I have been posting a series of articles describing what I first referred to as an Internet Message Delivery System (IMDS). Recall that from my perspective, anyone trying to deliver a message via the Internet is really marketing and therefore my IMDS could also be thought of as the broad view of an Internet marketing system.  They are effectively, one and the same to me.

IMDS - aka Internet Marketing System

My previous post described the Attraction Zone portion of the IMDS flowchart, today’s post focuses on what I refer to as the Capture Zone.  Members of the Target Audience are ready to enter the Capture Zone after multiple constructive contacts with valuable content.  When they reach a certain level of comfort and enough interest has been generated, the nature of the interaction can shift and become more focused and personalized.  When that point is reached there is a transition from attraction building by repeated exposure to valuable content to more direct and focused contact as they shift into the Relationship Building Zone after passing through the Capture Zone.

Let’s stop and evaluate a few examples describing what happens as people encounter and pass through the Capture Zone from different avenues of attraction marketing:

• One group of people arrives after multiple exposures to valuable content (articles, webinars, videos, etc.) in the Attraction Zone. When first encountering the Capture Zone, they are usually offered an incentive (free e-book, video series, consultation, newsletter, etc.) via a simple squeeze page (lead capture page) in exchange for providing their basic contact information (name, email as a minimum).  Once they provide their contact information they leave the Capture Zone and enter the Relationship Building Zone.

• Another group may arrive via social networking activity (Facebook, Twitter, MySpace, etc.). The transition through the Capture Zone to the Relationship Building Zone may occur as it did with the first group (squeeze page offer) or might come from direct interaction and an offer/request for more information during social dialogue.

• Some people use Pay-Per-Click advertising (more for marketing than message delivery) to connect with the Target Audience using select keyword phrases and focused ad copy. Once clicking on the link, the person may either be directed to a squeeze page or an information-oriented page with a link to some lead capture feature (widget on page, pop-up window or squeeze page).  After providing the contact information, they also enter the Relationship Building Zone.

The main purpose of the Capture Zone is to help those members of your Target Audience with heightened interest to commit to the next level and enter the relationship building phase by providing their contact information.  Once the commitment is made, more focused interaction begins leading to a stronger relationship, which is the topic of the next and final blog post associated with this series.

Anytime we venture out onto the Internet to deliver a message, we’re instantly afforded a huge opportunity to deliver the message considering the almost infinite number of people on the “Net”.  Network marketing businesses looking to the Internet to enhance their MLM lead generation activities are one group in particular needing to tap into the “Web” universe with their messages.

This post identifies a “Generic Internet Message Delivery System” that can be adapted and modified to fit almost situation where the goal is reaching people with specific interests on the “Web”. The associated diagram shows the general format of this system and the flow of Internet surfers from the “Net Cloud” to “Message Delivered”.

IMDS - aka Internet Marketing System

Even though audience potential on the Internet (the blue cloud in the diagram) seems almost limitless, we are instantly confronted with a very significant problem … “How we reach those people that have an interest in seeing or hearing our message”.

Those people are often referred to as either the “target audience” or in some circles as the “target market” (identified by the light-colored asterisks).  And of course, the nature of your message ultimately defines who they are.

Great! ……. Problem solved, right?

Well, yes and no!

Although we now have defined the types of people interested in hearing or seeing our message, the next dilemma pops up!

How do we get their attention?

Simply stated, you have to attract them (Attraction Zone).

Though attracting your target audience sounds simple, it’s somewhat complicated and does take work and/or money.  One popular method of attraction on the Internet: provide valuable information (content) that helps lead them to the solution to a problem or answer a question.

As you become more attractive (creating great content), some members of the target audience eventually become comfortable with you.  Wanting even better information, they take you up on an offer to communicate with them more directly and enter the “Capture Zone”.

Once they provide their direct contact information (name, email or other information they agree to provide), you are in a position to start direct contact and interact with this select group. During this time of personal interaction (spent in the “Relationship Building Zone”), these people not only become more familiar with you (as you do with them). At that point a level of mutual trust evolves and the relationship flourishes.

Bonding and building a level of trust with anyone is cool but the other thing that typically happens in this scenario, your message is delivered and warmly received ….

And remember … that was the ultimate goal …..

As I mentioned above, this basic model fits almost any message to be delivered on the Internet and even broadly defines a basic Internet Marketing System.

Return to the Classroom Guide page to access the rest of the IMDS series to see how the details of each of the elements in this basic model unfold explaining where things like: content, PPC, squeeze pages, initial offers, funded proposals, auto-responders, email series and a host of other marketing tools fit into a more specific Internet marketing system.