, products with enhanced sun-blocking capabilities may be developed, earlier detection methods, created, or tanning solutions devised which require no sun exposure. Upon creation of a product or service, production and distribution costs are considered, and if the product is deemed likely to be profitable, it will proceed to development.

The product or service would then be promoted to potential consumers by describing its benefits, explaining its virtues, providing recommendations or testimonials, and, in general, endeavoring to inform the consumer as to how the product or service would satisfy their needs.

Thereafter? Marketers monitor the market segment to determine how the product or service is received. As needed, subtle changes in packaging, wording or pricing are made in response to feedback and reviews; indeed, at times the product or service is re-configured if the initial analysis was flawed to some degree.

This is why marketing is the powerful, indeed revolutionary, force that it is. It is about sensitively determining what consumers do want, what price will be acceptable, and then tailoring their product, service and equally as important, their messaging to address these requirements. In essence, by providing the information and solution for problems plaguing their customers, they create what is known as ‘attraction marketing’ – which is simply a situation where you allow the customer to easily find your product or service. The question is simply, what is the best means or methods for doing so.

The Internet Marketing Difference

Why has Internet marketing taken this process and the world by storm? Quite simply, this is due to the speed, scope and savings involved in online marketing.

Previously, if a consumer sought information about a product or a business, their options were limited. Today, a simple Google search will yield a wealth of information. What information will they find? Ah, that is where the work comes into play. The more information that you disseminate or oversee, the greater the likelihood that the very specific message that you wish to foster will be heard. Furthermore, the Internet allows the scope of your messaging to easily reach a global audience. The opportunities for communicating with potential customers are endless—from a website to a blog, from videos to press releases, from postings on Linked-In or Facebook – the choice of delivery system is as broad as your imagination. Furthermore, once your message has reached your intended audience, and it indeed provides a solution to a problem they face, you have created your own dream machine: a business that operates while you sleep. Of course, your work will continue-customer service must be supplied, as issues will occur. There will be a need for modification or enhancement of the product or service, new products and services. But for the willing participant, by engaging in relationships with potential customers, you will know what they want, when they want it, their delivery preferences, and even how to improve or enhance their experience; valuable information attainable for free.

So the solution to your marketing needs is literally at your fingertips. Major corporations as well as solo entrepreneurs are using the Internet to research their competitors, conduct market research, and build or enhance existing businesses. Start today to publish information about yourself, your firm or services, shape your public image, conduct transactions, publicize new product launches or service offerings, build networks, and support or augment every aspect of your business. Millions have done it and so can you.

How Do You Start?

Become informed. This is the first in a series of articles on this website which will provide valuable information, tips, and a few chosen experts who are remarkably generous in the free information they provide and whose courses or products offer genuine value. With all the value that the Internet provides, information overload is a very real affliction. You will, of course, make your own choices; however, the individuals or products that we recommend are those that we believe to provide the shortest distance to success. For some, the names will be familiar, and it may come as a surprise to find who have not been included, despite their so-called self-proclaimed ‘guru’ status.

Study the competition. Whatever your field may be, someone like yourself is online and using the Internet to create relationships, convert visitors to customers, and create a successful business. Successful competitors are amongst the best models and teachers that exist.

Socialize online. The Internet has always been a way to connect with others who share similar interests, hobbies, careers or even to create friendships or find dates. Social networking and social media sites are literally exploding in size and numbers. Set up an account on Twitter and follow the conversation. Begin to contribute your thoughts or opinions, or provide valuable input where possible. Search Google, Linked-In or Facebook for groups, forums, blogs or websites that are related to your field of endeavor. Find your ‘voice’ – the unique authentic aspect of your being that touches and resonates with others. Engage, but bear in mind that what you ‘say’ constitutes a virtual ‘first impression’-ensure that it is the one you wish to provide. Begin at the level of comfort that suits your current situation – begin with a pseudonym, establish a blog at www.wordpress.com or www.blogger.com. The more experience that you cultivate while interacting online, the better the experience that you will be able to provide to your clients and customers.

Commit. Remember, marketing on the Internet is not optional. You and your business are already making an impression on the Internet. Potential customers even now are searching for your products or services, and some may even be searching for you. What they find will determine how they judge you, what you offer, and how they react. To start, it is necessary only to have an Internet connection and a willingness to take the first step. Effectively communicating online will build relationships, attract customers, and inevitably create a stream of income. In addition, yours may be just the voice that changes the course of someone’s life.