Susan Sweeney. 101 Ways to Promote Your Web Site. Eighth Edition

Transcription

1 101 Ways to Promote Your Web Site Eighth Edition Filled with Proven Internet Marketing Tips, Tools, Techniques, and Resources to Increase Your Web Site Traffic Susan Sweeney MAXIMUM PRESS 605 Silverthorn Road Gulf Breeze, FL (850) maxpress.com

2 Table of Contents Other Titles of Interest from Maximum Press Acknowledgments Your "Members Only" Web Site Susan Sweeney's Internet Marketing Mail List Chapter 1: Planning Your Web Site 1 The Fundamentals Objectives, Target Markets, and Products and Services 2 Common Objectives 3 Other Objectives to Consider Up Front 4 A Final Word on Objectives 5 Target Markets 5 Products and Services. 6 The Fundamentals 7 Using Competitor Sites to Your Advantage 7 Storyboarding Your Web Site 9 Detailed Web Site Planning 11 Internet Resources for Chapter 1 12 Chapter 2: Designing Your Site to Be Search Engine Friendly 13 ii v vi vii Understanding Search Engines and How They Rank Sites 14 Methodology to Maximize Your Site's Search Ranking 16 Step 1. Decide Which Search Engines Are Important 17 Step 2. Learn the Search Engine Ranking Criteria 17 Step 3. Determine Your Most Important Keyword Phrases 19 Brainstorming, Surveying, and Reviewing Promotional Material 20 Review Competing and Industry-Leading Web Sites 20 Assess Your Web Site Traffic Logs 21 Keyword Suggestion and Evaluation Tools 21 Fine-Tuning Your Keyword Phrases 21 Step 4. Assign Specific Keywords to Specific Pages 23 Step 5. Populate Each Page with the Assigned Keyword 24 Title Tags Use Descriptive Page Titles 24 ix

3 X Contents Keywords Meta-Tag 26 Description Meta-Tag 26 Alt Tags 27 Hypertext Links 27 Domain Name and File Names 28 Body Text Header Tags and Page Copy 28 Headings Header Tags</Hl> 28 Page Copy 28 Spamming 29 Quality Guidelines Basic Principles 33 Step 6. Link Strategy 33 Step 7. Miscellaneous Points 34 Step 8. Get Yourself on the Maps 34 Step 9. Manually Submit Your Site to the Search Engines 34 Internet Resources for Chapter 2 35 Chapter 3: Web Site Elements That Keep 'Em Coming Back 36 Rationale for Encouraging Repeat Visits 36 Use Feeds for Repeat Visits 37 Free Stuff Everyone Loves It 38 Everyone Wants the Best Price Coupons and Discounts 38 Specials, Promotions, and Packages 40 A Calendar of Events Keeps Visitors Informed 40 Luring Customers with Contests and Competitions 41 Creating Useful Links from. Your Site 43 Providing a "Featured Tip" or "Tip of the Day/Week" to Encourage Repeat Visits 45 MP3s/Podcasts/Videos 46 Ensuring That Your Site Gets Bookmarked 47 Share This/Add This 48 Social Bookmarking 48 Internet Resources for Chapter 3 48 Chapter 4: Permission Marketing 50 Permission Marketing Explained 50 Uses of Permission Marketing 51 Personalization 52 Sell the Benefits 52

4 Cooperative Permission Marketing 53 Incentive-Based Permission Marketing 53 A Closing Comment on Permission Marketing 53 Internet Resources for Chapter 4 55 Chapter 5: Spreading the Word with Viral Marketing 56 Capitalizing on Viral Marketing Opportunities 57 Word of Mouth 57 Pass-It-On Viral Marketing 60 EBooks and ibrochures 61 Fun Videos 61 Checklists 61 Podcasts, MP3s, or Audiozines 62 Articles 62 Internet Resources for Chapter 5 62 Chapter 6: Great Content : 63 The "WOW" Factor 64 Social Media Links 65 ebrochures and ibrochures 65 Audio and Video 66 Podcasts 67 Interactive Maps...: 67 Widgets 68 Interactive Elements 69 Internet Resources for Chapter 6 69 Chapter 7: Landing Pages 71 What Is a Landing Page? 71 Considerations for Landing Page Content 73 Testing Your Landing Page 74 Internet Resources for Chapter 7 76 Chapter 8: Developing Your Pay-to-Play Strategy 77 Generating Targeted Traffic Using PPC Advertising 78 Contents xi

5 Xii Contents Exploring PPC Campaigns in Google and Yahoo! 79 How PPC Campaigns Work 80 Where Do Your Ads Appear? 81 Maximize Exposure with Contextual Advertising 81 Geo-Targeting Your Campaigns 82 Dayparting 83 Maximizing Your Exposure 83 Maximizing Your Budget 84 Internet Resources for Chapter 8 85 Chapter 9: and Signature Files 86 Making the Connection 87 Program versus Mail List Software 87 Effective Messages 87 The Importance of Your Subject Line 87 "To" and "From" Headings Allow You to Personalize.. 88 Blind Carbon Copy (BCC) 89 Effective Message Formatting 89 A Call to Action 91 Always Use Your Signature Files 92 Discerning Use of Attachments 92 Marketing Tips 93 Include a Brochure and Personal Note 93 Provide Customer Service 93 Gather a Library of Responses 94 Graphic Headers and HTML 94 Reply Promptly 94 Using Signature Files to Increase Web Site Traffic 95 Presenting Your e-business Card 95 How to Develop Your Signature File 96 Graphic Headers and HTML 97 The Do's and Don'ts of Signature Files 97 Sig Files to Bring Traffic to Your Web Site 99 Using Signature Files As an Template 100 Following Formalities with Netiquette 101 Internet Resources for Chapter Chapter 10: Autoresponders 102 What Are Autoresponders? 102

6 Contents xiii Why Use Autoresponders? 103 Types of Autoresponders 105 Autoresponder Features 105 Personalization 105 Multiple Responses/Sequential Autoresponders 105 Size of Message 206 Tracking 106 HTML Messaging 106 Successful Marketing through Autoresponders 106 Internet Resources for Chapter Chapter 11: Consumer-Generated Media 108 What Is Consumer-Generated Media? 109 Why Consumer-Generated Media Is Important 109 How to Monitor What Is Being Said about You 110 The Effect of CGM on Corporate Reputation 112 CGM Opportunity or Threat? 114 Where Do You Find Consumer-Generated Media? 114 How Do You Use Consumer-Generated Media? 115 Internet Resources for Chapter Chapter 12: Establishing Your Private Mailing List 117 Why Have Your Own Mailing List? 118 Permission-Based Marketing 119 The Issue of Privacy 121 Where We Need to Be 122 The Right Mail List Technology 122 Using Your Program 123 Using Mail List Software 123 Outsourcing Your Mail List 226 Building Your Database or Mail List 127 Promoting Your Private Mail List 129 Your Communication with Your Mail List 130 Stay under the Spam Radar 132 Recent Legislation 136 Measure, Measure Measure 136 Why Is Not Dead 136

7 Xiv Contents as the Killer App The Latest 138 The Good News Social Media, RSS, and Are Not Mutually Exclusive 139 Internet Resources for Chapter Chapter 13: Developing a Dynamite Links Strategy 140 Links Have an Impact 141 Links Have Staying Power 141 A Quick Talk about Outbound Links 142 Google Webmaster Guidelines on Link Schemes 142 Links from Social Media Venues 144 Strategies for Finding Appropriate Link Sites 146 Explore These URLs 147 Tools to Identify Your Competitors' Links 148 Other Potential Link Strategies 149 Winning Approval for Potential Links 150 Other Link Opportunities 152 Making Your Link the Place to Click 152 To Add or Not to Add with Free-for-All Link Sites 153 Links from Meta-Indexes 153 Add Value with Affiliate Programs 154 A Word of Caution with Link Trading 154 Internet Resources for Chapter Chapter 14: Winning Awards, Cool Sites, and More 156 It's an Honor Just to Be Nominated 157 Social Media Awards 158 Choosing Your Awards and Submitting to Win 158 What's Hot and What's Not 160 Posting Your Awards on Your Site 160 Becoming the Host of Your Own Awards Gala 161 Internet Resources for Chapter Chapter 15: Online Advertising 163 Expanding Your Exposure through Internet Advertising 164

8 Contents XV Maximize Advertising with Your Objectives in Mind 165 Online Advertising Terminology 166 Click-Through s 266 Hits 266 Impressions or Page Views 267 CPM 267 CPA 267 Online Advertising Trends 167 Keyword Advertising 168 Geo-targeting 168 Behavioral Advertising 168 Re-targeting 269 Advertising through Content Integration 269 Video Advertising 269 Social Media Advertising 270 Ad basics 170 Banner Ad Tips 171 Interesting Ads 171 Location, Location, Location 174 Ad Price Factors 174 Considerations When Purchasing Advertising 174 Making It Easy with Online Advertising Networks 175 Bartering for Mutual Benefits with Ad Trading 176 Form Lasting Relationships with Sponsorships 177 Commercial Links 178 Sponsoring a Mailing List 178 A Few Final Thoughts to Remember 178 Internet Resources for Chapter Chapter 16: Maximizing Media Relations 180 Managing Effective Public Relations 181 Benefits of Publicity versus Advertising 181 What Is a News Release? 182 Writing a News Release 182 Notice of Release 182 Header 183 Headline 183 City and Date 183 The Body 183

9 XVI Contents The Close 184 Advantages of Interactive News Releases 185 Social Media News Releases 185 Sending News Releases on Your Own versus Using a Distribution Service 187 Golden Tips for News Release Distribution 187 News Release Timing and Deadlines 188 Monthly Magazines 188 Daily Newspapers 188 TV and Radio 188 Formatting Your News Release 188 What Is Considered Newsworthy 189 Developing an Online Media Center for Public Relations 190 Internet Resources for Chapter Chapter 17: Increasing Traffic through Online Publications 193 Appealing to Magazine Subscribers on the Net 193 What Exactly Are E-zines? 194 Web-Based E-zines 195 E-zines 195 Using E-zines as Marketing Tools 196 Finding Appropriate E-zines for Your Marketing Effort 197 The Multiple Advantages of E-zine Advertising 198 Guidelines for Your Advertising 199 Providing Articles and News Releases to E-zines 200 Reasons You Might Start Your Own E-zine 201 Developing Your Own E-zine 202 ebrochures and ibrochures The Latest in Online Publications 204 Internet Resources for Chapter Chapter 18: Marketing through Blogs 206 What Are Blogs? 207 The Many Uses of Blogs 207 To Blog or Not to Blog? 209 Pros and Cons of Blogging 209 Avoiding Classic Blog Mistakes 210 Underestimating the Time Commitment 222 Overestimating the Marketing Impact 222

10 Contents XVii Irregular or Infrequent Updating 222 Writing for the Search Engines and Not for the Blog 222 Promoting Your Blog 212 Resources for Chapter Chapter 19: Social Media 214 What Is Social Media? Social Networking? 215 The Changing Consumer 215 Know What's Being Said about You 216 Why Use Social Media? 217 How to Develop a Social Media Strategy 218 Even If You're Not Ready to Jump In 219 Social Media Policies and Procedures 219 Can Social Media Be Outsourced? 219 Internet Resources for Chapter Chapter 20: : Facebook 222 Look before You Leap 223 Facebook and SEO 223 Personal Profiles 223 Fan Pages 225 Advertising 229 Groups 232 Applications 234 Internet Resources for Chapter Chapter 21: Linkedin 236 Linkedin Set-up 237 Linkedin and SEO 239 Linkedin Groups 239 Linkedin Recommendations 241 Linkedin Answers 241 Linkedin Events 242 Linkedin Jobs 242 Linkedin Advertising 242

11 XViii Contents Linkedin Applications 244 Internet Resources for Chapter Chapter 22: Twitter 245 Twitter Set-up 246 Twitter Lingo 247 Business Use of Twitter 247 Twitter and SEO 248 Management Tools and Applications 248 URL Shorteners 249 Building Your List of Followers 250 Internet Resources for Chapter Chapter 23: YouTube, Video-Sharing Sites, and Video Syndication 253 Publicity through Video-Sharing Web sites 253 Video Details 255 Using YouTube Videos on Your Site or in Your Blog 255 YouTube Channels and Features 256 YouTube Channel Set-Up 256 Additional YouTube Features 257 Video Syndication 258 Promoting Your Videos 259 Internet Resources for Chapter Chapter 24: Flickr 261 Account Set-up 262 Uploading and Organizing Photos 263 Photo Tagging 263 Promoting Your Photos 265 Flickr Apps 266 Internet Resources for Chapter Chapter 25: Mobile Marketing 267 What Is Mobile Marketing? 268

12 Contents xix SMS Short Messaging Service 268 MMS Multimedia Messaging Service 270 LBS Location-Based Services 270 Profile-Specific Advertising 271 Mobile Blogging 271 Subscribed Content 271 Benefits of Mobile Marketing 271 Internet Resources for Chapter Chapter 26: Interactive Mapping 275 What Is Interactive Mapping? 275 Why Is Interactive Mapping Important? 277 How Do You Do It? 279 How Do You Leverage Interactive Maps? 283 Internet Resources for Chapter Chapter 27: The Power of Partnering 285 Ideal Partner Sites 285 Partnering Opportunities 286 Internet Resources for Chapter Chapter 28: Web Traffic Analysis 289 Web Analytics Defined 290 Key Performance Indicators 291 Common Measurements of Performance 291 Click-Through Rate 292 Unique Visitors 292 Bounce Rate 292 Time Spent 292 Click Stream Analysis 292 Single-Page Access 292 Leads Generated, or Desired Action Taken 293 Customer Conversion Ratio 293 Net Dollars per Visitor 293 Cost per Visitor 293

13 XX Contents Form Abandonment 294 Impact on Offline Sales 294 Return on Investment (ROI) 294 Monitor What Matters to Your Business 294 Determine What Works A/B Testing as a Start 295 Keep It Simple 297 Give It Time 297 Tracking Your Tests 298 Go Deeper Use It or Lose It 298 Bringing It All Together Use What You've Learned from Other Sources 299 Segmenting Your Target Market 301 Choosing a Web Analytics Solution 302 Look at Yourself. 302 Look at Technology 303 Look at the Vendor 304 Closing Comments on Web Analytics 305 Internet Resources for Chapter About the Author ". 307 Index 309