TEN GREAT WEBSITE PROMOTION TIPS
by Robert Sullivan

Developing a website is only part of the job - you must get the word out! Your website must be marketed. Here are a number of marketing approaches that have worked for our clients and us.

1. Use "webcards" to announce your URL to existing mailing lists. These inexpensive 4x6 inch cards feature a graphic of your homepage on one side and a "sales" message on the reverse. Cost for 5000 is approximately $750 (15-cents/ea). Use these cards to announce your website to all existing customers.

2. Start an e-mail based newsletter. Provide a form within your website that makes it easy for a visitor to subscribe to the newsletter. Publish your newsletter periodically and include information that is relevant to your audience.

3. Ensure that your URL address appears on everything you can think of! For example;

Business cards and stationary
Return address labels
Telephone answering machine message
T-shirts (great customer giveaway)
News releases
Display advertisements
Brochures and other sales literature
Yellow page advertisements
Business checks

4. Utilize news releases; both traditional and e-mail based. E-mail based releases can be sent for anywhere from less than $100 to a few thousand depending on coverage. Try these folks for sending your news releases electronically:

http://www.newsbureau.com/
http://www.internetwire.com/
http://www.newstarget.com/
http://www.xpresspress.com/
http://www.urlwire.com/

5. Search engine registration and verification is mandatory! There are thousands of search sites on the Internet but only the top 100 are really important. Professional registration services cost from $200 and up. We don't suggest you use one of the many "register your site with 1000 search sites for $29" companies advertising on the Internet - they don't do a good job. You get what you pay for! It is important that your website is "search engine ready." Specifically, your website designer should ensure the following:

a. Appropriate tags have been included, including title, description, and keywords, within the head tags.

b. All images should have tags containing keywords

c. The visible text on the homepage should include as many keywords as possible.

d. A line of text should be included at or near the top of the homepage that includes keywords and utilizes tags of any size.

e. Include a "comment" tag within the head tags that is a short statement about the content of your website and include as many keywords as possible.

6. Announce your website to relevant newsgroups. Be careful - don't make your announcement sound like an advertisement. Visit each newsgroup of interest and carefully craft a message that contains useful information relevant to the group. And of course include your URL in your "signature." (see #7). Find newsgroups by using http://www.dejanews.com. This takes time but it worth the effort.

7. Ensure you include a "signature" in all your e-mails. This signature is a short 5 or 6 line message that will appear at the end of all your e-mails. Most of the popular e-mail programs include an easy way to add this signature to all your e-mails. Keep it short, keep it useful.

8. Strategic mutual link development is a must. This technique involves searching for websites that attract visitors that may also be interested in your website. Offer to "trade" links with that website. As time goes by, these mutual links can represent a significant percentage of your total traffic.

9. Consider "banner" advertising on relevant sites. This can be expensive but if you choose wisely, you can get excellent exposure at a low cost. Typical costs for banner advertising ranges from $3 to $50 per CPM. (Cost Per Thousand impressions).

10. Write articles for journals and periodicals that relate to what you do. Include a byline with your URL, of course.

Learn how the Small Business Advisor can help with your website development (check out our special web site development plus hosting offer) or host your website.