Some businesses have a misconception that just because their company doesn’t have to do with the Internet, they cannot use the Internet as an effective marketing tool. After all, you can’t do lawn mowing or dry cleaning on the Web.

But the Internet is more than just an extension of service or a sales vehicle. It can be used as part of your marketing mix. Even a retailer or service company can supplement their advertising and marketing effectively by using a website and e-mail as loyal builders. Here are some tips that you can utilize to make this possible.

Tie-up with auxiliary products and services – An effective tool on the Web is the concept of affiliate programs, wherein you pay people who recommend your products. Start by finding non-competitive companies that share the same database of similar customers. Have them send an e-mail to their customer list referring them to your product or service. When someone orders, give the referee a commission. The more people who link to you, the higher you would end up on search engines. Think of it as hiring commissioned salespeople who spread the word about your product or service.

Consider joint ventures – Retailers and service companies can bring their products and services to non-competing businesses and arrange for them to endorse the products to their existing database. You pay for the mailing and split the profits. For instance, your ladies clothing store can provide to their customers who buy a certain amount of clothing a stay at a health spa on discounted price.

Provide education through information – Set up informational articles on your website. For instance, describe the industry standards, ethical practices, benefits to look forward to as well as pitfalls to avoid. Since you are the one providing the report (and appear to be transparent and honest about it); people would naturally want to do business with you. Send out frequent newsletters and articles that get them to come to your store.

Think of reward programs – Consumers today are surrounded with different offers and discounts. It is becoming increasingly difficult to rise above the pack and establish a profitable base of loyal customers. An effective suggestion is to reward your consumers based on their buying habits. Those who have just bought from you are more likely to buy from you again, if you give them the opportunity. Use this knowledge to offer merchandise and services immediately after purchase or while you ship their merchandise, but first you have to gather their e-mail addresses first. For example, provide your new customers through e-mail gift certificates or discount offers at a limited time.

Frequent visitor programs – Companies can use their web presence to promote their frequent buyer programs to their sites and services. This can be as simple as a “buy one, get one free” to complex rewards system based on cumulated points on every purchase and frequency of transactions. Online materials range from new customer kits, fading customer letters, and birthday greetings. Another suggestion could be rewarding customers at random and surprise them with special gifts or offers. In this way, you are developing a relationship with your customer.

Get feedback and respond to it – Prospects and clients who use the Internet enjoy expressing their opinions. Make it the perfect medium to gather information fast about what you offer by setting up chat rooms, online forums, surveys, and discussion boards. Don’t forget to participate in the interaction and establish rapport with your visitors, which eventually will lead to increased sales and loyalty.

Set up database marketing – Building loyalty is more than just constant discounting (which only lowers your profits). Put up a database of your customers so your company can tap into the goldmine that is right before your eyes. After gathering e-mail addresses of your willing customers, send them newsletters, announcements, and messages.