101 Ways to Promote Your Web Site

by Sweeney, Susan

• ISBN13: 9781885068576
• ISBN10: 1885068573
• Format: Paperback
• Copyright: 2001-07-01
• Publisher: Maximum Pr

Summary

Filled with techniques and tools that you can implement immediately. An excellent resource if you're a small or medium sized business and you want to learn how to increase traffic to your website yourself without a huge budget. Softcover.

Table of Contents

Your "Members Only" Web Site	p. xxi
Susan Sweeney's Internet Marketing Mail List	p. xxii
Defining Your Objectives	p. 1
Commom Objectives	p. 2
Other Things to Consider Up Front	p. 5
A Final Word on Objectives	p. 8
Product or Service	p. 9
Target Market	p. 11
Internet Resources for Chapter 1	p. 14
Essentials of Web Site Design	p. 15
Getting Started	p. 16
Defining Your Web Site Objectives	p. 17
Using Competitor Sites to Your Advantage	p. 19
Storyboarding Your Web Site	p. 19
Presenting Your Web Site Message Clearly	p. 22
Realizing the Potential of Your Domain Name	p. 22
The Essentials of Your Web Site Design	p. 26
Keeping Web Site Graphics in Perspective	p. 29
Providing Ease of Navigation with User-Friendly Site Maps	p. 31
Identifying Your Site with Page Titles	p. 31
Viewing Your Site Through Browser Eyes	p. 34
Choosing Web Site Features to Meet Marketing Objectives	p. 35
Guiding the Search Engines with Meta-Information	p. 38
Internet Resources for Chapter 2	p. 38
Web Site Elements That Keep 'Em Coming Back	p. 42
Encourage Repeat Visits	p. 43
Use a What's New Page for Repeat Hits	p. 43
Free Stuff--Everyone Loves It	p. 45
Give a Taste of Your Product with Sample Giveaways	p. 46
Resisting a Deal with Coupons and Discounts is Hard	p. 47
A Calendar of Events Keeps Visitors Informed	p. 48
Luring Customers with Contests and Competitions	p. 50
Using Employment Opportunities to Increase Visitors	p. 53
Creating Useful Links From Your Site	p. 53
Investing in Online Chat Sessions	p. 55
Providing a Tip of the Day to Encourage Repeat Visits	p. 55
Ensuring That Your Site Gets Bookmarked	p. 56
World Interaction with Bulletin Boards	p. 57
Inviting Visitors to Contribute with Surveys	p. 57
Encourage Repeat Visits with Your "Site of the Day"	p. 59
Keep Them Happy with Cartoons	p. 59
Benefiting From Humor with Jokes and Trivia	p. 61
Who Doesn't Love Games?	p. 61
Keep Customers in Touch with Update Reminders	p. 63
Special Events Reminder Services	p. 63
Adding Image with Advice Columns	p. 65
Internet Resources for Chapter 3	p. 65
Spreading the Word with Viral Marketing	p. 68
Capitalizing on Viral Marketing Opportunities	p. 68
The Hotmail Example	p. 71
Blue Mountain--Taking Viral Marketing to the Next Level	p. 71
Virtual Postcards	p. 74
Internet Resources for Chapter 4	p. 76
Permission Marketing	p. 77
Permission Marketing Explained	p. 77
Uses of Permission Marketing	p. 79
A Point to Remember	p. 82
A Closing Comment on Permission Marketing	p. 82
Internet Resources for Chapter 5	p. 83
Designing Your Site to be Search Engine Friendly	p. 84
Understanding Search Engines	p. 85
Frames	p. 87
Image Maps	p. 88
Dynamic Pages and Special Characters	p. 89
Meta-refresh	p. 89
Splash Pages and the Use of Rich Media	p. 89
Use of Tables	p. 90
Spamming	p. 91
Keywords Are Critical	p. 92
Know Your Competition	p. 95
Keep in Touch with the Trends	p. 95
Guiding the Search Engines with Meta-Information	p. 96
Use Descriptive Page Titles	p. 99
Search Engines' Use of Alt Tags	p. 100
Significance of your URL	p. 100
Site Content Revisited and Other Important Design Factors	p. 101
Additional Design Techniques	p. 102
Internet Resources for Chapter 6	p. 103
Search Engine and Directory Submissions	p. 106
A Closer Look at Search Engines and Directories	p. 107
Maximizing Exposure with Submission Pointers	p. 113
Another Look at Keywords	p. 114
Great Descriptions Make the Difference	p. 115
Get Multiple Listings	p. 116
Doorway Pages	p. 116
A Closer Look at Yahoo!	p. 118
A Closer Look at AltaVista	p. 122
Effective Use of Submission Tools and Services	p. 125
Complete Your Site Before You Submit	p. 126
Is Your Page Already Indexed?	p. 126
Check Out Your Competition	p. 127
The Link Popularity Issue	p. 127
It Doesn't Always Come for Free	p. 128
Move to the Top of Search Engine Rankings with RealNames	p. 129
Don't Spam the Search Engines	p. 134
Keep a Record	p. 136
Some Final Pointers	p. 136
Internet Resources for Chapter 7	p. 138
Utilizing Signature Files to Increase Web Site Traffic	p. 142
Presenting Your e-Business Card	p. 142
How to Develop Your Signature File	p. 143
The Do's and Don'ts of Signature Files	p. 145
Sig.files to Bring Traffic to Your Web Site	p. 147
Internet Resources for Chapter 8	p. 150
The E-mail Advantage	p. 152
Making the Connection	p. 153
Effective E-mail Messages	p. 153
Before You Click on "Send"	p. 159
Expressing Yourself with Emoticons and Shorthand	p. 160
Permission-based E-mail Marketing	p. 162
Using Automated Mail Responders--Mailbots and Infobots	p. 164
E-mail Marketing Tips	p. 166
Following Formalities with E-mail Netiquette	p. 168
The Heart of Customer Service	p. 169
Internet Resources for Chapter 9	p. 172
Effective Promotional Use of Newsgroups	p. 174
Newsgroups--What Are They?	p. 175
The Changing Face of Newsgroups	p. 176
Newsgroups--An Ideal Marketing Vehicle	p. 176
The Benefits of Newsgroups	p. 177
Thousands of Newsgroup Categories	p. 178
Target Appropriate Newsgroups	p. 179
Read the FAQ Files and Abide by the Rules	p. 180
Lurking for Potential Customers	p. 181
Tips on Posting Messages	p. 181
Signature Files as Your e-Business Card	p. 184
Newsgroup Advertising Hints	p. 186
Cross-Posting and Spamming	p. 186
Earning Respect with Newsgroup Netiquette	p. 187
Have Your Own Newsgroup	p. 188
Internet Resources for Chapter 10	p. 189
Effective Promotion Through Publicly Accessible Mailing Lists	p. 191
Connecting with Your Target Audience	p. 192
Types of Publicly Accessible Mailing Lists	p. 192
Targeting Appropriate Discussion Mailing Lists	p. 193
Finding the Right Mailing List	p. 197
Subscribing to Your Target Mailing Lists	p. 197
Composing Effective Messages	p. 198
Building Your Own Private Mailing Lists	p. 200
Starting Your Own Publicly Accessible Mailing List	p. 200
Escape the Unsolicited Bulk E-mail Trend	p. 201
Internet Resources for Chapter 11	p. 202
Establishing Your Private Mailing List	p. 205
Why Have Your Own Mailing List?	p. 206
The Issue of Privacy	p. 210
Managing Your Mail List	p. 210
Promoting Your Private Mail List	p. 212
Where to Go from Here	p. 213
Internet Resources for Chapter 12	p. 213
Developing a Dynamite Link Strategy	p. 215
Links Have an Impact	p. 216
Links Have Staying Power	p. 216
Everything Links to You	p. 217
Strategies for Finding Appropriate Link Sites	p. 218
Explore These URLs	p. 219
Tools to Identify Your Competitors' Links	p. 221
Other Potential Link Strategies	p. 222
Winning Approval for Potential Links	p. 222
Making Your Link the Place to "Click"	p. 226
To Add or Not to Add with Free-for-All Links	p. 227
Add Value with Affiliate Programs	p. 227
Maintaining a Marketing Log	p. 228
A Word of Caution with Link Trading	p. 228
Internet Resources for Chapter 13	p. 229
Affiliate Programs	p. 231
Affiliate Programs: Increase Traffic to Your Web Site	p. 232
Commission-Based Affiliate Programs	p. 232
Flat-Fee Referral Programs	p. 233
Click-Through Programs	p. 234
Selecting an Affiliate Program That Is Right for You	p. 235
How to Succeed with Your Affiliate Site	p. 236
Benefits of Creating an Affiliate Program	p. 237
Starting Your Own Affiliate Program	p. 238
The Amazon Example	p. 243
The Connex Network Inc. Example (shameless self-promotion :-)	p. 246
Internet Resources for Chapter 14	p. 251
Maximizing Promotion with Meta-Indexes	p. 255
What Are Meta-Indexes?	p. 255
How to Find Appropriate Meta-Indexes	p. 257
Enlisting Meta-Indexes for Optimal Exposure	p. 258
Review the Work of Some Meta-Index Giants	p. 261
Internet Resources for Chapter 15	p. 263
Winning Awards, Cool Sites, and More	p. 267
It's an Honor Just to Be Nominated	p. 268
Choosing Your Awards and Submitting to Win	p. 270
What's Hot and What's Not in the Name of Cool	p. 273
Posting Your Awards on Your Site	p. 273
Becoming the Host of Your Own Awards Gala	p. 274
Internet Resources for Chapter 16	p. 275
Productive Online Advertising	p. 278
Expanding Your Exposure Through Internet Advertising	p. 279
Maximize Advertising with Your Objectives in Mind	p. 280
Online Advertising Terminology	p. 282
Jump on the Banner Wagon	p. 284
Exploring Your Banner Ad Options	p. 286
Banner Ad Tips	p. 286
Interesting Banner Ads	p. 289
Location, Location, Location	p. 292
Banner Ad Price Factors	p. 292
Considerations When Purchasing Your Banner Ad	p. 293
Make Sure Visitors Can See Your Banner	p. 294
Banner Ad Placement: Where Should Your Ad Be?	p. 294
Making It Easy with Online Advertising Networks	p. 295
Saving Money with Banner Exchange Programs	p. 296
Bartering for Mutual Benefits with Banner Trading	p. 299
Tips for Succeeding with Classified Ads	p. 300
Form Lasting Advertising with Sponsorships	p. 301
Commercial Links	p. 302
Sponsoring a Mailing List	p. 302
Online and Offline Promotion	p. 303
Internet Resources for Chapter 17	p. 304
The Cybermall Advantage	p. 308
The Advantages of Internet Shopping Centers	p. 309
When Are Cybermalls Appropriate?	p. 309
Cybermall Categories	p. 311
Typical Cybermall Products and Services	p. 314
Selecting the Right Cybermall	p. 315
Cybermall Features	p. 318
More Than One Cybermall?	p. 320
Cybermall Pricing	p. 320
Where to Look for Cybermalls	p. 321
Enticing Customers with Coupons and Discounts	p. 321
Internet Resources for Chapter 18	p. 321
Maximizing Media Relations	p. 324
Managing Effective Public Relations	p. 325
Benefits of Publicity versus Advertising	p. 325
What Is a Press Release?	p. 326
Advantages of Interactive Press Releases	p. 328
Sending Press Releases on Your Own versus Using a Distribution Service	p. 330
Golden Tips for Press Release Distribution	p. 334
Formatting Your E-mail Press Release	p. 337
What Is Considered Newsworthy	p. 339
What Isn't Considered Newsworthy	p. 339
Preparing Your Press Kits/Media Kits	p. 340
Developing an Online Media Center for Public Relations	p. 341
Internet Resources for Chapter 19	p. 343
Increasing Traffic Through Online Publications	p. 346
Appealing to Magazine Subscribers on the Net	p. 346
What Exactly Are E-Zines?	p. 347
Web-Based E-Zines	p. 347
E-mail E-Zines	p. 347
Using E-Zines as Marketing Tools	p. 350
Finding Appropriate E-Zines for Your Marketing Effort	p. 350
The Multiple Advantages of E-Zine Advertising	p. 350
Guidelines for Your Advertising	p. 352
Providing Articles and Press Releases to E-Zines	p. 354
Reasons You Might Start Your Own E-Zine	p. 354
Developing Your Own E-Zine	p. 356
Internet Resources for Chapter 20	p. 358
Web Rings as a Promotion Tool	p. 360
An Effective Alternative to Search Engines and Directories	p. 361
What Are Web Rings?	p. 361
How Do Web Rings Work?	p. 363
How to Participate in Web Rings	p. 364
Web Ring Participation Costs	p. 365
The Benefits of Web Rings	p. 365
Business Reluctance to Participate in Web Rings	p. 366
Other Marketing Opportunities Provided by Web Rings	p. 368
Internet Resources for Chapter 21	p. 369
Webcasting	p. 370
Streaming versus Nonstreaming Media	p. 371
Advertising with Rich Media	p. 374
The Barriers of Webcasting (Rich Media) Acceptance	p. 377
Uses of Webcasting	p. 380
Prominent Webcasters	p. 382
Internet Resources for Chapter 22	p. 386
Grand Opening Tips for Your Web Site Virtual Launch	p. 388
Launching and Announcing Your Web Site	p. 388
Your Web Site Virtual Launch	p. 389
Internet Resources for Chapter 23	p. 390
Effective Offline Promotion	p. 391
Offline Promotion Objectives	p. 391
URL Exposure through Corporate Literature and Material	p. 392
URL Exposure through Promotional Items	p. 393
URL Exposure through Clothing	p. 395
URL Exposure on Novelty Items	p. 396
Promotion with a Touch of Creativity	p. 397
URL Exposure on Your Products	p. 397
Internet Resources for Chapter 24	p. 398
Web Traffic Analysis	p. 399
Do You Know Who Is Visiting Your Web Site?	p. 400
Using Log Files to Your Advantage	p. 400
Analyzing Log Files with Web Traffic Analysis Software	p. 401
How Do You Get Web Traffic Analysis Software for Your Site?	p. 408
Popular Web Traffic Analysis Software	p. 408
Internet Resources for Chapter 25	p. 409
Terminology	p. 413
Implementation and Maintenance Schedule	p. 424
Search Engines	p. 429
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