Spread the Word - build your own web site to advertise your business

Black Enterprise, May, 2001 by Holly Aguirre

Cooper says that AskHeartBeat.com's new visitors find her through a few key sources: search engines, links on other sites, and offline sources that include word-of-mouth and traditional advertising and marketing.

TRADITIONAL MEDIA

Another option is to promote your site via traditional media. Don't discontinue the print advertising that you've found effective in the past because you think banner ads alone will generate traffic. "Offline marketing makes sense because traditional mediums are still driving Web traffic," says Wojciehowski.

Cooper concurs. "AskHeartBeat.com is marketed as much offline as it is online, using traditional sources such as flyers, posters, print (magazines and newspapers), public appearances on radio and television, speaking engagements, and offline events for singles."

When purchasing ads in trade journals and newspapers, be sure to include your URL boldly in any display or classified. Make sure people know what you're offering. An ad may be clever, but does it define what you're selling? View your Website as an information adjunct to the ad. Catch readers' attention with the ad, then refer them to a Web page where they can get more information or place an order.

McDonald agrees that traditional advertising is important to success. "This still seems to be the best way to attract the large number of users that I need to make the site profitable."

Offline ads are more targeted, more effective, and often less expensive than online advertising. Consider other traditional media to drive people to your site, such as direct mail, classifieds, and postcards. Include the URL on everything: company letterhead, business cards, and brochures. And make sure the URL syntax is correct. Leave off the "http://" part and include only the "www.domain .com" portion.

Too often, though, small businesses spend far too much money when it comes to advertising. "There are lessons to be learned from the now-defunct dotcoms that spent millions of dollars on marketing initiatives," Wojciehowski cautions.

STOP THE PRESSES

If your service or business initiative is unique, it might also be newsworthy. If it is, you'll need a press release. The release should be simple and concise, but not boring. If you are offering something free at your site, place emphasis there. Send news releases to print and Web publications that parallel your company's initiatives.

"Sponsor events [your] audience attends, run advertising in and seek editorial coverage in the print vehicles they read, release news to the press and wires, do a road show, and/or invest in premiums," says Wojciehowski. Cooper says she sends out a new press release every quarter.

Also consider holding a contest or offering something for free, even if it is just a daily recipe or office joke of the day (make sure it's not offensive, though). When you give something away free, doors open. Surf the Net looking for other sites that might be a good link to your site, then e-mail the site owner or Webmaster with your site name, URL, and a brief description (say, 200 words) of what you offer.