One way to form an alliance is by having an agreement with your competitor that you would endorse his/her ezine in yours and he/she reciprocates by doing the same thing. However, ensure that you endorse an ezine that you think is worth it. Do not ever endorse something just for the sake of building relationships. This can have dire effects on your campaign later on.
Secondly, you could swap your ads with other ezines. For instance, you could publish your ad in a competitor’s ezine allowing him to do the same in yours. Besides, by doing so you wouldn’t have to pay for the ad.
Thirdly, you could exchange content with your competitor ezine. For instance, you may request your competitor to publish one of your articles in every issue of their ezine. To reciprocate you could publish one of their’s in your own ezine. Content exchange can yield great results for your campaign. However, you need to make sure that the article you submit is compelling and includes a signature at the end.
Word of mouth
“Word of mouth” advertising can be very effective. Besides, it is completely free. The Internet takes this ancient form of "buzz" and promotion and amplifies it with a global network of people connected digitally. "Word of mouth" now has an Internet version called "word of mouse" (computer mouse). With greatly increased speeds, people refer things to their friends and families spreading the word through the Internet and to the far-reaching corners of the world. This can be done for your ezines as well.
Many smart marketers and publicity people have learned to harness the power of viral publicity with Internet "Tell-A-Friend" promotional techniques and tools.
Providing incentives as part of the “Tell-A-Friend” technique ensures higher success rate.
For instance, the website www.wz.com conducted a giveaway contest where they gave away 4 Sony PS2's before Christmas as a website promotion. They also gave people who had entered the Giveaway the opportunity to get additional entries and additional chances to win by telling a few of their friends on the “Thank You” page.
On the “Thank You” page, every giveaway entrant received the following message: "Tell your friends about WZ.com, and get an additional entry for each friend you email." In return for the favor, they received an additional chance to win for every friend they refer. This simple addition increased Tell-a-Friend results by 96 times.
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