How To Use the Multiplier Effect in Web Marketing
One of the most exciting things about doing business
online is the Multiplier Effect. It's the principal
factor behind some of the fortunes that have been made
on the Internet.
How does it work?
The Multiplier Effect occurs when your marketing
A) replicates itself over and over again, or
B) feeds into other marketing techniques
A classic example of the first kind of Multiplier
Effect is the Free E-Book.
Ten people download your Free E-book and offer it from
their websites. Those ten people each get downloads
and it's now being offered on 100 websites, and so on.
The second type of Multiplier Effect occurs when one
marketing technique results in benefits from another
A good example of this is Link Exchange.
Let's say you get links on 100 different websites.
When the Search Engines spider those websites, they
find your link. Your 'link popularity' then increases
and as a result, your ranking in the Search Engines
This kind of Multiplier Effect often results in a
Because your website now ranks higher in the Search
Engines, more people want to exchange links with you.
You now have links on 300 different websites. This in
turn gives you an even higher ranking in the Search
Engines, and so on.
Some marketing techniques have no Multiplier Effect.
For example, posting to FFA sites - after only a few
hours your ad drops off the FFA site and you have to
One of the most powerful Multiplier Effects I know of
occurs when you write Ezine Articles.
The main purpose in writing Ezine Articles is to get
them published in Ezines. And that on its own will
bring you a lot of highly targeted traffic. But the
benefits don't stop there.
When your Articles are posted on other people's
websites you get free links (from your Resource Box)
back to your website - more traffic. This increases
your link popularity and so your ranking in the Search
Engines goes up - more traffic. Eventually you'll find
your Articles appearing in Free E-Books - even more
As you can see, this kind of Multiplier Effect rapidly
builds up its own momentum - after a certain point
it's virtually unstoppable.
Here are 2 ways you could start using the Multiplier
1) Launch a Free E-Book
Start collecting Ezine Articles on a particular topic.
The topic could be 'Search Engine Positioning',
'Website Design', 'Affiliate Programs', 'Ad Writing',
'Choosing a Web Host', or it could be on 'Parenting',
When you have about 25 good Articles on your chosen
topic, contact the Authors and ask their permission to
include their Articles in your Free E-Book (with the
Author's Resource Box).
Make sure your free E-Book has plenty of links back to
The secret to making this technique work is to ensure
that your Free E-Book is closely related to the theme
of your website. For example, if you market 'Search
Engine Submission' tools from your website, an
excellent topic for your Free E-Book would be 'Search
Here's a tip that will help you find out exactly how
much traffic you're getting from your Free E-Book.
Make a copy of your index page and re-name it
something else, such as:
In your Free E-Book, instead of linking to your home
page (index.html), link to the duplicate home page
(free-ebook.html). This way, you'll be able to check
in your webstats exactly how many visitors are coming
to your website from your Free E-Book.
Include a short note on the index page of your Free
E-Book telling people that they are welcome to give
away your E-Book from their website.
Then submit your Free E-Book to these directories:
2) Write Ezine Articles
Whatever you do on the Web, you must have picked up
dozens of tips along the way - tips that would be very
useful to other people who are just starting out.
Turn those tips into a series of articles, give them
catchy titles and submit them to these 'article
announcement lists' (you'll have to subscribe first):
Then put your articles on autoresponder and submit
them to these 'online article archives':
Think of your Articles and Free E-Books as seeds -
scatter them around, then watch them bear fruit and
(c) 2000 by Michael Southon
ABOUT THE AUTHOR:
Michael Southon is the
author of the popular new E-Book, 'Ezine Writer!'
Discover the #1 Secret of Ezine Marketing - More Traffic, More Sales - click here
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