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Top Tips
- After
developing and launching your Web site, you need to monitor and assess its performance continually.
- The aims and content of your promotional
strategy will depend on your key target audience(s), which should already have been identified before your Web site was developed.
- There are two main types of promotional activities: offline and online.
- Offline promotional activities include
publicising your Web site (and organisation) on your corporate letterheads, e-mail signatures, staff business cards, press and media, conferences and seminars,
bill board advertising, public transport displays (buses, trains, platforms, stations, etc), trade journals, etc.
- Online promotional activities include effective
use of search engines and Web directories, banner advertisements, prudent use of Web site meta tags, reciprocal links, online competitions and raffles, creation of
doorway pages, registering longer domain names, etc.
- It is important that you assess and monitor the
effectiveness of your promotional campaigns; whether they are part of a steady ongoing activity or for specific events and launches you develop.
- Software tools are available that help you
assess and evaluate the online effectiveness of your promotional campaigns. These include applications that provide detailed analysis of your Web site traffic, and
others that can assess your Web site ranking at the most popular search engines.
- The costs for promoting and assessing your Web
site may not be as high as you might think. The various software applications can cost as little as a few hundred pounds, and can save you a lot of potential hard
work in the long run. Also, advertising in journals, trade magazines and newspapers could raise the profile of your organisation and its products considerably,
especially for specific launches or events, but will cost you more for the privilege.
- As a general rule of thumb, you should spend at
least the same amount of money promoting your site as you did to build and develop the site. The money might be spent, for example, on promotional material, small
advertisements in the press, search engine registration (when chargeable) and Web directory registration.
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