Web advertising MYTHS
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Here is an analysis of some of the most common misconceptions that small business owners have about Internet web site advertising. Many entrepreneurs think of online web site advertising as an all or nothing affair. Either you succeed in driving traffic in droves, or your site gets relegated to obscurity. There is a healthy middle ground. You don’t have to top the pay per click bidding system in every relevant keyword and rank in the top-ten of Google and Yahoo to do significant business. The key to enjoying success even with a moderate sized Internet web site advertising portfolio is to target the traffic and a deep concern for the customers who do come through your virtual doorways. Another big misconception is that visitors want to be thrilled. While the net offers nearly unlimited potential for entertaining web site visitors and giving multimedia dialogs, you don’t have to do a song and dance to satisfy customers. Even if you are selling something high tech or prestigious (premium satellite system parts, gold, jewelry, e.g.), you don’t need more than a bare bones architecture to promote via internet web site advertising. This isn’t to say that your site should look sloppy or poorly maintained. Just make sure the ends justify the means. Many small business owners also operate on a “me against the world” mentality. Obviously, with the propagation of billions of web sites and potentially hundreds of thousands within your industry alone, it’s natural to feel hemmed in by the competition. However, danger can be opportunity. You can join up with other fledgling e-commerce outfits to create a mutually beneficial Internet web site advertising ring. You can also learn from the success stories on the net (and from the failures). Furthermore, by sticking together with other small business owners, you can develop Internet web site advertising that serves constituencies that currently lack a voice. For instance, if you are a used auto parts merchant operating in a suburb of Indiana, you may find that some areas outside Greater Indianapolis are underserved, and you can target those accordingly. By communicating with your competitors, you can carve out the playing field more evenly and even assist one another with references from time to time. |
