Most of us are aware of the many benefits to having an internet presence. These days a website is an essential element of your public relations and marketing mix. Particularly for small businesses, it establishes you as a leader in your area of expertise and provides you with a competitive advantage.
Some websites are designed as an on-line brochure for your business, yet others really drive the customer to make their buying decision. But what is the point of having a fancy brochure if no one is buying your product or service. A website can be a cost effective public relations tool for your business. It can help you attract prospective clients who may not hear about you otherwise and increase sales without adding overhead.
But you need to promote it. Don’t just launch your site and then wait for business to come knocking at the door – it may not turn up. If you’re looking at creating a website or wanting people to know more about your on-line presence, here’s a few public relations tips to promote your site on and off-line.
Spread the Word Off-line
One of the first things you need to do is look at who your ideal customer or client is and who you want to attract to your site. It is important to know your audience so you can target your public relations campaign to them. Send out a media release to attract interest to your site through the appropriate media. Is it a business magazine or a women’s weekly? Perhaps the ideal avenue for you is your local newspaper. Of course just issuing a media release doesn't guarantee that you’ll get a run so let’s consider a few other points.
• Put your web address on all your communication collateral such as brochures, newsletters and on business cards, postcards, flyers about your products, catalogues and posters
• Don’t forget to include it on letterhead, fax cover sheets and invoices
• On stickers used for mail outs, packaging and products
• Include it on promotional products such as pens, caps, coffee mugs, fridge magnets, t-shirts or uniforms and key rings
• In your voicemail messages or your on hold message service
• Mention your website address during radio or TV interviews and speaking engagements
• At meetings suggest to clients they can find out more information about your company by visiting the site
• Put it on all media releases
• Include it in all your advertising – print, TV and radio
• On the company car or van
• Yellow pages, white pages and other business directories
• All your email signatures
Think back to your target audience and include your website address anywhere a potential customer is likely to see it.
You’ve sent out your media release but don’t forget to let existing clients know your site is now up and running. Use direct mail, send them a note – a good reason to communicate with them – or send them an e-newsletter with the latest news. Or perhaps use in-store posters to announce the site launch to your existing customer base. Consider running ads in the local paper or business magazines if that is where you attract your customers. In short, keep doing what you're doing to attract clients or customers to your business but add your website address to the mix.
How to Find You On-line
The way most companies promote their websites is by search engine submissions, but search engines and their effectiveness can be a bit of a maze. It does pay to talk to the experts on this one, try your web designer or web host first, as just registering with search engines does not guarantee you traffic. Also just because you have a lot of “hits” on your site doesn't necessarily mean they are your ideal target market.
Most search engine traffic comes from Google and Yahoo! By using a combination of these search engines and using the right words and phrases on your site you would optimise your chances of being found. You don’t need to spend a great deal of money as some sites don’t charge at all and others charge a nominal fee. Perhaps you could explore Google Adwords. Again it pays to seek advice from your web expert.
Once you do get that traffic to your site, here are a few ideas to keep them there and to encourage them to visit again and again.
• Keep your site interesting. Commit to updating on a regular basis
• Optimise. Again talk to your web expert on this one but make sure your site is user friendly so visitors don’t log out because it’s too hard to find the information they want or it takes too long
• Portray a professional image. Ensure consistency of your web design with your other marketing materials and don’t forget to include your logo
• Present interactive features that keep visitors returning, perhaps a competition or an on-line survey. And don't forget freebies. You must give your visitors something of value such as articles or e-books.
• Send out a regular e-newsletter to your data base that offers tips and information and a link back to the site
• Post articles on other websites with links back to your site
• Explore online advertising or sponsorship on another busy website
• One of the most effective PR tools to drive customers to your website is through link exchanges with sites of similar interest. Locate sites that make a good match to your own and contact the owner to ask if they'll link to your site in exchange for you linking to theirs
Like any public relations campaign, attracting visitors and potential clients to your website will take hard work, creativity, perseverance and commitment over an extended period of time. But don’t let your website just sit there – make it work for you so you can allow your expertise to shine.
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