|
What Is Web Promotion?
Web Promotion Defined
Web Promotion is a catch-all phrase for marketing a web site through the internet. There are four basic types of web promotion:
-
Search Engine Optimization (SEO) – The process of preparing web pages to be submitted to and ranked high in Search Engines (such as Yahoo!, Google, MSN, AOL, etc.) If your pages are already ranked, then SEO gets your pages ranked HIGHER.
-
Viral Marketing (VM) - Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for growth in message's exposure and influence. Leyline further associates this term with the frequency of the return customer.
-
Associate/Affiliate Programs – Link referral and link exchanges - the joining of geographic or occupation-specific web sites that are complimentary in services or product.
-
Paid Advertising - Google AdWords or Overture are examples of paid advertising, where you "pay-per-click" - if someone clicks on the ads from a search engine and go to your site, you get billed for that click.
What is the difference between
Web Promotion & Web Design?
| Web Design... |
Web Promotion... |
...encompasses the visual aspect of the site; all you see here, the elegant graphics at the top and side of this web page, is web design. |
...is the promotion of a web site that is already built. Web Promotion includes Search Engine Optimization, Viral Marketing, Creative Writing, and Ad Campaign Management. |
However, web promotion and web design work very closely together to make a web site that is successful and encourages someone to buy a product or service. Therefore, it is difficult to separate the two in terms of where one task ends and the other begins.
To complicate things further, creative writing is a collaborative effort between the owners of the site, the web designer, and the web promoter.
To operate a successful site you need great web design and superior web promotion.
Web Marketing vs. Other Marketing
Does Web Marketing Replace Traditional Methods of Marketing?
Yes and No; it competes with and compliments traditional marketing.
Web Marketing vs. Traditional Marketing
| Traditional TV or Radio Marketing... |
Web Marketing... |
| Can become very expensive |
Relatively inexpensive |
| Once seen or heard, it's gone |
24-hour availability of information; customers can read at leisure and print out information |
| Markets your product to a loose demographic on a single channel to a passive audience |
Web browsers are actively searching for what you sell through various search engines* |
*provided that you have promoted your website effectively.
Web Marketing Compliments Traditional Marketing
Why Web Marketing is a perfect compliment to traditional advertising?
- What can be referred to through tv or radio or direct mailings, can be fully explained through a website.
- People are inclined to 'bookmark' sites that they like, or refer friends to your website
- You can purchase products on a website (e-commerce)
Think of a website as a 'marketing and sales arm' of your total marketing program, and as a warehouse of information on your product or service.
|
