E-marketing You Can Use to Make Buzz for Your Business Website – Now, take a look at marketing efforts that fall under the category of e-marketing. The benefit to these is that you’ll use your Web site to drive as well as to receive traffic.
To help customers and prospects find your site on the Web, establish a relationship with the various search engines. Just building a site doesn’t guarantee you any top names in the entertainment industry
You can submit your site to search engines, optimize your site content so that it’s more likely to rank high on appropriate searches, and pay to feature your site on search engines. This is particularly important if your competitors are searchengine friendly. To find out, simply visit a search engine, such as Google, Yahoo!, or Ask Jeeves, and enter some industry terms that are relevant to your business. If your competitors rank high on the findings, this is an area where you’ll need to invest time and, potentially, money.
Your design and hosting company may offer search engine placement or optimization packages.
Once you have a Web site and a professional e-mail address, you can begin to develop e-mail campaigns. Consider establishing a page on your site on which visitors can sign up to receive e-mail updates or an e-newsletter. E-mail can be an inexpensive means for communicating with customers and prospects. You can send weekly or monthly updates, e-newsletters, or promotional offers — all with links back to your Web site where the recipient can learn more.
Several years back, e-mail campaigns were generating very impressive response rates. Today, however, the public has become accustomed to, and at times bothered by, e-mail campaigns. Unfortunately, spammers have given e-mail communications a bad name. However, if you conduct e-mail campaigns with respect and follow CANSPAM guidelines, e-mail can be a beneficial means for generating interest in your company and driving Web traffic.
For e-mail or e-newsletter campaigns, be sure to get permission from recipients to send them information electronically. Let them know how often they should expect to receive it and how they can unsubscribe. This is referred to as an opt-out feature. Make sure to keep an updated database of those who have agreed to receive your electronic communications and those who have requested to be unsubscribed. To avoid legal issues, learn the requirements of the CAN-SPAM Act and follow them.
There are many opportunities to advertise online. A frequent term you’ll hear is banner ads, which stretch across a Web page. These ads are often placed at the top of a Web page and may be rotated with other companies’ ads.
To use banner ads effectively, research the opportunities for your industry by checking industry association sites and online publications. If you market to consumers, find out which sites your target audience visits. Items to consider before placing an ad are price, audience, number of hits that the site and page receives, size of ad, and frequency of rotation.
Promoting your Web site and leveraging e-marketing opportunities will go a long way toward driving traffic to your site, but what you say in your marketing materials will greatly determine the success of these efforts — particularly if you’re developing an ebusiness.
Additional Reading: Traditional Marketing Means for Your Business Website