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

Black Enterprise, May, 2001 by Holly Aguirre

Because StoryAlbums.com is a free service, McDonald participates in affiliate programs from which he generates revenue. "My philosophy is not to deluge my customers with banner ads or other blatant sales gimmicks. I do provide links to the sites I have an affiliate relationship with on a separate page, so customers have to make a conscious decision to click [through]." McDonald receives a commission on each purchase made through an affiliate.

For greater success, however, Wojciehowski suggests companies send updates and point visitors to free offers and new site features. Companies should also include a checkbox on the site that lets visitors "opt in" to receive notices.

NONTRADITIONAL ADS

Joining a banner exchange program is another way to attract customers and make money. Microsoft's Link Exchange (www.bcentral .com/lede fault.asp) is the biggest. By signing up for one of these programs, you agree to show a rotating banner ad on your site provided by other Link Exchange businesses, and they do the same for you. There's also a possibility you'll earn additional revenue through paid banner ads as well.

Spending money for banner ads can sometimes prove effective. The key is to choose sites that will attract your target audience. Expect to pay anywhere from $10 to $70 per thousand people who see your ad, for a click-through rate of 0.5% to 1%. Media brokers can help you find appropriate and cost-effective places to advertise, especially if you have a significant budget for branding purposes.

"We have paid for very little online advertising, instead using the exchange programs, cross-links with other sites that have complementary content, search engine and directory registration, and by supplying content to other sites in exchange for promotional consideration," says Cooper.

Some of the best advertising buys are for small four- to 12-line ads in established e-mail newsletters, like Email Hello! (www.emailhello.com) or ShagMail (www.shagmail.com). Ads can both inform and motivate readers to click on the URL, and tend to draw more targeted visitors.

MAKE FRIENDS

The Internet offers thousands of targeted mailing lists and newsgroups made up of people with specific interests. Take advantage of them. Use Google.com (www.groups.google .com), formerly DejaNews (www .dejanews.com), to find potential customers that may be seeking your kind of service or product.

Find online discussion groups that relate to your business, but don't use aggressive marketing or overtly plug your product or service. Be an authority: Add to the discussion in a helpful way and let the "signature" at the end of your e-mail message do the marketing for you.

"If you do your homework and investigate your competition and the market in general before launching your site, you should have no trouble staying at the top. My best suggestion is to be unique; have something different to offer that no one else has. Let others copy you," says Cooper.

To encourage additional visitors, McDonald plans to offer a "kick-start program" that will scan customers' photos and create starter stories for a small fee.