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and partly entertainment. In other words, eBay has created a virtual community. And this strategy has worked well for
the company.
They list over 250,000 new items for sale every day, and have nearly 4 million registered users.
Creating a virtual community doesn't have to be difficult. Simply make your Web site interactive.
Here are a few suggestions:
* Let your visitors contribute to your Web site. For example, they can contribute articles, reviews, stories, paintings, or
ideas. Leave it to their imaginations, and your visitors can surprise you.
* Create an editorial page, and invite visitors to contribute their viewpoints.
* Create a bulletin board where visitors can ask questions. You can answer some of the questions, but let others answer
questions, too. Scripts for this sort of forum are common, and usually either free or very inexpensive.
* Ask you visitors for suggestions about how your web site should grow-and implement the best ideas.
* Create a regular poll or survey. Post the most interesting comments about the topic.
* Sponsor interesting contests.
* Allow visitors to share their success stories about how your products or service benefits them.
* Solicit experts in your field to come to your Web site and provide an article, set of tips, interview, etc.
It would be easy to fill several books the size of this one with tips about how to create a great Web site that sells. These
principles will provide an excellent foundation for your site.
Use Laser-Focused, Target Marketing on the Internet
You can find people in just about any target market on the Internet. And in most cases, they've already identified them-
selves for you based on their demographic information or other interests, so you can target them very precisely and at
almost no cost.
In fact, there are over one hundred thousand special-interest discussion groups you can join for free to find people who
are your best prospective clients.
There are tens of thousands of additional specialized electronic newsletters (e-zines) that target people of almost every
imaginable interest. These e-zines provide great sources for submitting articles, information, and ads to get your
message to people in your target market.
But always follow the "netiquette" for each group about direct advertising: Don't blatantly advertise where advertising
is not welcome. "Lurk" (which means reading the material from the group before you contribute) and read the "FAQ"
(frequently asked questions) to find out what the rules are.
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Here's a very powerful strategy: Publish your own e-zine. The market has become flooded with e-zines in some areas
(marketing, for one), but quality content always rises to the top.
Many of the more specialized topics are still largely untouched. You can become the Expert in your field! Develop a
niche e-zine (such as NUA-www.nua.com-did by becoming the leader in Internet demographic and market research);
you can become the leader even in a crowded field.
Target Your Market Precisely
Let's consider another Web technique that takes advantage of being able to precisely target your audience. Say you
market your products or services to three different and very specific niche markets. You can create three special Web
sites-one for each of your markets. Each site can target its market precisely and provide specialized content, all at very
little additional cost. And, you can easily promote your sites to only those people in specific target markets.
The result? You'll enjoy exponentially greater success than if you target all three markets with one generic Web site
and marketing campaign.
Use Search Engines Properly
Another way to generate traffic to your Web site is to use search engines.
There are millions of Web sites. Because of this, perhaps the most important tools for helping people find what they are
looking for are the directories and search engines. Most of these directories and search engines provide free listings to
Web site owners.
Say you want to know how to get more publicity for your business. You go to one of the top search engines and you
type in the key word publicity.
You'll get back a message that says the search engine found 574,930 pages containing the world publicity. These
search engines list Web sites in groups of ten, and the first ten come up when you complete the search.
Viewing all 574,930 pages isn't an option. You'll look at the top few sites to find what you want. And that's what your
prospects and clients will do as well.
How do you get your Web pages ranked at the top of the search engine lists?
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