Jay Conrad Levinson offers an exceptional introduction to a range of Internet marketing tools. It’s great for newbies, but it also has ideas that a lot of industry experts fail to use. Read them to get effective guerilla strategies, case studies, and low-cost tactics for maximizing traffic. In short, read them to learn the rules of guerilla Internet marketing.

With a website, your primary rule is obtain contact information from your visitor. Your visitors‘ email addresses are very valuable to you – collect them and you’ll be sitting on a gold mine!

* There are many things you can offer your visitors in exchange for their contact info (specifically, e-mail address):

Free „White-Paper,“ E-Book, or How-to-Article (ex: see our web design landing page offer – 9 Tips for Better Web Marketing)

Give them a subscription to your industry-centric periodical with the latest news.

Discounts or special offers available only by email

Anything else irresistible that your visitor can’t help but be intrigued by (ex: ‚Little Known ______ Secrets Revealed!“) – it may sound corny, but it works!

* Use your web site as the first resource for customer support.

Once you have your site visualized, think about it from the perspective of a new visitor. What questions would you have? Create one or more FAQ pages to answer these questions, possibly creating links to articles within the site. Remember to keep your answers brief and to the point. Your objective is to give your visitors some quick answers to their questions to get them interested in looking around further.

* Use your website to sell your product.

It’s easy to learn how to write direct sales copy that will sell a product by presenting compelling arguments, flow, and calls to action. If you compare the cost of setting up a physical store location and the cost of a great website with professionally written sales copy, and a full-feature e-commerce store, you could have an entire online business set up for the cost of your first year lease.

Most Internet users feel comfortable making purchases online if they trust the website, but this will depend on your client base. Visitors psychologically program themselves to trust sites that meet their expectations through the online experience it gives them. Being compliant to these expectations is the name of the trust game. Streamline the steps between the visitor first landing on your web page, and the end of the checkout process, or you’ll experience a much higher abandonment rate on your transactions.

* Your website can market itself by using guerilla marketing techniques.

Using what is called ‚Search Engine Optimization,‘ (SEO) you can help move your site to the top of the search engine results pages for your important keywords. The website traffic you generate from these leads is absolutely free, but can require a small to large investment depending on how competitive your industry is. 10 times out of 10, it’s worth it. Talk to an expert or start researching yourself to find out how you can get to the #1 spot.

While your SEO campaign is ramping up (for most keywords, it can take anywhere from 4 months to 2 years to reach the top spot, depending on industry competition), the easiest way to get traffic is to pay for it. You can advertise on Google, which essentially can send you as much or as little traffic as you’d like – for a price. It can be an excellent way to bring instant traffic to your website, but it’s not sustainable unless you effectively monetize it.