Black Belt Web Marketing.pdf - Costa del Sol

Information Resource: You could turn your site into a valuable information resource by
compiling a wealth of contents (e.g., articles, reports, FAQs, tips, etc.) in your field. This
could also include pictures, illustrations, graphs and charts, etc. You don’t have to
actually develop the content yourself. You could find the best that’s out there and
organize links into logical categories for your visitors. Add one of the free search engines
available so that visitors could search your links for desired information and you have a
valuable information resource for your visitors. It’s certain to be more current than
existing information resources.
Technical support: Many users in your field are probably desperate for technical help. The value
of many discussion groups as a technical resource has suffered declined dramatically.
Annoying messages have overwhelmed meaningful exchanges. If you provide technical
support to others in your field -- a help desk, bulletin board, chat room, technical
documentation, mailing list -- your site would soon become a resource that is appreciated
by your audiences.
Download source: Another type of resource is a download page stocked with programs,
utilities, and macros for people in your field. Visitors would bookmark your site and
return whenever they are looking for an application or update.
Turning your site into a resource is half the battle. The other half is an aggressive Web
Marketing Plan to promote it. You’ll find that a new resource is easy to promote --
registration, announcements, participating in discussion groups, linkage campaign, etc. It’s
an important event that your audiences definitely want to know about.
Exercise 11- 9 -- Allocating Time for Maintaining the Status Quo
Unfortunately the Internet doesn’t stand still. You can’t cling to the status quo because
status quo is measured in nanoseconds. Rapid, evolutionary changes occur every day. New
sites, new technology, new tools appear overnight. In this type of environment, your
competitive position continually erodes. The value of previous promotion efforts
decreases over time.
Consider:Time works against your ranking in search engines. Unless you work to improve your
site’s standing and re-register regularly, your ranking inexorably slips. Even worse, inexplicably,
search engines drops sites from their database. We recommend that you check your ranking
weekly and re-register at least twice a monthly.
Competition intensifies. New competitors are popping up every day. Existing competitors keep
adding new content, and trying new ideas to lure your target audiences to their site instead of
yours. What you’re using to attract audiences today probably won’t be good enough tomorrow.
Like Satchel Paige and Andrew Grove (Intel), keep looking over your shoulder to see who’s
Lesson 11 Pg. 11