Marketing Tips and Ideas
By Keli Etscorn, keli@etscorn.com, ©2006 Keli Etscorn
A Web site is not a marketing plan, but it can be a great marketing tool if used correctly. Think of your Web site as only one of the resources you weave into the entire fabric of your business.
Marketing can be extremely time consuming and costly – both online and off. Many people don't realize that simply having a Web site does not guarantee you traffic. Taking the time to create "targeted traffic" (e.g., people who are looking for what you offer) to your site pays off in the long run, but takes some time and effort to implement.
Creating a good search engine optimization (SEO) plan is the best start to getting targeted traffic. Getting listed in all of the major search engines is part of your SEO strategy and that takes time too, sometimes up to 12 months. Be ready to be patient! SEO services are usually separate from Web site creation because SEO is more marketing than design.
Here are some marketing tactics you can use to help your business.
Your Start on Attracting Visitors
What's a Web site without visitors? Below are some valuable tips and tricks that will help you to draw in customers and keep them on your site. Get into a habit of learning a tip/trick every week about the Internet and the way it relates to your business. Being involved and understanding is a key factor to your success!
Promotion That Won't Clean You Out
Below are some FREE tips for your online business. After some of our tips, there are links to additional information. For a good start, we highly recommend this book, "101 Ways to Promote Your Web Site," by Susan Sweeney.
1) List your site in the major search engines and directories.
We have
a comprehensive search engine list, including those who allow you to
submit for FREE, here.
This is a good article on who the major search engines are and why they're considered "major." Very informative: The Major Search Engines .
2) Search Engine Optimization
There are certain design practices and site elements that can increase
your ranking if done correctly. That's the good news. The bad news
is that your page can also be thrown out of search engines for bad
design, bad practices, and spamming. To stay on the "good" side
of the search engines, you must research on a daily basis as the methods
used are constantly changing.
3) Send out E-Mail Newsletters
This is a great way to share your knowledge with your existing customers
and prospects. Newsletters can be used to promote your business as
well. Always send out a test newsletter to yourself before mailing
it out to the world. Check your E-mail software for a BCC (blind carbon
copy) feature; this allows you to send your newsletter without everyone
on your list seeing other E-mail addresses. No one wants his or her
E-mail address publicized all over the net. Be current, and if you're
promoting a business, be sure and add fun and informative content in
addition to your marketing content. Keep your articles to small
blurbs; try and catch your audience’s attention by writing about
timely subjects.
- How to Publish an E-Mail Newsletter
- The Handbook of Ezine Publishing
- Publishing Your Own Newsletter
- Top 13 Tips To Creating A Professional Looking Newsletter
4) E-Mail Discussion Groups, Forums, and Chat Rooms
Join an online community and get involved! A great way to establish
(and share) your expertise and/or products is participating in the many
communities you will find online. From Usenet news groups to discussion
forums, mailing lists and chat rooms, you can find an area with your particular
interests and needs. Yahoo! Groups is a great place to start. Simply find
a subject you’re interested in and join!
5) Put Your URL Everywhere
Your Web address (i.e., URL) should be as visible and as widely
available as your phone number. Make sure it is prominently displayed on
your E-mail correspondence, paper letterhead, business cards, print ads,
radio and TV ads, Yellow Pages ad, delivery vans, answering machine message,
your cat, dog and any place else you can think of! Your URL can be great
advertising, so use it!
6) Signature Files
Most E-mail programs have an area where you can create a signature file
(.sig file) that is appended to the bottom of your outgoing messages.
Anyone who reads your E-mail will see your sig file. This offers
a great opportunity to promote your business as well as send out your
contact information. Don't make it more than four or five lines, and
include your name, your E-mail address, your Web site URL, and other
contact information. Some people use their slogans or a catchy phrase
about their business, too.
7) News/Press Releases
Letting the media know about your business can result in tons of free
publicity. The Internet News Bureau's Media Relations Tips page can
help you get started on a press release and your media campaign.
8) FREE STUFF!
People love free stuff, so creating a contest or sweepstakes might make
sense for your business. Giveaway programs of any kind are sure to
attract attention. Web designers, for example, might offer Web site
templates or host a "design a logo" contest. Send
out a newsletter to let everyone about your promotion!
9) Exchange Banner Ads
Free banner-exchange programs like LinkExchange are great ways to get
the word out.
10) Reward Existing Customers
Send them 10% coupons via E-mail and in their orders that you ship out.
They DO work! Another idea is to send out *tell a friend and receive
X% off next order* coupons. The possibilities are endless.
11) Know Your Visitors
Monitor who your visitors are with traffic analyzing software. Find out
what pages they visit most and what they do not visit. Concentrate
on what visitors are looking at on your site. Study the keywords used
to find your site.
12) Update Content/Products
Ever notice how grocery stores are constantly moving products, especially
around the checkout area? This is a great idea for your virtual store/site
as well! Keep your site fresh by rotating your products and/or content.
Make a featured sale page or provide an area on your homepage that
always shows a featured item, but changes regularly. Studies
have shown that if you lead buyers to your products, they'll buy! And
if it's a sale, even better…
A List of Additional Ideas
- Study Internet marketing courses.
- Create a marketing plan that ties together your online and offline material.
- Include your Web site address on your answering machine or voice mail.
- Is your Web site on the front door of your business?
- Add your E-mail and Web site address to your business cards.
- Create Mini CD-ROM interactive business cards.
- Put your E-mail and Web site address to you letterhead and envelopes.
- If you sell products, add your E-mail and Web site address to your invoices and packing slips.
- Put your Web site address on promotional items such as coffee mugs, pens, and other giveaways.
- Print out brochures, flyers, and posters with your E-mail and Web site address.
- Give an incentive for others to link to you.
- Makes sure your Web site address is included in all ads - Yellow Pages, Classifieds, Magazines, Radio, TV, Newspaper, etc.
- Vehicles – put a magnet with your Web site and E-mail address on it.
- Make sure all documents you send out have your E-mail and Web site address printed clearly on them.
- Have clothing (hats/shirts) made with your E-mail and Web site address on them. Give them away!
- Create a portfolio showcasing your work, services, products and/or client testimonials.
- Have signs printed up with your E-mail and Web site address on them.
- Create screensavers and wallpaper for your Web site for visitors to download. Be sure to include your Web site address on them.
- Send automated press releases using a press release service. See the various Internet marketing courses like Declan Dunn’s, Michael Campbell’s and IMC for in-depth information on writing press releases.
- Do not send unsolicited E-mail, aka SPAM or UCE (Unsolicited Commercial E-mail). Only send E-mail to people who expressly give you permission, give them an easy way to unsubscribe, and a way to contact you directly - including a real return E-mail address.
- Include your E-mail and Web site address on all your product packaging.
- Provide full contact information (name, address, E-mail, phone, 800#, fax).
- Register your URL with at least the top 10 search engines.
- Market via an affiliate program.
- Advertise in targeted e-zines and opt-in mailing lists.
- Find related sites and offer sponsorships or partnerships.
- If you run an affiliate program, find qualified affiliates personally rather than relying on random sign ups.
- Offer special “limited time offers” only to your opt-in lists.
- Time your special offers to coincide with common pay periods. Are you more likely to purchase a day or two after you are paid or a day or two before?
- Test and monitor your marketing copy, newsletters, and ads constantly. Take note of what works and change what doesn't work. Invest smaller amounts of money on small tests before committing to more expensive advertisements. Consider spreading your advertising budget over multiple campaigns rather than one quick and expensive shot.
- And have fun! Share your enthusiasm for your business with the world – isn't that what marketing's all about?
Services
Custom Web Design
E-Commerce Development
Search Engine Registration
Search Engine Optimization
Web Site Audit
Digital Photography
Logo/Banner/Graphic Design
Real Estate Software
Quotes
Custom Web Site Design
Search Engine Services
ECommerce/Shopping Carts
Real Estate Web Design
Logos and Banners
Tips
Search Engines
Promotion & Marketing
Forms (PDF)
Credit Card Authorization
Terms and Conditions
Web Site Planning Flow Chart
