Internet Marketing: Affiliates to Website Promotion
Internet Marketing Overview
Internet marketing is basically a catchall for the older techniques that use
older internet protocols or programming. For the most part they are in a grey
area of techniques that are often maligned, as in the case of email and
affiliate marketing, sometimes for good reason. IWB occasionally advises using
display advertising on websites, however, generally it is to augment other
activities like paid link ads or another service such as a product feed or
coupon site. We use these techniques to better access a website audience. In
some cases it works, sometimes it fails, and sometimes we learn it is only
effective in a particular season or for certain events.
Email marketing is likely the oldest form of marketing on the internet. Email
marketing can be done responsibly through the use of double optin lists which
means the person receiving the email agreed to receive it and that agreement has
been verified by the owner of the email box accepting a subscription notice.
Email addresses harvested from the web are not double optin they are stolen and
will only end in little profit or in a worse case scenario a blacklisted email
server. Double optin lists are often developed by websites offering newsletters,
discussion lists and or free internet or email providers like Gmail who have
always included advertising in their services. Unlike Unsolicited Commercial
Email (UCE) or spam developing your own or buying ad space in optin lists is one
of the most cost effective internet marketing techniques.
Affiliate marketing was one of the first methods of monetizing website
traffic outside of selling products and services. In fact, IWB CEO Terry Van
Horne earned his first dollar on the internet as an affiliate selling a rank
checking product. More recently IWB has chosen to go another route, however, we
still stay on top of this industry since Amazon's program has worked so well for
some clients. The deal killer for us is it is always a bad deal for everyone but
the consumer. Sites don't own their customers, in some cases neither does they
are owned by the promotion company promoting the program. We will never use
affiliations to monetize our sites and for our clients we'd rather develop a
direct relationship with a site and work out a deal everyone can live with.
Link Development, Website Promotion & Site Monetization
Developing links is likely the second oldest internet marketing technique.
This can be done in many ways but some of IWB's favored techniques are directory
submission, Online organization and association Membership and including links
and email addresses in company communication, business cards and offline display
ads (signage and vehicles). The least favored techniques in order of most
effective paid links, display advertising and reciprocal links (a complete waste
of time and energy particularly where no relationship is attempted with the
site). Paid links are mainly for kick starting a new sites traffic so we can get
more activity to analyze for usability and calls to action. The more control you
have over the link the better the results will be for enhancing other
You're wondering what site monetization is aren't you? Site monetization is
often called buying links, or paid linking, however, Google takes a dim view of
the technique so you must walk a thin line when either buying or selling ads in
link text. IWB chooses to buy links based on their potential as advertising and
believes they are a short term solution to a long term problem, Therefore, too
risky with too few benefits to be used for SEO. In other word we'd rather pay to
exploit a sites traffic rather than pay to exploit a search engine or
Our philosophy is simple "the organic search engine results provide top level
navigation for the internet and should be treated with respect." That was the
IWB philosophy in 96 and will be our philosophy as long as Search provides the
backbone for navigating the net. If users can't easily find the best sites then
the internet will likely cease to be a catalyst for economic growth. That also
means we don't care how much money you will pay we will not provide services
that will help a site achieve results that don't improve the SERP. Sorry but to
do that is to jeopardize not only our business but also all of our SEO clients.
Ten's of millions of people in the U.S.
visit online outlets such as Google News, Yahoo! News and MSN News
looking for fresh information about a many topics that interest them. Neilsen/NetRatings
indicate the unique audiences of Yahoo! and Google News
are gaining on the global news destinations like CNN and the BBC.
Optimized press releases increase your brand visibility and
Search Engine footprint. Optimized online press releases
reach business prospects and many journalists using the news search engines to discover new stories and companies to
IWB provides both syndication hosts and copy (if needed) for this marketing
technique. Google wants links to your site to indicate authority and trust in
your site and this is one of the oldest and truest means of doing that. Recently
with the addition of the NoFollow attribute in the link element it has been
rumored that a diversity in the techniques leads to a more natural looking link
profile. One excellent way to develop inbound links is to write articles and
distribute or syndicate them on authority sites. The sites that syndicate the
articles usually allow a link or two to your site. I wouldn't point all of these
links at the home page it is also good to link to related content on your site.
This gives the link more context and is easier to get link text accepted that is
more than your sites name.
IWB has never been a big believer in branding as an effective internet
marketing technique. The reason is simple brands and branding are synonymous
with loyalty to a product or service. Loyalty on the internet is hard to develop
and maintain because price plays such an important part in the process. Internet
brands are hard to develop because killer products in the internet space all
depend on the same protocols. MySpace was though to be all that and more as a
brand. In less than 3 years the brand is languishing because it was unable to
counter the popular FaceBook service. Yahoo! the best known Internet brand was
easily usurped by Google providing what is "perceived" as better results.