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Posted On
Dec 19, 2007
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 With the world hopping on the Web 2.0 bandwagon, your not alone thinking of how to make a difference in the Web 2.0 Marketing approach and exercise this ubiquitous inflatable term in the best possible method. If you don’t care enough about Web 2.0, you might skip this article, and if you do you likely to spend some time learning about it. So read on, because we’re going to talk about the dos and don’ts of Web 2.0 Marketing. With every company on the web targeting on Google ranking, we can see this art of marketing heading nowhere. But the way content is changing on Web, I’m sure the manner people interact is highly affected. Given this time I shall share my personal list of Web 2.0 Marketing “Do’s and Don’t’s.
Web 2.0 Marketing Do’s
Create lucid Business Objectives
Even before launching a campaign of any kind it’s very essential that companies should realize their business objective for the Web 2.0 marketing efforts. If you think it makes no sense of having blogs, podcast, or pointless viral marketing campaign launch if your company is not clear with the strategy.
Understand Your User Community
You can’t generalize a set of people and apply the same rules on all. You need to spend time and interact with your user communities that are relevant to your Web 2.0 Marketing segment. You need to notice what influences them and shapes their conversations. Try and identify the topics, the people and the best way to engage them.
Set your metrics
You can’t manage what you can’t measure? Web 2.0 Marketing is no exception to this rule. A lot of people might find this a little hectic but it makes the best way of carrying more meaningful strategy. Just imagine your boss walking down to you and asking about how is your Web 2.0 Marketing campaign doing. Just don’t become a slave to a specific kind of business metric, instead see what is more relevant to your business type and the objectives.
Take a built-in method to your Web 2.0 Marketing efforts (Keeping SEO in mind)
With so much talking happening on SEO, the fact still remains in integrated methods to search and Web 2.0 Marketing. Web 2.0 and especially blogging can have extraordinary impact on search, ofcourse depending on how intelligent your blog is, if you use the right phrases and keywords and keep fresh content running with flowing incoming links/comments/trackbacks.
Introduce your Web 2.0 Marketing strategy to Widgets
As precious as your content may be to you, ultimately it means little to your user community if they are unable to interact with it, share it, and personalize it. Make your content important to your audience. We are in a world of active generation and it opens new methods of monetization. Widgets are new ways of distributing truly creative content to passionate, informed, and engaged audiences. You can embed them into your company Website and share bookmarks using del.icio.us, or chronicle company events with Flickr, a popular Website for sharing pictures. Another benefit of using widgets is that the best content from your Website can be in two places at once.
Allow Invites
Provide a simple page in your Web 2.0 marketing appl which contains some hassle-free HTML forms to allow your users to invite their friends through e-mail. Call it a “Tell Others” or “Invite Others” page. They can simply key in a few of their friends’ email addresses into the form with a template invite message automatically inserted for them, and hit submit. This method of Web 2.0 marketing makes use of the proven “word of mouth” marketing. Believe it, a simple function like this can do wonders. So make sure you have a function like this before launch.
Web 2.0 Marketing Don’ts
Not understanding the difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
A lot of companies don’t clearly realize the difference in SEO and SEM. Where SEO depends on a website’s structural design and tect based content and the the links, whereas on the other hand SEM is Paid advertising also known as Pay-per-Click (PPC) advertising. Evaluate website developer’s understanding of search engine friendly website design. Don’t pick the keywords for your Internet marketing strategy without doing keyword research.
Don’t SPAM
Many people go to different social networking sites like MySpace and Facebook. We know those sites are best for driving traffic to your main web site. But by not having a focal point to send people to, you are not maximizing your social networking. In fact, you might end up spreading yourself out so thin that all of your social network marketing is rendered useless.
Don’t assume an extra too soon
A lot of companies try looking out for overnight success, but with Internet as a communication platform for all there are very few people who grab some audience. One needs to assure that their Web 2.0 Marketing efforts should not earn any kind of infamy. Companies should support their opportunity with authenticity.
There has been a very obvious change in the focus from "technology" to "people" and it is no better demonstrated by the shift in the technological demands visible from last few years. While a number of users previously focused more on solutions for very particular technological demands, the shout nowadays is for applications that allow for far more end user involvement and input.
Although some people would disagree with my list of Do’s and Don’ts and indeed claim that the opposite is actually more accurate-the fact remains that the Web 2.0 Marketing is increasingly reliant on the varied input from its users and the dividing line between people and technology is becoming more and more blurred as time goes on.
Some Related Articles:
The Do's and Don'ts of Web 2.0 Marketing
Network Marketing
Measuring Web 2.0
Link Building and Relationship Marketing
Business Website Building Do's and Don'ts
Do's and don'ts of corporate blogging
Business Blogging
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