Thinking About Advertising On The Internet?

 

 

 

First, find out what you must know about advertising on the World Wide Web.

It's difficult these days to turn on the television or pick up a newspaper without

hearing some discussion about the Internet. But while the "experts" are busy

forecasting and debating about the Internet as a marketing tool, millions of

independent thinkers have seized the unique opportunity and exposure the Internet

offers, to sell everything from self-published literary works to networking opportunities

and more! But there comes a time when you have to cut through the fat and gristle to

get to the meat beneath. Let's look at some of the myths about Internet advertising.

Myth # 1 You need a computer to advertise on the Internet.

You don't need a computer to advertise on the Internet. The only time a computer

becomes necessary is if you want to design and load your ad yourself; if you want to

go online and see your home page; or if you want to make use of electronic mail to

receive and respond to prospects. Internet advertising services are popping up

everywhere and can relieve you of the requirement of owning a computer yourself.

Advertising services can create an ad or a home page for you that can be as basic or

as elaborate as your budget allows. However, you will need to do some homework to

make sure you get the best value for your money when selecting which service to use

to get the best results.

Myth # 2 It costs a huge amount of money to advertise on the Internet.

Perhaps at one time it did cost a lot to advertise on the Internet and no doubt there

are many services still charging exorbitant rates. But it no longer costs an arm and a

leg to place an ad or get a home page on the World Wide Web. Be a wise consumer,

shop around, compare prices and services and be sure to ask about hidden or

ongoing monthly fees. A reasonable price is about $20 - $50 per month.

Myth # 3 Internet advertising doesn't work.

Now is the time to get on the Internet. Particularly if you intend to market a product or

service. Internet advertising does work if you have done your homework, selected the

best location, and are using a marketing strategy. One of the keys is to set up your ad

in a Mall or theme site where a large traffic flow has already been established, thereby

increasing the "hits" or visitors to your site. Compare it to this analogy. Which do you

think is going to be more profitable, setting up a store in an urban retail mall, or

establishing a store on a dead end road in the outback? The Internet is a mighty big

place and you can easily get lost and waste your money if you aren't wise about

where and how you advertise. Of those people who say Internet advertising doesn't

work, we would bet that the majority have compromised effectiveness by paying 5

bucks for a lame hodgepodge they call a "home page" without any thought

whatsoever to location and promotion. In short, their page is indeed on the "Net" but

no one knows it's there! In this situation it would be a miracle if it did work!

Myth # 4 All Internet Advertising Services Are Equal

With all the information floating around today, just about any one with a computer and

knowledge of programming code can create a home page and put it on the Internet.

Of course the old adage "you get what you pay for" applies. Determine exactly what

you are you going to get with the service you select. Get the advertising service's web

address and go and check out their site for yourself. Once at their site, see how the

advertisers are listed, is the site organized and logical. Determine what you can do

with your site once it is up, specifically; can you make changes to your page once it is

up, what about graphics, color, hyperlinks, customer service, promotion of your site,

registration with search engines, and on and on. If you pay $5 for a home page you'll

get (with some luck), maybe a $5 return. It is worth your time to invest your money

wisely with a service that is going to provide you something in return.

Myth # 5 If I place my ad or get a home page on the Internet's World Wide Web 50

million people will see it.

This is perhaps the biggest myth of all. Here is the reality. Yes there are an estimated

30-50 million Internet users but not all of them will see your ad. Just like running an ad

in a national newspaper with a 100,000 circulation doesn't guarantee that your ad will

be seen by all 100,000 readers. What it really means is that you have a potential

audience of 30 - 50 million. The actual reach of your home page to all of those users

is a percentage of that number and depends largely on where your site is located and

how it is promoted.

Myth # 6 If I place my ad with an advertising service they will promote my home page

for me and will generate traffic to my page.

Very few Internet advertising services are doing any kind of promotion of their own

site and therefore their customers' home pages. The unwise or gullible consumer is

easily convinced that just being on the net guarantees them an audience of 30

million. The uninformed fail to ask about web site promotion, after all aren't 30 million

Internet users worldwide enough to generate a response? Wrong. If the advertising

service you have selected isn't promoting their site both on and off the Internet, you

will have the equivalent exposure of a lonely sign post in a vacant weedy lot.

Myth # 7 After I place my ad on the Internet my job is done.

Placing an ad on the Internet is only the beginning. For you folks who think it's as

easy as placing a home page and then sitting back to collect the revenue, think again!

An ad on the Internet should complement other forms of advertising that you do.

Your URL (web site address) is as important as your phone number. Use it

everywhere that you would use your phone number and postal address whether it be

giving someone your business card, sending a sales letter or running a TV spot. Have

you seen a Toyota commercial lately or an MCI commercial? Pay attention next time

one comes on the tube and you will most likely see their web address as part of their

glitzy mega dollar television commercial. Now don't get defeated and jump to the

conclusion that Internet advertising is not worth it for the little guy. Advertising on the

Internet is an excellent way for every business, big or small, to advertise products and

services. But the jig doesn't end there. You must select the right service for you by

addressing the points outlined here.

Myth # 8 Search engines guarantee that my web site can be found on the Internet

Search engines are one way that prospects can find your ad or web site. There are at

least 500 existing search engines, and only a dozen or so are really good. The

chances of a prospect finding the right search engine where you are registered is

slim. There are of course the major search engines like Yahoo and Lycos which offer

you a better chance of being found. If the advertising service you are considering

offers home page registration, then by all means get it done or if you can, do the

registration yourself. Registration with the major search engines is a great idea,

however, you can also increase the chances of your home page being found among

the millions of home pages on the web through your own resources. Specifically;

1) Choose an advertising service that promotes the location where your site is

located.

2) Do your own extensive promotion by including your web address on all of your

existing marketing materials including direct mail pieces, package stuffers, letter

head, display ads etc.

3) Post announcements to news groups related to the topic of your web site. A word

of caution: be aware of what is and is not acceptable by way of postings in a specific

news groups before you wade in announcing your site. Avoid blatant postings "My

home page is amazing come see!" Instead try something like this "FREE 10 page

report on "How To Promote Your Home Page For FREE on The Internet" to the first

100 Respondents http://www.worldprofit.com"

Myth # 9 The Internet is just a load of hype and will die off soon to go the way of the 8

track tape and the pet rock.

The Internet is here to stay and will continue to grow and expand. Over half of the

fortune 500 hundred companies are already advertising on the Internet. According to

USA Today "Every business will have a web site." Online retail sales are expected to

skyrocket, "from 1995 revenues of $300 million, online retail sales are expected to

increase to more than 6 billion by 2,000 (Forrester Research). This is simply a

phenomena that is not going away as businesses embrace this technology with a

passion never before seen. Unique to the Internet is the fact that the small player or

business person is on equal footing with the corporate giants. The mega companies

with the huge advertising budgets do not have the same marketing clout on the

Internet as they do in the print media. The playing floor is level and the door is open

and ready for aspiring entrepreneurs.