Last
week, we discussed why E-mail and Website are
not the only tools for business promotion and
learnt the basics of Newsgroups and Mailing Lists.
This week we discuss practical tips on how to
participate in Newsgroups and Mailing Lists for
best result.
Newsgroup and Mailing Lists are
great networking tools for establishing and developing
contacts with professionals, important for your
profession or business. However, these are not
advertising platforms (like Bulletin Boards) -
special care is necessary for using this powerful
tool.
Find
the right forum
There are tens of thousands of
Newsgroups and Mailing List - so one gets easily
tempted to join as many of them as time permits.
However, prudence demands that you choose groups
and lists carefully. Look for ones that your customers
are likely to frequent. If you are manufacturing
furniture, then joining a group on Interior Decoration
or Garden Furniture will be more fruitful than
your own profession of export and import.
A group dedicated to export import
issues would allow you to access your professional
colleagues and this certainly is a good way of
learning more about your profession, but won't
help you market your product or service. Also,
limit yourself to 2-3 groups and lists that you
can participate in actively. Otherwise, you may
be spreading yourself too thin
Share
your Expertise
This is the whole point of marketing
through newsgroups and mailing lists. Answer questions
that demonstrate your expertise. As people on
the groups and lists get to know you and your
business, your presence may generate customers.
For example, you might be a copywriter who frequents
a newsgroup dedicated to small business marketing
issues. You can answer someone's posting about
writing a direct mail piece by providing some
tips on what makes a successful direct mail package.
This will show your expertise on the subject,
that you have something compelling to contribute,
and that you are the kind of person they might
hire to do this kind of thing. You're building
your reputation without blatantly hyping your
business.
Respond
on- and off-line
Respond to postings directly to
the group or list if you believe the information
you're providing will benefit everyone in the
group. Respond one-to-one (off-line) if your response
is very specific and does not warrant others'
attention. For example, you might find that a
person's question or problem can be solved by
your product or service. In that case, send him/her
an email/fax introducing yourself and giving a
brief description of your product or service ("Hi,
I saw your posting about designer door frames,
and thought you might be interested in the line
my company produces..."). Send this e-mail/fax
to the person who posted in a one-to-one communication,
do not post to the newsgroup or list.
Don't
Advertise
The general rule of thumb is advertisements
are never appropriate for newsgroups or mailing
lists. If you're too pushy with a sales pitch,
people will see right through it and your are
likely to get negative response (what is commonly
called flame) than customers. Some groups and
lists allow limited types of advertising, but
you should be totally sure it is appropriate before
posting it. Posting a job listing in an appropriate
newsgroup is probably okay; posting an ad for
your business to a hundred groups is not.
Some other postings that fall into
the "must-to-avoid" category: surveys (the results
rarely benefit anyone but the guy who posts);
personal requests that don't pertain to the group's
charter; and chain letters.
Look
before you Leap
Sometimes, It is difficult to understand
the real subject of a newsgroup or mailing list
at first glance - you need to spend some time
reading it first. When you first join a group
or list, avoid the urge to post your opinion immediately.
Instead, read it over for a week or so to get
a feel of how people communicate, and what issues
are important to them. Groups and lists often
have a strong sense of community and speaking
out of turn on an irrelevant topic may not be
liked by group members. So, learn the ropes before
speaking up. If you're unsure about the right
way to participate, consider writing (via email,
not through the group or list) to an experienced,
friendly contributor in the group and asking for
tips. In a moderated list, the moderator may help
you.
Use
a Signature File
Many newsgroups and mailing lists
allow you to promote your business in your signature
file at the end of your posting. Your signature
file should include who you are, what you do,
and where people can reach you. This way, if someone
wants to contact you off-line, they have a way
of doing it.
**(for more information on Signature
File, please see earlier issue on e-mail tips)
Watch
your style
Observe basic netiquette rules.
Use punctuation in your postings, which makes
them easier to read and understand. Never post
a note in all capital letters; this is considered
the online equivalent of screaming at someone,
not to mention it's much harder to read. Additionally,
proofread your postings -- one that's full of
typos or grammatical errors will reflect poorly
on your business.
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