Web 2.0. Everywhere we go online these days, we read all about it. Unfortunately, the marketplace is inundated with messages about Web 2.0 from the wrong "experts."

When the online marketing community got wind of Web 2.0, they immediately began to manipulate it into their style of mass marketing. They used tactics like interruption-style marketing, spamming and splogs.

None of these tactics builds relationships with people that'll turn them into lifelong, raving fans for you, your product or service. Web 2.0 is all about people, participation and persuasion. Forget just one of them, and you'll be forgotten about as quickly as your prospect moves to the next e-mail.

All things being equal, people will always prefer to buy from those they know, love and trust, like their family and friends. Their loyalty to their family and friends outweighs any kind of differentiation in the marketplace. Luckily, with Web 2.0 you can close the gap between stranger and raving fan by building three different bridges to online buyers.

Bridge #1: Visitor to Friend
A visitor is someone who finds your blog or podcast through a search, an article or by chance. Keep in mind that all visitors are not created equal. For instance, if a visitor comes through a mass-marketing channel, she may already be on guard when it comes to your marketing message. However, if your visitor comes through an article, a referral or through an online social network where she felt she knew you and where you were coming from, she'll be more receptive to your message. She is there because she wants to learn more

The No. 1 goal when you bridge this gap is to persuade your visitor to subscribe to your list, channel or show so you can begin to build a relationship of trust and rapport with her, week after week. This is how your visitor becomes your friend.

Bridge #2: Friend to Family (or Customer)
Family is what your visitor becomes the moment she buys from you. Now it's your job to keep her in the family.

Family implies loyalty no matter what. Ever hear the expression "You can choose your friends, but you can't choose your family"? You can screw up here and there, but your family is with you for the long haul.

When your friends become your family, it means they can't live without you, your product or service, and they buy from you again and again.

Bridge #3: Customer to Raving Fan
Last, let's look at the most important bridge for long-lasting business success. When your customer grows to depend on you for whatever she needs, wants and desires--and tells all her friends and family about you, your product and service--you've got yourself a loyal customer for life.

When building these bridges, connection and conversion is required. Nothing does a better job at this online than new media.

How New Media Builds Bridges
In an overcrowded marketplace, there are more lonely souls than you can possibly imagine. Picture Mary sitting at her computer checking her messages, being inundated with spam, boring text messages, newsletters and advertising messages. She becomes jaded, cold and distant to all of them.

But then you enter her computer through a social networking site, podcast or web video. She sees your smiling, happy face looking right at her through the computer. She's intrigued. So she clicks on your video to see what you have to say. Mary smiles as she sees you looking directly into her eyes through your webcam, delivering a personal message that speaks to her like no other marketing message has before.

Your message reaches her very core. She feels instantly connected to you. Mary immediately subscribes to your blog or podcast and becomes one of your regular viewers, watching your show every week to hear what you have to say.

One morning she decides to make a purchase from you. And because she's grown to know, love and trust you, she buys from you again and again--and persuades all her friends and family to buy from you as well. Mary has become your No. 1 fan. And you love her right back, because of all the loyalty she gives you.

Her admiration for your work, product or service makes up for all the long hours, sleepless nights and money you've invested in delivering a superior product that really helps people.

That, my friend, is the power of using Web 2.0 the right way.

womenentrepreneur.com