IT DOESN'T HAVE TO BE EXPENSIVE
There are many ways to promote Web sites for free, such as posting to newsgroups and mailing lists, soliciting links from other sites, banner exchanges, newsletter ad swaps, free classified ads, and free-forall link pages. According to Paul Lang of "Sell it on the Web" (www.sellitontheweb.com), the most effective ways to promote an e-commerce Web site are to publish a weekly e-mail newsletter, submit to major search engines and directories, post to discussion lists, and buy keywords at GoTo.com. Moderately effective ways to promote an e-commerce Web site include writing articles for other Web sites and newsletters and exchanging links with other Web sites. Lang has obtained poor results from promoting Web sites through classified ads, free-for-all links pages, submitting to minor search engines, and banner ad exchanges.
The key to successfully promoting a Web site is to provide reasons to visit the Web site. Simply listing the Web site in an ad, without including a reason to visit the site, is a missed opportunity. It is important not only to mention the site across all media, but also to include at least one reason to visit the site. Special promotions, such as the opportunity to win a free trip, a contest, or a sweepstakes, are good options that draw visitors. Special editorial content that provides in-depth information about topics potential customers are interested in is another draw. Such content not only brings in visitors, it establishes a relationship with them and keeps them coming back.
FURTHER READING:
Abel, Amee. "It's All in the Positioning." Sm@rt Reseller. July 26, 1999.
"Affiliate Information Center." 2001. Available from www.linkshare.com.
Bank, Vince. "Give Reasons to Visit Your Web Site," DM News. December 4, 2000.
Berkowitz, David. "A Rewarding Conversation with BountySystems," eMarketer. September 10, 2001. Available from www.emarketer.com.
Ceolin, David. "Quality Content Helps Drive Sales," DM News. February 19, 2001.
Chiem, Phat X. "Net Marketplaces Weigh the Value of Community Programs in E-Commerce," B to B. April 2, 2001.
Daniels, Jim. "Step-by-Step to Your Own Profitable Web Business." Sell it on the Web. December 20, 2000. Available from sellitontheweb.com/ezine.
Hirsh, Lou. "Tell a Friend: Viral Marketing Packs Clout Online." E-Commerce Times. October 31, 2001. Available from www.ecommercetimes.com
Lang, Paul. "Top Tips for a Successful E-Commerce Web Site." Sell It on the Web. April 24, 1999. Available from sellitontheweb.com
Macaluso, Nora. "Report: Executives Give the Web a lsquo;Thumbs Down."' E-Commerce Times. September 5, 2001. Available from www.ecommercetimes.com
Robson, Kathleen Look. "Incentives and Promotions." B to B Hands-On Newsletter. June 21, 2001. Available from www.btobonline.com
Saliba, Clare. "Report: Online Ads Drive New Site Growth." E-Commerce Times. February 9, 2001. Available from www.ecommercetimes.com
Sernovitz, Andy. "Internet Marketing on a Budget." DM News. January 29, 2001.
Shapiro, Yelena, and Etelka Lehoczky. "Search Engine Optimization." November 9, 2001. Available from www.searchengines.com
Shaw, Russell. "Enhanced Site Encourages Collaboration." B to B. April 2, 2001.
Thomases, Hollis. "Growing Online Loyalty Organically." DM News. February 5, 2001.
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