Website Marketing Campaigns
A website is another form or extension of your marketing. If developed correctly it can be a very powerful part of your marketing campaign, but it usually doesn’t stand alone. It seldom stands alone in the early phases. So, yes, sometimes you must market your website. The good news is that the more you market your site, the more visits you should receive, thus increasing your search engine rankings. Eventually your site will require less and less marketing. Marketing a website can be anywhere from as simple as including your domain name on your business card to as complicated as viral marketing. If you don’t know what viral marketing is– your not alone.
Web Custodians categorizes website marketing campaigns as follows:
1. Behind the page—your web developer has many tools to help you market your site. Most of these techniques are behind the scenes, and you probably won’t see them.
2. Cooperate and Prosper—in many industries or businesses, relationships exist which you can use to your advantage.
3. Write it Down—if you’re in business, you’re probably an expert in your field. Put that expertise to work for you by writing it down. Then put it on your site in the form of a blog or information center (like this one) or include it in a marketing campaign.
4. Traditional Marketing—Many start up businesses make the mistake of relying solely on the internet for their marketing. Traditional marketing is still alive and in many cases will yield better results for a given campaign than the internet.
5. E-mail Marketing—email marketing campaign = good. Spam = bad. Opt in email campaigns are the only way to go if your serious about developing a loyal base of customers.
6. Pay Per Click (PPC)—Pay Per Click (PPC) will most likely be at least one of your methods, if not your sole method, of advertising. You only pay when a search engine user actually clicks on your ad to visit your website. You, as the advertiser, will bid on keywords you predict your targeted customers will use as search terms when they are looking for your product or service.
7. Not so Traditional—Where do you stop? Here are some additional techniques… E-mail Newsletter Publishing a monthly e-mail newsletter is a good way to keep in touch with your customers and clients. It helps you generate trust as well as develop brand awareness, and hopefully causes more future business. Also, it helps you collect e-mail addresses from those who visit your site but aren’t yet ready to make a purchase.
Asking for an e-mail address and first name is good so you can personalize the newsletter. You can distribute your newsletter using list servers such as: Rent targeted e-mail lists The direct marketing industry has developed targeted e-mail lists you can rent—lists consisting of people who have agreed to receive commercial e-mail messages. These lists cost $40 to $400 per thousand, or 4¢ to 40¢ per name. Try to find an e-mail list broker to help you with this project. Also, use a “signature” in your E-mail Program to help potential customers get in touch with you.
Look for examples on e-mail messages sent to you. Too many options?
Contact web custodians to help with your decision.
What is viral marketing? Wikipedia defines it as “Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages. The basic form of viral marketing is not infinitely sustainable” One of the earliest examples is Hotmail. When Hotmail first launched, it attached a sigline to every outgoing email inviting the recipient to join.