Tips and Tricks for Web Site Managers

By Mark Kerr | Go to book overview

Chapter 6

Marketing and Promotion

Web site promotion is not a single event, but a continuous process. As with ‘real world’ marketing activities, it is part of the ongoing life of the organisation. No single activity guarantees success, rather it is the combination of promotional techniques that builds site traffic over time


Maximising Web Site Traffic

Your audience will determine which promotional strategy is most effective, but there is a group of actions that can be applied to almost all web sites, whether or not they have a substantial marketing budget. Even if your service is not actively competing with similar sites, you are still competing with the rest of the Web for your audiences time and attention. Being easily found is as much about customer service as it is about competitiveness—the more easily you can be found, the better the service to those who know about you, the better the impression on those who do not.

‘The Internet is like a big city full of blindfolded people. No one will know your site is there unless you tell them. ’

Litz Citron

MD, Arehaus

There are ten key ways to attract attention to your web site: some will be more effective than others, and some are definitely more time-consuming or expensive than others. All should at least be considered, and then implemented—as far as possible, practical or affordable.

Off-line promotion

Release

Include

Advertise

On-line promotion

Link

Design

Submit

-146-

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Tips and Tricks for Web Site Managers
Table of contents

Table of contents

  • Title Page i
  • Contents iii
  • Acknowledgements iv
  • Introduction 6
  • Chapter 1 - Site Definition and Planning 8
  • Chapter 2 - Information Architecture and Navigation Design 20
  • Chapter 3 - Page Design and Graphics 73
  • Chapter 4 - Site Quality and Accessibility 94
  • Chapter 5 - Web Site Policies and E-Commerce 142
  • Chapter 6 - Marketing and Promotion 146
  • Conclusion 162
  • Appendix 163
  • Bibliography 165
  • Index 166
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