Two Internet Business Models For Marketing

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Two Internet Business Models from which to Choose Your Marketing Approach

Choose One of Two basic Internet Business Models to Win

There are many internet business models but for our purposes here I am going to narrow our discussion to two basic marketing concepts. Free web real estate and paid web real estate.

Free Web Real Estate / Web 2.0

I am starting with the marketing method that is becoming more familiar and being utilized more and more as each day passes. This is also the most economical method of promoting your products and services. This is not, however, the fastest method.

If you are someone who has special interests, knows a lot about something, enjoys sharing your knowledge and do not mind building like the tortoise (as one of my favorite website builders refers to it), then this may be the best method for you to market your business.

If you enjoy writing this is an especially rewarding venue because web 2.0 marketing is all about writing – articles, press releases, web pages, blog pages, and even books. The idea behind this method is that by writing good content, something that is valuable to others and of interest to others, you can win YOUR niche in the online world.

When search engines search for relevant content and when your keywords have been researched properly your information in the form of a web page or article will appear in the very first page of a search that someone is making regarding your niche area. While it may not appear immediately on the first page, if you commit to learning the process and understanding the way search engines "think" then you will win and be listed very much like the way you discovered one of the pages within this site.

How It Works

The left side of your browser page lists "organic" searches (except sometimes the top three and / or bottom one) and the right side of the page in your browser lists the paid ads.

The paid ads are the ones where someone is advertising something and hoping you will not only click on the ad but that you will ultimately purchase from them. While you can, and very likely will do some of both of these what you need to decide regarding these internet business models is to decide which works best for you.

What are you most comfortable with and how do you intend to market. YOU REALLY NEED TO ANSWER THIS QUESTION before going too much further into the process of starting your online business.

Paid Web Real Estate / Pay-Per-Click

The second basic internet business model is pay-per-click. Google’s name for its pay-per-click campaign is adwords and because it is the most sophisticated in terms of what it allows you to do both with regard to placement AND tracking it has been winning hugely as the place to search and the place to advertise.

I will be referring to adwords but the discussion also applies generically to include MSN and Yahoo searches and ad placement campaigns.

This is a format where you will pay for each click based on the keyword, the bid price, where you want the ad placed and how often you want to run your ads. The beauty of an adwords campaign is that you can quickly find what works and what doesn’t. This way you control your costs AND you get results very quickly (in distinction to Web 2.0)

An adwords campaign is the fastest way to build your business. You must have at least three pieces of the puzzle in place before starting:

Landing Page

The landing page or squeeze page to which you send your prospective buyer or lead must be a winner. What this means is that it must produce the anticipated results.

In other words, you don’t want to go to the expense of sending someone to your page if is not a tested, proven conversion machine. You will do this primarily with ad copy, and with the offer you are making. So, part of testing your ads will also be a testing of your landing page. This is extremely important and you cannot expect to win without a very powerful landing page.

Decide On An Internet Business Model

Decide on the internet business model you intend to use (see web 2.0) so that you have set-up your marketing to either make a sale when someone comes to your site or landing page OR if you simply want to capture the name and email information in order to build a list of potential buyers for the future. OR, you may simply want to provide an informational site such as the one you are now visiting.

Capturing Sales Leads

If you are capturing leads then you must have your auto responder set-up and have all your letters prepared to begin at the predetermined time you’ve established. If you are making a sale then you will need to have your credit card processing set-up also.

Banners And Classifieds

When using banners be sure the ad copy produces results and then be sure your placement is content-oriented (that is, it fits appropriately where it is being shown). If you are marketing for Nike you won’t have your banner placed on web pages or emails for senior citizens.

Each of these can be used effectively, however, I have not personally focused on either of these methods myself so I do not have first hand experience regarding these ads.

The one point I will make here is that you don’t need to waste your time doing the free classifieds. I did try those early on and found it to be a waste of time. It does depend upon what you are marketing as to whether free classifieds will be of any benefit. While you may get something once in a while, your time and focus can generally be more profitable using adwords or web 2.0.

So, that’s it, you need to think about these two basic internet business models and decide on which direction you will be going. As always, I’m available to help in any way I can so feel free to contact me and I’ll get back to you OR will provide a time you can call me if that is more appropriate and helpful.

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