Marketing Your Site
Listings in Search Engines and Directories are the backbone of
a marketing campaign - of any marketing campaign. It is just
something that you have to do as a business, like being listed
in the Yellow Pages, etc. If you don't do it, then those who
look there will find your competitors and not you.
However - ask any experienced online marketer and they'll tell
you that Search Engines should only be about 20 percent of your
online marketing campaign.
The other 80 percent is pure
trench warfare: Online promotion in discussion lists, sponsorship of
newsletters, banner advertising,
establishment of strategic links on other sites, establishment
of relationships with other online businesses and advertising
trades.
There is no one formula that works for everyone. For each
business it will be different, because each business has a
different target market that must be reached in the online
community. If you are frustrated with low traffic to your site,
the first thing you should do is examine your site:
Is it useful to the online community, or are you just
selling something? No one purposely looks at advertisements
or sales pitches, especially on the Internet. You're dealing
with extremely intelligent, educated people. They see through
a sales pitch in about 2 seconds and click on the back button
even faster.
After you have established content on your site, and a REASON
for people to visit it and return to it, then you can begin
to plan your online marketing campaign based on what budget you
have to work with.
If you have no budget or a small budget,
then you had better be reading
all the books on Internet marketing and plan on spending about ten
hours a day on the Net... --John Blower
May 20, 1997
Marketing Your Site
Listings in Search Engines and Directories are the backbone of
a marketing campaign - of any marketing campaign. It is just
something that you have to do as a business, like being listed
in the Yellow Pages, etc. If you don't do it, then those who
look there will find your competitors and not you.
However - ask any experienced online marketer and they'll tell
you that Search Engines should only be about 20 percent of your
online marketing campaign.
The other 80 percent is pure
trench warfare: Online promotion in discussion lists, sponsorship of
newsletters, banner advertising,
establishment of strategic links on other sites, establishment
of relationships with other online businesses and advertising
trades.
There is no one formula that works for everyone. For each
business it will be different, because each business has a
different target market that must be reached in the online
community. If you are frustrated with low traffic to your site,
the first thing you should do is examine your site:
Is it useful to the online community, or are you just
selling something? No one purposely looks at advertisements
or sales pitches, especially on the Internet. You're dealing
with extremely intelligent, educated people. They see through
a sales pitch in about 2 seconds and click on the back button
even faster.
After you have established content on your site, and a REASON
for people to visit it and return to it, then you can begin
to plan your online marketing campaign based on what budget you
have to work with.
If you have no budget or a small budget,
then you had better be reading
all the books on Internet marketing and plan on spending about ten
hours a day on the Net... --John Blower
May 19, 1997
Microscope
Microscope is a weekly 'zine
which showcases the "most creative and compelling ads the web has to offer."
According to whom? we asked ourselves.
Well, Microscope is Steve St. Clair and Rich Paschall.
Steve has worked on a wide variety of high profile campaigns for such
notables as Nissan, Calvin Klein, Fila, Labatt Beer and Radio Shack. He
also sports an impressive roster of awards.
Rich serves as an advertising/new media consultant to a number of clients
throughout the Southeast. Some of the awards he's won include CA, British
Design & Art Direction, Clios, etc.
So they probably know what they're talking about.
The current Top Ten features banners from Honda, AT&T and a
notable Public Service ad with an anti-drug message.
Each ad is accompanied by a detailed analysis as to why it works.
If you are in the business of designing banners - or even commissioning
banner ads - this is a good resource from a couple of experts in the visual
field.
There's also a page where you can submit your own ad for consideration.
--John Blower
Take a look at the Archives.
We've indexed all the past issues with topic pointers.
Check out the Archives....100
Weeks of Back issues including:
Week Ending May 18, 1997
- L-Shaped Ads
- Time Wasters
- Sucky to Savvy
- Banner Placement
-
|
Week Ending May 11, 1997
- Net Cards
- Lush
- PR No Nos
- Problem Solving
- Bon Mots
|
Week Ending May 04, 1997
- Spell It Rite
- Semi Free
- Da Basix
- Hi Tech Targets
- Parade-a-thon
|
Week Ending April 27, 1997
- The Edge
- PR Central
- Buckets of Blood
- More Speed
- New Modems
|
Week Ending April 20, 1997
- A Canary
- Search Tech
- Free Lunch
- Jumpin Jehosophat
- AT&T Survey
|
Week Ending April 13, 1997
- Layout
- JavaDoubler
- Integration
- Website Pricing
- Japan
Week Ending April 06, 1997
- Speed
- JavaDoubler
- Integration
- Website Pricing
- Japan
|
Week Ending March 30, 1997
- Germany
- Banner Ads
- Reasons to Send PR
- 20/20 Hindsight
- UFO Cult: Bad Design
|
Week Ending March 23, 1997
- The Other 51%
- We Wuz Framed
- Bandwidth
- Bad Design
- Sling Shot
|
Week Ending March 16, 1997
- Look Ma, No CGI
- Banner Ads Revisited
- Submission Wizzard
- Labels Up to Scratch?
- WebTV
|
Week Ending March 09, 1997
- Cheap PR
- Hard Copies
- Ad Innovations
- Don't Do This
- Design Targets
|
Week Ending March 02, 1997
- SOHO, DIYPR
- Web Balkanization
- Mini Malls
- Liars and Statistics
- Multiple Search
|
Week Ending February 22, 1997
-
- Direct Marketing World
- Columbo, Not Just Yogurt
- New HTTP Spec Speeds Net
- All 4 One Search
|
Week Ending February 16, 1997
- Finding Images
- The Mining Co
- Search Engine Stuff
- Denounce
- Weekend Reading
|
Week Ending February 09, 1997
- Webmaster Secrets
- New Search Engine Services
- Learning From Others' Mistakes II
- Learning From Others' Mistakes
- Weekend Reading
|
Week Ending February 02, 1997
- Purpose First
- Ad Auction
- 123 Domain Me
- Publicity
- Weekend Reading
|
Week Ending January 26, 1997
- Drowning In Links
- Ad Tutorial
- Internet News
- Cookies
- Weekend Reading
|
Week Ending January 19, 1997
- Finding Online Marketing Info
- Microscope
- Promotion Tools
- Bad Form Email
- Weekend Reading
|
Week Ending January 12, 1997
- Ad Placement
- Oooops
- Odd Bedfellows
- Advertising Advice
- Weekend Reading
|
Complete Indexed Archives(19 months of marketing and design)
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Complete Indexed Archives(19 months of marketing and design)
|
Contacting Us
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by IBN (The Internet
Business Network), Mill Valley, CA 94941