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--------------------------------------------------------- T h e e M a r k e t i n g D i g e s t W e e k l y --------------------------------------------------------- Discussing & Defining Internet Marketing. Since May, 1997 --------------------------------------------------------- Edited by Gary K. Foote & C.J. Foote ISSN 1522-6913 Volume #2,Issue #323 Monday, November 8, 1999 The eMD Weekly is *the* online marketing publication with something for *every* internet business, whether newly formed or online 'forever'. Print this issue out and take it to lunch today... learn something and get ahead! And, thanks in advance for passing this issue of the eMD Weekly on to a few colleagues. ===================== Sponsor Message =========================== Recommend-It - "The Internet's Word of Mouth" http://recommend-it.com/go.e?007067 Recommend-It is the leading webpage referral service on the Net. Recommend-It has helped its member sites generate high-quality "word of mouth" traffic through its easy-to-use service. Once a webmaster has installed this free service, a five minute process, website visitors have the ability to quickly and easily tell their friends or colleagues about the website's content. In sending a Recommend-It email, all Recommend-It users are given the chance to win a PalmIII from 3Com! With over 30,000 sites in the network Recommend-It is truly the Internet's Word Of Mouth (tm). Visit http://recommend-it.com/go.e?007067 today to install this free service on your site. ================================================================= ========================================================== eMD Weekly Advertiser Info: mailto:firstname.lastname@example.org ========================================================== ============= In This Issue ============= + Sponsor Message - Recommend-It - "The Internet's Word of Mouth" + Editor's Corner + Gary K. Foote + Web Marketing - "The Value of a 'Sticky' Site" + Gary K. Foote - "Registering a Domain Name using Network Solutions web interface" + Gary K. Foote + Marketing Resources - "Search Engine Strategies '99 - Upcoming confererence" + Gary K. Foote + eMD Marketing HelpDesk - "netmusicschool.com" + Greg Reitman + eMD Weekly Member's Poll - "If you have ever run an e-mail marketing campaign please select from the following list to participate. My e-mail marketing campaign was:" + eMarketing Tip of the Week - "The Value of a Giveaway" + eMarketing Classifieds + Administrivia ===================================== To Post to The eMarketing Digest: mailto:email@example.com ===================================== =============== Editor's Corner =============== Hi Everyone, Today's issue carries a request for site input from Greg Reitman of netmusicschool.com. Normally I don't include site review requests in the eMD, but the purpose of this site, teaching guitar and piano from an interactive website, caught my attention and I had to check it out. My impression? This site rocks! I took a beginner's guitar lesson that made sense, and a piano lesson too. I learned something about written music and saw some cool Macromedia Flash animations. The functionality of the site is top notch in my opinion, but what about its marketability? Let's give Mr. Reitman some input on his site and all learn something in the process. His post appears in the eMD Marketing HelpDesk section. Don't miss it. Finally, please take the time to visit this issue's sponsor, Recommend-It - "The Internet's Word of Mouth" , as it is our advertisers who keep the eMD a free resource. You may follow links to our sponsors from their links in each issue of the eMD, or from our Sponsor Resources web page located at; http://www.webbers.com/emark/sponsors.html Now let's get marketing... Gary K. Foote, Editor The eMarketing Digest http://www.webbers.com/emark ================================================================= * HELP US BUILD OUR CIRCULATION! Please forward this issue of the eMD on to two friends or business associates right now. ================================================================= ======================= * Web Marketing ======================= The Value of a 'Sticky' Site Everyone here knows my own belief as a well established website as the backbone of any online marketing effort. Everyone here also knows the value of multiple impressions in branding and driving actual sales. So, add these two things together and what do you get? The need for your site to not only be well established in terms of search engine positioning, but to present reasons for site visitors to return to your site again and again. The idea is to make your site 'sticky' in the mind of your site visitors - to make them think of you whenever they think of your particular product niche. How is this accomplished? It depends. In one case a recently newsworthy bridal site accomplished this by creating a place online for brides to register their patterns with the major industry players like Neiman Marcus and the like. Friends and family of the bride are notified by email of the bride's personal page location where they can go to choose gifts without fear of duplicating another gift. A place where they can see pictures of their gift choices before they purchase them. There is a lot more to the system, but the core of it is that it provides a valuable tool to their target audience that brings them back to their site over and over. A site that also brings related traffic from friends and relatives - all of whom represent potential future brides or grooms, whether in their own right or by referral to their personal contacts who are getting married. In another case Topica.com makes their site sticky by providing free list hosting services that create literally millions of monthly page views as list administrators and subscribers alike use their site to manage their topica.com accounts. Their system also creates e-mail advertisements for their free service appended to each list post. Due to these two aspects their growth has been nearly exponential. In fact, their growth is as attributable to their attention to viral marketing principles as it is to their sticky website... but I will reserve the issue of viral marketing for a future eMD. The similarity between these two examples is that they both create a reason for people to return to their site, and a method for getting the word out to new people about their site, by providing tools that are of real value to their site visitors. The lesson here? Create a tool for your site visitors - something that makes your site an important place for them to frequent and an important place for them to send their friends and family. Don't depend on your product to do this for you - unless your product is your traffic driving force, as in the case of topica.com's free list service/product. Once you gey your audience there place your revenue generating message[s] in front of your visitors as often as possible. Remember, repetition means branding, branding means being the first name thought of in your industry, and numbers of impressions really DO make an impression. Just my opinion... what's yours? Gary K. Foote, Ed. +++ NEXT +++ Registering a Domain Name using Network Solutions web interface By Gary K. Foote Hi Everyone, Everyone knows the importance of owning their own domain name... right? Well, in case you're trying to decide whether or not to register your own domain name, my recommendation is, do it. It will raise your online credibility and costs little. Convinced? Ok, here's how you do it... As of September 18, 1999 Network Solutions requires payment by credit card at the time of a domain's registration. This means you must have your credit card at hand when you follow this procedure. 1) Go to the Network Solutions website at: http://www.networksolutions.com/index.html 2) Enter the domain name you desire in the text box near the top of the screen. Do not include www or the dot-extension in the text box. Choose the dot-extension from the drop down menu box to the right of the text box. Choices are .com, .net or .org. Most businesses will choose .com. The other dot-extensions are for non-profit organizations [.org] or Internet Network Service Providers [.net]. 3) Click the GO button. You will next see a screen that tells you whether the domain you desire is available. If it is click the CONTINUE button provided. If it isn't available there is a text box entry area just like in step 2 on this page. Use it to search for another domain name. Once you have settled on a domain name that is available, click on the CONTINUE button and go to step 4. 4) You now see a screen that asks you to choose to either reserve your domain name or register it. Reserve it if you have not yet selected your domain's 'host' by clicking on the RESERVE button [A 'host' is the physical home for your domain] If you have already selected your domain's host click the REGISTER button. 5) Assuming you have chosen to REGISTER instead of RESERVING your domain name you will be asked for information regarding the "Account Holder (Registrant)". Fill in this form and click on the CONTINUE button. 6) On this next screen you will need the following technical info: Administrative Contact NIC handle: This is your webmaster. Ask your webmaster for their NIC handle [a shorthand registration your webmaster should have at hand.] Technical Contact NIC handle: This is your host's technical webmaster. Get this info from your intended domain host. Billing Contact NIC number: This is whomever you designate within your organization to manage future bills from Network Solutions. If your billing contact does not yet have a NIC handle there is space provided for entering contact info and a number will be automatically assigned. When you have completed the above, click the CONTINUE button. 7) On this screen you are asked for the primary and secondary server HOSTNAMES and IP ADDRESSES. Your domain host will provide this information for you. On this screen you will also be asked to enter your e-mail address before clicking the CONTINUE button. 8) On this next screen you will be asked to review all the information you have so far input to the system. If it is all correct click the CONTINUE button. 9) The final screen asks for your credit card information to pay for your domain. You will also be required to check off the box indicating you have read and agree with the Domain Name Registration Agreement. A link to this document is provided on this screen. Your card will be charged $70 [US] for the first two years of your domain name ownership. After the two years are up Network Solutions will begin billing you annually for continued ownership of your domain name. The current annual charge is $35. Click the CONTINUE button and you are essentially finished registering your domain name. Congratulations! Gary K. Foote, Ed. ======================= * Marketing Resources ======================= "Search Engine Strategies '99 - Upcoming confererence" Hi Everyone, Danny Sullivan and Search Engine Watch are presenting "Search Engine Strategies '99", a conference later this month. It's an all-day event that Danny has organized, covering aspects of search engine promotion and marketing. It gives you a chance to hear editors from the major directories talk about submissions, or to pose questions to representatives from some of the major crawler-based services. Experts will also help you understand issues about meta tags, doorway pages and how page design can impact your rankings. More information on attending can be found via the link below. Search Engine Strategies '99 http://seminars.internet.com/sew/sf99/ Gary K. Foote, Ed. ====================== eMD Marketing HelpDesk ====================== Subject: netmusicschool.com From: "IMI Comments"