|The Birth of a Professional Web Site - Part Ten:
Promoting Your Website
Creating a successful Internet presence involves much more than
designing a great web
site or having the "perfect" product. Listing your web site with the Search
Engines is your first step; however, you must not solely rely on the Search Engines to
bring you traffic.
You must design a complete promotional strategy and work it every day. If you're launching
a new web site, your first step will be to submit your site to the Search Engines and
Although there are many auto-submission software programs available on the Internet, make
sure you manually submit your site to the main Search Engines and Directories:
(Although you can submit your site map to Google, you will receive a higher ranking by
allowing their robots to find your pages on their
The Open Directory Project http://dmoz.org/add.html
Once you've manually submitted your main pages, visit SelfPromotion.com http://www.selfpromotion.com to
automatically submit your pages to a number of additional Search Engines and Directories.
A good way to organize your promotions is to set up a web page, for your personal use,
that will contain your complete strategy. This page should be stored on your hard drive
and not uploaded to your server. Your page should contain four sections.
1. Daily Promotions
2. Weekly Promotions
3. Monthly Promotions
4. Miscellaneous Promotions
Each of these four sections should contain the appropriate information for each of your
promotional resources, such as web site name, user ID, password (if applicable) and
hyperlinked web addresses for each web site you plan to use for your promotions. This will
enable you to open your web page each day and visit the sites you have listed.
-> Daily Promotions
Visit some popular discussion boards and share your expertise. Although you may not
advertise on discussion boards, you can include your signature file with your post. Before
you begin posting to discussion boards, make sure you lurk a while and see exactly how the
for a complete listing of some of the top discussion boards.
-> Weekly Promotions
Ezine Advertising / Ad Swaps
Your weekly promotions should consist of placing a paid ezine advertisement and/or
arranging ad swaps with fellow publishers.
Visit the Directory of Ezines for a complete listing of hundreds of publishers and contact
information for advertising. http://www.web-source.net/cgi-bin/t.cgi?l=doe
To organize your ad placements and swaps, place the publication names, publisher names, ad
dates and hyperlinked web addresses within your weekly promotions list.
-> Monthly Promotions
Your monthly promotions should include writing an article in the area of your expertise,
promotional exchanges with similar web sites, and offline promotions.
To organize your monthly promotions, place the names and hyperlinked web addresses for
each of your promotional resources within your monthly promotions section.
Writing articles that may be freely published with your bylines is one of the best
promotional methods online. Your article may be published in hundreds of ezines, on web
sites or even in magazines.
For further information on writing articles, visit:
Cross promoting is a powerful technique used by many Internet marketers to increase the
exposure of their products, services or publications. You simply decide what type of
promotional exchange you would be interested in and contact fellow marketers to discuss an
The most effective technique used in cross promotions is recommendations. By providing
each other with a personal recommendation you can increase your response rates
Here are some popular cross promoting techniques you can use to boost your business:
Exchange links with web sites similar to yours, but not in competition. Many Search
Engines are now utilizing a system that tracks and ranks sites according to the number of
quality links pointing to a particular web site. By exchanging links with similar web
sites, you will not only increase your Search Engine ranking, but you will also increase
your web site traffic.
Ezine Ad Swaps
Exchange subscription ads with other ezine publishers.
Ezine advertising is one of the
best forms of advertising on the Internet. By swapping ads with fellow ezine publishers,
you can run your ad in other publications free of charge.
Exchange subscription information with fellow ezine publishers. Provide recommendations
within your ezine's welcome message, thank you page and even on your multiple subscription
Partner with a similar publication and provide content for each other. This may be a
weekly tips column, question and answer column or whatever you'd like.
Partner with fellow Internet marketers and create free ebooks to freely distribute. The
ebook should mutually benefit and promote both of you, while providing valuable
information for your visitors.
A ride along is any extra information (advertisements) sent along with a direct mailing.
You can use this same technique with any ezine solo mailings you may run by including an
exchange recommendation within your mailing. In addition, you can include recommendations
within your thank you letters you send out when you deliver your products.
An up sell is used when your customer is in the process of ordering your product. Another
product is introduced, for a small additional cost, just as you're closing the sale. This
technique is used with many infomercials when the customer calls in their order. The
operator will introduce an additional product for a minimal extra charge. You can use this
same technique on your order page by trading product recommendations with fellow
A quality recommendation will pull a much higher response rate than just a link or banner.
Cross promote with individuals you truly respect and believe in, as your professional
reputation is on the line.
Promoting your web site offline is another great way to increase your traffic. Below are
several resources to assist you:
IDit Plates http://www.web-source.net/cgi-bin/t.cgi?l=idit
Put your web address on your vehicle. IDit Plates are a great way to continuously promote
your web site. They're triple chrome plated and blend in well with your vehicle.
Visit iPrint http://www.iprint.com for
your printing needs. From business print items to promotional items, iPrint has it all.
Place ads in newspapers, magazines, on the radio, or on TV. Visit these links for complete
Gebbie Press http://www.gebbieinc.com
Newspapers Online http://www.newspapers.com
For even more promotional products, PromoCity can add your logo to any one of over 500,000
-> Miscellaneous Promotions
Your miscellaneous promotions might include paying for traffic, text and banner
Visit the following web addresses for further information:
Once you've implemented your promotional strategy and continuously work it each day,
you'll be amazed with the results of your efforts. Consistency will be the key to driving
massive traffic to your site.
(Back to part nine)
Copyright © Shelley Lowery
About the Author:
Shelley Lowery is the author of the acclaimed web design course, Web Design Mastery.
And, Ebook Starter
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