101 Ways to Promote Your Web Site

by Susan Sweeney

• ISBN13: 9781885068378
• ISBN10: 1885068379
• Format: Paperback
• Copyright: 1999-04-01
• Publisher: Maximum Pr

Summary

Increasing Web site traffic takes creative planning and regular maintenance. This book outlines tools such as templates, checklists, and forms as well as techniques like using email, links, and online advertising that will increase the number of repeat visitors and first-time hits.

Author Biography

Susan Sweeney is the president of Connex Network Incorporated, an international Internet marketing and consulting company. The real world experience Susan has gained by promoting many commercial Internet projects has made her a recognized expert in web site marketing and promotion. She is a frequent speaker at Internet marketing events, seminars, workshops and conferences.

Table of Contents

Introduction	xvi
Your ``Members Only'' Web Site	xvii
Essentials of Web Site Design	1	(20)
Building Traffic to Your Site	2	(1)
Consider Your Web Site Objectives First	2	(1)
Presenting Your Web Site Message Clearly	3	(1)
Using Competitor Sites to Your Advantage	3	(1)
Realizing the Potential of Your Domain Name	4	(2)
The Essentials of Your Web Site Design	6	(2)
Keeping Web Site Graphics in Perspective	8	(1)
Provide Ease of Navigation with User Friendly Site Maps	8	(1)
Identify Your Site with Page Titles	9	(1)
Viewing Your Site Through Browser Eyes	10	(1)
Choosing Web Site Features to Meet Marketing Objectives	11	(3)
Customer-Enticing Traffic Builders	12	(1)
Free Offers	12	(1)
Online Seminars	12	(1)
Advice Columns	13	(1)
Coupons	13	(1)
Contests	13	(1)
Surveys	13	(1)
Interactive Tours	13	(1)
Guiding the Search Engines with Meta-Information	14	(3)
Meta and Header Elements	14	(3)
Internet Resources for Chapter 1	17	(4)
Review Your Site	17	(1)
Meta Tags	18	(1)
References	19	(1)
Graphics	20	(1)
Maximizing Exposure with Search Tools	21	(20)
Gaining Visibility on the Internet	22	(1)
Search Engines and Their Nomadic Bots	23	(1)
Maximizing Findability with Directories	24	(1)
Content Tips for Spider and Crawler Discoveries	25	(1)
The All-Important Web Page Ranking Systems	25	(1)
Maximizing Exposure with Submission Pointers	26	(2)
Learn from Competitor Sites	28	(1)
Marketing Implications of Page Titles	29	(1)
Keywords Are of Key Importance	29	(2)
Search Engines' Use of Alt Tags	31	(1)
Great Descriptions Make the Difference	32	(1)
Get Multiple Listings	32	(1)
Effective Use of Multiple Submission Services	33	(1)
Keep a Record	34	(1)
Internet Resources for Chapter 2	34	(7)
Submission Tools	36	(5)
Effective Promotional Use of Newsgroups	41	(16)
Newsgroups---An Ideal Marketing Vehicle	42	(1)
The Benefits of Newsgroups	43	(1)
Thousands of Newsgroup Categories	44	(1)
Target Appropriate Newsgroups	44	(2)
Read the FAQs and Abide by the Rules	46	(1)
Lurking for Potential Customers	46	(1)
Tips on Posting Messages	46	(3)
Tips to Ensure Your Messages Will be Well Received	48	(1)
Keep to the newsgroup topic	48	(1)
Stay on the thread	48	(1)
Make a contribution	48	(1)
Don't post commercials	48	(1)
You don't have to have the last word	48	(1)
Signature Files as your e-Business Card	49	(1)
Newsgroup Advertising Hints	50	(1)
Cross Posting and Spamming	51	(1)
Earning Respect with Newsgroup Netiquette	52	(1)
Have Your Own Newsgroup	52	(2)
The Discussion	53	(1)
The Vote	53	(1)
The Result	53	(1)
Internet Resources for Chapter 3	54	(3)
Utilizing Signature Files to Increase Web Site Traffic	57	(9)
Presenting your e-Business Card	57	(1)
How to Develop Your Signature File	58	(1)
The Dos and Don'ts of Signature Files	59	(2)
Sig. Files to Bring Traffic to Your Web Site	61	(3)
Internet Resources for Chapter 4	64	(2)
The E-mail Advantage	66	(12)
Making the Connection	67	(1)
Effective E-mail Messages	67	(1)
The Importance of Your E-mail Subject Line	67	(1)
E-mail To and From Headings Allow You to Personalize	68	(1)
Effective E-mail Message Formatting	69	(1)
Appropriate E-mail Reply Tips	70	(1)
Always Use Your Signature Files	70	(1)
Discerning Use of Attachments	70	(1)
Before You Click on Send	71	(1)
Expressing Yourself with Emoticons and Shorthand	71	(2)
Using Automated Mail Responders---Mailbots and Infobots	73	(1)
E-mail Marketing Tips	74	(1)
Brochure and Personal Note	74	(1)
Gather a Library of Responses	75	(1)
Have More Than One E-mail Box	75	(1)
Following Formalities with E-mail Netiquette	75	(1)
Internet Resources for Chapter 5	76	(2)
Effective Mailing List Promotion	78	(12)
Connecting with Your Target Audience	78	(1)
Types of Mailing Lists	79	(1)
Moderated Lists	79	(1)
Unmoderated Lists	79	(1)
Digests	79	(1)
Targeting Appropriate Mailing Lists	80	(1)
Finding the Right Mailing List	81	(1)
Subscribing to Your Target Mailing Lists	81	(1)
Composing Effective Messages	82	(1)
Building Your Own Private Mailing Lists	83	(1)
Starting Your Own Publicly Available Mailing List	84	(1)
Escape the Unsolicited Bulk E-mail Trend	85	(1)
Internet Resources for Chapter 6	86	(4)
Lists of Mail Lists	86	(2)
E-mail List Builder Programs	88	(2)
Grand Opening Tips for Your Web Site Virtual Launch	90	(3)
Launching and Announcing Your Web Site	90	(1)
Your Web Site Virtual Launch	91	(1)
Internet Resources for Chapter 7	92	(1)
Develop a Dynamite Links Strategy	93	(10)
Everything Links to You	94	(1)
Strategies for Finding Appropriate Link Sites	94	(1)
Explore These URLs	95	(1)
Winning Approval for Potential Links	95	(3)
Making Your Link the Place to `Click'	98	(1)
To Add or Not to Add with Free-for-All Links	99	(1)
Maintaining a Marketing Log	99	(1)
A Word of Caution with Link Trading	99	(1)
Internet Resources for Chapter 8	100	(3)
Tools to Find Who is Linking to Your Site	100	(1)
Reciprocal Link Exchanges	101	(1)
Reciprocal Link Information	101	(1)
Free-for-All Link Pages For Your Site	101	(1)
Free-for-All Link Sites	101	(2)
Winning Awards/Cool Sites and More	103	(11)
It's an Honor Just to be Nominated	104	(2)
Choosing Your Awards and Submitting to Win	106	(3)
What's Hot and What's Not in the Name of Cool	109	(1)
Becoming the Host of your own Awards Gala	109	(1)
Internet Resources for Chapter 9	110	(4)
Awards	110	(1)
What's New	111	(1)
Hot Sites/Cool Sites	112	(1)
Tools	113	(1)
Maximizing Promotion with Meta-Indexes	114	(6)
What Are Meta-Indexes?	114	(2)
Enlisting Meta-Indexes for Optimal Exposure	116	(1)
Review the Work of Some Meta-Index Giants	117	(1)
Internet Resources for Chapter 10	118	(2)
Productive Online Advertising	120	(18)
Expanding your Exposure Through Internet Advertising	121	(1)
Maximize Advertising with Your Objectives in Mind	121	(1)
Online Advertising Terminology	122	(1)
Banner Ads	122	(1)
Click-Throughs	122	(1)
Hits	123	(1)
Impression	123	(1)
CPM	123	(1)
Jump on the ``Banner'' Wagon	123	(2)
Exploring Your Banner Ad Options	125	(2)
Banner Ad Price Factors	127	(1)
Making it Easy with Online Advertising Agencies	128	(1)
Saving Money with Banner Exchange Programs	128	(1)
Bartering for Mutual Benefits with Banner Trading	129	(1)
Associate Programs	130	(1)
Location, Location, Location	130	(1)
Search Engines	130	(1)
Content Sites	130	(1)
Tips for Succeeding with Classified Ads	131	(1)
Form Lasting Advertising with Sponsorships	132	(1)
Commercial Links	132	(1)
Sponsoring a Mailing List	132	(1)
Online and Offline Promotion	132	(1)
Internet Resources for Chapter 11	133	(5)
Banner Ad Tools	133	(1)
Online Advertising Agencies	133	(1)
Banner Exchanges	134	(1)
Associate and Affiliate Programs	135	(1)
Banner Advertising Price Information	136	(1)
Online Advertising Education	136	(2)
The Cybermall Advantage	138	(17)
The Advantages of Internet Shopping Centers	139	(1)
When Are Cybermalls Appropriate?	139	(2)
Cybermall Categories	141	(2)
Geographic Region	141	(1)
Products and/or Services	141	(1)
Industry	141	(2)
Unrelated Products and Services Catering to One Demographic	143	(1)
Typical Cybermall Products and Services	143	(2)
Selecting the Right Cybermall	145	(3)
High Speed Access	146	(1)
Home Page and Interface	146	(1)
Domain Name	146	(1)
Hardware	146	(1)
Categories	146	(1)
Online and Offline Promotion	146	(1)
Site Maintenance Activities	147	(1)
Traffic	147	(1)
Secure Server	147	(1)
Credit Card Merchant Account	147	(1)
Promotions	148	(1)
Commission Fees	148	(1)
Cybermall History and Reputation	148	(1)
Other Features and Services Provided by the Cybermall	148	(1)
Cybermall Features	148	(2)
Electronic Shopping Carts	149	(1)
Secure Ordering	149	(1)
Search Capabilities	150	(1)
More than One Cybermall?	150	(1)
Cybermall Pricing	151	(1)
Where to Look for Cybermalls	151	(1)
Enticing Customers with Coupons and Discounts	151	(1)
Internet Resources for Chapter 12	152	(3)
Keep 'Em Coming Back	155	(19)
Encourage Repeat Visits	156	(1)
Use a ``What's New Page'' for Repeat Hits	156	(1)
Free Stuff---Everyone Loves It	156	(1)
Give a Taste of Your Product with Sample Give-Aways	157	(1)
Resisting a Deal Is Hard with Coupons and Discounts	158	(1)
A Calendar of Events Keeps Visitors Informed	159	(1)
Lure Customers with Contests and Competitions	160	(2)
Using Employment Opportunities to Increase Visitors	162	(1)
Create Useful Links from Your Site	162	(1)
Investing in Online Chat Sessions	163	(1)
Providing Tip of the Day to Encourage Repeat Visits	163	(1)
Ensuring Your Site Gets Bookmarked	164	(1)
World Interaction with Bulletin Boards	164	(2)
Inviting Visitors to Contribute with Surveys	166	(1)
Encourage Repeat Visits with Your ``Site of the Day''	166	(1)
Keep Them Happy with Cartoons	167	(1)
Sending Postcards Around the Internet	167	(1)
Benefiting from Humor with Jokes and Trivia	168	(1)
Who Doesn't Love Games?	168	(2)
Keep Customers In Touch with Update Reminders	170	(1)
Special Events Reminder Services	170	(1)
Adding Image with Advice Columns	170	(2)
Internet Resources for Chapter 13	172	(2)
Design Tips	172	(2)
Maximizing Media Relations	174	(15)
Managing Effective Public Relations	175	(1)
Benefits of Publicity vs. Advertising	175	(1)
What Is a Press Release?	176	(2)
Writing a Press Release	176	(1)
Notice of Release	177	(1)
Header	177	(1)
Headline	177	(1)
City and Date	178	(1)
The Body	178	(1)
The Close	178	(1)
Advantages of Interactive Press Releases	178	(1)
Sending Press Releases on Your Own vs. Using a Distribution Service	179	(1)
Golden Tips for Press Release Distribution	180	(2)
Press Release Timing and Deadlines	180	(1)
Monthly Magazines	181	(1)
Daily Newspapers	181	(1)
TV and Radio	181	(1)
Formatting Your E-mail Press Release	182	(1)
What Is Considered Newsworthy?	182	(1)
What Isn't Considered Newsworthy?	183	(1)
Preparing Your Press Kits/Media Kits	184	(1)
Develop an Online Media Center for Public Relations	184	(2)
Internet Resources for Chapter 14	186	(3)
Press Releases	186	(1)
Where to Submit Your Press Releases	187	(1)
Promote Mailing Lists and Newsletters	187	(1)
Paid Help	188	(1)
Tips for Printed Press Releases	188	(1)
Online Publications	189	(10)
Appealing to Magazine Subscribers on the Net	190	(1)
What Exactly Are Ezines?	190	(1)
E-mail Ezines	190	(2)
Using Ezines as Marketing Tools	192	(1)
Finding Appropriate Ezines for Your Marketing Effort	192	(1)
The Multiple Advantages of Ezine Advertising	193	(1)
Guidelines for your Advertising	194	(2)
Other Marketing Opportunities with Ezines	196	(1)
Starting Your Own Ezine	197	(1)
Internet Resources for Chapter 15	197	(2)
Web Rings As a Promotion Tool	199	(8)
An Effective Alternative to Search Engines and Directories	200	(1)
What are Web Rings?	200	(2)
How Do Web Rings Work?	202	(1)
How to Participate in Web Rings	203	(1)
Web Ring Participation Costs	203	(1)
The Benefits of Web Rings	203	(1)
Business Reluctance to Participate in Web Rings	204	(1)
Other Marketing Opportunities Provided by Web Rings	205	(1)
Internet Resources for Chapter 16	206	(1)
Effective Offline Promotion	207	(6)
Offline Promotion Objectives	207	(1)
URL Exposure Through Corporate Literature and Material	208	(1)
URL Exposure Through Promotional Items	209	(1)
URL Exposure Through Clothing	210	(1)
URL Exposure on Novelty Items	210	(1)
Promotion with a Touch of Creativity	211	(1)
Special Holidays	212	(1)
URL Exposure on Your Products	212	(1)
Internet Resources for Chapter 17	212	(1)
Appendix A	213	(7)
Appendix B	220	(16)
Appendix C	236	(8)
Appendix D	244	(6)
Appendix E	250