Website promotion should be your lowest cost marketing
Website promotion covers all those online activities that can help drive traffic to your website. I do not include
traditional offline marketing channels. You will of course adapt all your
literature and adverts at least to include a mention of your website. The
more options you give your customers the better.
First, you must optimise
your site for the search engines. Simply making your site easy to
index by the search engines and focused on relevant keywords will bring you some
traffic. However just being indexed is a long way from being near the top
of the index for the majority of competitive keywords. But why pay to get traffic that you can
otherwise obtain for free?
The next stage is to make sure your site is seen by as many as possible of
your target market who are actively searching for your product or service on the
- Pay per Click advertising
This is the tool you used for your test market. It can ensure you
are always visible on the first page of results. Therefore it should
continue to be used as long as there is proven short term
- Link Popularity
website optimisation is completed with all the on-page factors in
place, the search engines have to be persuaded not just to index the
page but to rank it higher than most of its peers. One of the
key factors in achieving this is to create incoming links from other
web sites which are taken as a vote of confidence in the receiving
Email is the most used form of communication on the internet.
Provided you use it properly and avoid spamming, it is a very
valuable way of keeping in contact with customers and prospects who
may not yet be ready to order but are important to your future.