Marketing & Promotion for Newbies

Marketing & Promotion For Newbies

Tips On Getting A Website Or Ad Campaign Noticed

by Jason Runyan, Advertising Solutions
Revised March 21, 2019
Originally Published August 2002

Generating legitimate traffic to a website, marketing campaign, or any advertising endeavor can be tough; especially with a great deal of competition in today's crowded market place.

However, there are several methods (both free and paid) of promoting new sites and campaigns to help companies achieve immediate, qualified traffic, for conversion into potential leads, and sales:

  1. Social Media:
    • Social media sites like Facebook, Twitter, LinkedIn, and Alignable are excellent approaches to generating new traffic.
    • Social media sharing is effectively today's form of Word-of-Mouth advertising.
    • By posting and marketing on social media networks (related to the company's industry) one can invoke discussions about a new site, campaign, product or service to their friends and colleagues immediately.
    • Because social media allows for instant sharing, news can "go viral", and within minutes generate thousands of new visitors and potential buyers.

  2. Press Release:
    • Sending out a press release is a great way to let the media know about a new site or campaign.
    • Be sure to note what is different about this campaign versus others out there.
    • When written correctly, with emotional appeal, and correlation to current events; it can be surprising at how the media will pick up on a story, and broadcast the news to the world.

  3. Search Engines (Organic / Natural):
    • Making sure a site is optimized for search engines is one of the most important free methods of attracting qualified traffic to a new website or marketing campaign.
    • Unfortunately, SEO is one of the most overlooked and under utilized means of generating free, targeted traffic.
    • By utilizing SEO, sites and campaigns will rank higher in organic search results.
    • Higher ranking often results in more quality traffic for conversion into leads and sales.

  4. Search Engines (Paid):
    • For immediate, "I need it now" traffic, look at utilizing paid advertising.
    • Paid promotion, (such as Google Ads for example) are the ads that often appear at the very top of Google or Bing's search results, on the side bar, and sometimes at the bottom of search pages.
    • Paid search can help a new site gain targeted traffic until a website is fully indexed by search engines for natural ranking.
    • When paired with organic SEO, paid search ads can help establish dominance and authority in the search results.

  5. Display Network (Paid):
    • Another portion of Google Ads separate from their Search Network for immediate paid traffic.
    • The Display Network is a group of more than 2 million websites, videos, and apps that can show paid ads across the internet.
    • Unlike like plain text ads in search engine results, ads on the Display Network show graphic ads.
    • Sites that are apart of the Display Network reach over 90% of internet users worldwide.

  6. Remarketing vs. Retargeting (Paid):
    • While both terms can sometimes be used interchangeably, the difference between the two is often in strategy.
    • Remarketing is usually used to describe re-engaging prospects or customers with email.
    • Retargeting is often used to describe online ads shown based on a user's activity on a website (tracked with cookies).
    • Both options have the same goal: to help reach out to users who've shown and interest and visited the site.
    • Google has confused the two terms with their Remarketing service using the Display Network that works like retargeting by showing ads relevant to sites the user have previously visited and shown an interest in.

  7. Directories:
    • Not to be confused with search engines, directories index and catalog sites based on
      • location,
      • content,
      • and industry.
    • Getting listed with the right directory for an industry can greatly improve the flow of traffic to a website or campaign.
    • As well, getting a website listed in the proper directory can help the SEO and ranking in search results.
    • Always AVOID irrelevant directories and link farms; these sites are just full of spam links and have no SEO value; some can potentially hurt a website's promotional efforts.

  8. Link Trades:
    • Getting to know complimentary companies in related industries can be great for generating new qualified traffic.
    • Try contacting the webmaster and requesting a link trade in their resources or value-added section; this is a good way to generate additional targeted traffic to both your site, and theirs.
    • Be sure to avoid linking to irrelevant websites or link farms; these are often considered spam links, and can hurt website optimization.

  9. Awards/Organizations/Certifications:
    • Applying for awards and certifications are an excellent means of gaining recognition, building a reputation, and generating additional traffic for marketing.
    • Only apply for awards or certifications after the website or ad campaign is ready for public viewing; make sure there are no longer any under construction pages.
    • As well, professional organizations like the BBB (Better Business Bureau) or Angie's List can help generate business.

  10. Opt-In Email Marketing:
    • It's important to note that ALL email marketing today must be "double opt-in" to be in compliance with CAN-SPAM laws.
    • While email marketing itself can often be done for free to existing authorized subscription email lists, often a paid email service is used for ease of managing subscription lists and spam laws.
    • Email marketing can be a great way of connecting with existing users to remind them of products and services offered.
    • Utilizing email marketing along with triggered, and/or marketing automation software can have big boons for generating new sales and leads based on interest and pages viewed on a website.

  11. Advertise:
    • One of the biggest mistakes businesses make is to fail to advertise the website address on the company's marketing collateral & property (including company vehicles, etc).
    • The website address should be on ALL the marketing materials, letterhead, business cards, and all other advertising mediums including social media pages, etc.
    • If the business is having a special, this information should be updated regularly on the website's main page, and ad boards.
    • As well, specials and ads should be promoted on social media posts and cover photos (such as updating Facebook's Cover Photo with the latest sale, product release, etc.)

By utilizing the above promotional methods, it becomes easier to generate qualified and targeted visitors. Pending the site or campaign is setup to engage and convert, these new visitors can be turned into paying customers!

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