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You've developed a new Web site. Congratulations! How exciting! Now all you have to do is sit back and watch the business roll in, right? Not really.
Web sites, unlike other marketing tools, have to be publicized. When you write a radio commercial, you pay a radio station to run the ad. When you design a brochure, you give it away. But when you publish a Web site, you must promote it to drive in business.
An excellent way to lead people to your site is to use a specialist. But, even if you hire a search engine positioning specialist to help place you among the Top 10 on Yahoo, there are still many other ways you can promote your site... and they're effective and free!
Links
A study by the Georgia Institute of Technology (GIT) gives us proof. On one site they observed, 84 percent of visitors came in via links from other sites. Be sure you trade links with as many people as you can. You might consider a "Helpful Links" page on your site devoted to just his purpose. One word of caution—be sure the links are appropriate. Arrange to exchange links with companies that are reaching the same target audience. For example, if you are a lawn care company you might exchange links with a landscaper. Another effective idea to incorporate links into your site is a "Testimonials" page.
We all love to receive "praise letters" on our email. Ask permission to use these as testimonials on your Web site. We should be just as liberal with our praises. When you appreciate a product or service, be sure to write a note of thanks. Mention in the letter that the person (or company) is free to use your kind words as a testimonial if they will simply include your name and Web address.
Signatures
Another site observed by the GIT indicated 35 percent of visitors were brought to the site via signature files on email messages they received. Often times this feature is overlooked due to lack of knowledge.
A signature file is a feature most email programs (even free ones) offer. You may type in a message and that statement will be added at the bottom of every email you send. This saves you the time of having to type in the message repeatedly. Usually this feature is found under the heading of "Options" in the email program. One note: be sure to include the "http://" before the Web address so a link will be created for people who receive plain text emails as well as html.
Write Ups
In one instance, 62 percent of visitors came to a site through articles in newspapers and magazines. When sending out your press releases be sure to include your Web address along with other contact information. The same applies for interviews on the radio or public addresses/seminars you may offer.
Other Ways
The most simple of all ways is to tell people. Mention it in conversation. Bring it up when others discuss Web sites they have visited.
Include your Web address on all your business cards. Make it bold. If your business derives most of its revenue from sales made on the web site, be sure the Web address is on the front of the card.
When printing letterhead, include your Web address. Most Web addresses don't take up much space and can be easily incorporated along with the company's physical address and phone number.
Don't forget to mention your Web site in all your advertising efforts. Whether it be a promotional video, television commercial or brochure, make it a point to position your Web address where it is visible. For radio commercials, include it in the copy. A great way to work it in is when providing other ordering information. For example: "...visit us at 1234 Oak Street or log onto www.ktamarketing.com."
Be creative! Always remember to include your Web site information in everything you do and your efforts will pay off in additional hits!
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