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What is Web Marketing?
Web sites are not found by "luck". Whether your Web site is for building brand awareness, acquiring leads or conducting online sales, an active marketing programme is required to ensure that it is found by your potential customers.
Promoting your Web site is about planning and executing a campaign to get your Web site address (URL) and content known to your target audience. This requires a mix of conventional marketing and specific online promotion.
Net Action takes care of the most important online Web marketing tasks. We particularly focus on ensuring your site has good visibility in the major international and NZ/Australian search engines and directories, which are known to be responsible for the vast majority of traffic. We also build a network of links to your site from other complementary Web sites. Links from other sites help to increase traffic and many search engines use your "link popularity" as part of their ranking mechanism. We maintain a "watching brief" on our clients' sites to ensure they remain optimised if changes are made.
But what we do should only be one part of your overall Web marketing. There are also lots of ways you can market your Web site both on and offline.
Offline Marketing Ideas:
- Add your Web address to all company literature and publications (business cards, letter head, newsletters, fax cover sheets, etc).
- Ensure your Web address and email address are prominently featured on your brochures & promotional material.
- Feature your Web address in any published listing eg AA Guides, Yellow Pages.
- Announce the launch of your site, as well as major changes to your site in your printed newsletter. In fact, you should have something regularly in your newsletter that highlights your Web site.
- Make sure everyone in your organisation is familiar with your Web address and knows what information is available via the Web site (so they can make appropriate referrals).
- Every piece of advertising you do, whether print, radio, TV, should mention your web address - (www.yoursite.co.nz is fine - don’t need the http:// in print advertising).
- Add your Web address to your organisation's voice mail message.
- If you write an article for a publication, ask that your web address appears with your name or bio at the beginning or end of the article.
- Send press releases to local newspapers and industry publications announcing your site, and remember to add your Web address to all press releases.
- Feature your Web address on company vehicles if appropriate.
Online Marketing:
- List your Web address in every e-mail signature on every e-mail you send. Encourage all staff members to do the same.
- E-mail Webmasters at Web sites that relate to your organisation, and ask them to link TO your site. Ensure you demonstrate why it would be appropriate to link to your site (eg it complements their business, offers additional information of interest to their audience etc).
- Consider paid listings, links or advertising on high profile Web sites that provide listings for specific industries or regions eg accommodation directories, Yellow Pages, regional business directories. Evaluate these sites based on their relevancy to your business, profile & performance on the Net etc.
- Monitor, if you can (via tracking software, online questionnaire or form, etc.), the number and type of people visiting your site. This can help you see how successful your marketing efforts are, and where adjustments need to be made.
- Consider how to integrate your web site and/or email into your marketing campaigns eg
- post details of 'special offers' and 'special events' on your Web site
- use advertising to direct people to your Web site for detailed information
- use opt-in email to get yourself in front of people on a regular basis eg an email newsletter
The key to successful Web marketing is to accept it is a never-ending process.
Please contact us to see how we can help.
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