Would you like to have the same marketing power that large cash-rich corporations have enjoyed for most of the last century?
How would you like to be able to attract people in your market for a fraction of the cost of “big league” radio, TV, and even newspaper advertising?
How would you like to see “David” level the good marketing playing field of “Goliath” so that you too can play on it?
it’s called the democratization of marketingTM, and his time has come.
The Internet and its advanced technology are significantly changing the way marketers reach consumers. In most cases, the cost of using these new tools and tactics is well within the reach of most innovators and independent entrepreneurs. The hardest part can be choosing which method to use.
Your first step is familiarize yourself with the possibilities. Then you will have to become more technology expert or find a talented IT consultant. While the consultant may cost a good deal, consider creative ways to work with that person: bartering or offering a percentage of your earnings for a limited period of time are just two options. You may also need to consider enlisting the help of others talented professionals or amateurs looking for opportunities Photographers, writers and videographers are some that come to mind. Again, before you complain about the potential cost, look for budget options in your area. Local community colleges are full of enthusiastic and talented students who are trained in the latest technologies and are looking for ways to add some experience to their otherwise limited resumes.
To get started, here are the key techniques you need to understand:
BLOG: Since the first blog appeared on the Internet in 1999, more than 4,000,000 are now online. The term blog is short for weblog. A log, of course, is the “journal” or diary of a sea captain. Unlike the captain’s log, a blog is an interactive diary open for all to read.* Today, politicians and journalists dominate the “blogosphere,” but as blog use increases, specialists in marketing take advantage of reaching market niches using this tool. Establishing a blog prior to bringing your product to market can have several benefits for the independent innovator. You may:
o establish a web presence at little or minimal cost;
o invite comments and suggestions from readers;
o develop a group of early adopters who will be the first to buy your product; Y
or create interest while creating your product.
If you decide to start a blog, make sure you have a clear offensive and defensive blog marketing strategy. A word of warning: protect your intellectual property by clearly copyrighting your blog. And, if you’re an inventor, don’t reveal your product concept or drawings until you have a full or provisional patent.
VLOGS: Add video to your blog and you have created a vlog (video blog). Vlogging offers a few distinct advantages. You can upload videos of yourself speaking directly to your audience or videos that demonstrate how your product or service works. The downside is that vlogs can be more difficult to update regularly, may have a limited audience until more webcams hit homes, and if you’re the “star” of the video, you’ll have to comb your hair and change. from pajamas to street clothes.
SELF-CAST: This is a voice synthesized version of a normal text blog. With the right technology, automated broadcasts can be turned into podcasts (see next item).
PODCAST: Wikipedia (www.wikipedia.org) defines podcasting as “a method of publishing sound files on the Internet, allowing users to subscribe to a feed and receive new audio files automatically.” The term “podcast” was first used in 2004 and combines two concepts: iPods and streaming. Originally, this technology was most often used to sync its content to listeners’ portable music players, such as iPods. And, since this type of audio transmission has the characteristics of radio transmission, a new term was borrowed from each to describe this place. One key thing to know is that you don’t need an iPod to listen to a podcast. You can use your computer or any digital audio player that has the necessary software. Among the advantages of podcasts, the programs are “delayed” similar to what TiVo technology does for viewers. Your target market can choose when, where and how they hear your message. Plus, you can broadcast your messages around the world without the need for expensive equipment.
MAKING NARROW: Narrowcasting is to television what podcasting is to radio. For a very small fraction of the cost it takes to produce a traditional broadcast or cable TV show, the increasing availability of high-speed Internet connections makes it possible for the “little guy” to reach niche markets with free programming or of payment. . If an infomercial is part of your marketing strategy but not your current budget, narrowcasting may be the answer. You may also consider narrowcasting if your specialty show doesn’t interest the cable TV media.
To learn more about these options, log on to the web and do a Google search. Be sure to also visit online book sellers like Amazon (www.amazon.com) and Barnes and Nobel (www.barnesandnoble.com).
*It is possible to restrict access to a blog to only a specific group of people or to no one other than the author.
© 2005-2006. All rights reserved. Impact Coaching International(TM).
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