So you've built a website and they will come, right? Well, not quite. As we all know by now the Internet is a powerful marketing tool, but to succeed it takes the same consistent, diligent execution that traditional marketing vehicles require.

Certainly, there are many online marketing techniques that are effective, but cost money. For example, you can buy sponsorships of email newsletters, which can be good if the publication is highly targeted to your audience. You can also buy a search word on the key search engines—excellent IF you can determine a KEY phrase your target will use. Then of course there's the banner ad, though again you need to be very targeted since they tend to have a relatively low click through return of .1 - .3%.

Don't get us wrong; these can be excellent ways to market your products and/or services, when done correctly and AFTER you've implemented these "free" techniques:

Search Engines

• Write a Page Title. Prepare a Keywords META Tag. Write a Description META Tag.
• Submit Page to Search Engines.
• Some search engines rank a site higher when it has many links pointing to it.
• Download our SEO Checklist.

Linking

• Request links on industry sites.
• Request reciprocal links from complementary companies or partners.
• Promote your site in mailing lists and news groups.

E-Mail

• Install a "Signature" in your e-mail program. Make sure everyone in your organization implements this signature in the same exact way.
• Capture visitor e-mail addresses and request permission to send updates.
• Publish an e-mail newsletter, tips, etc. Ask the receivers to forward to "friends/colleagues". ALWAYS offer an opt-out.

Traditional and Miscellaneous Strategies

• Include your URL on stationery, cards, and literature. You'd be surprised at how many companies don't do this!
• Promote using traditional media. Use your print and other direct marketing or advertising to drive site traffic in a two-step approach.
• Hold a contest; use the entry form as a survey to gather research.
• Ask visitors to bookmark your site.
• Exchange ads with complementary businesses.
• Write articles for others to use in their newsletters that promote your web site URL.
• USE YOUR STATS to measure site traffic, popular pages, promotion success, etc.

There are a great deal of details to consider around each of these techniques, but you should be able to implement each of these on your own for "free." Okay, at the cost of your time.

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