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Marketing Your Small Business Web Site

You have a Web site, but are not getting the number of visitors you need. What can you do to increase Web traffic?

Before even considering search engine/directory registration or engaging in a reciprocal links campaign, you should think for a moment of how you can promote your website as part of the marketing activities that your company is already involved in.

Some of these you've probably implemented already, others you may have overlooked.

Use of Traditional Media

• Do you include your company URL in all print media e.g. advertisements you have in newspapers, trade journals etc? You could use a two-step approach: (1) capture the readers` attention with the ad, (2) then refer them to a URL where they can obtain more information and perhaps place an order.
• If you conduct broadcast media, is the URL given for more information on your product(s) or service(s)?

Staff Awareness

• Are they aware of the purpose and capabilities of your website i.e. can a customer book online, purchase a gift in a secure or non secure environment etc.?
• Are all staff who are in contact with your publics fully aware of your website address and if asked could provide the answer with confidence?
• Are they aware of the general email address for your company?

Marketing Collateral

• Do you include your company URL on all marketing material e.g. brochures, pens, business cards, stationery, comment cards, signs etc?
• Do you include your web address in your email signature file?
• Do you include your web address in press releases and inform the journalist that they can visit your website for more information?

The key is to look at all possible opportunities for the promotion of your Web address and to ensure that you are promoting it wherever possible. The next steps are found below.

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