If You Build It, They Will Come by Lisa Evenson Okay, you have a web site. A smart, sassy, slick movie aligned with the high standards you've built into your offline site. Ambiance perfected, parts in place, t's crossed, and i's dotted. Now what? Although it's a marketing tool in itself, you'll need to market your web site. It's a strange oxymoron. But, similar to your offline shop or service, you now need to pull in visitors - not foot traffic, but eye traffic. Marketers use the terms push and pull to differentiate web site from other, more direct forms of marketing. Push marketing tactics are put directly in front of your potential customer. We're inundated with push marketing techniques on a daily basis while watching television, listening to the radio, reading magazines, opening mail, and passing billboards. The popularity of the phrase 'Can you hear me, now?' attests to the success of push marketing tactics. Pull marketing requires action on the receiver's part. You discover the benefits of pull marketing when visiting web sites. You control when you go, where you go, if you'll wait for loading, where you'll navigate, and when you'll leave. Pull marketing is most effective in retaining existing business and strengthening services, while push marketing is best in cultivating new customer interest. When combined, you'll grab the attention of a larger client demographic. Web site promotion tools include: Search Engine Submission Search engines are automatically developed through spiders that crawl your site for relevant content. The first step in drawing targeted traffic to your web site is through URL submission to the major search engines. Major search engines include Excite, LookSmart, Alexa, AltaVista, Lycos, Northern Light, and AlltheWeb. Search Engine Optimization To receive heavy traffic from search engine listings, you'll need to appear in the first 1-3 pages of search results for popular search phrases. Achieving this is a full-time job in itself and can be compared to chasing a moving target. However, there are a few ways to improve your search engine rankings. First, develop quality inbound links, as the amount and relevancy of inbound links determine the status of your search engine placement. Second, use relevant title, key word, and description tags. Optimize your web site for one key phrase; using too many can dilute your rankings. A comprehensive key phrase research tool can be found at www.wordtracker.com. Finally, include rich, custom, web site content utilizing your chosen key words and phrases. Directory Submission Internet directories are developed manually through human editors. Internet directories often have stringent guidelines and frequently require annual submission fees ranging from $15 to $300. The most popular directories are Yahoo! and the Open Directory Project (DMOZ) responsible for listings in AOL Search, DirectHit, HotBot, Google, Lycos, and Netscape Search. Industry specific directories are found by searching the phrase 'Industry Directory' in any search engine or directory; for instance, find restaurant directories by searching for 'restaurant directory' in Google or Yahoo! Other useful searches include 'addurl.html', 'addlink.html', 'add URL', and 'add link', as well as the many variation of these terms. Due to submission quantities, search engine and directory listings can take up to six months to appear. Publication and Banner Ads Publish Yellow Page or Magazine Ads in less space by simply listing your web site address. With minimal display inches, your content and sales pitch will actually grow! Even static, paper ads will always be current. Banner ads, the online equivalent to display ads, allow a direct hot link to your web site. Place banner ads in strategic locations where your target audience roams. Direct Marketing (paper or electronic) Targeted distribution of newsletters, mailers, and post cards lead customers into your web site to hear your full sales message. But, always keep your audience specific. Don't inundate people with information they don't need. Everything you send reflects your company; sending teenagers information on retirement savings wastes everyone's time. Business Cards, Letterhead, Company Vehicles, and Signs Showcase your web site address next to your physical address and phone number, directing your customers toward your full, online sales pitch. Email Signature Include a web site link on your email signature to make it easy for customers to click into your site. Press Releases Public Relations is an often forgotten form of promotion. Submit a press release announcing the opening of your new web site to local newspapers, business associations, alumni publications, industry specific magazines, or national wires such as PR Newswire or Business Wire. Publicize business milestones in trade journals. Article Submission Promote your new web site by writing and submitting articles for electronic or paper publications. Require inclusion of your final credit paragraph that lists your web site address. If your article is published online, you'll receive a hot link directly back to your site, not only increasing your traffic, but also improving your search engine rankings. Although considered a passive marketing tool, articles strengthen your credibility in the industry and can lead to buyer interest. Giveaways Print your web site address on giveaways like pens, hats, stickers, and post-it pads. Wherever your company giveaways go, so does your sales pitch! Generate an Opt-in Email List Place a sign-up book in your shop and/or a sign-up button on your web site for customers interested in future promotions or news. Send newsletters, promotions, or noteworthy accomplishments to this list to generate web site traffic and repeat business. Your web site address is a quick, one-line sales message. Instead of spending thousands on printing for small, frequently updated fliers, print generic pieces directing people to your web site. This is specifically beneficial to organizations with small, promotional mail runs. So, give it time. If you build it - and market it - they will come. ================================================================ Lisa Evenson earned her B.A. in English from California State University, San Bernardino. She’s taken additional MSA courses in finance, public relations and total quality management from Saint Michael’s College and business writing from Jones International University. Lisa is co-founder of Visual Content, http://www.visualcontent.com, offering custom, multimedia web and graphic design. Her career experience spans Investor Relations, Corporate Communications, and Marketing. ================================================================