| Before the Internet, small business owners like | | | | develop a virtual reputation. They can be |
| yourself were usually limited to a local market | | | | promoted easily by email, and provide information |
| -resorting to expensive advertising and brochures, | | | | to prospects, clients, and customers all over the |
| direct mail, cold-calling, networking at the local | | | | world, with minimal cost and effort. |
| Chamber of Commerce or Rotary. You hoped | | | | Business coach and teleclass leader Michael Losier |
| customers found you through word- of- mouth or | | | | set up a teleclass about exhibiting at trade shows: |
| a Yellow Pages ad. | | | | 'I had 60 students in my first class, which was |
| Today, you can work with a consultant, a financial | | | | very profitable, and many later hired me as a |
| planner, or a business coach across the country | | | | consultant." |
| as easily as someone across town. In the Internet | | | | Also, it may be just as effective and less effort |
| age, prospects often find you (instead of the | | | | to participate as a guest lecturer in another |
| other way around). | | | | professional's class rather than producing your |
| This is the age of the virtual customer. Yet, | | | | own teleclass. |
| although the Internet has made it perfectly | | | | Placing Articles Online |
| reasonable to land a major client you've never | | | | Online articles draw upon your expertise by |
| met in-person, it has also created new | | | | providing useful information that Web site visitors |
| expectations among consumers. | | | | are actively seeking out. Online articles position |
| Prospects now "Google" around to find someone | | | | you as an expert in your field and convey a level |
| with your skills. They expect you to make a good | | | | of authority that establishes trust and sets the |
| virtual "case" for yourself. If you don't pass the | | | | stage for sales. |
| test, or make a bad impression, or appear | | | | When high-traffic, high-credibility Web sites and |
| lackluster compared to your competitors, you will | | | | newsletters publish your articles, you ride on the |
| lose the potential client. | | | | coattails of their loyal relationships with readers. |
| The only way to be truly successful in business is | | | | Your articles are seen by visitors as referrals |
| by establishing a good reputation. And | | | | from trusted friends. |
| understanding the way business has shifted in the | | | | Some of the most prime "real estate" in the |
| Internet age can help you bring the potential of | | | | world these days is at the top of the search |
| marketing your business into the virtual world. | | | | engine listings. The most widely used search |
| The Virtual First Impression | | | | engines rank Web sites by the quantity of other |
| The Internet has increased the expectation | | | | Web sites that link to them. This means that |
| among consumers that businesses will have a | | | | every article you publish that links to your Web |
| credible online presence. | | | | site can improve your search engine rankings. |
| Many of us now form "first impressions" of | | | | To find out about a new program that can help |
| people and companies via our Internet browsers. | | | | you quickly publish articles about your business on |
| From the moment your name and business | | | | web sites that reach your target market, please |
| appear in a Web browser to the moment your | | | | visit: |
| Web site loads, your first impression often means | | | | Build Online Relationships |
| the difference between a shot at your prospect's | | | | Most business networking used to happen when |
| business, or being shut out. | | | | we recommended an associate, swapped |
| Think about it. You have probably used the | | | | business cards, or connected with colleagues over |
| Internet to research a company or a person | | | | lunch. But increasingly, social networking is |
| you're considering doing business with. Certainly | | | | migrating to the Internet. |
| potential clients and customers are checking you | | | | Through social networking Web sites and online |
| out online, too. | | | | discussion lists, entrepreneurs can access virtual |
| Prospects you've never met are forming opinions | | | | communities of prospects and associates while |
| about your business at the click of a mouse. | | | | developing virtual "platforms" to generate leads |
| Internet first impressions are not just influenced | | | | and sales and establish themselves as recognized |
| by how your Web site looks, but also by how | | | | experts. |
| often your business appears or how high it ranks | | | | Marketing consultant Max Blumberg credits his |
| in a web browser. | | | | involvement in Ecademy.com, a business |
| Become an Online Center of Influence | | | | networking Web site, with elevating his business |
| We all know people who command rapt attention | | | | profile and generating new clients. "When I first |
| whenever they speak. Others want to listen to, | | | | encountered Ecademy I'd never heard of online |
| learn from, and emulate them. They are centers | | | | networking, but the benefits of a large |
| of influence, a distinction you can pursue online by | | | | community where I could share ideas and |
| developing the following qualities: | | | | cultivate new relationships was very appealing." |
| * Share inside knowledge with your target | | | | Blumberg started by posting a profile about his |
| market; | | | | business, then started sharing his knowledge with |
| * Participate, listen, contemplate, and offer | | | | other Ecademists. "I set up a club where |
| thoughtful responses; | | | | members could get help with common marketing |
| * Be willing to voice an opinion; | | | | challenges. Many of these people became clients |
| * Assume leadership positions in your industry | | | | and friends with whom I socialize. We reciprocally |
| Certainly, experience counts. But this is not the | | | | use each other's services," says Blumberg, whose |
| only prerequisite to becoming an online center of | | | | Ecademy presence has even been noticed by |
| influence that will earn you the distinction of | | | | large companies who are starting to contact him. |
| 'trusted advisor' within your target market. | | | | The key to building a niche community is |
| Start by making your Web site a resource for | | | | identifying your ideal customers and the |
| your industry. Feature lots of useful information, | | | | communities they belong to. By targeting the |
| including articles, links, downloadable files, customer | | | | best, most favorably inclined prospects within a |
| resources, and anything else of use to your | | | | niche, you can become your target market's |
| target market. Be generous and give, give, give! | | | | vendor of choice, and sell more with far less |
| Create a Virtual Podium with Teleclasses | | | | effort. |
| Teleclasses are a great way for businesses to | | | | |