HOW MANY WAYS TO PROMOTE? (Part 3)
By Mark Idzik
The second part of this article focused on two ways to promote
your web site: E-Zines and Press Releases.
Here are some more of my favorites:
Off-Line Promotion
While many of us are focused primarily on "On-Line" promotion,
we quickly forget that there is a huge opportunity in
promoting your site in more traditional ways (or also known
as before the internet!). Here are a few off-line strategies:
Direct Mail
I spoke about WebCards in the first part of this series.
(WebCards are postcards with a snapshot of your web site
and URL) This is a perfect example of using direct mail to
remind your current customers, as well as prospects, about
your web site.
In addition to WebCards, you can include your web site
address in any mailing you send out to your clients or
prospects. Add comments about the special features of
your web site to make it easier for clients to do business
with you and get the information they are looking for.
Stationery and Business Cards
Don't forget to add your web site address to your business
cards, calling cards, stationery, note pads, fliers or
anything printed that you distribute to your clients and
prospects.
Display Advertising
If you don't use display advertising, try it along with
adding your web site address. The average reader now seems
to "hone-in" on advertisements that have URL's. It makes
it easier for them to contact you and get instant information.
Radio
Radio is a little harder to quantify results, but if done
to a targeted audience, could have good results. Specifically,
if your audience listens to "Talk Radio", you have good
choices of programs to advertise on.
Television/Cable
If your business is regional, and you already advertise
locally, add your web site address to your spots. It's
a natural.
To get the maximum "bang-for-your-buck" with any of the
above methods, use these tips:
- Always use your main domain name only .. don't include
long or complicated page names. People will think it's
too complicated. One exception: if you want to track
response from an advertisement, use a special (but short)
address. Best bet: create a copy of your web site in a
specific directory for each advertising source. (e.g.
"www.domainname.com/iw" or "www.domainname.com/bw"
where "iw" and "bw" are codes for each advertisement)
- Offer a special discount, free report, free consultation
or highlight a special feature (online home listings,
custom quote form, stock quotes, etc.) along with your
web address. This gives the person a reason to visit the
site now.
--Articles
Since you specialize in your trade, why not write an
article about a particular aspect of your business that
could help someone?
Writing articles adds credibility (in comparison to
advertising) and is free! You could write about how
customers can evaluate and compare your type of
business (and why you are better than the competition!),
product comparisons, or trends in your industry.
Here are some tips on writing an article:
- - Keep it short. Don't write a thesis ... keep it
between 5 and 7 paragraphs.
- - Interesting and Catchy Headline. Spend at least
four times as long on your headline than your
article. If the reader isn't interested when they
read the headline, they won't read your article.
- - Be Objective. Keep the tone of the article
objective and professional. Don't promote yourself
in every other sentence.
- - Include a Background Paragraph. Describe yourself
and your business and most importantly, how
to reach you (web, phone, fax, mail).
Submit your article to local newspapers, trade
magazines, special interest publications, and
newsletters - both on-line and off-line.
Here are a few on-line E-Zine resources to gather
your lists:
E-Zine Search
http://www.homeincome.com/search-it/ezine/index.html
Dominis
http://www.dominis.com/
E-Zine List
http://www.meer.net/~johnl/e-zine-list/
Happy writing! Peace.
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