Published Articles

Web Marketing

Interface Business News
January, 2003
by: Elizabeth Harvey

Anyone who has a Web site understands the challenges of attracting visitors. Experts agree that the best web marketing approach starts by outlining an overall company marketing strategy to increase exposure and drive sales. In addition, an effective web marketing strategy should include both online and traditional marketing tactics.

A solid web marketing strategy begins with a site that is well designed, including user-friendly, intuitive navigation, a clean design, and professionally written copy. If your goal is to attract more visitors, but your site isn't user-friendly, then users may not return and your marketing efforts will be in vain.

After site design issues have been addressed, many savvy online marketers begin by optimizing their sites with the big four search engines: Google, AOL, Yahoo!, and MSN. To do this, you will need to include certain keywords in your site copy, page titles, and page tags that will be picked up by search engines. (Visit wordtracker.com to learn more about choosing the best keywords for your site.) Once keywords have been added to your site, you may submit pages of your site to the search engines. There are myriad options for submitting your pages. Some are free while others range from $29 per page to $299 for a one time review and submission. Most search engines offer pay per click options, as well. (Overture.com has a good online demonstration about their advertising services.) To assure that you are listed "above the fold", consider keyword bidding or search-term driven advertising. Avoid companies offering to submit your site to the top 500 search engines for a low fee. There is no guarantee that you will get listed, and they often sell your name to spammers. Because the tactics of search engine optimization are constantly changing and can be complicated. It will save you time and money to hire a professional to determine the correct keywords and appropriate search engines to submit to.

Another search engine technique is to get listed in vertical portals, also called vortals. Vortals are search engines that are categorized by topic. These portals can be a valuable way to market directly to people looking for your product or service. As an added benefit, you can work with strategic partners within your niche to share reciprocal links. This allows you to develop online strategic marketing relationships. Seek out companies who compliment, but who do not compete, with your services. Contact them and ask if they would be willing to exchange links with you. Be sure to add tracking codes to the urls, so you can determine how many visitors you are sending and receiving to your partner sites to determine whether the link exchange is equitable.

Email newsletters help build personal relationships with your customers. Imagine you invite people to your home for a party, but don't talk to them. Your Web site is your home. People are visiting your site to learn more about your services. If you ask their permission, they will appreciate correspondence from you. Email newsletters typically include information, advice, tips, and discounts exclusive for email subscribers. Remember to keep emails short and personal. Emails should not be sent more than once per month. Be sure to have a privacy policy that clearly states what you will do with a person's e-mail address when a user signs up for your Email newsletter. Although it may be tempting to sell email addresses, many of the most successful online marketers do not sell their list. Instead they send a minimal number of targeted emails to users and capitalize on these interactions.

Bulletin boards are a great way to build community and drive repeat visits. They give your visitors the ability to talk to each other about topics relevant to your business. When users are actively involved in a dialog, they will return to continue the conversation. If you don't have the resources for a bulletin board, add personal quotes from users to your home page or incorporate them in your emails. Rotate quotes periodically.

Creative marketing campaigns like sweepstakes serve to collect database information. A successful promotion campaign will generate new leads, build your brand, provide you a database of information for future marketing campaigns, and generate buzz. Gather as much relevant information from entry forms as possible. In other words, don't just capture every bit of information possible. Instead, collect demographic and psychographic data that will be used to better serve your customers and to better market to them.

User registration allows you to know the kinds of users who visit your site (and you'll be surprised how many people are willing to give up some information about themselves for the reward of entering to win a sweepstakes). If you know who is visiting your site, you can market to them intelligently in the future. By partnering with other companies, you will increase your exposure to venues that you may not already have access to. Partner with companies who complement your target audience, as well as companies with a broad reach. By using multiple media channels (TV, radio, print, web), you will reach your prospective clients more frequently.

Viral marketing techniques are highly effective, low-cost ways to spread the word. Incorporate buttons such as Recommend this Site to a Friend or Email this Article to a Friend throughout your site. Have these buttons link to a form that visitors can use to quickly send information to a friend. Again, be sure and state that you will not sell the email addresses that visitors provide when sending information to a friend.

Your web address should be on all of your print materials, as well as in your email signature. For special promotions or gifts, consider giving out mouse pads or pens with your web address on it.

Unlike other marketing approaches, a Web site is a way to hear back from your customers. Ask them to email you suggestions and questions. When they do, respond with 24 hours. Consider developing a customer care center that contains easy to use email request forms, frequently asked questions, and a site map.

Questionnaires and surveys also serve an important function. They allow you to ask your customers directly what is and is not working in your business, so you can make changes in future business plans.

Traditional marketing like press releases and direct mail help to round out your web marketing strategy. Send a press release to your local newspapers when you first launch your site, after you set up a new partnership or promotion, and whenever you add new site features. Send a direct mail piece to your clients highlighting features of your Web site.

Many people build a Web site and then forget about it. It is critical to continually promote your site and touch base with your customers. A well thought out marketing strategy can make the difference in effectively promoting your Web site. Spend the time to create a plan that will target your existing and future clients both with online and traditional marketing strategies.