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| You've built a great Web site. It's well designed, encourages customer interaction, and is filled with compelling, well-organized content. Now comes the tough reality: Creating a great site doesn't automatically mean customers will visit it. With millions of Web sites today, chances are slim that a customer will randomly happen on to your site. That's why it's imperative that you use many strategies to get your Web site noticed by the 100 million-plus people who now surf the Web. Here are seven ideas to help get you started: |
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1. Put your URL everywhere.These days, your URL—or Uniform Resource Locator, also known as your Web site's address—is as important as your telephone number. Make sure people know where to find you online by including your URL on:Business cards, letterhead, envelopes, mailing labels Packaging, catalogs, statements, invoices Advertising, press releases, brochures, even shopping bags Some businesses also print their URL on giveaways—t-shirts, hats, bumper stickers, and pens. Clothing-maker Joe Boxer even weaves the company's URL into the waistband of its garments. 2. Add your business to search engines.List your site in the major search engines, and take the time to index your site with keywords that accurately describe your business. One benefit of using an integrated e-business service, like Bigstep.com, is that these services submit your site to search engines for you, based on your individual business needs.A cautionary note: Not long ago, when there were just a few thousand Web sites, listing your business with search engines was enough to attract regular traffic. However, not anymore. With millions of Web sites, chances are your long-term customers won't come from the ranks of the curious Web surfer, but rather from your continuing efforts to promote your site. 3. Create an emailing list.Add a form to your site so visitors can drop their name in your business's "digital fish bowl." Make them part of your mailing list and send them periodic email publicizing special offers, bargains, and new merchandise or services. A few caveats, however:Make it easy for people to "unsubscribe" from your mailing lists. Only send email when you have something valuable to offer or say. Keep the length of your emails to two screens—less, if possible—and include links back to your Web site for more information. Keep in mind, many people skim email messages. 4. Purchase email lists.Many vendors sell email lists, targeting a variety of audiences. Purchase a sample list, draft an appropriate email message, and give the audience an incentive to "click through" to your site. Then, based on the response rate, determine if the cost of acquiring that customer was worth the investment. These new customers can be added to your database for future communication.People should never receive your email in an unsolicited fashion. Make sure they really want to hear from you. Work only with list vendors who provide "opt-in" mailing lists. 5. Create a regular e-newsletter.It should be short, lively, and full of valuable information. Some content ideas include:Links to new content on your site Special offers on products and services and how to order Articles on any new products or services News on your business' recent accomplishments and other important happenings Bonus articles from relevant sites or publications Information on how to "subscribe" or "unsubscribe" to the newsletter Providing an e-newsletter is an instant customer database builder. Moreover, integrated e-business services offer easy-to-use e-newsletter tools, creating them on your own is quick and straightforward. 6. Run fun contests or other promotions.Contests can be as simple as asking people to fill in a form on your site with their name and email address so they can win a product or service in a random drawing. You can attract significant attention by running a promotion that is fun and promotes your products and services.Before you organize any contest, check into the legal ramifications of publishing it on the Web. By putting your contest on the Web, you make it available to visitors worldwide, which may make your contest subject to certain laws. |
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7. Establish reciprocal links and banner exchanges with complementary sites.Use search engines to find other Web sites that you think your site visitors would find valuable. Then, send email offering to link to those sites, and requesting that they link to you in exchange.You also might consider a banner exchange. Banner ads are the most frequently used advertising method on the Web. Most advertisers pay thousands of dollars to display a banner, but by becoming a member of an exchange, you can advertise at countless member Web sites without spending a cent. Some final advice. Always promote your site on the Web's terms. For instance, if you're using email as a promotional tool, never, ever send unsolicited email (also known as "spam") to your list. Also, before you start any publicity or promotion, make sure you can handle the traffic you anticipate on your site. Finally, never lose sight of your goal: acquiring and keeping satisfied customers. |
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| David Rich is Vice President of Marketing for Bigstep.com, a free, all-in-one Web-based service that allows small businesses to build e-businesses. Prior to joining Bigstep.com, Rich was a brand consultant for numerous Internet companies, as well as a marketing executive at The Walt Disney Company and Pepsi-Cola. | ||||||||||||||||||||||||||||||||||||||||
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