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Website Promotion

360WebMarketing.com is here to make sure you get 24/7 value from your web presence. The first rule of Website monetization is:

People must be able
to find you!

And, when they do find you, are they compelled to heed your call to action?

Let's make sure that your message is clear and compelling, and that your online and offline marketing initiatives are working together effectively BEFORE you begin implementing your strategic plan and promoting your site.

Marketing Integration Evaluation

First we look at your company's overall marketing initiatives to:

Ensure implementation of a branding spiral that links each promotional medium to your Website and back again to your print or broadcast campaigns.
Ensure that Website design is consistent with all company collateral materials, including logos, and brochures.
Ensure that your URL (Website address) is printed or displayed on all collateral materials, advertising and promotions, including brochures, business cards, letterhead, directory listings, direct mail pieces, print ads, radio and TV spots, packaging and advertising specialty items- even T-shirts!

Content and Collateral Review

After we see how all the moving parts work together, we examine the actual content of your message.

This involves reviewing the following:

Site content
All collateral materials
Site performance statistics, traffic, promotional campaign results, etc.

Search Engine Readiness

Make sure your site is ready to be seen by the public before you start to promote it.

If necessary, revise and/or produce new key word-rich content relevant to your goals.
Identify search criteria.
Develop key word list and test assumptions.
Create site descriptions: 25 words, 50 words, 100 words.
Note: Take the time to craft airtight descriptions for the key human-operated directories.

Search Engine Submission

Now it's time to begin the initial web promotion. Here's the process:

Hand-submit to top 15-20 search engines and directories. (Automated submission to thousands of others.)
Create a budget and submit to the paid submission and paid consideration directories, such as Yahoo! and LookSmart.
Set up accounts with appropriate pay-per-click search engines like Overature.com, google.com and Sprinks, and pay-per-inclusion ones like Inktomi.
Negotiate links with complementary sites.
Post announcements to targeted newsgroups.
Distribute targeted press releases to on-line and off-line publications.
Take advantage of free page, link and advertising opportunities.
Develop ad campaigns (see below).

Time Frame

It usually takes three months to properly promote a site. This includes visits to thousands of other sites to locate proper links and promotional opportunities for each specific part of your business.

Online Advertising

When people talk about online advertising, they’re usually referring to the banner ads and buttons you see on portal and other high-traffic sites.

You can buy banners by the key word, or run-of-site. Although important for branding, the click-through rate (CTR) has dwindled to about 1 % on a very good day.
Banner advertising should be carefully managed, relentlessly negotiated, and combined with all other elements of your on- and off-line marketing.
We make sure you get the best rates, the best creative and the most leverage with your online and off-line ad buys.
Online classified ads can also be effective for certain products and services.
Print classifieds are often used to drive traffic to a Website which offers more information and a more detailed sales message.
We recommend eMail and ezine advertising for more effective targeting and better ROI.

Affiliate Programs

If yours is an eCommerce business, you will need to have your own affiliate program. If you have a content site, you can join the affiliate programs of other sites.

eMail Marketing

eMail and ezine advertising should also play key roles in your Website promotion strategy.

What's Next

See sections on Performance, Optimization and Monitoring for the next steps.
Visit Case Studies to see how these steps are applied to real situations.
Go to Consulting to see what 360WebMarketing can do for your company.

"Our goal is to provide you the best marketing tools available and to get your Website profitable ASAP!"
Teri McCready, CEO
360 Web Marketing

"Your work on setting up our Website for the Progressive Venture Dinner helped us sell out early and have people asking for another event next year, The post event surveys gave us key insights in to improvements and how to better serve the Forum for Women Entrepreneurs in Southern California." J. J. Beckey, President, FWE Carlsbad.

To supercharge your web marketing strategy, call Teri McCready at 775-747-8827
or eMail us at teri@360webmarketing.com.

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