How do I maximize exposure for my Web Site?

A carefully crafted Web Site should be an integral part of the overall marketing and communication efforts of your company. As in the "physical" business world, in order to maximize visitors to your Web Site, you must develop a strategy to draw exposure. Ideally, the promotion of your Web Site should be incorporated into your existing marketing plan, which defines your product, target market, identifies your competition, products and/or services' benefits and it's uniqueness.

To reach the users of the Internet, companies need to have information of value and content that will not only educate, but also be insightful, interactive and fun. A well-designed, visually engaging and user-friendly Web Site is also key to drawing traffic. Driving visitors to your site can be accomplished online as well as through traditional methods. Some strategies that will attract new and repeat visitors include:

• Reciprocal linking in order to establish an online community.
• Monthly newsletters to keep clients abreast of site changes and updates.
• Promotion and participation in relevant newsgroups and mailing lists.
• Registration with a multitude of search engines 
• Market surveys to keep clients up-to-date on market changes and new potential markets.
• Online advertising via banners and buttons.
• Offline advertising designed to increase brand recognition by promoting URL and site via newsprint, television, radio, etc.

Remember, the marketing strategy for your Web Site has a two-fold purpose-to increase your site's visibility as well as increase the sales and advertising of your products and services. A report published by NetSavvy Communications, an Internet research company, stated that by the end of 1997 over 7 million households bought products and services online. This was double the amount from 1996. As the stakes continue to rise, Web presence will become an essential marketing tool for promoting your business.