Now that you have created a
Web site to conduct business you need to take steps to promote
your site to generate traffic and sales leads. Taking a synergistic
approach usually works best, meaning you will want to use
a combination of online and offline promotional activities
to build traffic and awareness. Below are tips to help you
market your site successfully.
Online Promotion: Register with search engines. With 85% of Web surfers
finding sites to visit through the use of search engines and
directories it is important that your site be one of the choices.
Before you register with search engines make sure your site
is properly prepared for linking, such as including tags.
Request links from complementary sites. A good place
to start is with associations, clubs and professional organisations
you belong to that also have Web sites. Requesting strategic
links from Web sites is common practice and you will find
that if you draft an email and send it to a site requesting
a reciprocal link, the response is generally favourable.
Spend time using Newsgroups and Usenet finding discussion
groups that pertain to the content on your Web Site. When
responding to previous postings, make sure you quote your
Web site address as this will help to increase traffic to
your web site.
Encourage communication with your customers by making it easy
for them to contact you by email, fax, phone or visiting your
physical place of business.
Capture and communicate with your visitors by giving
visitors the opportunity to join a mailing list. Having an
opt-in mailing list is much more effective than spam as the
recipient wants the information. Share your expertise, offer
specials and announce new product/services by emailing a regularly
scheduled newsletter.
Nominate your site for awards. Winning an
award can boost traffic and help build creditability.
Change your site content. Keeping something new on the site
will encourage visitors to return to your site. Changing content
will also assist with search engine listings, as some search
engines will drop sites if the content does not change periodically.
Direct Marketing: As you re-order business collateral (business cards,
letterhead, invoice forms, envelopes) add your Web address.
Reference your Web address on your phone system messages,
whether it is an hold greeting or voice mail greeting.
Add your Web address to all advertising, such as print ads
or radio.
Offer reasons to revisit your site. Running online promotions,
contests and sending regularly scheduled newsletters are all
effective ways that generate repeat traffic to your site.
Customizing your email signature block with an enticing offer
and hyperlink can also generate additional traffic.
Issue press releases as you pass milestones. This may be the
signing of a large partnership or product/service announcement.
Press releases can be a very effective way to boost traffic
and awareness for the site and your company.
