To be effective, Internet marketing must be more than simply putting up a website and submitting to search directories. These actions are important and necessary, but they are only a parts in what must be an overall marketing plan.

For some unknown reason, business people seem to view a website as a "magic bullet," an easy way to attract customers. Since search engines are seen as a universal panacea for solving the traffic problem, few recognize the effort involved to pull visitors to a site.

Your clients should be made aware at the start that simply creating their site will not generate lots of traffic and will not cause them to be immediately listed in all of the search engines. To avoid client problems you should set their expectations realistically and if marketing services are to be rendered it should be separate from the cost of the site creation. Listed are a number of marketing tactics you can suggest and/or offer to your clients.

This document is intended for internal use as a checklist of marketing tips and tactics.  It should not be included as-is into a proposal.  If you are to be offering any of these as a service they should be individually included in the cost of the site and listed in the proposal.

Strategy

• Get linked from other websites to yours. In terms of search engine marketing this is by far the most important. A text link will provide more value than just an image link. Within a text link, having key phrases you are trying to promote will help ranking for that keyword on the page being linked to. For example making a link that says << Lancaster Dialup Internet Service >> on another website than Green Apple would help Green Apple improve ranking for the phrase "Lancaster Dialup Internet Service" and each keyword in between as well.
• Create marketing plan tying together on-line and real world material.
• Attracting visitors requires commitment. A website is never finished. It will forever remain a work-in-progress. No company should undertake a website unless it is willing to commit adequate resources to the project.
• Attracting visitors requires website design expertise.
• Attracting visitors requires constant promotion. Offers of information can be compelling.
• Utilize Given the great power these search engines have to steer thousands of Net cruisers to specific sites, it should come as no surprise that a number of Web-savvy firms have cropped up to help companies be among the first links the search engines return to information-seekers. Plus, you can use the software to check your site's position on the Net's eight most popular search engines. A similar program, WebPosition Gold, by FirstPlace Software (www.firstplace.com), focuses on getting your site placed high up on the Web's top search engines.
• Get listed in Web directories such as DMOZ or Zeal.
• Start a newsletter.

Website

• Website is just one more marketing tool, not really very much different from any other tactic a company might employ for prospecting or communicating with customers. While a website offers incredible possibilities for a company, it should be viewed as one among a number of marketing activities a company supports.
• Consider registering a new DBA of the domain name.
• On-line coupons, printed coupons with URL.
• Put company URL on absolutely everything. Answering machine/voice mail. Front door of business. Business cards.  Letterhead and envelopes. Invoices and packing slips. Coffee mugs, pens and other giveaways. Brochures, flyers and posters. Ads – Yellow Pages, Classifieds, Magazines, Radio, TV, Newspaper, etc. Vehicles. All documents. Clothing (hats/shirts).  Signage. Screensavers and wallpaper.
• Contact other sites and offer link trades (tell them what’s in it for them and give them a reason to help each other). Give incentive for others to link to you.
• Use search engines to search for potential customers and affiliates to contact directly.
• Provide full contact information (name, address, email, phone, 800#, fax).
• Register URL with at least the top 10 search engines.
• Consider paying the Yahoo fee for site evaluation within 7 days (as opposed to 7 months).   Be careful doing this if it appears that the company is already listed in Yahoo (even under a different domain) as they will consider it the same company and decline to list it. Register with gte.com, Dun & Bradstreet, uswestdex.com, www.alexa.com.
• Find related sites and offer sponsorships or partnerships.

1. Write a Page Title. Write a descriptive title for each page of 5 to 8 words. Remove as many "filler" words from the title, such as "the," "and," etc. This page title appears on the Web search engines when your page is found. Entice surfers to click on the title by making it a bit provocative. Place this at the top of the Web page between the <HEAD></HEAD> tags, in this format: <TITLE>Web Marketing Checklist - 27 Ways to Promote Your Site</TITLE>. Hint: use some descriptive keywords along with your business name on your home page. Instead of "Acme Cutlery, Inc." use "Acme Cutlery -- Pocketknives, Butchering Sets, and Kitchen Knives". The more people see in the blue highlighted portion of the search engine that interests them, the more likely they are to click on the link.

2. Request Links on Industry Sites. You probably belong to various trade associations that feature member sites. Ask for a link. Even if you have to pay something for a link, it may bring you the kind of targeted traffic you crave, and will help your ranking with certain search engines.

3. Request Reciprocal Links. Find complementary websites and request a reciprocal link to your site (especially to your free service, if you offer one). Develop an out-of-the way page where you put links to other sites -- so you don't send people out the back door as fast as you bring them in the front door.

4. Request Links from Business Directories. Especially if you offer a free service, you can request links from many of the small business directories on the Web. When you have something free to offer, many doors open to you. Surf the Net looking for places that might link to your site. Then email the site owner or webmaster with your site name, URL, and a brief 200-word description of what you offer there. Basic listings may be free, but you may pay for an upgraded listing. Be careful not to get wrapped up in "link farms" as linking with these sites will hurt or even eliminate your placement in search engines.

5. Capture Visitor Email Addresses and Request Permission to Send Updates. On your website's response form, include a checkbox where the visitor can give you permission to email updates about products or services. Now your emails to visitors are not "spam." You're responding to their request for more information. It is recommended to capture the first and last name in separate fields so you can market personally to them. But only ask for the most basic information you need or they won't fill it out.

6. Install a "Signature" in your Email Program. Most email programs such as Eudora, Netscape, or Outlook allow you to designate a "signature" to appear at the end of each message you send. Limit it to 6 to 8 lines: Company name, address, phone number, URL, email address, and a one-phrase description of your unique business offerings. Look for examples on email messages sent to you.

7. Promote Your Site in Mailing Lists and News Groups. The Internet offers thousands of very targeted mailing lists and news groups made up of people with very specialized interests. Use Google Groups (formerly DejaNews, groups.google.com) to find appropriate sources. Don't bother with news groups constituted of pure "spam." Instead, find groups where a dialog is taking place. Don't use aggressive marketing and overtly plug your product or service, even if you see some jerks doing so. Rather, add to the discussion in a helpful way and let the "signature" at the end of your email message do your marketing for you. People will gradually get to know and trust you, visit your site, and do business with you.

Email

• Email signature files.
• Create an email newsletter.
• Do not send unsolicited email (i.e. SPAM or UCE).  Only send email to people who expressly give you permission, give them an easy way to unsubscribe and a way to contact you directly including a real return email address.
• Offer special “limited time offers” only to your opt-in lists.

Media Buys

• Purchase text ads through Google, Overture, Looksmart, and/or Sprinks
• Advertise in targeted e-zines and opt-in mailing lists.
• Market via an affiliate program. f you run an affiliate program find qualified affiliates personally rather than relying on random sign ups.
• Find related sites and offer sponsorships or partnerships.