Date: November 28th 2007
When Bobby McFerrin wrote the song “Don’t worry, be HAPpy!” I bet he didn’t realize at the time, he was writing the future slogan of online marketing for small business owners.
What is H.A.P. and what does it stand for? H.A.P. stands for “Host Appreciation Program” and it’s the key future to every small business person in the world. The bread and butter to every small business owners is to keep their clients happy at all times. In fact, when the campaign isn’t going well and their clients aren’t seeing their return on investment (ROI), most will brush their hands off with you and bolt out of the campaign, which in translation means “sink or swim”.
If there’s one thing I’ve learned the last 12 years in the online marketing business, and it’s my golden rule in “business life”, it’s that “Less is more”! Why is it in business, we always have to say, “Ok, what’s next?” or “how can I get more of this or more of that?” or “how can I make this bigger?” Ah yes, the old “more and bigger” strategy which is probably the biggest downfall of most business models.
From an advertising point of view, at what point does ad saturation in business kills a web site? When you go to a site that features 10 or more banner ads with over 50+ “click here” links, are you really looking out for your client’s best interest or are you just being a banner farm or a traffic cop telling people where to go? Greed is an ugly evil my friends and raking in the money with the “optimism” your visitors will support your clients by clicking on their banners is a poor business plan that has a short business life span.
For example, big “public companies” are under such pressure to perform due to their stock prices, they must go out and invent the next big thing or live by the famous quote of “gobble or be gobbled”. The problem in today’s work force is the lack of vision by big companies, due to the fact they have impatient owners or stockholders who want to get rich now, but don’t want to wait to get rich. I’ve always stated; “businesses try too hard to hit home runs at their first plate appearance, instead of just trying to hit a single”. Eventually those singles will still make its way to home plate for a run.
If big advertising money is leaving traditional communication mediums such as print newspapers and magazines, along with electronic airwaves like radio and TV, then where is that money going and why? Doesn’t take a genius to figure it’s going online, but the main reason why it’s going on line is because they can track which site is making them money and which site doesn’t scratch that itch. Some sites may have tons of traffic, but just don’t bring the return on investment (ROI) the clients are looking for and there’s tons of reasons why this happens. I could list hundreds, but I’ll just point out a few of interest; ad saturation, doesn’t fit the online demand and distractions of the environment. If I’m on a social networking site, I’m there to interact and get on with my business and leave. I’m not there to look at mortgage rates or test drive a ford from a retailer close by my home.
However and this is the part where you say finally, get to the H.A.P. program already!
If you ask me, the two biggest buzz words in the online marketing game today is “Recommendation and Appreciation”. In the “offline” world, they always say the best advertising is “word of mouth” and what better ways to find something you want by getting a recommendation from a buddy who appreciates the service or product they’ve receive. That’s why H.A.P. is the key to potential small business owners.
Let’s face it; if you own a small website with a posting forum or have a system that allows you to interact with your visitors, then you have the opportunity to recommend a product or service. Furthermore, if you own a forum or blog and your visitors are at the site every day sharing information and interacting with your guests, then you’ve built up the credibility factor and they will consider you an online host they can trust. Trust and loyalty are two of the most important elements in the online world and without those two qualities, you’re better off digging ditches for a living.
Using the online gaming industry as an example; I own a website called Phoenixsports.com and people have the opportunity to create their own forum and blog communities. Ask anybody in the posting forum or blogging world, the main attractions to any posting forum or blogger’s site is the content their visitors provide. In fact, I’ll bet you 99.9% of these people who are posting content for free on social networking sites such as posting forum and blogs are making the owners of these websites very rich off their energy. Why should forum owners or blogging sites receive revenue off other people’s hard work and talent? Let me ask you this question; If a content contributor who frequents a forum or blog on a daily basis, donates hours of content to that website, shouldn’t they be compensated for their efforts? Of course they should, they are the real stars of that site! Every forum or blogging sites have their own stars and most are not getting any forms of compensation.
Therefore, by giving these content providers their own space and community, people who visit their section on a daily basis, will have the opportunity to show their appreciation by joining that content providers “H.A.P.” affiliate program and this person will receive compensation from their H.A.P Partners. There are literally hundreds if not thousands of affiliate programs in the online world and any company who provides an affiliate program can be your partner. It works like this; when a new user buys a product or signs up for a new service, the affiliate program software will give credit to the referral department to tell them this new buyer came from this referral. Therefore, either they came from Google, Yahoo, MSN, Johnny’s pond shop or even Tricky Dickey’s card store on eBay, why not get into the game with your own H.A.P. program and get compensation for sending somebody to your company.
It’s simple, it works like this; you visit a social networking site like Phoenixsports.com, you enter a posting forum area hosted by a regular Joe or Jane, and if you appreciate the environment that host has created, you click on their H.A.P. button and support their H.A.P. partners. Let’s say I’m at Phoenixsports.com and I like JT Sneaks “Handicappers Hut forum” and I’ve been using this site for 1-year and I’ve made allot of friends and made some beer spending money by playing in the office football pool. As a result, if I wanted to thank JT Sneaks for keeping a respectable online community, I will support him via his H.A.P. partners. This way, I know my money is going to a host I believe has credibility, integrity and by supporting his clients, allows us to keep this place going.
In fact, the key to any H.A.P. program, you know there’s a mentality already created in the environment where the days of website owners don’t have to beg for visitors to click on banners or links for survival. The responsibility in this system is a shared one, as everybody in the social networking community is aware on what needs to be done to keep this place going and by supporting the “host appreciation program”, you are keeping your online home on life support. Therefore, once new user enters the forum or community, word of mouth from others will help all parties to keep the good thing going.
The secret to any information or social networking site is “content” and everybody who works online knows Content is King! Furthermore, with a pro-active system like H.A.P. there’s a moral obligation and responsibility from the community to make sure the right person is compensated for their online environment, otherwise it’s more begging from site owners to click on banners and links. The ultimate nail in the coffin for website owners is when they have to convince or trick their visitors to click on their affiliate banners or links. Let the right people be compensated for their hard work and H.A.P. is the right system that meets everybody’s business goals.
Let’s face it, what looks like a better strategy, hoping people click on banners or having a system like H.A.P which has the support of a whole online community?
Let’s sing it together, “….Here is a little song I wrote, you might want to sing it note for note, don’t worry be HAPpy …”