Websploitation

As I prepared for a conference I spoke at this week on the subject of Online Public Relations (hence the delay in your receiving this week’s marketing tip. As for my conference appearances, I’ll plug them down below - it’s too early to start now), I started to think about our cozy, little marketing tip list here, and how this subject would probably benefit the list subscribers immensely.

I use the term “online public relations” - or “online PR,” for short - quite loosely at times. In this interpretation, online PR is anything that one can do to promote a web site that doesn’t cost any money: site linking, directory listings, search engine submittals, content placement or content sharing, participating in online discussion groups, bulletin boards, forums, etc.

The thing is, a truly successful online PR negotiator doesn’t just execute these activities…they really work it, Baby!! (as Austin Powers might say). They are the supreme “websploitators.”

Let’s define “websploitation” for a moment here. Websploitation is a Hollis word basically meaning that you treat every online interaction as a traffic-generating opportunity. Websploitation begins with the most rudimentary, most pervasive, most inexpensive of all Internet tools: email. It’s usually the first reason people want to start using the Internet, and it is still the most popular use of the Internet. It’s also typically the first thing that people do each time they go online.

Does this mean I am advising you to go out and send everyone on God’s green earth an email? NO!!! That’s spam. What I’m saying is that email is an incredibly powerful networking tool that can be highly effective if used properly. In the Web Ad.vantage archive is a tip from 9/29/99 called “E-Networking” addressing this subject, which is a great primer to “websploitation.”

When and how to websploitate?

* When you read an online article that’s really relevant to your business - contact both the author AND the ezine/web site on which it was published and explain how they might be interested in and able to use your own information.

* In response to an online bulletin board or discussion list posting -
a) If you think you can do business with the participant who authored the post, send them an introductory email
b) If you have relevant knowledge, answer the post and get your name out there in lights
c) P.S. It doesn’t hurt to initiate a posting either - ask your peers to help on a difficult matter OR pose a question to a group that fits you target audience demographic.

* Troll the “contact us” pages of online publications - look for the editor’s name and contact information; send out an initial, brief introduction and ask them for advice on how to communicate with them in the future.

* If you find online newsletters that fit your target audience - can you offer something of equal value to this newsletter in exchange for some visibility? Ask!

* If you come across a great site whose product or service mix complement your own - email the webmaster and get a dialogue going. You can start by asking for a link placement, but there may be plenty more you can end up doing together to help promote each others’ sites and grow each others’ businesses, big and small alike.

* If you’re looking for something in particular, use search engines, visit those sites it lists in its query results. If you find one that really fits, again, contact their webmaster.

The key is to remember that *all aspects* of online interaction are one-to-one. That means you’ve got to build trust. If you’re going to send out an email, try to personalize it. Be humble. Work on establishing relationships by being courteous, polite, and by responding to your emails in a timely fashion.

If you don’t have a personal response time to email established, make one. In the online world, your chances of making a good first impression are even slimmer than off-line, and response time is a big part of that. I’d recommend no more than a 24-hour turnaround time, even if it’s just to say, “Got your message, am swamped, but will get back to you.” (auto-responders can help with this, too, but they are less personal, so proceed with caution here)

Whatever the case, being timid does not help the Websploitaton, so pipe up at any opportunity!

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