Now that you have an ideally named and well designed Web site, it's time to promote it. What good is your small business's beautiful, efficient Web site without the online traffic to view it?
"It is about awareness, and the ultimate goal is for people to get addicted to your site," says Eliot Phillips, partner and head of Interactive Communications at New York City-based branding firm
Lippincott Mercer.
When researching how to best drive traffic, you may come across the phrase "search engine optimization," which is a hot topic in online marketing. This just refers to ways to increase online traffic via various search engines. Beware of marketing firms making unrealistic promises for your site's placement. "The way to get on the top of the [search] list is to buy that space," says Phillips.
There are several other cost-effective ways to market your Web site, however, and knowing the options will help you find the best fit.
1. Cross-Marketing
Before you begin marketing, consider what your company's brand stands for. For instance, think about a method like cross-marketing, in which complementary products or services are connected to promote both simultaneously -- such as a bakery that specializes in gluten-free products linking to a food-allergy nutritionist's Web site.
Cross-marketing can be a very efficient way of getting the word out, but for it to be effective, the small-business owner must be knowledgeable about what the brand is. "You would hate to put your name on a Web site that was counter to what your company stands for," Phillips points out.
2. Consult a Professional
Another option is hiring an online advertising consultant, such as
24/7 Real Media,
e-Tractions or
DoubleClick. This consultant will act as the middleman between your company and Web publishers that take advertisements to determine the best sites on which your business should be promoted.
The consultant will then place the ads and track their effectiveness. Don't worry about the costs being exorbitant, says Phillips; they can easily be customized around your company's budget.
3. Push vs. Pull
Another marketing technique is push vs. pull. Push refers to the company providing content to the customer, and pull is the customer determining what and how he or she wants to receive the information. Of course, the company wants the customer to pull -- to be eager for more information. Consider a bakery that offers some of its recipes online; customers may then be encouraged to access additional recipes or coupons on the different items the company sells.
Danielle Sonnenberg
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