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A bit of variety today: results
from a recent research, the conclusion of the online Strategic Alliances'
article, a subscriber's feedback and a free online service for you to try.
Hope you enjoy this newsletter,
Henriette
What annoys web users about websites
E-Marketer reports:
"A new survey conducted by Taylor Nelson Sofres (TNS) for Hostway finds that Internet users have plenty of complaints.
In July 2005, some 2,500 Us adult consumers were asked to identify things that
annoyed them about commercial websites. More than one-third of respondents
cited pop-up ads. Other sources of aggravation included having to register and
log in (16.7%), having to install extra software (15.7%) and slow-loading pages
(9.1%).
"If a Web page is
irritating, consumers are quick to respond. Over 75% of respondents said they
were "extremely" or "somewhat" likely to not visit an offending site again, and
three-fourths of users expressed some degree of likelihood about unsubscribing
from the offending company's promotional messages. Around 70% of users said they
might refrain from making purchases at that Web site, view the company in a
negative way or even refrain from making purchases in the company's offline
stores. Interestingly, only 25% voiced any intention to complain to the
company." (www.emarketer.com)
Make sure you don't annoy prospective buyers or you will bear
the consequences!
24 reasons to form online strategic alliances
Part 2 of 2: Promotion and New Markets
In
Part 1
of this article, we looked at product sales and development
from the perspective of an online strategic alliance. In this second part, we
conclude with how strategic alliances can position your business, help gain more
exposure and enter new markets.
Positioning and promotional benefits
-
Position your business
Strategic alliances position businesses in the minds of customers. That is why
your choice of strategic alliance partners is critical in securing your desired
business image.
Example: If you are associated with a University, people will perceive that your
offerings are supported by scientific evidence and academic ethics. If you are a
member of a home-based business association, people will see you as a cottage
industry or … one of those professionals who have a great lifestyle!
-
Trade invitations
A special invitation to your customers for visiting your strategic alliance
partners’ website or subscribe to their newsletter can increase your customer
base and result in extra sales when reciprocated. Viral marketing, the online
word-of-mouth, is more credible and powerful than any expensive banner
advertisement.
-
Exchange testimonials
Reciprocal testimonials serve as endorsements of each other’s businesses. It
costs nothing but reassures potential customers in regard to your
trustworthiness and expertise. It makes people more receptive to your commercial
message.
-
Swap adverts
Partners of a strategic alliance can save on promotional costs by exchanging
website adverts from their business. This a good way to increase traffic to
their sites at no cost.
-
Increase search engine visibility
An increased number of inbound links (links towards your website) will boost
your search engine ranking. One of the factors that determines ranking on search
page results is link popularity, which is based on the number and quality of
inbound links. Reciprocal links from strategic alliance partners will increase
search engine ranking for all concerned.
-
Cross-promote your businesses
Pool financial resources to maximise your promotional efforts.
Example: You could publish an ebook on health topics or projects that recommend
the use of products and services from both alliance partners. If you don’t have
the time or the writing skills to produce an ebook, share the cost of hiring a
ghost writer. To increase the readership, give it away for people to post on
their website. You may not make money from the publication of the ebook but you
will increase your exposure.
New markets
-
Increase your database
It takes time to build a valuable database of clients. Tap into your alliance
partner’s established list of qualified leads to grow your business quickly.
-
Reach local markets
With people increasingly performing local searches on the web, create alliances
with businesses located in different geographical areas. This way, you reach a
global audience of local searchers.
-
Enter closed markets
Gain entry to restricted or closed areas where your target market is
congregating.
Example: If you want to reach the members of a professional association to which
you don’t meet the criteria, create a strategic alliance with that association.
This type of sponsorship can entitle you to advertising privileges in exchange
for your products or services provided free or at discounted price.
-
Protect your market share
Align your business with key players on the web. Combining forces can erect a
barrier to competition.
-
Obtain competitive intelligence
Share sensitive information about competitors’ moves to set up appropriate
strategies.
-
Share market research
Exchange data collected in your market researches.
When assessing strategic alliance partners, consider these important issues:
- Trustworthiness: check credentials of a potential partner
- Compatibility of ethics and core values
- Language and cultural differences
- Expectations and commitment
- Contribution: present and potential
- Reputation and other affiliations of potential partner
- Products and services: must be complementary and not competitive
- Ability and willingness to share data and knowledge
- Intentions: short or long term
- Terms and conditions.
On the web, with just a few emails you can form strategic alliances that will
catapult your business into cyberspace.
Strategic alliance? Think collaboration and competitive advantage.
© 2005 Henriette Martel-Lawson
Email Bag
Following the
first
part of the online strategic alliances' article, I received this testimonial
from subscriber Eva Bett,
Virtual
Synchronicity praising the virtues of Strategic Alliances.
“As a small business owner
and developer of internet software, one of my major challenges is competing
against the larger companies that have copious quantities of staff, resources
and funds available to suit a customer’s many needs.
"The method that I have
used to improve my position in the market place has been to form alliances
with other service providers in fields that complement my own. Instead of
trying to be ‘all things to all people’, I have found people with similar
ethics and principals to my own and who can offer those services that I am not
highly skilled in. This means that my clients only deal with one provider
who outsources some services to get the best possible solution to meet their needs. And
I can get on with excelling in my
own particular field.
"Other strategic alliances
that I have formed are with some other web developers who specialize in a
particular area and know that we are able to service the needs of people who
do not fit into their core business.
"Each of these strategies
has proven to considerably improve my market share to the extent that I do not
need to advertise. In some instances a small commission passes between these
partnerships however the main benefit is the knowledge that each of us is able
to assist our clients with optimum levels of service and integrity.”
Look into your own situation, you will be amazed how many businesses are also looking
for a compatible strategic alliance partner to grow their business.
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You can also create a custom photo album of up to 12 photos.
Have a look at www.yousendit.com
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server.
Feedback and suggestions
are most welcome. Send to
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