Welcome to a brand New Year... and to a brand new blog!

The posts you’ll read in this blog at http://www.fluidstate.com are my offering for furthering an understanding of how Internet marketers and on-line business owners can employ highly successful on-line marketing strategies -- without resorting to what I call low trust tactics.

Marketing with integrity, using 'white hat' rather than 'black hat' techniques and being honest and ethical need not compromise your success. In fact it makes sound business sense. Furthermore, I predict that an emerging trend in e-commerce in 2006 and beyond will actually require that Internet marketers raise their game and exercise far greater integrity in the way they operate.

On-line businesses large and small need to understand that building a successful, sustainable on-line business means building trust and long-term relationships with website visitors and customers.

The question we all should ask ourselves, and one of the first questions that I pose to any potential new client is:

Are you committed to the long-haul, building a solid, sustainable business from the ground up?

For many small business owners with limited budgets, the idea of the 'long haul’ may sound daunting. There is a risk of having to run on empty for too long before decent profits start to be generated. Many so-called Internet marketing gurus pray on this anxiety, selling e-books, courses and software tools that promise incredible results, in next to no time and with little effort.

A few websites built around such big promises may still be generating decent profits - but they are the exception rather than the rule. And are the handful of successful websites likely to survive the shift towards a more mature Internet marketplace where consumers demand ever higher levels of security, integrity and customer service?

To follow are some underlying themes which will be vital to the long-term success of any on-line business in 2006 and beyond:

1. FIND YOUR UNIQUE VOICE

The average Internet shopper doesn’t want to be funnelled into a 'quick buck’ paint-by-numbers on-line marketing system. They expect a business to have its own unique identity, in keeping with its philosophy, principles and personality. What are your company's core values? Make sure that all aspects of your communication embody these values and reflect who you are and what you stand for.

2. BE CUSTOMER-FOCUSED

One of the great myths that the gurus have peddled over the past years is that we can all own on-line businesses that can be run almost entirely on auto-pilot. But for most business models, providing quality customer service and sales assistance has become a priority. Why? Because customers expect it! If you don't currently offer adequate support and sales assistance to your customers, put in place a plan to make improvements now.

3. UNDERSTAND CULTURAL DIFFERENCES

Some of the most high profile US based Internet marketing gurus have been responsible for teaching strategies that are culturally inappropriate for audiences outside of North America. The mix of 'buddy-style’ sales copy with hard-sell tactics is for example, mostly inappropriate for a UK, Japanese or European audience.

4. ACT WITH INTEGRITY

Integrity can be described as "Doing the right thing, even when nobody is looking". Avoid any techniques that undermine you and your company's good character. I'll cover this subject in greater detail in future posts. For now, just ask yourself honestly if every part of your current marketing strategy is completely ethical and honest. Make it a New Year's resolution to ditch any underhand or suspect techniques and replace them with more principle-based marketing methods.

5. BUILD RELATIONSHIPS

Here I am referring not only to your relationship with your customers and prospects, but also with your peers, business community and even your competitors. Few businesses flourish in isolation, so make it part of your agenda in 2006 to network, make connections and build up a base of trust and respect that will stand you in good stead in the future. Unexpected business opportunities will be sure to follow!

6. BE A REAL BUSINESS

People are understandably sceptical of websites which do not publish a real address or phone number. If you are running a virtual business, do what you can to make your business more legitimate. Register as a limited company, publish your company address on your website and have a real phone number where your customers can reach you. If you are on the road, use a YAC number (http://www.yac.com) or SkypeIN (http://www.skype.com/products/skypein/) to remain reachable.

7. OFFER ONLY WHAT IS OF TRUE VALUE

Don't sell anything you wouldn't buy yourself. Believe in the products or services you offer. Consider what you can offer that is truly unique and potentially valuable to your website visitors and customers. Instead of selling someone else's eBook on a commission basis, consider writing and publishing your own. Commit to clearing all that 3rd party junk and affiliate links from your website and base your income streams around selling authentic, original products and services.

8. RAISE YOUR STANDARD OF EXCELLENCE

Make a commitment to improve the quality of every aspect of your on-line strategy. Perhaps 2006 is the time for re-writing your sales copy, re-designing your logo and moving to a more reliable shopping cart system. Take more care and pride in each and every thing that you do.

9. GO THE EXTRA MILE TO SERVE YOUR CUSTOMERS

Where can you make that extra effort to serve your customers and distinguish yourself from the competition? Consider calling your best customers and wishing them a happy New Year. Say 'thank you' for their business by offering a discount on their next order. Practice random acts of kindness and caring. It's sound business practice and it will also make you and your customers feel good!

10. DON'T BE AFRAID TO ASK

Last, but by no means least... ASK! If you don't know how to improve your service, set up an on-line survey and ask your visitors how you could improve your website (remember to offer an incentive!). Talk to your customers. Ask your staff if they have any ideas for how to make improvements and reward them if they are implemented. Don't be shy in asking for advice and support from those who may be able to help you.

Wishing you a successful, prosperous 2006 and beyond!

Simon Bowen, fluidstate.com