"Outside
The
Box Guerilla
Tactics Marketing"
When you hear about guerilla tactics marketing, you automatically think of jungle warfare. That was the intention of the author who coined the term in a book. It was certainly a descriptive title, but Guerilla marketing, in some ways is misleading. Actually putting the tactics into practice is broader in scope than the image of warfare depicts.
Guerilla warfare is the only option open to small armies that are fighting against large, well-armed forces. It requires speed and wit, not brute force. This type of warrior slips in unseen, strikes and then moves on. His success depends on him using his smallness to his advantage.
When applied to internet marketing strategies, the small entrepreneur without a budget or a staff cannot possibly go head to head against the giants in the industry. No matter how hard he works, they have a virtual army working just as hard. They can spin out articles so fast and run dozens of sites in order to gain the lion's share of the market. He just doesn't have a chance against forces like that.
However, he can go places where they cannot. He can acquire genuine allies and followers by going into niches where he will be welcome and they will not. The big guns rarely have success in the forums or blog commenting fields because they are quickly shut out by those who frequent these niches. If the "little guy" goes into friendly territory in forums and discussion groups, he can acquire lasting allies.
If he has chosen a niche or niches that he would enter whether or not there was a profit to be made, he will have a good chance of finding a solid foundation for his business without even having to promote it. By offering genuinely helpful advice or even creating dispute and controversy, he will attract interest. This in turn will make people look at his website and learn more about him.
The people in his niche will be severely disappointed if all it is about is a heavy handed advertising campaign. On the other hand, if he offers them a reason to stick around, they will stay with him and his opt-in mailing list will grow.
As guerilla tactics go, these are a couple of the least original. They have been employed since internet marketing began. While they are tactics that one would do well to utilize, there are many more dramatic tactics that could be used. One of the most celebrated internet sites in history was not a commercial site. It was just a webcam that a young woman left on as she went about her daily business. She had hundreds of thousands of hits per day from people who just watched her cook and clean and watch TV. Had she been selling something, she would be a millionaire today!
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