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By: Lisa Evenson
If You Build It, They Will Come
by Lisa Evenson
Okay, you have a web site. A smart, sassy, slick movie
aligned with the high standards you've built into your
offline site. Ambiance perfected, parts in place, t's
crossed, and i's dotted. Now what?
Although it's a marketing tool in itself, you'll need to
market your web site. It's a strange oxymoron. But,
similar to your offline shop or service, you now need to
pull in visitors - not foot traffic, but eye traffic.
Marketers use the terms push and pull to differentiate
web site from other, more direct forms of marketing.
Push marketing tactics are put directly in front of your
potential customer. We're inundated with push marketing
techniques on a daily basis while watching television,
listening to the radio, reading magazines, opening mail,
and passing billboards. The popularity of the phrase
'Can you hear me, now?' attests to the success of push
marketing tactics.
Pull marketing requires action on the receiver's part.
You discover the benefits of push marketing when
visiting web sites. You control when you go, where you
go, if you'll wait for loading, where you'll navigate,
and when you'll leave.
Pull marketing is most effective in retaining existing
business and strengthening services, while push
marketing is best in cultivating new customer interest.
When combined, you'll grab the attention of a larger
client demographic.
Web site promotion tools include:
Search engine submission - Search engines are
automatically developed through spiders that crawl your
site for relevant content. The first step in drawing
targeted traffic to your web site is through URL
submission to the major search engines. Major search
engines include Excite, LookSmart, Alexa, AltaVista,
Lycos, Northern Light, and AlltheWeb.
Search engine optimization - To receive heavy traffic
from search engine listings, you'll need to appear in
the first 1-3 pages of search results for popular search
phrases. Achieving this is a full-time job in itself and
can be compared to chasing a moving target. However,
there are a few ways to improve your search engine
rankings. First, develop quality inbound links, as the
amount and relevancy of inbound links determine the
status of your search engine placement. Second, use
relevant title, key word, and description tags. Optimize
your web site for one key phrase; using too many can
dilute your rankings. A comprehensive key phrase
research tool can be found at www.wordtracker.com.
Finally, include rich, custom, web site content
utilizing your chosen key words and phrases.
Directory submission - Internet directories are
developed manually through human editors. Internet
directories often have stringent guidelines and
frequently require annual submission fees ranging from
$15 to $300. The most popular directories are Yahoo!,
Ask Jeeves, GoTo, and the Open Directory Project (DMOZ)
responsible for listings in AOL Search, DirectHit,
HotBot, Google, Lycos, and Netscape Search. Industry
specific directories are found by searching the phrase
'Industry Directory' in any search engine or directory;
for instance, find restaurant directories by searching
for 'restaurant directory' in Google or Yahoo! Other
useful searches include 'addurl.html', 'addlink.html',
'add URL', and 'add link', as well as the many variation
of these terms. Due to submission quantities, search
engine and directory listings can take up to six months
to appear.
Publication and Banner Ads - Publish Yellow Page or
Magazine Ads in less space by simply listing your web
site address. With minimal display inches, your content
and sales pitch will actually grow! Even static, paper
ads will always be current. Banner ads, the online
equivalent to display ads, allow a direct hot link to
your web site. Place banner ads in strategic locations
where your target audience roams.
Direct marketing (paper or electronic) - Targeted
distribution of newsletters, mailers, and post cards
lead customers into your web site to hear your full
sales message. But, always keep your audience specific.
Don't inundate people with information they don't need.
Everything you send reflects your company; sending
teenagers information on retirement savings wastes
everyone's time.
Business cards, letterhead, company vehicles, and signs
- Showcase your web site address next to your physical
address and phone number, directing your customers
toward your full, online sales pitch.
Email signature - Include a web site link on your email
signature to make it easy for customers to click into
your site.
Press Releases - Public Relations is an often forgotten
form of promotion. Submit a press release announcing the
opening of your new web site to local newspapers,
business associations, alumni publications, industry
specific magazines, or national wires such as PR
Newswire or Business Wire. Publicize business milestones
in trade journals.
Article submission - Promote your new web site by
writing and submitting articles for electronic or paper
publications. Require inclusion of your final credit
paragraph that lists your web site address. If your
article is published online, you'll receive a hot link
directly back to your site, not only increasing your
traffic, but also improving your search engine rankings.
Although considered a passive marketing tool, articles
strengthen your credibility in the industry and can lead
to buyer interest.
Giveaways - Print your web site address on giveaways
like pens, hats, stickers, and post-it pads. Wherever
your company giveaways go, so does your sales pitch!
Generate an opt-in email list - Place a sign-up book in
your shop and/or a sign-up button on your web site for
customers interested in future promotions or news. Send
newsletters, promotions, or noteworthy accomplishments
to this list to generate web site traffic and repeat
business.
Your web site address is a quick, one-line sales
message. Instead of spending thousands on printing for
small, frequently updated fliers, print generic pieces
directing people to your web site. This is specifically
beneficial to organizations with small, promotional mail
runs.
So, give it time. If you build it - and market it -
they will come.
Copyright(c) 2003, Lisa Evenson,
http://www.visualcontent.com and
http://www.pulpbits.com, Burlington, Vermont. All rights
reserved. This material may not be published, broadcast,
rewritten, or redistributed without permission.
Permission can be obtained by emailing me at
levenson@visualcontent.com.
About the Author
Lisa Evenson earned her B.A. in English from California State University, San Bernardino. She’s taken additional MSA courses in finance, public relations and total quality management from Saint Michael’s College and business writing from Jones International University. Lisa is co-founder of Visual Content, http://www.visualcontent.com, offering custom, multimedia web and graphic design. Her career experience spans Investor Relations, Corporate Communications, and Marketing.
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