Advertising
is an often-overlooked aspect of web site marketing. It covers not only
the external advertising of your site but internal advertising for existing
customers and people who have found your site from a search engine.
External
advertising may take many forms, such as traditional banner advertising
(as on the top of this page), or less obvious forms such as link
exchanges, referrals or sponsorship. Simply exchanging links
with other sites can improve your traffic, or having a referral link from
your customers or wholesaler can provide highly quality leads.
For
a more targeted approach, sponsorships
are one of the best ways to advertise yourself and your site. Your company may sponsor an
informational or community site from which you draw your customer pool, or
set one up yourself.
For
a broad media approach, banner advertising on high traffic web sites can be a
cost effective (in comparison to traditional advertising) and low pressure way of attracting customers to your
site. Although it has been proven that click-through rates from
advertising banners is not high, they do provide high visibility and can
improve both your profile and customer recall of your name and services.
With
either of these approaches the key is targeting. The World Wide Web
is broad and far reaching, so to maximise your return on investment it is
important use an advertising approach that will reach your target markets
effectively.
Once
you have people at your site it is important to both capture their
attention and their custom. The easiest way to do this is through a
'call to action' - a web-only discount offer, a web form, or a newsletter
subscription can all provide a means of capturing leads. On-going
newsletters can be a good way of keeping people coming back to your web
site to see what's new or for special offers.
Visual
Automation can help you design a targeted, comprehensive marketing campaign for
your web sit
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