101 ways to promote your web site, eighth edition [electronic resource] filled with proven internet marketing tips, tools, techniques, and resources to increase your web site traffic

101 Ways to Promote
Your Web Site
Other Titles of Interest from Maximum Press
Top e-business Books
• Social Media for Business
• 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emailusat
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 32561
(850) 934-0819
maxpress.com
Publisher: Jim Hoskins
Production Manager: Jacquie Wallace
Cover Designer: Lauren Smith
Copyeditor: Ellen Falk
Proofreader: Jacquie Wallace
Indexer: BIM Indexing & Proofreading Services
Printer: P. A. Hutchison

This publication is designed to provide accurate and authoritative information in regard to the subject
matter covered. It is sold with the understanding that the publisher is not engaged in rendering profes-
sional 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 DECLARA-
TION OF PRINCIPLES OF A JOINT COMMITTEE OF THE AMERICAN BAR ASSOCIATION
AND PUBLISHERS.
Copyright 2011 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 : filled with proven Internet marketing tips, tools, techniques, and
resources to increase your web site traffic / Susan Sweeney. 8th ed.
p. cm.
ISBN 978-1-931644-78-5
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 2011
658.8'72 dc22
2010028433
Acknowledgments
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contributed
andmadeadifferencetomeinsomanyways.

 Manythankstosocialmediamarketerextraordinaire,KaraSweeney(who
justhappenstobemydaughter),forallthehelpwiththiseditionof101 Ways
to Promote Your Web Site
.Thisbookwasdenitelyateameffort.
 ThankstomygreatteamatVerbInteractive(binteractive.
com
):EdDoreyandAndyMacLellanwhohavebeenwithmesincetheiruni-
versity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spiritual
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Profes-
sionalSpeakersfamily,andto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professional
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in-
formationsofreelyontheWeb.
 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.
 ThankstoJimHoskinsandGinaCookeatMaximumPress.Thisisour

eighteenth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,
encouragement,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condence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busi-
nessdecision.Whiletheauthorandpublisherofthisbookhavemadereasonable
effortstoensuretheaccuracyandtimelinessoftheinformationcontained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contained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 specications and capabilities of the
productsmentionedinthisbook.Themanufacturer’sproductdocumentation
shouldalwaysbeconsulted,asthespecicationsandcapabilitiesofcomputer
hardware and software products are subject to frequent modication. The
readerissolelyresponsibleforthechoiceofcomputerhardwareandsoftware.
Allcongurationsandapplicationsofcomputerhardwareandsoftwareshould
bereviewed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,ser-
vice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denitionofa
wordortermisnotintendedtoaffect,ortoexpressjudgmentupon,thevalid-
ityoflegalstatusofanyproprietaryrightwhichmaybeclaimedforaspecic
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ndthelatestnews,expanded
information,andotherresourcesofinterest.
 TogetintotheWebsite,goto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.

ix
Table of Contents
OtherTitlesofInterestfromMaximumPress ii
Acknowledgments
 v
Your“MembersOnly”WebSite vi
SusanSweeney’sInternetMarketingMailList vii
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
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SpecicKeywordstoSpecicPages 23
Step5.PopulateEachPagewiththeAssignedKeyword 24

Title Tags—Use Descriptive Page Titles
24
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</H1> 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Benets 52
Contents xi
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

Eb
ooks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TrafcUsingPPCAdvertising 78

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:
Email and Signature Files 86
MakingtheConnection 87
EmailProgramversusMailListSoftware 87
EffectiveEmailMessages 87
The Importance of Your Email Subject Line
87
Email “To” and “From” Headings Allow You to Personalize
88
Blind Carbon Copy (BCC)
89
Effective Email Message Formatting
89
A Call to Action
91
Always Use Your Signature Files 92
Discerning Use of Attachments
92

Email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TrafctoYourWebSite 99
UsingSignatureFilesAsanEmailTemplate 100
FollowingFormalitieswithEmailNetiquette 101
InternetResourcesforChapter9 101
Chapter 10:
Autoresponders 102
WhatAreAutoresponders? 102
Contents xiii
WhyUseAutoresponders? 103
TypesofAutoresponders 105
AutoresponderFeatures 105
Personalization

105
Multiple Responses/Sequential Autoresponders
105
Size of Message
106
Tracking
106
HTML Messaging
106
SuccessfulMarketingthroughAutoresponders 106
InternetResourcesforChapter10 107
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11 116
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 Email Program 123

Using Mail List Software
123
Outsourcing Your Mail List 126
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EmailIsNotDead 136
xiv Contents
EmailastheKillerApp—TheLatest 138
TheGoodNews—SocialMedia,RSS,andEmailAreNot
MutuallyExclusive 139
InternetResourcesforChapter12 139
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AfliatePrograms 154
AWordofCautionwithLinkTrading 154
InternetResourcesforChapter13 155
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14 162
Chapter 15:
Online Advertising 163
ExpandingYourExposurethroughInternetAdvertising 164
Contents xv
MaximizeAdvertisingwithYourObjectivesinMind 165
OnlineAdvertisingTerminology 166
Click‑Throughs 166
Hits
166
Impressions or Page Views
167
CPM
167
CPA
167
OnlineAdvertisingTrends 167
Keyword Advertising

168
Geo‑targeting 168
Behavioral Advertising
168
Re‑targeting 169
Advertising through Content Integration
169
Video Advertising
169
Social Media Advertising
170
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Benets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15 179
Chapter 16:
Maximizing Media Relations 180
ManagingEffectivePublicRelations 181
Benets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
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EmailNewsRelease 188
WhatIsConsideredNewsworthy 189
DevelopinganOnlineMediaCenterforPublicRelations 190

InternetResourcesforChapter16 191
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
Email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17 205
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
211
Contents xvii
Overestimating the Marketing Impact 211
Irregular or Infrequent Updating
211
Writing for the Search Engines and Not for the Blog

211
PromotingYourBlog 212
ResourcesforChapter18 212
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19 221
Chapter 20:
Facebook 222
LookbeforeYouLeap 223
FacebookandSEO 223
PersonalProles 223
FanPages 225
Advertising
 229
Groups
 232
Applications
 234
InternetResourcesforChapter20 235
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
xviii Contents
LinkedInApplications 243
InternetResourcesforChapter21 244
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22 252
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23 260
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24 266
Chapter 25:
Mobile Marketing 267
WhatIsMobileMarketing? 268
Contents xix
SMS—ShortMessagingService 268
MMS—MultimediaMessagingService 270
LBS—Location-BasedServices 270
Prole-SpecicAdvertising 271
MobileBlogging 271
SubscribedContent 271
BenetsofMobileMarketing 271
InternetResourcesforChapter25 274
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26 284
Chapter 27:
The Power of Partnering 285

IdealPartnerSites 285
PartneringOpportunities 286
InternetResourcesforChapter27 288
Chapter 28:
Web Traffic Analysis 289
WebAnalyticsDened 290
KeyPerformanceIndicators 291
CommonMeasurementsofPerformance 291
Click‑Through Rate 291
Unique Visitors
291
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
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28 306
AbouttheAuthor 307
Index
 309
1
1
Planning Your Web Site
TherearemillionsofWebsites,sellingmillionsofproductsontheInternet

everyday,andtheyareallcompetingforviewers;manyofthemarecompeting
forthesameviewersyouare!Howdoyougettheresultsyou’relookingfor?
WhenaskediftheyaremarketingontheInternet,manypeopleandorganizations
say,“Yes,wehaveaWebsite.”However,havingaWebsiteandmarketingon
theInternetaretwoverydifferentthings.Yes,usuallyyouneedaWebsiteto
marketontheInternet.However,aWebsiteissimplyacollectionofdocuments,
images,andotherelectroniclesthatarepubliclyaccessibleacrosstheInternet.
Yoursiteneedstobedesignedtomeetyouronlineobjectivesandshouldbe
developedwithyourtargetmarketinmind.Internetmarketingencompasses
allthestepsyoutaketoreachyourtargetmarketonline,attractvisitorstoyour
Website,encouragethem tobuyyour products orservices,and makethem
wanttocomebackformore.
 HavingaWebsiteisgreat,butitismeaninglessifnobodyknowsaboutit.
Justashavingabrilliantlydesignedproductbrochuredoesyoulittlegoodif
itsitsinyoursalesmanager’sdeskdrawer,aWebsitedoesyoulittlegoodif
yourtargetmarketisn’tvisitingit.Itisthegoalofthisbooktohelpyoutake
yourWebsiteoutofthedeskdrawer,intothespotlight,andintothehands
ofyourtargetmarket.YouwilllearnhowtoformulateanInternetmarketing
strategyinkeepingwithyourobjectives,yourproductsorservices,andyour
targetmarket.Thischapterprovidesyouwithanoverviewofthisbookand
introducestheimportanceof:
2 101WaystoPromoteYourWebSite(promote.maxpress.com)
• Deningyouronlineobjectives
• DeningyourtargetmarketsanddevelopingyourWebsiteandonline
marketingstrategywiththeminmind
• DevelopingtheInternetmarketingstrategythatisappropriateforyour
productorservice.
The Fundamentals—Objectives, Target Markets, and
Products and Services
Things have changed dramatically over the past several years in terms of

Web site design and development methodology. Back in the old days—a
coupleofyearsagoinInternetyears—itwasquiteacceptable,andthenorm,
foranorganizationtopackupallofitsbrochures,ads,direct-mailpieces,
newsreleases,andothermarketingmaterialsinabox,dropitoffattheWeb
developer’sofce,andafterashortconversation,askwhentheymightexpect
theWebsitetobe“done.”TheWebdeveloperwouldthentakethemarketing
materialsanddigitizesome,scansome,anddosomeHTMLprogrammingto
developthesite.Bygoingthroughthisprocess,organizationsendedupwitha
Websitethatlookedjustliketheirbrochure—hencetheterm“brochureware.”
BrochurewareisnolongeracceptableontheWebifyouwanttobesuccessful.
Sites that are successful today are ones that are constantly being updated,
providingareasonforvisitorstovisitonaregularbasis.Thesiteisjustone
element in the company’s online presence along with their blog, Facebook
page,YouTubechannel,andaccountsinothersocialmediaapplications.Your
Websiteandallonlinepresenceapplicationsshouldbedesignedaround:
• Objectivesoftheorganization
• Needs,wants,andexpectationsofyourtargetmarkets
• Productsandservicesthatarebeingoffered.
 Everything related to Internet marketing revolves around these three
things—objectives, target markets, and products or services. It is critically
importanttodenethesethingsappropriatelyanddiscussthemwithyourWeb
developer.Itisyourresponsibility,notyourWebdeveloper’s,todenethese
things.Youknow(orshouldknow)whatyourobjectivesaremoreclearlythan
Planning Your Web Site 3
yourWebdeveloperdoes.Ifyoudon’tarticulatetheseobjectivesanddiscuss
themwithyourWebdeveloper,itisimpossibleforhimorhertobuildasiteto
achieveyourobjectives!
 YouknowyourtargetmarketsbetterthanyourWebdeveloperdoes.You
knowwhatyourvisitorswant,whattheybasetheirbuyingdecisionson,and
what their expectations are. You need to provide this information so that

your Web developer can builda Web site thatmeets the needs,wants, and
expectationsofyourtargetmarket.
 Let’sspendtheremainderofthechapteronthesefundamentals—objectives,
targetmarkets,andproductsandservices—soyoucanbebetterpreparedfor
theplanningprocessforyourWebsite.
Common Objectives
Before you even start to create your Website, you must clearly dene your
onlineobjectives. What is the purposeof yoursite? Brainstormwith people
fromallpartsofyourorganization,fromthefrontlineclerks,tomarketingand
salespersonnel,tocustomersupport,toorderfulllmentandadministration.
 Generateacomprehensivelistofprimaryandsecondaryobjectives.Ifyou’re
goingtobuildthisWebsite,youmightaswellbuildittoachieveallofyour
onlineobjectives.Ifyoudon’tbrainstormwithyourstakeholders,document
theobjectives,anddiscusstheseobjectiveswithyourWebdeveloper,itwillbe
impossiblefortheWebdevelopertobuildyouaWebsitethataddressesallof
yourobjectives.
 Everyelementofyoursiteshouldrelatebacktoyourobjectives.Whenyou
decidetoupdate,add,orchangeanyelementsonyourWebsite,examinehow
thesechangesrelatetotheprimaryandsecondaryobjectivesyouhaveidentied.
Ifthereisnotaclearmatchbetweenyourobjectivesandyourintendedchanges,
youmightwanttoreconsiderthechanges.It’samazinghowmanyWebsites
havebeendevelopedwithoutadequateplanningorwithoutensuringthatthe
Websitetiesinwiththecorporateobjectives.
 Someofthemostcommonprimaryobjectivesinclude:
• Advertisingyourproductorservice
• Sellingyourproductorservice
• Providingcustomerserviceandsupport
• Providingproductorcorporateinformation
4 101WaystoPromoteYourWebSite(promote.maxpress.com)
• Creating and establishing brand identity and brand awareness or

companyidentityandawareness.
Other Objectives to Consider Up Front
Although setting your primary objectives is vital, it is just as important to
identifyyoursecondaryobjectives.Bysettingappropriatesecondaryobjectives,
youwillbemorepreparedtoachieveallofyouronlinegoals.Manycompanies
identify only primary objectives for their Web site and completely neglect
secondaryobjectivesthat can helpthemsucceed online. Followingaresome
commonsecondaryobjectivestoconsider:
• Yoursiteshouldbedesignedtobesearchenginefriendly.(SeeChapter
2formoreinformationondesigningyoursiteforhighsearchengine
ranking.)
• Yoursiteshouldpromoteyourblogandothersocialmediaaccounts,
andviceversa.(SeeChapters18–24ondoingbusinessthroughthese
accounts.)
• Yoursiteshouldbedesignedtoencouragerepeattrafc.Chapter3de-
scribesmanyoftheserepeat-trafcgeneratorsinmuchmoredetail.
• Yoursiteshouldhaveviralmarketingelementsthatencouragevisitors
torecommendyourproductsorservicestoothers.Thesearediscussed
indetailinChapter5.
• Yoursiteshouldincorporatepermissionmarketing,wherevisitorsare
encouragedtogiveyoupermissiontosendthememail,newsletters,and
e-specialsonaregularbasis.Chapter4hasexamplesofwaystoencour-
agevisitorstorequesttobeaddedtoyouremaillist,andChapter12
providesallthedetailsonstayingintouchwiththosewhogiveyouthat
permission.
• Yoursiteshouldbedesignedtoencouragecustomerloyalty.
• Your site should incorporate stickiness and interactive elements,
encouragingvisitorstostayawhileandvisitmanyareasofthesite.