Website Marketing Strategy
Website marketing strategy, after the extravagances of the dotcom
boom, has settled down to simple and proven techniques.
Search Engine and Directories
Most companies now employ a professional search engine optimization
company, use the pay-for-click engines for a good ranking, do
the work thmselves with special tools and online services, and/or
submit for free and without tools. We go into the matter properly
in our e-book but you may wish
to read a simple summary
first.
Email Marketing
Email is a more individual and effective marketing method than
selling through an impersonal website, but has to be handled carefully.
Customers don't normally buy on receiving the first email, but
somewhere between receiving the third and tenth. You have to be
persistent, but also subtle: bombarding readers with exactly the
same pitch day after day will only upset them. Happily, email
management programs exist to allow you to automate the entire
process — automatically responding to the replies, sending
off the next carefully-crafted sales letter, keeping records and
so forth. Our products listing
page provides comparisons. All the same, customers dislike spam.
They expect their permission to be sought before material is sent
to their overcrowded mail boxes, and they expect that material
to be worth reading. You need to get the balance right,
and to follow accepted procedures.
Affiliate Schemes
Getting another company to promote your products on a commission
basis serves three useful purposes. It's effective: you only pay
for sales made. It's easy: the affiliate solution providers ensure
that hundreds and sometimes thousands of companies are happy to
spread the word for you. And it's often necessary. Customers rarely
buy on a first visit to a site, needing a personal recommendation,
the right mood of trust and confidence established by other sites.
Search engine promotion is not always possible, moreover, such
is the competition for keywords describing popular goods and services.
Load down the e-book for details,
or read our free information
page.
Press Releases
Press releases are commonly used to announce the launch of a
website or service, new relationship with another business, good
news or financial results, appointment of a senior executive and/or
important market research findings. All news is grist to the business
mill, and correspondents rely on a steady supply. But the releases
do have to follow a set
format and you'll probably have to employ a news
bureau for their distribution.
Viral Marketing
Perhaps your site is offering some special feature — software,
a free service, an extensive directory — that would interest
other sites. By offering the feature as an add-on you'll be getting
your service noticed
on other sites.
Cool Sites
Awards increase traffic, but to win them you must submit your
site. Our resources page
shows you how to find the sites giving awards.
Offline Advertising
Don't overlook traditional advertising, particularly if you're
selling in a local and/or specialized market. Small box or one-line
adverts in trade journals or local directories can be very effective,
and are relatively cheap. They're especially useful in the early
months, before your site has got a respectable ranking in the
search engines.
Our e-book deals with website
marketing strategies in more detail.
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