now you have a web site.
There are techniques to marketing on the Internet just as
there are methods for maximizing the return from the more
traditional forms of advertising and promotion.
When you choose to place an ad in a newspaper it is necessary
to consider which newspaper, the placement within the paper,
the frequency and days to print the ad and many other factors.
The same situation exists
on the Internet. The Net is too young as a commercial enterprise
to have well established marketing strategies. However, there
are some guidelines that must be considered
to gain a significant exposure for a web site.
One comment before we discuss marketing.
It is imperative that your site be well designed and rich
in content if you wish to have success in marketing your website
on the Net. Check out our page on Web
Design for specifics.
We list our offering in two divisions to match what is most
typical for clients.
Division I provides
items that can be selected from and fits the usual small company
in its first foray onto the Net.
Division II is designed
as a more sophisticated approach for the larger company or
group or for an existing site that wishes to get serious about
promoting themselves on the Net or an ecommerce site that
requires a specific return on investment.
We recommend starting the process by researching the competition
to determine strategies, keyword phrases etc. Meta tags are
developed. If the site is developed and Meta tags are in place
then a simple search for directories and portals that are
in the target market may be accomplished.
A list of target directories and portals is created. The
client may then choose to submit to the sites they wish.
Site submission to Search Engines
Getting listed in search engines and directories is the
online equivalent of getting your business in the yellow pages.
This is the necessary first step for all web sites. Your site
needs to be listed in the most popular general interest directories
and search engines.
This first step needs to be repeated regularly due to constant
changes and growth on the Net.
here for a complete description of our search engine and
or Specialized Directories
In addition to the most popular general interest directories
and search engines on the Internet, there are rapidly growing
groups of subject specific and regionally specific directories.
Medical directories, investment directories, and real estate
directories to name a few.
Getting your web site added to the appropriate directories
can allow you to reach your target market where they visit
most. Locating and submitting to these directories is extremely
time consuming, but well worth it.
News Groups or Discussion Forums
Newsgroups are a sort of electronic bulletin board where
people communicate with others sharing similar interests.
Millions of people use the Usenet, as newsgroups are collectively
known, every day. At this time there are over 20,000 newsgroups
each specializing in a different topic. Discreet postings
on appropriate newsgroups can reach your target market quickly
and directly. Newsgroups are another powerful method to promote
your web site.
Links to Other Sites
Links are becoming a uniquely formal or informal method
of getting people to a site. Sites may swap links at no cost
to each other or a site may pay for links to another site
that compliments the business endeavor in some way. There
are even lists of mutual links on the Net that are arranged
Major Service's sites such as AOL, are excellent locations
for this type of promotion. Further, there are many other
paid classified sites, some by topic, such as Internet malls
etc., that make excellent places to place an ad.
There are well over 1000 Free Classified Sites on the Internet.
As in paid classifieds these sites may be specific or general.
They vary but most commonly an ad may be placed for three
months at a time.
An advertising banner on a high traffic web or host site
is by far the most popular method of building traffic to your
web site quickly. When your banner is viewed, the Net user
is a simple mouse click away from your web site. A banner
is also greatly predictable. If you know that 30,000 people
will view your banner, and that between 2 and 5% of the viewers
will click on it, you can predict your traffic result before
you spend even one penny!
Offline Press Releases
The value of a press release is understood by every advertising
executive in the world. That is why all of the fortune 500
companies use press releases on a regular basis to increase
exposure for their company and their products. They know that
just one small article in the right magazine or newspaper
can be worth millions! Sent over the Business Wire, your press
release immediately reaches:
- over 2500 newspapers, magazines and wire services.
- over 100 online services and databases.
- over 100 business/finance trade publications.
- over 400 high tech and internet trade publications.
Online Press Releases
An online press release is designed to notify publications
and news agencies of information regarding your company and
web site. There is certainly no guarantee that any of these
publications or news agencies will run your story. But if
just one does, it could send your web site traffic soaring!
This service can be used for the initial announcement of your
web site, and for any newsworthy occasions and additions.
There are various forms of paid advertising arising on the
Internet in addition to Banner Advertising listed above. Due
to the informational nature of the Internet an excellent place
to advertise is in the numerous online magazines or newsletters
called Ezines. In this way you are able to reach a large targeted
Many bulk email companies exist who offer various targeted
email programs. These systems are also very cost effective.
It is important to deal with companies that use opt-in programs
to develop their lists to avoid adding to the spam problem.
We have recommendations!
Electronic messages are an outstanding way for online marketers
to interact with consumers. It is an incredible and easy to
use tool to communicate with existing customers, develop new
customers and communicate with employees and suppliers.
One of the unique properties in online marketing is the
ability to develop one on one relationships. Email is the
first contact step in this process. People may respond to
you by sending you an email. Should there develop a significant
number of emails addressing a given question or topic the
answering process may be automated.
Sponsored mailing lists
One of the most targeted type of online advertising is to
place a short ad on a moderated mailing list. If your company
provides ecommerce software a great place to submit an ad
is on a mailing list that is on the subject of ecommerce.
An excellent method of establishing community around your
Web site is to develop a newsletter. This letter can be emailed
at regular intervals and could cover topics revealing knowledge
of your industry, new products or services, info re employees
We can help a client develop an online newsletter and/or
email campaign. Help develop an email list. We offer a program
whereby we manage the whole process from list building to
email campaigns, etc.
Another option available. You can have your own dedicated
Internet marketing consultant that will accomplish such things
- Search engine submission in the top search engines and
Yahoo, plus more.
- Develop a Meta tag strategy and a site description for
submission to various specialty directories etc.
- Develop a strategy for gaining recognition and awareness
within your marketplace. Evaluate banner, newsletter, use
group and off-web promotion opportunities.
- Develop a strategy for placing messages in newsgroups
and forums on the Net.
- Identify banner and other advertising opportunities, such
as list sponsorships, and paid distributed announcements.
We call this guerrilla marketing and it is customized to
your requirements. Guerrilla marketing is intended to be an
ongoing process that a business or profession invests in on
a regular basis. The marketing consultant remains "tuned"
to your business needs throughout the month constantly researching
and locating opportunities for you.
You will receive a report each month of the specific opportunities
and activities pursued by your marketing consultant. Our consultant
may do a few hours of each of the items he specifies in his
proposal to you - and then in future programs he may alter
his focus on these tasks to best suit your evolving needs.
You get the chance to review the results of all campaigns
and of course your commitment is month to month so you can
adjust your campaigns to suit your needs.
Our marketing consultants are the best available - results
oriented and skilled at tracking down and evaluating solid
marketing opportunities. Contact us for costs and ideas.
We recommend that approximately 6 weeks after search engine
submission that we do a visibility analysis of 4 keyword phrases
to determine their presence in the search engines. The results
may be used to decide a number of issues.
We submit to local directories and community websites. Some
of them charge a fee for a "higher level" listing. Upon reviewing
our report the client may then request the higher-level fee
Many feel that the future of the Internet is local. You
need to get your website "localized" if not you will miss
Ever receive an email from one of the big boys such as Office
Depot or Wal-Mart trying to drive traffic to their local store?
They know that it is predicted that the local market will
grow to $50 billion by 2006.
They also know that people spend 80% of their income within
20 miles of home. and that consumers are turning to the Internet
to research products and services before they buy.
Visit our Local
Marketing page for the inside stuff!!
Competitive Analysis Plus
Competitive Analysis of clients target market and creation
of doorway pages for top positioning for search terms of their
choice plus manual submission to the top Search Engines and
Let us explain. Some market segments are too competitive
to simply achieve top search engine positions based solely
on search term optimization of existing pages. Doorway pages
offer additional entrances to a site based on additional terms
visitors to client site may use to find the product or service.
These pages are designed to rank well for searches on related
or complimentary terms and optimized for the latest specific
search engine algorithms.
Comprehensive Marketing Package
This program is designed for top positioning of a site plus
hosting of additional traffic driving keyword domains. We
have partnered with a network of themed portal sites to offer
targeted linked traffic
Our comprehensive service offers the optimization of a site
for top positioning. We develop a marketing strategy through
distribution of electronic press releases to major media or
trade publications in your industry. We launch a linking campaign
to increase your traffic through joint venture partnerships
and reciprocal barter arrangements with complementary online
businesses. We recommend and then implement targeted customer
We will put together a custom program based on client needs,
budget, etc. A recent retail client approached us with the
simple request that "...he wishes
more orders from his website". We are developing
a proposal which could involve making some changes to his
site as well as working on the more typical marketing techniques.