Web Marketing/Advertising

Web site promotion refers to any activity that may lead users to your site. Proper site promotion is vital for creating a qualified Internet audience. Marketing not only creates traffic for your site but also targets your visitors, molds their expectations, and enhances long-term branding.

Promotion Types

• Online promotion Marketing done using the Internet
  • Search engine positioning Tailoring your web pages to rank well with search engines for focused keywords
  • Referral links Published linked advertising on other sites
  • Broadcast e-mail Direct marketing via e-mail
  • Press releases Promotional articles published in electronic news sources
  • Non-linked promotion General online advertising that does not link to a site
• Offline promotion Marketing though traditional means
  • Mass marketing Marketing to large segments of the population, i.e. TV, radio, magazines
  • Press releases Promotional articles published in mass media sources
  • Direct Marketing Advertising to focused customer segments, i.e. Telemarketing, direct mail, broadcast fax
  • Collateral marketing Adding a web site ad to brochures, business cards, presentations, etc.
  • Networking promotion Personal marketing through relationship building

Promotion Tip

• Web promotion and site design are not independent processes. To maximize the effectiveness of your site, many aspects of the design will need to be tailored to meet marketing goals.
• Site marketing should not be done independent of general company or product marketing. The strategies and branding should be aligned to create a cohesive effort.