101 Ways to Promote Your Web Site

by Sweeney, Susan

• ISBN13: 9781885068453
• ISBN10: 188506845X
• Format: Paperback
• Copyright: 2000-07-01
• Publisher: Maximum Pr

Summary

Increasing the chances of a website's success by boosting its ability to entice surfers to stop at the site, absorb what it offers, and return at a later date, this guide provides templates, checklists, and forms as well as proven techniques such as using e-mail, links, and online advertising to increase the number of initial users and repeat visitors to a website. Invaluable to entrepreneurs, small business owners, corporate marketing managers, and consultants seeking guidance to make their website successful, this resource is an important tool for those trying to maximize their Web promotion potential.

Table of Contents

Introduction	xxi
Your ``Members Only'' Web Site	xxii
Marketing Principles	1	(11)
Objectives	2	(4)
Selling a Product or Service	3	(1)
Creating and Establishing Company Identity or Brand Awareness	3	(1)
Providing Product or Corporate Information	4	(1)
Providing Customer Service and Product Support	4	(1)
Generating Repeat Traffic	4	(1)
Advertising an Event, Product, or Service	5	(1)
Product or Service	6	(2)
Target Market	8	(3)
Internet Resources	11	(1)
Essentials of Web Site Design	12	(27)
Building Traffic to Your Site	13	(1)
Consider Your Web Site Objectives First	13	(1)
Presenting Your Web Site Message Clearly	14	(1)
Using Competitor Sites to Your Advantage	14	(1)
Realizing the Potential of Your Domain Name	15	(3)
The Essentials of Your Web Site Design	18	(5)
Keeping Web Site Graphics in Perspective	23	(1)
Provide Ease of Navigation with User-Friendly Site Maps	24	(1)
Identify Your Site with Page Titles	25	(2)
Viewing Your Site Through Browser Eyes	27	(1)
Choosing Web Site Features to Meet Marketing Objectives	28	(3)
Customer-Enticing Traffic Builders	29	(1)
Free Offers	29	(1)
Online Seminars	29	(1)
Advice Columns	30	(1)
Coupons	30	(1)
Contests	30	(1)
Surveys	31	(1)
Interactive Tours	31	(1)
Guiding the Search Engines with Meta-Information	31	(3)
Meta and Header Elements	32	(2)
The Future of Meta Tags	34	(1)
Internet Resources	35	(4)
Review Your Site	35	(1)
Meta Tags	36	(1)
References	37	(1)
Graphics	38	(1)
Be Kind to the Search Engines	39	(26)
Gaining Visibility on the Internet	40	(1)
Search Engines and Their Nomadic Bots	40	(1)
Image Maps	41	(2)
Spamming	43	(2)
Meta Refresh	45	(1)
Frames	45	(3)
Splash Pages	48	(1)
Dynamic Pages and Special Characters	49	(1)
Use of Tables	50	(1)
Maximizing Findability with Directories	51	(1)
Keywords Are of Key Importance	52	(3)
Content Tips for Spider and Crawler Discoveries	55	(1)
Learn from Competitor Sites	56	(2)
Marketing Implications of Page Titles	58	(1)
Meta Tags	59	(1)
Search Engines' Use of Alt Tags	60	(1)
Significance of your URL	60	(1)
Site Content Revisited and Other Important Design Factors	61	(1)
Internet Resources for Chapter 3	62	(3)
Search Engine and Directory Submissions	65	(48)
A Closer Look at Search Engines and Directories	66	(6)
Maximizing Exposure with Submission Pointers	72	(7)
Another Look at Keywords	79	(1)
Great Descriptions Make the Difference	80	(1)
Get Multiple Listings	80	(1)
Doorway Pages	81	(2)
A Closer Look At Yahoo!	83	(3)
A Closer Look at Alta Vista	86	(3)
Effective Use of Submission Tools and Services	89	(2)
Complete Your Site Before You Submit	91	(1)
Is Your Page Already Indexed?	92	(1)
Check Out Your Competition	92	(1)
The Link Popularity Issue	93	(1)
Alternative Methods of Promotion	93	(1)
Move to the Top of Search Engine Rankings with RealNames	94	(8)
Don't Spam the Search Engines	102	(1)
Keep a Record	103	(1)
Some Final Pointers	104	(2)
Internet Resources	106	(7)
Search Engine Search Features and Submission Charts	107	(1)
Submission Tools	108	(5)
Effective Promotional Use of Newsgroups	113	(17)
Newsgroups---An Ideal Marketing Vehicle	114	(1)
The Benefits of Newsgroups	115	(1)
Thousands of Newsgroup Categories	116	(1)
Target Appropriate Newsgroups	117	(1)
Read the FAQ Files and Abide by the Rules	118	(1)
Lurking for Potential Customers	118	(1)
Tips on Posting Messages	119	(3)
Tips to Ensure Your Messages Will Be Well Received	120	(1)
Keep to the Newsgroup Topic	120	(1)
Stay on the Thread	121	(1)
Make a Contribution	121	(1)
Don't Post Commercials or Advertisements	121	(1)
You Don't Have to Have the Last Word	122	(1)
Signature Files as Your E-Business Card	122	(1)
Newsgroup Advertising Hints	123	(1)
Cross Posting and Spamming	124	(1)
Earning Respect with Newsgroup Netiquette	125	(1)
Have Your Own Newsgroup	126	(1)
The Discussion	126	(1)
The Vote	126	(1)
The Result	127	(1)
Internet Resources	127	(3)
Utilizing Signature Files to Increase Web Site Traffic	130	(10)
Presenting Your E-Business Card	130	(1)
How to Develop Your Signature File	131	(2)
The Do's and Don'ts of Signature Files	133	(2)
Sig.files to Bring Traffic to Your Web Site	135	(3)
Internet Resources	138	(2)
The E-mail Advantage	140	(20)
Making the Connection	141	(1)
Effective E-mail Messages	141	(6)
The Importance of Your E-mail Subject Line	142	(1)
E-mail ``To'' and ``From'' Headings Allow You to Personalize	142	(1)
Blind Carbon Copy (BCC)	143	(1)
Effective E-mail Message Formatting	143	(1)
A Call to Action	144	(1)
Appropriate E-mail Reply Tips	145	(1)
Always Use Your Signature Files	146	(1)
Discerning Use of Attachments	146	(1)
Before You Click on ``Send''	147	(1)
Expressing Yourself with Emoticons and Shorthand	147	(2)
Using Automated Mail Responders---Mailbots and Infobots	149	(2)
E-mail Marketing Tips	151	(2)
Brochure and Personal Note	151	(1)
Gather a Library of Responses	152	(1)
Have More Than One E-mail Account	152	(1)
Have More Than One E-mail Folder	152	(1)
Run an Opt-In E-mail Marketing Campaign	153	(1)
Following Formalities with E-mail Netiquette	153	(1)
Reply Promptly	154	(1)
The Heart of Customer Service	154	(2)
HTML or Text Messages?	156	(1)
Internet Resources	157	(3)
Effective Mailing List Promotion	160	(15)
Connecting with Your Target Audience	160	(1)
Types of Publicly Accessible Mailing Lists	161	(1)
Moderated Discussion Lists	161	(1)
Unmoderated Discussion Lists	162	(1)
Targeting Appropriate Discussion Mailing Lists	162	(3)
Finding the Right Mailing List	165	(1)
Subscribing to Your Target Mailing Lists	166	(1)
List Digests	166	(1)
Composing Effective Messages	166	(2)
Building Your Own Private Mailing Lists	168	(1)
Starting Your Own Publicly Available Mailing List	169	(1)
Escape the Unsolicited Bulk E-mail Trend	170	(1)
Internet Resources	171	(4)
Lists of Mailing Lists	171	(2)
E-mail List Builder Programs	173	(2)
Establishing Your Private Mailing List	175	(18)
Why Have Your Own Mailing List?	176	(3)
Learn from Others	176	(1)
Networking	177	(1)
Establish Yourself as an Expert	177	(1)
Keep Yourself Up To Date	177	(1)
Permission-Based Marketing	177	(1)
Potential Source of Revenue	178	(1)
Choosing the Right Type of Mailing List	179	(2)
Discussion List or Newsletter?	179	(1)
Open or Closed Forum?	180	(1)
Moderated or Unmoderated?	180	(1)
The List Digest Format	181	(1)
Selecting the Right Host for Your Mailing List	181	(2)
Hosting Your Own List	181	(2)
Find a Mail List Host Service Provider	183	(1)
Establishing Your List	183	(2)
Give It a Name	183	(1)
Draft Your Charter	183	(1)
Write a ``Welcome Aboard'' Message	184	(1)
Create a FAQ File and a Companion Web Site	185	(1)
Before You Go Live	185	(1)
Advertising Your Mailing List	185	(2)
Potential Troubleshooting Issues	187	(3)
Bounced Mail	187	(1)
Malformed Commands Sent to the List Server Software	188	(1)
Flames	188	(1)
Spam	188	(1)
Bossy Subscribers	189	(1)
Practical Jokes	189	(1)
Viruses	189	(1)
Server Crashes	190	(1)
Where to Go from Here	190	(1)
Internet Resources	190	(3)
Develop a Dynamite Links Strategy	193	(16)
Links Have an Impact	194	(1)
Links Have Staying Power	194	(1)
Everything Links to You	195	(1)
Strategies for Finding Appropriate Link Sites	196	(1)
Explore These URLs	197	(1)
Tools to Identify Your Competitors' Links	198	(2)
Other Potential Link Strategies	200	(1)
Winning Approval for Potential Links	200	(4)
Making Your Link the Place to ``Click''	204	(1)
To Add or Not to Add with Free-for-All Links	205	(1)
Add Value with Affiliate Programs	205	(1)
Maintaining a Marketing Log	206	(1)
A Word of Caution with Link Trading	206	(1)
Internet Resources	207	(2)
Tools That Check for Dead Links	207	(1)
Reciprocal Link Information	207	(1)
Free-for-All Link Sites	208	(1)
Winning Awards/Cool Sites and More	209	(12)
It's an Honor Just to Be Nominated	210	(1)
Choosing Your Awards and Submitting to Win	211	(3)
What's Hot and What's Not in the Name of Cool	214	(1)
Posting Your Awards on Your Site	215	(1)
Becoming the Host of Your Own Awards Gala	216	(1)
Internet Resources	217	(4)
Awards	217	(1)
What's New	218	(1)
Hot Sites/Cool Sites	218	(2)
Tools	220	(1)
Maximizing Promotion with Meta-Indexes	221	(12)
What Are Meta-Indexes?	221	(2)
How to Find Appropriate Meta-Indexes	223	(1)
Enlisting Meta-Indexes for Optimal Exposure	224	(3)
Review the Work of Some Meta-Index Giants	227	(2)
Internet Resources	229	(4)
Productive Online Advertising	233	(30)
Expanding Your Exposure Through Internet Advertising	234	(1)
Maximize Advertising with Your Objectives in Mind	235	(2)
Online Advertising Terminology	237	(1)
Banner Ads	237	(1)
Click-Throughs	237	(1)
Hits	237	(1)
Impression or Page Views	237	(1)
CPM	237	(1)
Keywords	238	(1)
IP Numbers (Geotargeting)	238	(1)
Jump on the Banner Wagon	238	(2)
Exploring Your Banner Ad Options	240	(1)
Banner Ad Tips	240	(3)
Interesting Banner Ads	243	(3)
Location, Location, Location	246	(1)
Search Engines	246	(1)
Content Sites	246	(1)
Banner Ad Price Factors	247	(1)
Make Sure They Can See Your Banner	247	(1)
Banner Ad Placement: Where Should Your Ad Be?	248	(1)
Making It Easy with Online Advertising Networks	248	(2)
Saving Money with Banner Exchange Programs	250	(3)
Battering for Mutual Benefits with Banner Trading	253	(1)
Tips for Succeeding with Classified Ads	254	(1)
Form Lasting Advertising with Sponsorships	255	(1)
Commercial Links	255	(1)
Sponsoring a Mailing List	256	(2)
Online and Offline Promotion	258	(1)
Internet Resources	258	(5)
Banner Ad Tools	258	(1)
Online Advertising Agencies	259	(1)
Ad Networks	259	(1)
Banner Exchanges	260	(1)
Banner Advertising Price Information	261	(1)
Online Advertising Education	261	(2)
Affiliate Programs	263	(18)
Affiliate Programs: Increase Traffic to Your Web Site	264	(1)
Commission-Based Affiliate Programs	264	(1)
Flat-Fee Referral Programs	265	(2)
Click-Through Programs	267	(1)
Selecting an Affiliate Program That Is Right for You	267	(1)
How to Succeed With Your Affiliate Site	268	(1)
Benefits of Affiliate Programs	268	(1)
Starting Your Own Affiliate Program	269	(5)
Develop Mirror Sites for Each of Your Affiliates	269	(1)
Pay an Affiliate Program Service to Track Your Affiliates Success	270	(1)
Purchasing Affiliate Tracking Software	271	(3)
The Amazon Example	274	(4)
Internet Resources	278	(3)
More Popular Affiliate Programs	280	(1)
The Cybermall Advantage	281	(17)
The Advantages of Internet Shopping Centers	282	(1)
When Are Cybermalls Appropriate?	282	(2)
Cybermall Categories	284	(3)
Geographic Region	284	(1)
Products and/or Services	284	(1)
Industry	284	(1)
Unrelated Products and Services Catering to One Demographic	285	(2)
Typical Cybermall Products and Services	287	(1)
Selecting the Right Cybermall	288	(3)
High-Speed Access	289	(1)
Home Page and Interface	289	(1)
Domain Name	289	(1)
Hardware	289	(1)
Categories	289	(1)
Online and Offline Promotion	290	(1)
Site Maintenance Activities	290	(1)
Traffic	290	(1)
Secure Server	290	(1)
Credit Card Merchant Account	290	(1)
Promotions	291	(1)
Commission Fees	291	(1)
Cybermall History and Reputation	291	(1)
Other Features and Services Provided by the Cybermall	291	(1)
Cybermall Features	291	(2)
Electronic Shopping Carts	292	(1)
Secure Ordering	292	(1)
Search Capabilities	293	(1)
More than One Cybermall?	293	(1)
Cybermall Pricing	294	(1)
Where to Look for Cybermalls	294	(1)
Enticing Customers with Coupons and Discounts	294	(1)
Internet Resources	295	(3)
E-commerce	298	(23)
E-commerce: We've Just Begun	298	(3)
Further Evidence of E-commerce on the Rise	301	(1)
What Is E-commerce?	302	(1)
Features of E-commerce Sites	303	(8)
Shopping Carts	304	(1)
Database Integration	305	(1)
Gift-Wrapping	306	(1)
Shipping Options	307	(2)
Tracking Promotions	309	(1)
Reminder Services	309	(1)
Putting It All Together	310	(1)
Web Trust	311	(4)
The Challenge of E-commerce*	311	(1)
Web Seals of Assurance	312	(3)
WebTrust	315	(3)
Security Matters	316	(1)
Who Will Consumers Trust?	316	(2)
Internet Resources	318	(3)
Related Links	318	(1)
Resources	318	(1)
Successful E-commerce Sites	319	(1)
Merchant Accounts	320	(1)
Keep `Em Coming Back	321	(26)
Encourage Repeat Visits	322	(1)
Use a What's New page for Repeat Hits	322	(1)
Free Stuff---Everyone Loves It	323	(1)
Give a Taste of Your Product with Sample Giveaways	324	(1)
Resisting a Deal Is Hard with Coupons and Discounts	325	(2)
A Calendar of Events Keeps Visitors Informed	327	(2)
Lure Customers with Contests and Competitions	329	(2)
Using Employment Opportunities to Increase Visitors	331	(1)
Create Useful Links from Your Site	331	(1)
Investing in Online Chat Sessions	332	(2)
Providing a Tip of the Day to Encourage Repeat Visits	334	(1)
Ensuring Your Site Gets Bookmarked	334	(1)
World Interaction with Bulletin Boards	334	(2)
Inviting Visitors to Contribute with Surveys	336	(1)
Encourage Repeat Visits with Your ``Site of the Day''	337	(2)
Keep Them Happy with Cartoons	339	(1)
Sending Postcards Around the Internet	339	(1)
Benefiting from Humor with Jokes and Trivia	340	(1)
Who Doesn't Love Games?	341	(1)
Keep Customers in Touch with Update Reminders	341	(1)
Special Events Reminder Services	342	(2)
Adding Image with Advice Columns	344	(1)
Internet Resources	344	(1)
Design Tips	345	(2)
Maximizing Media Relations	347	(23)
Managing Effective Public Relations	348	(1)
Benefits of Publicity vs. Advertising	348	(1)
What Is a Press Release?	349	(2)
Writing a Press Release	349	(1)
Notice of Release	350	(1)
Header	350	(1)
Headline	350	(1)
City and Date	351	(1)
The Body	351	(1)
The Close	351	(1)
Advantages of Interactive Press Releases	351	(2)
Sending Press Releases on Your Own vs. Using a Distribution Service	353	(4)
Golden Tips for Press Release Distribution	357	(3)
Press Release Timing and Deadlines	359	(1)
Monthly Magazines	360	(1)
Daily Newspapers	360	(1)
TV and Radio	360	(1)
Formatting Your E-mail Press Release	360	(1)
What Is Considered Newsworthy	361	(2)
What Isn't Considered Newsworthy	363	(1)
Preparing Your Press Kits/Media Kits	363	(1)
Develop an Online Media Center for Public Relations	364	(2)
Internet Resources	366	(4)
Press Releases	366	(1)
Where to Submit Your Press Releases	367	(1)
Promote Mailing Lists and Newsletters	368	(1)
Paid Help	368	(1)
Tips for Printed Press Releases	368	(2)
Online Publications	370	(11)
Appealing to Magazine Subscribers on the Net	370	(1)
What Exactly Are E-zines?	371	(1)
Web-Based E-zines	371	(1)
E-mail E-zines	371	(2)
Using E-zines as Marketing Tools	373	(1)
Finding Appropriate E-zines for Your Marketing Effort	374	(1)
The Multiple Advantages of E-Zine Advertising	374	(1)
Guidelines for Your Advertising	375	(2)
Other Marketing Opportunities with E-zines	377	(1)
Starting Your Own E-Zine	377	(2)
Internet Resources	379	(2)
Web Rings As a Promotion Tool	381	(11)
An Effective Alternative to Search Engines and Directories	382	(1)
What Are Web Rings?	382	(3)
How Do Web Rings Work?	385	(1)
How to Participate in Web Rings	385	(2)
Web Ring Participation Costs	387	(1)
The Benefits of Web Rings	387	(1)
Business Reluctance to Participate in Web Rings	388	(1)
Other Marketing Opportunities Provided by Web Rings	389	(1)
Internet Resources	390	(2)
Effective Offline Promotion	392	(9)
Offline Promotion Objectives	392	(1)
URL Exposure Through Corporate Literature and Material	393	(1)
URL Exposure Through Promotional Items	394	(2)
URL Exposure Through Clothing	396	(1)
URL Exposure on Novelty Items	397	(1)
Promotion with a Touch of Creativity	398	(1)
URL Exposure on Your Products	399	(1)
Internet Resources	399	(2)
Web Traffic Analysis	401	(14)
Do You Know Who Is Visiting Your Web Site?	402	(1)
Using Log Files to Your Advantage	402	(1)
Analyzing Log Files with Web Traffic Analysis Software	403	(7)
Developing a Profile of Your Visitors	403	(2)
Which Pages are Popular, and Which Pages Are Not	405	(1)
Find Out How Each Visitor Found Your Site	406	(2)
Identifying Your Target Market	408	(1)
Find Out What Forms of Online Promotion Work for Your Site	409	(1)
Managing Your Online Business	409	(1)
How Do You Get Web Traffic Analysis Software for Your Site?	410	(1)
Popular Web Traffic Analysis Software	410	(2)
Internet Resources	412	(3)
Free Web Traffic-Analysis Services	412	(2)
Web Traffic-Analysis Education	414	(1)
Webcasting	415	(22)
Streaming vs. Nonstreaming Media	416	(3)
Advertising with Rich Media	419	(2)
Higher Recall	420	(1)
Better Branding	420	(1)
More Click-Throughs	420	(1)
More Likeable	420	(1)
More Reasons to Use Rich Media Advertising	421	(1)
The Barriers of Webcasting (Rich Media) Acceptance	421	(4)
Cost	422	(1)
Rich Media Advertising Is Not Accepted by All Sites	422	(1)
Bandwidth Constraints	422	(2)
Irritates User	424	(1)
Too Complicated	424	(1)
The Technology Changes Too Often	425	(1)
Uses of Webcasting	425	(1)
Prominent Webcasters	426	(7)
Internet Resources	433	(4)
Grand Opening Tips for Your Web Site Virtual Launch	437	(4)
Launching and Announcing Your Web Site	437	(1)
Your Web Site Virtual Launch	438	(1)
Internet Resources	439	(2)
About the Author	441	(2)
Appendix A: Terminology	443	(10)
Appendix B: Newsgroups	453	(17)
Appendix C: Search Engines	470	(12)
Appendix D: Internet Marketing Resources	482	(8)
Appendix E: Implementation and Maintenance Schedule	490