101 Ways to promote youar web site pptx

Get More Traffic and Increase Sales! Getting targeted trafc to your Web site will result in dramatically increased revenue if your site is effective, interactive, and well promoted. But how can you get more targeted trafc to your Web site? In 101 Ways to Promote Your Web Site , internationally recognized Internet marketing expert Susan Sweeney tells you how with proven tips, tools and promotional techniques. In this freshly updated seventh edition, Susan Sweeney helps you get on top of the latest Web 2.0 trends and techniques such as RSS, blogs, podcasting, consumer generated media, and mobile marketing. This book (along with the “members only” companion Web site) gives you practical tips, tools, techniques, and step- by-step strategies to help you increase your conversions and make more money online. Entrepreneurs, corporate marketing managers, small business owners, consultants, Webmasters, individuals, new media professionals, and Web site designers will all nd this book invaluable for developing their online strategies. Included with this book is a personal password necessary for accessing the companion Web site which leads you to up-to-the- minute Internet marketing news, expanded information, tips, tools, techniques, and other helpful Web site promotion resources. This book/Web site combination is unbeatable. This book (and Companion Web site) will help you: • Drive more of your targeted customers to your Web site • Optimize your Web site for search engines • Make effective marketing use of consumer generated media, mail lists, meta indexes, e-zines, podcasting, blogs, wikis, mobile marketing, auto-responders, social bookmarking, and more • Leverage the power of e-mail in online sales • Maximize “pay-per-click” search engine sponsored listing strategy • Incorporate a dynamite media and public relations strategies • Keep your customers coming back • Use competitors’ sites to your advantage • Develop viral and permission marketing campaigns • Learn how to use Web metrics and Web trafc analysis to increase sales About the Author Susan Sweeney, CA, CSP, HoF is an internationally recognized Internet marketing expert, consultant, and speaker. She is the author of eight Internet marketing books including 3G Marketing on the Internet and The e-business Formula for Success . Susan is the founder and owner of eLearningU.com, an online learning portal that offers courses on every subject imaginable related to business. She developed the popular two-day Internet Marketing Boot Camp in addition to webinars, seminars on CD, Internet marketing training programs, and e-books related to Internet marketing. Besides being a well-known author, Susan is a CA (Chartered Accountant) and a CSP (Certied Speaking Professional) and has been inducted into the Canadian Speaking Hall of Fame (HoF). She is a frequent speaker on Internet marketing at many conferences, corporate seminars, workshops, and events. Susan lives in Waverley, Nova Scotia, and Ft. Myers, Florida. 101 Ways to Promote Your Web Site Seventh Edition Sweeney Filled with Proven Internet Marketing Tips, Tools, Techniques, and Resources to Increase Your Web Site Traffic “Since I began using some of the ideas in this book, I have built my Internet sales from $1,200 per month to more than $1,000,000 per year…” — Brian Tracy, author of Maximum Achievement (read by over 1 million people in 22 languages) Susan Sweeney, CA, CSP, HoF 101 Ways to Promote Your Web Site SEVENTH EDITION Includes a password for accessing a private Web site containing the latest Web site promotion news, expanded information, and more! Over 70,000 Sold! Main selection of Computer Books Direct book club $29.95 US ($29.95 Canada) Business/Internet Distributed by Independent Publishers Group (IPG) 605 Silverthorn Road Gulf Breeze, FL 32561 (850) 934-0819 maxpress.com “Great stuff! Practical, powerful tips on growing sales from your Web site. Get it!” —Randy Gage, author of Prosperity Mind and How to Build a Multi-Level Money Machine 101 Ways 7e cover Myriad.indd 1 5/27/2008 9:21:11 AM “I have bought about 10 website books lately and this is by far the most useful. I could hardly put it down. I am not a website designer and this book is invaluable.” —Grover Hillbolt, owner of Round Top Real Estate “Expand your knowledge, competence, AND income by following the internet guru’s proven game plans. I did. They work. Guaranteed!” —David Jackson, CSP, CEO of the Australian Salesmasters Training Company “This book is practical and no-nonsense and helped me increase my business tenfold! Your website needs this book!” —Cheryl Cran, CSP, author of The Control Freak Revolution and 50 Ways to Lead and Love it “The show we did on 101 Ways To Promote Your Web Site was a huge success. After reading your book, our staff decided to implement your ideas to grow our listening audience and it worked like magic. 101 Ways to Promote Your Web Site is a must read.” —Bob Sommers, host of the Recognized Expert Marketing Show, www.RecognizedExpert.com “If you are serious about marketing your website to the top and making money on line … this book is a MUST READ!” —Debbie Allen, best-selling author of Confessions of Shameless Self Promoters “Hands down, Best in Class: the ONLY book you need on the subject.” —Warren Evans, Founding Chairman of the International Federation for Professional Speakers “Forget all the other books on growing your business on the internet and buy only this one. The ideas I picked up in this book have grown my internet busi- ness by 500 percent, built my brand massively and resulted in more bookings and sales than I could ever have imagined.” —Frank Furness, author of Walking with Tigers—Success Secrets of the World’s Top Business Leaders “Quick and simple tips to help ANY small business owner make the most of her online presence. I love this book, and highly recommend it!” —Alexandria Brown, online entrepreneur and Millionaire Marketing Coach, www.AlexandriaBrown.com Advance Praise Other Titles of Interest From Maximum Press Top e-business Books • 101 Ways to Promote Your Web Site • 3G Marketing on the Internet • Protecting Your Great Ideas for FREE • 101 Internet Businesses You Can Start From Home and many more… For more information go to maxpress.com or e-mail us at info@maxpress.com 101 Ways to Promote Your Web Site Seventh 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 32561 (850) 934-0819 maxpress.com Publisher: Jim Hoskins Production Manager: Gina Cooke Cover Designer: Lauren Smith Copyeditor: Ellen Falk Proofreader: Jacquie Wallace Indexer: Fred Brown Printer: P.A. Hutchison This publication is designed to provide accurate and authoritative information in regard to the sub- ject matter covered. It is sold with the understanding that the publisher is not engaged in rendering professional services. If legal, accounting, medical, psychological, or any other expert assistance is required, the services of a competent professional person should be sought. ADAPTED FROM A DECLARATION OF PRINCIPLES OF A JOINT COMMITTEE OF THE AMERICAN BAR ASSO- CIATION AND PUBLISHERS. Copyright 2009 by Maximum Press. All rights reserved. Published simultaneously in Canada. Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful. Requests for permission or further information should be addressed to the Permissions Department, Maximum Press. Recognizing the importance of preserving what has been written, it is a policy of Maximum Press to have books of enduring value published in the United States printed on acid-free paper, and we exert our best efforts to that end. Library of Congress Cataloging-in-Publication Data Sweeney, Susan, 1956- 101 ways to promote your web site / Susan Sweeney. 7th ed. p. cm. ISBN 978-1-931644-65-5 1. Internet marketing. 2. Web sites Marketing. I. Title. II. Title: One hundred one ways to promote your web site. III. Title: One hundred and one ways to promote your web site. HF5415.1265.S93 2008 658.8'72 dc22 2008017267 Acknowledgements I am truly blessed. This book—all of my books, my business, and my success so far—would not have been possible without so many people who have contrib- uted and made a difference to me in so many ways. Many thanks to my right hand, Stephanie Strathdee, for all the help with this edition of 101 Ways to Promote Your Web Site. This book was definitely a team effort. Thanks as well to Stephanie for the tremendous effort on our on- line university, eLearningU.com, and for keeping everything running smoothly in our fast-paced (to put it mildly) office. Thanks to my great team at Verb Interactive (http://www.verbinteractive.com): Ed Dorey and Andy MacLellan who have been with me since their university days, and our whole team of Internet marketing experts. Thanks to my Indaba team and great friends, Lea and Sharon, for our many great meetings of minds and souls and the progress we have made on our spiri- tual and business journeys—what a difference you’ve made in my life. Thanks to Colleen Francis for our regular brainstorming calls that always leave me invigorated and ready to conquer the world. Also for the amount I get done the day prior to those calls in anticipation. Thanks to my Canadian Association of Professional Speakers family, my National Speakers Association family, and my International Federation of Pro- fessional Speakers family and all the incredible people I have had the pleasure to listen to and learn from over the years. Never have I met a more sharing, giving, and thoughtful group of people. I am truly blessed to have found you. Thanks, Cathleen Filmore, for introducing me to this fabulous business of pro- fessional speaking. Thanks to the many businesses and organizations and amazing people around the world that I have the pleasure and honor of working with. You keep me on my toes, keep things exciting, and continually help me grow. The Internet is a fascinating and vast publicly accessible resource from which we can learn a great deal. I’d like to thank all those people who share their information so freely on the Net with sites like WilsonWeb (www.wilsonweb.com) by Dr. Ralph Wilson, SearchEngineWatch by Danny Sullivan, and newsletters like I-Search by Detlev Johnson. Many thanks to my large network of experts I know I can always call on to get the latest scoop on what’s really happening. Joe Mauro of inBox360.com and Ken Teeter of nTarget.com are always extremely knowledgeable and help- ful in terms of the ever-changing world of private mail list marketing. Thanks to Jim Hoskins and Gina Cooke at Maximum Press. This is our sixteenth book together. It’s always a pleasure to work with you. One of these days we’re going to have to meet face to face! Special thanks to my absolutely wonderful husband, Miles, who makes all things possible. I wouldn’t be able to do what I do if not for you. Also thanks to our three amazing children—Kaitlyn, Kara, and Andrew—for their love, en- couragement, and support. Love you more than the last number! Special thanks to my mom and dad, Olga and Leonard Dooley, for always being there and for instilling in me the confidence to know that I can do anything I set my mind to. It’s amazing what can be done when you “know you can.” Disclaimer The purchase of computer software or hardware is an important and costly business decision. While the author and publisher of this book have made rea- sonable efforts to ensure the accuracy and timeliness of the information con- tained herein, the author and publisher assume no liability with respect to loss or damage caused or alleged to be caused by reliance on any information con- tained herein and disclaim any and all warranties, expressed or implied, as to the accuracy or reliability of said information. This book is not intended to replace the manufacturer’s product documen- tation or personnel in determining the specifications and capabilities of the prod- ucts mentioned in this book. The manufacturer’s product documentation should always be consulted, as the specifications and capabilities of computer hard- ware and software products are subject to frequent modification. The reader is solely responsible for the choice of computer hardware and software. All con- figurations and applications of computer hardware and software should be re- viewed with the manufacturer’s representatives prior to choosing or using any computer hardware and software. Trademarks The words contained in this text which are believed to be trademarked, service marked, or otherwise to hold proprietary rights have been designated as such by use of initial capitalization. No attempt has been made to designate as trademarked or service marked any personal computer words or terms in which proprietary rights might exist. Inclusion, exclusion, or definition of a word or term is not intended to affect, or to express judgment upon, the validity of legal status of any proprietary right which may be claimed for a specific word or term. Your “Members Only” Web Site The online world changes every day. That’s why there is a companion Web site associated with this book. On this site you will find the latest news, expanded information, and other resources of interest. To get into the Web site, go to http://promote.maxpress.com. You will be asked for a password. Type in: sat and you will then be granted access. Visit the site often and enjoy the updates and resources with our compli- ments—and thanks again for buying the book. We ask that you not share the user ID and password for this site with anyone else. Susan Sweeney’s Internet Marketing Mail List You are also invited to join Susan Sweeney’s Internet Marketing Bi-weekly In- ternet Marketing Tips, Tools, Techniques, and Resources Newsletter at http:// promote.maxpress.com. viii 101 Ways To Promote Your Web Site (promote.maxpress.com) viii Table of Contents Chapter 1: Planning Your Web Site 1 The Fundamentals—Objectives, Target Markets, and Products and Services 2 Common Objectives 3 Advertising Your Products or Services 4 Selling Your Products or Services Online 4 Providing Online Customer Service and Support 4 Providing Product or Corporate Information 5 Creating and Establishing Company Identity and Brand Awareness 5 Other Primary Objectives 5 Other Objectives to Consider Up Front 6 Designing Your Site to Be Search Engine Friendly 6 Including Repeat-Traffic Generators on Your Site 7 Getting Visitors to Recommend Your Site 7 Using Permission Marketing 7 Creating Loyalty among Visitors 8 Including “Stickiness” Elements 8 Including Interactive Elements 8 A Final Word on Objectives 9 Target Markets 9 Products and Services 12 The Fundamentals 13 Using Competitor Sites to Your Advantage 13 Storyboarding Your Web Site 15 Detailed Web Site Planning 17 Content Notes 18 Text Notes 19 Color Notes 20 Navigation Notes 20 Graphics Notes 21 Visual Notes 22 Other Notes 23 Internet Resources for Chapter 1 23 Table of Contents ix Chapter 2: Designing Your Site to Be Search Engine Friendly 24 Methodology to Make Your Site Search Engine Friendly 25 Understanding Search Engines 25 Decide Which Search Engines Are Important 27 Learn the Search Engine Ranking Criteria 28 Keywords Are Critical 31 Brainstorming, Surveying, and Reviewing Promotional Material 33 Review Competing and Industry-Leading Web Sites 34 Assess Your Web Site Traffic Logs 35 Keyword Suggestion and Evaluation Tools 36 Fine-Tuning Your Keyword Phrases 36 Assign Specific Keywords to Specific Pages 42 Title Tags—Use Descriptive Page Titles 43 Keywords Meta-Tag 45 Description Meta-Tag 47 Alt Tags 47 Hypertext Links 48 Domain Name and File Names 48 Body Text—Header Tags and Page Copy 49 Headings—<H1>Header Tags</H1> 49 Page Copy 49 Spamming 51 Quality Guidelines—Basic Principles 54 Quality Guidelines—Specific Recommendations 55 Other Important Design Factors 56 Frames 57 Robots.txt, Meta-Robots Tag 58 Clean Code Is King 58 Navigation Techniques 59 Revisit Meta-Tag 59 Cascading Style Sheets (CSS) 59 Dynamic Pages and Special Characters 59 Splash Pages and the Use of Rich Media 60 Use of Tables 61 Custom Error Pages 61 Image Maps 62 Optimization for Search Localization 62 Monitoring Results 64 Internet Resources for Chapter 2 65 [...]... permission to send them messages, including company news and promotions When you’re developing your Web site, an objective should be to get as many visitors to your site as possible to give you their e-mail address and per- 8 101 Ways To Promote Your Web Site (promote. maxpress.com) mission to be included in your mailings You can do this by having numerous ways for your visitors to sign up to join your... recommend your site is to include viral marketing techniques such as a “Tell a Friend” button on your site You might want to include some variations on this as well Under articles or press releases, you can have an “E-mail this article to a friend” button for people to refer their friends and associates to your site Virtual postcards are also a good way to get visitors to send more people to your Web site There... to join your e-club and to receive newsletters, notices of changes to your Web site, weekly specials, packages, coupons, or new giveaways Chapter 3 has many examples of ways to encourage visitors to request to be added to your e-mail list, and Chapter 4 provides all the details on permission marketing Creating Loyalty among Visitors The way to create loyalty among visitors is to provide them with some... enthusiasts • Eco-tourists You get the idea You need to segment your customer target market and then, for each segment, you need to do an analysis of needs, wants, and expectations If you intend to market children’s products, your Web site should be colorful and the text simple and easy to understand, in keeping with what appeals to Planning Your Web Site 11 Figure 1.1 Web sites designed to appeal to children... implement, make sure it relates to your target market A Final Word on Objectives Setting your Web site s objectives before you begin building your site is essential so that you can convey to your Web developer what you want your Web site to achieve You obviously will have a number of different objectives for your site, but many of these objectives can work together to make your Web site complete Whatever your... travel agency’s site might also want to include downloadable or streaming video tours of vacation resorts to entice visitors to buy resort vacation packages Another idea is to have a system in place to help customers book vacations, rent cars, and check for available flights The travel agency might also want to store customer profiles so they can track where particular customers like to sit on the plane,... your office to ensure that their needs were taken into consideration and the office was designed appropriately The same is true when building a Web site everyone must be included in the brainstorming session 6 101 Ways To Promote Your Web Site (promote. maxpress.com) As much time should be spent in the planning stage as in the construction phase By going through this process, you will be able to develop... secondary objectives to consider: • Your site should be designed to be search engine friendly • Your site should be designed to encourage repeat traffic • Your site should have viral marketing elements that encourage visitors to recommend your products or services to others • Your site should incorporate permission marketing, where visitors are encouraged to give you permission to send them e-mail,... generators in much more detail Getting Visitors to Recommend Your Site The best exposure your Web site can get is a recommendation by a friend or unbiased third party It is critical that you try to have elements of your Web site recommended as often as possible; therefore, you should have a way for people to quickly and easily tell others about elements on your site The best way to encourage people to. .. online resources you can use to research your competition, including industry-specific Web portals and directories Once you have gathered a list of competing Web sites, analyze them element by element to determine which Web elements your competitors include on their sites and how their sites compare to one another You want to look at what types of content they are providing to your target market Other . Internet marketing. 2. Web sites Marketing. I. Title. II. Title: One hundred one ways to promote your web site. III. Title: One hundred and one ways to promote your web site. HF5415.1265.S93. business tenfold! Your website needs this book!” —Cheryl Cran, CSP, author of The Control Freak Revolution and 50 Ways to Lead and Love it “The show we did on 101 Ways To Promote Your Web Site was a huge. Myers, Florida. 101 Ways to Promote Your Web Site Seventh Edition Sweeney Filled with Proven Internet Marketing Tips, Tools, Techniques, and Resources to Increase Your Web Site Traffic “Since