Jay Conrad Levinson offers an exceptional introduction to a range of Internet marketing tools. It’s great for newbies, but it also has ideas that a lot of industry experts fail to use. Read them to get effective guerilla strategies, case studies, and low-cost tactics for maximizing traffic. In short, read them to learn the rules of guerilla Internet marketing.

The easiest thing any website can do is collect your visitor’s contact information. This can be used as a targeted list for your marketing offers (as long as you have their permission of course).

* Collect e-mail addresses at every opportunity.

Offer them a free “White-Paper,” E-Book, or How-to-Article

Keep them up-to-date on the latest industry news via an email subscription

Discounts or special offers available only by email

A free, no-obligation quote, consultation, or trial product to demonstrate the effectiveness of your product/service

* Your website can be your support team.

Generating a list of your frequently asked questions can save you (or your staff) tons of time on the phone answering the same questions over and over. By making the support section easily accessible on your site, you can avoid annoying, time consuming, and costly calls to your support team.

* And, obviously, your website can sell your product.

By writing clean sales copy, you can effectively sell your product using only your website. Having a full-blown online retail store is a smaller investment than you think, and certainly much less expensive than a brick-and-mortar location. A professional-looking, custom-designed site will give your small business a much bigger and more trustworthy look and feel than a template-based, hosted e-commerce product.

Depending on your client base, most Internet users feel comfortable making purchases online if they trust the website. Through other online experiences, your visitor has psychologically programmed him/herself to trust a site that meets their expectations. Conforming to these expectations is the name of the trust game. You don’t want to have any unexpected steps between the visitor first landing on your web page, and the end of the checkout process. Find a web design company who has experience in this area, and they’ll help you make back your investment many times over.

* Your website can do its own advertising.

As an SEO (search engine optimization) expert, I can tell you the power of the number 1 spot on Google. Over half of searchers click on the first result they see. If you invest in achieving that top spot, you’ll have free, targeted traffic for your keyword as long as you maintain your optimization. If you’re planning on being in business in 2 years, this is something you should seriously consider.

As a compliment to your SEO campaign, invest in a Search Engine Marketing (SEM) campaign, which generates instant traffic to your website that you pay for on a per-click basis. This is an excellent way to instantly attract visitors to your website. SEM can get expensive if you’re trying to drive a lot of traffic, which is why I recommend investing in SEO to generate free traffic.

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Tags: advertising, guerrilla marketing, internet marketing, marketing, Search Engine Marketing, search engine optimization, SEO, web site, website

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