The Birth of a Professional Web Site
Part Ten: Promoting Your Web Site
By Shelley Lowery
Creating a successful Internet presence involves much more than designing a great web site or having the "perfect" product. Listing your web site with the Search Engines is your first step; however, you must not solely rely on the Search Engines to bring you traffic.
Creating a successful Internet presence involves much more than designing
a great web site or having the "perfect" product. Listing your web site with
the Search Engines is your first step; however, you must not solely rely
on the Search Engines to bring you traffic.
You must design a complete promotional strategy and work it every day. If
you're launching a new web site, your first step will be to submit your site
to the Search Engines and Directories.
Although there are many auto-submission software programs available on the
Internet, make sure you manually submit your site to the main Search Engines
Once you've manually submitted your main pages, visit SelfPromotion.com
to automatically submit your pages to a number of additional Search Engines
A good way to organize your promotions is to set up a web page, for your
personal use, that will contain your complete strategy. This page should
be stored on your hard drive and not uploaded to your server. Your page should
contain four sections.
Each of these four sections should contain the appropriate information for
each of your promotional resources, such as web site name, user ID, password
(if applicable) and hyperlinked web addresses for each web site you plan
to use for your promotions. This will enable you to open your web page each
day and visit the sites you have listed.
Visit some popular discussion boards and share your expertise. Although you
may not advertise on discussion boards, you can include your signature file
with your post. Before you begin posting to discussion boards, make sure
you lurk a while and see exactly how the board functions.
Cross promoting is a powerful technique used by many Internet marketers to
increase the exposure of their products, services or publications. You simply
decide what type of promotional exchange you would be interested in and contact
fellow marketers to discuss an exchange.
The most effective technique used in cross promotions is recommendations.
By providing each other with a personal recommendation you can increase your
response rates tremendously.
Here are some popular cross promoting techniques you can use to boost your
Exchange links with web sites similar to yours, but not in competition. Many
Search Engines are now utilizing a system that tracks and ranks sites according
to the number of quality links pointing to a particular web site. By exchanging
links with similar web sites, you will not only increase your Search Engine
ranking, but you will also increase your web site traffic.
Ezine Ad Swaps
Exchange subscription ads with other ezine publishers. Ezine advertising
is one of the best forms of advertising on the Internet. By swapping ads
with fellow ezine publishers, you can run your ad in other publications free
Exchange subscription information with fellow ezine publishers. Provide
recommendations within your ezine's welcome message, thank you page and even
on your multiple subscription ezine form.
Partner with a similar publication and provide content for each other. This
may be a weekly tips column, question and answer column or whatever you'd
Partner with fellow Internet marketers and create free ebooks to freely
distribute. The ebook should mutually benefit and promote both of you, while
providing valuable information for your visitors.
A ride along is any extra information (advertisements) sent along with a
direct mailing. You can use this same technique with any ezine solo mailings
you may run by including an exchange recommendation within your mailing.
In addition, you can include recommendations within your thank you letters
you send out when you deliver your products.
An up sell is used when your customer is in the process of ordering your
product. Another product is introduced, for a small additional cost, just
as you're closing the sale. This technique is used with many infomercials
when the customer calls in their order. The operator will introduce an additional
product for a minimal extra charge. You can use this same technique on your
order page by trading product recommendations with fellow marketers.
A quality recommendation will pull a much higher response rate than just
a link or banner. Cross promote with individuals you truly respect and believe
in, as your professional reputation is on the line.
Promoting your web site offline is another great way to increase your traffic.
Below are several resources to assist you:
Once you've implemented your promotional strategy and continuously work it
each day, you'll be amazed with the results of your efforts. Consistency
will be the key to driving massive traffic to your site.
Shelley Lowery is the author of the highly acclaimed ebook series, Web Design Mastery -- An eight volume (500+ pages) in-depth guide to professional web design. Web Design Mastery is being hailed as the "Bible" for professional web design.