Marketing websites through search engine indexing and other traditional methods are as important than ever. But, in a hypercompetitive Internet economy, it’s becoming increasingly difficult. Business survival and success on the Web is now survival of the fittest. And the fittest are ensuring their success by utilizing some tried and true techniques.

Offline Promotion

The importance of offline promotion for a niche business or business catering to a specific locality can’t be overemphasized. Letterhead, business cards and all of a company’s typical collateral materials should always include references to the website address (URL). In addition, all types of advertising, including direct mail, print, broadcast, billboards and bus benches should prominently include references to the website and its URL in the advertising copy.

Building Web Traffic and Relationships through Personalization

The Web is the most effective medium ever known to develop personalization, or targeted, one-on-one relationships. It provides a business with the unique means to develop interactive tools on the site that actively encourages feedback and visitor response. The result is a desire to return, interact and eventually buy - as long as the site’s content is interesting, relevant and useful.

One of the most effective personalization techniques is also the easiest to implement. Provide the site visitor with a means to “register,” or opt-in, to your company’s online email list for further product or service information and updates. Most importantly, offer something of value to make it worthwhile for the site visitor to register. This can be something as simple as a free screensaver or a mousepad. It is also worthwhile to make sure the customer knows there will be important information available, making it worthwhile to continually visit the site.

http://geoff-caplan.com, email geoff@mail.org