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Marketing Your Web Site On The Internet
February 7th, 2010 Other

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Your web site marketing strategy is the essential factor that determines the success or failure of a business web site. This is true whether your web site is an extension of an offline business, or you run an completely online business. Web site marketing is unlike any marketing you may have done using other media. However, marketing your web site on the internet shares many common core marketing foundations that underlie your marketing efforts regardless of the media you use. I am a strong believer that for a small business, all marketing should be based on the old direct marketing mantra of attention, interest, desire, and action. In this article I am going to discuss those aspects in terms of how they crucial in marketing your web site on the internet.

Regardless of the media you choose, nothing will ever happen if you don’t attract the attention of prospective buyers. This is one of the very basic tenets of successful marketing. On the internet, this concept is evaluated by the traffic that you receive on your web site. But there are a lot of factors that affect how much traffic you get, and only part of it is the actual content of your web site. There are two ways you can get attention in any media: you can earn it or you can buy it.

All of the major search engines you are familiar with like Google, MSN, and Yahoo rate sites based on ‘free’ or ‘organic’ results. In other words, the more traffic a site has and the more relevant the site is, the higher the ranking will be. When someone searches on a specific term on one of these search engines, the resulting list of web pages is presented in a certain order, which is determined by the search engine’s qualification criteria. Because a typical customer is most likely to only concentrate on the very first page of results given, if you are able to boost your ranking to the first page, your website will attract more visitors. Actually if your website appears on the third page or later, it is highly likely that no one at all will see it because most people won’t search past the second page. But is there anything you can do to change your ranking? Actually there is! To help increase your ranking, you can turn to a method known as ’search engine optimization.’ You can hire a firm that specializes in this field. Or you can do the research and put in the time and effort to do it all yourself.

Usually, buying net traffic is a little like networking. You have to find a site that already has high traffic (and perhaps is somehow connected to what you are trying to advertise) and purchase advertising from them. While there are lots of ways to do this, two specific types are the most common. First is the banner ad. This is the most common type of advertising on the net, but it may be a dying ad form. People have gotten so used to them that they can visually block out the banner and not even register the information in it. If you are willing to spend serious time and effort tracking your return on investment, this is still a viable option. Google has popularized the second most common type of visual marketing, which is the text ad. It is more expensive, but also more efficacious. These ads put your information right into the body of the web page (usually a search result page). Google is the biggest company in this market, but Yahoo and MSN are decent places to spend your money as well.

As you can see your web site marketing strategy must first be focused on getting attention. Attention first requires that someone is exposed to your message. You can earn the exposure, you can buy it, or like many businesses you can do both. Earning the attention is a long term focus and requires skill and consistent commitment of resources. However, it pays off almost indefinitely and likely much cheaper in the long run than buying it. Buying the attention is much faster to get results and allows you to test ideas without committing the resources to earn attention. Any comprehensive web site marketing strategy is likely to include both methods.

You can get more information about Business Marketing Plan at http://www.BizRave.com . Eric Menzies writes about Search Engine Marketing Firms and other topics.

- Eric Menzies