Don't get stranded in cyberspace - creating a business Web site

Black Enterprise, April, 1999 by Rebecca Frances Rohan

Attract attention to your site on and off the Web

If you've followed the tips in this series, you should be well on your way to creating a great Website for your business. But that was just the beginning. Once you've built a site that customers will find useful, you have to let them know it exists. This will take no less of a marketing effort than required to promote your bricks and mortar operation. Be sure to make your Website efforts work in concert with every part of your company's total message.

Your goal isn't simply to promote a Website, but to make your overall marketing efforts work in conjunction with it. For instance, if you offer a newsletter, make sure it directs readers to your Website for more information and vice versa. Both the Website and newsletter can help build a sense of community while offering information, entertainment or both. Know the goals for the company, and make all vehicles you create serve those goals, not a particular medium. That said, here are some ways to launch the new Website into your total communications mix:

REACHING OUT

* Add your Web address or URL to all business communication including, stationery, business cards, invoices, product packaging, promotional items such as pens and mouse pads, brochures, catalogs and voice mail announcements. If possible, incorporate the URL into your company logo. For businesses that exist primarily on the Web, consider making the URL your company name (i.e., Widgets.com).

* Place your Web address prominently in all your advertising efforts --in print, TV and radio commercials and anywhere you already spend money to reach consumers. However, you shouldn't stop there. "People are quick to say `Put e-mail and a URL on literature and advertisements,'" says Dirk Beveridge, president of Beveridge Consulting Group in Barrington, Illinois. "But, more than that, you need to drive people to your site who will generate word of mouth."

* When you mention the Website in an ad, give people a reason to visit, such as a downloadable sample of the music your company sells or recipes for use with your food products. Practical tips that fit your customers' lifestyle or any other item of value should be an inherent part of your site.

* Build community by helping customers interact with one another, and they will draw each other back. Provide forums where they can answer each other's questions and post helpful tips. One coffee site invites users to post their poetry, coffee-house style. A tea site has user-generated tips such as putting fragrant empty foil pouches for tea bags in sock drawers, or over one's nose when changing the cat's litter box.

* Resist the urge to "spam." Spamming--sending unsolicited advertisements via e-mail or news groups--will bring you more problems than customers. If you spam a newsgroup, angry Usenet citizens may bring down your company's mail server with automated e-mail retaliation or other methods you're not prepared for. If your site is hosted by a third party, this can get your business unceremoniously kicked off.

* In newsgroups, it's acceptable to offer helpful information and have your company name and Web address at the bottom of the posting. However, this doesn't mean answering questions with "Our product will solve your problem." Post information that helps people without buying your product and sign with your name and URL. If people value your advice, they'll want to find out more about its source.

* Create services that inherently generate traffic by making people want to "pass it on." No, don't use chain letters--try something like a page that lets users create electronic greetings they can send to and receive from their friends at your site. The most relevant will incorporate your hot property, which only you have the right to share such as personalized greeting cards with your artwork. Use what's uniquely yours to generate traffic.

* Offer interactive tools related to your line of business. A hardware store might offer an interactive calculator that helps customers figure out how much paint to buy for a room or house. "Why go to the IBM Website? Sure, you can learn about. ThinkPads ... but they also have an Internet strategy tool that will help you determine where you're strong and where you're weak in your Internet strategy," says Beveridge. "That's what gets people coming back."

* Approach carefully targeted members of the media with properly formatted press releases. Traditional press releases about your site should follow the standard format, and e-mail press releases should be in 100% plain, unformatted text. If you can read it with Windows Notepad, it's in plain text--no color, no italics, and no HTML! Write a separate letter for each magazine you approach--never use multiple recipients in a single letter. For instance, the subject line should say "XYZ Books launches Website at www.xyzbooks.com."

In the body of the e-mail, repeat the subject line, give the Web address and in a concise, two-paragraph letter explain what your site offers and why it's of concern to that magazine's readers. Address a specific editor at the magazine you're targeting. End with an offer of more information, contact name, phone number and email address. Make sure the contact person is available and well versed, and have an easily accessible press area at your site.