Promoting product in cyberspace<\/p>\n
Like in many countries, many producers in Indonesia prefer to
\nintroduce their brand-new goods or services by hiring alluring
\nmodels, creating superb ambience and dear prizes to boot. Whether
\nthe slogans fall on deaf ears is another matter. Just what kind
\nof marketing tool does one need to promote a product in
\ncyberspace? Brian D. Chmielewski wrote the following article in
\nwww.UPromote.com.<\/p>\n
As with any marketing strategy, planning precedes action.
\nLaunching your website can be a simple process if you simply
\nplan. Let's break the marketing plan into three stages: Product
\npre-announcement, product announcement and post-announcement.<\/p>\n
Product Pre-Announcement<\/p>\n
No doubt about it, stage one of the product launch can be
\ndisheartening. It involves the most time-consuming and tedious
\ntasks, but sets the framework for attaining success. Assuming
\nthat you already have a website, you should commence with this
\nstage about two to three months prior to the scheduled launch
\ndate.<\/p>\n
Four necessary ingredients of the online prelaunch are proper
\nsearch tool listing, press release, strategic linking and fine-
\ntuning traditional collateral material.<\/p>\n
Search engine, directory and yellow page listings should begin
\nas early as possible. This will be a great source of semidirect
\nmarketing traffic. For the best results, choose your keywords
\ncarefully and know how to treat each of the major portals
\nindependently.<\/p>\n
Precision in placement during this step can amplify the amount
\nof targeted traffic visiting your online business. Although many
\nof the engines now index within under one month, you will need
\nadditional time to become familiar with the intricacies of each
\none and optimize your listing for launch.<\/p>\n
A newsworthy release should be communicated to the press well
\nin advance of launch.<\/p>\n
Strategic linking is a powerful tool that builds branding,
\ncreates an indirect marketing channel and improves your relevancy
\nin some of the major search engines. The more links you
\noriginate, the more popular your service appears to the human and
\nsearch engine robot eye. Strive primarily to establish vertical
\nlink alliances -- alliances with sites within an industry.
\nSecondary linking should take a horizontal linking approach,
\nlooking for similar and related categories to build additional
\nstreams of traffic upon.<\/p>\n
For example, a company linking with an orange juice company
\nsince they compliment each other in the marketing of breakfast
\nfood. Reciprocal linking is fairly standard.<\/p>\n
If you want a link, you may need to give a link. Rather than
\ncreating a single page for these, you may consider utilizing the
\ndirectory format, implanting the links into their appropriate
\ncategories. Visitors will appreciate the added appeal of an
\nindustry-specific directory, a valuable tool to keep them coming
\nback.<\/p>\n
And since you have a Web presence, the world should know it.<\/p>\n
All of your materials must clearly identify your Web address
\nor URL. It is surprising to see Fortune 500 companies, who have
\nexpended large interactive budgets in the development of their
\nwebsite, failing to tout its presence in traditional ad campaigns
\nor in its collateral material. Websites have the potential to
\ncapitalize on impulse, however they cannot accomplish this until
\ntheir identity is established.<\/p>\n
Launching a product requires that all messages are coordinated
\nand connected between platforms. Accordingly, the homepage of
\nyour website should pique the curiosity of its visitors.<\/p>\n
Text that reads, "We're releasing a new product soon. Come
\nback in two weeks," is ineffectual, while, "Help us give industry
\nX a facelift on June 15," has a direct call to action.<\/p>\n
Allow your visitors the option of registering to be notified
\nwhen the release takes place. Don't lose an opportunity to
\nconnect with a potential customer.<\/p>\n
Product Announcement<\/p>\n
On the day designated as product launch, you will concentrate
\non the influx of Web-generated traffic inquiring about your
\nbusiness.<\/p>\n
There are three important promotional provisions to take
\nadvantage at this point: Opt-In direct e-mail, Banner delivery
\nand Newsgroup promotion.<\/p>\n
Each of these tools is cloaked with its unique shortcomings,
\nbut if you take care to use them properly, they will intensify
\nyour launch.<\/p>\n
Opt-In direct e-mail is positively the best method for
\ncontacting people interested in your product or service. It is
\nthe marriage between those who request information on certain
\ncategories and the distributor of that information. Since the
\nrecipient requests\/subscribes to the information, the odds of a
\npositive reaction to your new product is greatly improved.<\/p>\n
Product launches typically associate incentives, such as
\nsoftware websites inviting people to download the free demo,
\ninvestment websites offering a 30-day free trial of their
\nservice, etc. -- which work well to drive traffic.<\/p>\n
If your product or service really is essential to them, the
\ncustomer may take the logical step to purchase your Web
\nmerchandise.<\/p>\n
Effective e-mail copy is not easy to develop, so be patient
\nand practice.<\/p>\n
If you attempt to use bulk mailing systems that are not Opt-
\nIn, you risk damaging your company's reputation.<\/p>\n
Targeted banner delivery is another great way to target your
\naudience on the product launch date.<\/p>\n
Remember from a previous article on banners that you can
\ntarget in two ways: through the banner message itself and through
\nsites that you choose to host the banner. Ideally, you want all
\npotential customers at your website at product launch, so
\ncoordinate the distribution of your banner impressions. Simple is
\nhonest.<\/p>\n
Do not employ misleading or trick banners to get people to
\nclick through. You will not get the conversions that you think.
\nBe enigmatic.<\/p>\n
Many people simply don't click on banners and it is not
\nuncommon for one person to view multiple impressions of the same
\nbanner. Your banner could get poor placement, being counted as an
\nimpression when the page loads even though it may never be seen
\nby human eyes.<\/p>\n
Commercial posts are not always welcome and can damage your
\nreputation in this promotional arena. Research the groups that
\nmay be appropriate for you and monitor them to understand their
\nculture.<\/p>\n
If you find a group that is appropriate, introduce yourself
\nand list the benefits of your new product. Allow users to
\ndetermine the value or your goods for themselves, offering an e-
\nmail address and a URL in the body of your message.<\/p>\n
Product Post-Announcement<\/p>\n
Several weeks after the product announcement it is time to
\nreflect -- and breathe again.<\/p>\n
You should have experienced increased levels in both traffic
\nand sales. Having implemented a system to allow people to
\nregister for further information about your site, you can now
\nshare updates, announce sale prices and other newsworthy
\ninformation through a periodic newsletter. You may develop case
\nstudies on how the product has been used successfully and share
\nthem on your site.<\/p>\n
Every online marketing campaign is unique.<\/p>\n
Whatever type of campaign you are considering, the development
\nof a perfect strategy is manifest in time, budget and product.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/promoting-product-in-cyberspace-1447893297",
"image": ""
},
"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
}