Unlike the “real world,” the online world is a collaboration and partnership between many web sites. Sure, there is competition, but web site owners realize more than others that they can grow faster and gain visitor loyalty by reaching out to other web sites, and sharing resources and advertising.
Partnering with Other Web Sites:
Unlike the “real world,” the online world is a collaboration and partnership between many web sites. Sure, there is competition, but web site owners realize more than others that they can grow faster and gain visitor loyalty by reaching out to other web sites, and sharing resources and advertising.
Beginning with the concept of “linking,” it is obvious that to be successful on the web, web site owners need each other. While two car dealerships in the same town may fear each other and view each other as “enemies,” two web site owners selling sports trading cards may view things differently.
On the web, your competition is only a click away. There are no traffic jams, bad parts of town, or better looking showrooms on the web, and nothing can stop your visitor, once he has seen enough, from clicking the most interesting link or banner on your site to move on, or returning to Google to find something else.
Your goal may be to close a sale. If so, then your best bet is to have a prominent newsletter sign-up form so that even if your visitor leaves your site, he will at least be on your mailing list so you can “visit” with him later via email, or send a follow-up note a day later. Still, if he clicks away, you want to try to have some input into where he goes.
Where do you want him to go?
If you’re a completely online company or blog, you want him to click on one of your ads, and hopefully you will be paid for his click, or he will buy something from an affiliate site, so that you will be paid.
One of your best friends can be another web site that’s on the same topic as yours.
By working with similar web sites, you stand a good chance of earning commissions on a sale (if they have an affiliate program), or, at least sending your visitor to someone you know, and hoping they can make a sale. Likewise, if they try to do the same, at least the two of you are working together against other competitors.
Consider trading ads with other site owners, or, working with other sites to allow them to provide an experience you do not offer, or vice versa.
Let’s say, for example, that you are running an online real estate company. Your visitor is searching for a certain house, and you do not have such a listing. Why not work with a few other agents, having banners that say, “Didn’t find what you wanted? Click here.” A banner ad sends your visitor to a friend.
If your friend does the same, neither of you will lose this visitor to other competitors, and you’ve just expanded your inventory, helped your visitor find what he wanted, and created a good experience for everyone. This also sends a message to visitors that you care about helping them find what they want – even if you don’t have it! That builds trust, so that when the right prospect comes along, he won’t hesitate to buy from you.
Membership sites and blogs refer to each other all the time. A good site is not afraid to send someone elsewhere for more information. Your visitor will appreciate the point in the right direction, and your site will be noted as an excellent resource.
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