Walk Like a Giant, Sell Like a Madman

10.6. Establishing a Strong Internet Presence

If you are not marketing on the Internet, then you are missing out on a huge segment of the population. Just because most homeowners and buyers are not carrying out transactions on the Internet does not mean that they are not shopping on the Internet. More and more people do their preliminary research on the Web before they ever get serious about buying or selling anything.

By establishing a presence on the Internet and building a reputation as the go-to guy or gal for the products and services you sell, you position yourself to become the sales representative of choice when someone is finally prepared to make a purchase.

To establish a strong Internet presence, focus on the following three areas:

1. Blog: Blogging provides a quick and easy way to establish yourself on the Web. Posting content is as easy as filling out a form. For details about adding a blogging component to your self-promotional and marketing campaigns, refer to Chapter 11, "Blogging Your Way to Credibility."

2. Web site: Having your own web site enables you to set up a home base on the Internet—a place where people can find you with the click of a button, no matter where you happen to be doing business. For details on how to maximize the use of a web site in marketing and sales, refer to Chapter 13, "Creating and Maintaining Your Own Web Site."

3. Social merchandising: Consumers often hesitate to make a purchase, because they are waiting for permission from their peers. With ...