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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.
Related Links:
Source: FAIDA
- Newsletter on Business Opportunties from India and Abroad
Vol II, Issue 14; September 5' 2001
Author :
Dr. Amit K. Chatterjee
(Amit worked in blue-chip Indian and MNCs for 15 years in various
capacities like Research and Information Analysis, Market Development,
MIS, R&D Information Systems etc. before starting his e-commerce
venture in 1997. The views expressed in this columns are of
his own. He may be reached at amit@infobanc.com
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