The two most frequent requests we get for online marketing services are to help clients create ’sticky’ websites and to assist with email marketing. There are other effective online marketing tools that we often advise clients to consider.

We are not talking about paid advertising here. The tools we refer to do however, require substantial time, planning and management.

Here are just five examples:
1. Online referral system. Take a look at all your existing and potential stakeholders. Can you create an online network of business partners who refer prospects to each other? What about non-profit communities or online associations? You may want to consider a referral fee or barter agreement.

2. Content distribution. Expand the reach of your brand and online content by offering your proprietary white papers, articles or analysis to owners of email lists. Actively promote this free or subscription-based service on your website. List owners may include businesses, industry associations, publications or social community sites.

3. Personality associations. Beyond featuring logos and hyperlinks of corporate brands you are associated with, don’t forget the power of association with well-respected thought leaders and niche experts. You can feature a regular column of interviews that your customers can receive by email or feature your own sponsored online seminars.

4. Online advisor. Identify online communities your target audience gravitate towards and offer to provide complimentary professional advice. For example, an executive search firm can help address questions from delegates at a business leaders event through the event organiser’s website and post-event communications. Do ensure however, that the online communities are active and large enough to justify the investment of resources.

5. Sponsored forum. An online forum attached to your website can encourage conversations surrounding your brand and business. It must be closely monitored and managed to ensure that it is a source of positive feedback and communications with your stakeholders.

In fact, many of these tools have their roots in traditional marketing, adapted for online marketing. It is always a good idea to start developing your online marketing strategies from sound marketing principles.

For more information, please contact Manifesto.

This entry was posted on Thursday, July 10th, 2008 at 10:06 am and is filed under Online. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.