Getting started on the Internet Part 3

Marketing: Increasingly, we are receiving calls from companies looking to move their web site from another server. Since we examined what equipment to look for in a web provider in previous issues, today we'll examine another key factor to consider: Marketing.

If you do not have the manpower to take on this task yourself, ask if your provider offers these services.

Entering into search engines: Sounds simple but be aware that the mechanisms vary for searches. For some, you decide what keywords are to be used; for others your descriptive text becomes the keywords. Maximizing effectiveness requires an understanding of your company's target market.

Advertising: This can be both paid and unpaid links; there is both research time to find appropriate places to link or advertise on, and the actual cost of an ad. Small to medium sized companies (lacking a "household name") should budget more to establish initial traffic. Tip: If you don't have compelling information to offer, find someone who does (with a similar audience).

CGI Scripting: Capture information about your browsers in a format you can use later for direct mail or mass e-mail. This may be a questionnaire or survey, or simply asking for standard address information in a fill-in format.

How a busy person can promote their web site FREE!

Put your web address everywhere:

• on business cards next time you re-order

• on your fax cover sheets

• include with all press releases

• every piece of printed material -- make sure your graphic designer knows about it

• ask your ad agency to include it in all advertisements

• notify your public relations person to include it in all announcements (it helps to have a press release area on-line)