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Promotion Is The Key To Success
By David Bell, Sat Dec 10th
Initially the most important factor in attracting people to yoursite is its overall look and quality. We have changed our siteseveral times since it was launched, each time updating andimproving its content. The site must certainly not be static, itmust be seen to be ever changing. It should be simple andclearly laid out and easy to navigate. Visitors don't wantsomething that will take them too much time to get through asinvariably they don't have that time! Promotion is the key tosuccess and we are only just starting to learn what actuallyworks and what doesn't. Email for instance is one that justwon't reap rewards. There's no point in emailing anyone andeveryone who you might think is interested. You may get one ortwo positive responses from 300 emails. However the rest maynever read or simply delete what you send. One way of emailingthat we have found to be a success is to reply to people'squestions, problems and thoughts within a newsgroup. There willbe several, if not, many newsgroups that will match your targetaudience. You have to remember that newsgroups have rules andregulations, and that you can't just post blatant advertising.You may be found to be in breach of these rules and banned!E-mails must be targeted to reach your audience and not sent outrandomly. People get upset if you send too much unsolicited junkmail! Another successful way of promoting your site via email isto use a signature file. This is a small and effective tool. Itjust involves leaving your name, URL, email address, telephoneand fax numbers at the bottom of every email you send out. It ismuch easier for people to just click onto a URL than having totype it in, even if they have just a quick look. Flooding peoplewith your site address is another must for companies promotingtheir web site. Put it anywhere and everywhere you think, oneverything that is sent out. There are lots of promotional itemsthat can be sent out with your URL on and these can be purchasedrelatively cheaply. Sending promotional items out by post suchas newsletters or leaflets can, like email, be very hit andmiss.
It is virtually impossible to know the person you aremailing to, what their circumstances are, whether they are evenon the net or not and if they really will be interested in whatyou are sending to them. Again it is better to target specificindividuals and groups. For those that are trying to find whatmay be on your site, but don't know your URL, search engines areby far the best way of getting 'hits'. Getting your sitepositioned high up on a search engine is a highly difficult andcomplicated matter, but if you get it right it can reapsubstantial rewards! There are numerous search engines, such asYahoo! and Excite, and registering with most is free. There aresites that will submit your URL to several search engines, butto be effective, your site needs to be submitted regularly.E-commerce is now a major commercial tool used by businessesworld- wide. If you have something to sell, sell it on theinternet! It is estimated that 10,000 new users are logging onto'the net' every week and any company worth it's salt will nowhave a site and a facility for people to buy it's productson-line. The process is simple and quick for customers, just afew clicks of a button is all it takes. And that simplicitymeans they are more likely to come back again and again! Keepingin touch with colleagues and friends, wherever they are, hasnever been easier. E-mail can be accessed anywhere in the worldas long as you have a PC and a modem. The facility can be usedto send promotional information, special offers or just a simple'hello' to customers around the world. By maintaining regularcontact, customers feel wanted, even when they're notnecessarily buying your products! And it helps in building up apersonal relationship. I hope this helps in your futuremarketing decisions. About the author:David Bell is Manager, Online Marketing, athttp://www.wspromotion.com/ , a leading Search EngineOptimization services firm and Advertising Agency.
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