|Website Promotion Information & Articles|
Marketing Case Study: Launching WebSiteMarketingPlan.com (2001 - 2002)
WebSiteMarketingPlan.com was to be a companion site to the Web promotion and marketing plan guide "How Much for Just the Spider? Strategic Website Marketing." Although the approach was relatively new -- marketing plan development integrating traditional and online marketing strategies -- the general "Internet Marketing" category was crowded and very competitive. Additionally, I had much offline marketing experience, but zero online credibility.
My initial challenges when launching the Website were:
1.) to gain online credibility and
2.) to be heard in a crowded and often hype-filled category.
By February, 2002 the site was nearly ready. I had fought through a FrontPage learning curve and had a site brimming with content but a bit hard on the eyes (let's just say I could never make a living as a graphic artist). I signed on for a basic hosting plan with Lexiconn and uploaded my Website. Within days, Alexa found the site. Rank? 17 million and some change.
With the site up but largely unknown, an early focus was to get my target audience -- those looking for strategic marketing and planning ideas -- interested enough to visit WebSiteMarketingPlan.com. Making it even more difficult (wouldn't want to make anything easy on myself), I had decided on a severely limited budget -- no consultants and no expensive marketing programs. Just a computer and a truckload of reference books.
Marketing Site Launch Case Study: The Approach
To gain credibility for both the marketing plan book and for myself, I had to show that the approach explained in the book was solid. For this reason, I developed a marketing plan for the site using the same planning process detailed in the book. When done, I had a summary page with four strategies and four to six programs under each. The 20 programs were to be implemented over 12 -18 months, revised as necessary over time.
Thinking in terms of the customer acquisition stages of "awareness," "interest," "trial," and "repeat," I focused first on implementing marketing programs that would build "awareness" and "interest."
Here are some of the marketing programs implemented February through September, 2002:
Getting Listed in Search Engines and Directories
To gain site awareness I manually submitted the site to about a dozen search engines and directories -- the large ones plus a hand full of specialty sites.
Because of budget constraints the Yahoo! directory, at $299 a year, was not feasible. I paid a one-time submission charge to Looksmart (this was before they "improved" to a pay-per-click model) and submitted two URLs to Inktomi through PositionTech.
I purposely did not submit to Google because I had read more than once that Google rankings may be higher for sites Googlebot finds on its own. I do not know if it made a difference but Google did find the site, with cheer-invoking results.
Publishing a Newsletter
Early on, I started a newsletter and continue to publish every one to three weeks. Strategically, this was both to gain personal credibility and to have my own publishing and advertising venue. The first issue was published in March, 2002 -- with five subscribers, including my mom. lol!
I am adamant about growing a targeted, quality subscriber list so I stayeded away from mass acquisition tactics. Going with slow and targeted methods, my opt-in list at end of September, 2002 was around 600 and growing by 5 -10 daily. Far from spectacular, but in line with my expectations.
Also to gain both personal credibility and awareness, I wrote and distributed articles. Mostly, I added the articles to content sites. Publishers may reprint an article at no charge as long as the article remains intact and the resource box at the bottom is used. This creates a win-win situation. The publisher gets free content and I get free advertising.
I also become a member of a few organizations. Early on, I joined the eMarketing Association. This has become a mutually beneficial arrangement. In addition to the normal membership benefits, several of my articles appeared in the monthly newsletter and article of the week.
In 2003, WebSiteMarketingPlan.com was also accepted into the International Council of Online Professionals (iCop). I also joined the Internet Affiliate Marketing Association (iAfma) and the Internet Warriors.
Personal communication with select high-level marketers and specialists garnered mentions of the site as well. Actions that have led to personal communication with several high-caliber personalities include: 1) Answering questions on bulletin boards, 2) publishing guest articles in my newsletter, and 3) publishing others' material on the site (with permission, of course).
Note that I always initiated contact by giving something of value. I did this for two reasons:
1) More likely as not, I had learned from them through their writing. In my own mind, it was a small payback for that free advice.
2) I am uncomfortable with "selling," so do not push goods/services, etc. on others. If the relationship produces revenue, hooray! If not, refer to #1.
Learning from Others
WebSiteMarketingPlan.com and its companion marketing plan and Web promotion guide are "big picture," planning resources. When it comes to implementing promotional tactics, top specialists have been a tremendous resource. I do not always take their advice, but they are indisputably more knowledgeable than I in their chosen fields. Three of my favorites, in alphabetical order:
- David Frey, MarketingBestPractices.com David's a former Anderson business consultant and top executive. He now makes his living from home with several successful information products/services.
- Paul Myers, TalkbizNews.comPaul has a rare combination of abilities. He can understand issues from all sides, develop innovative marketing programs, and write with great wit. Don't let the rough exterior fool you -- there are some smarts under that hat.
- *Jill Whalen, Search Engine Optimization at HighRankings.com (See note and disclaimer below.)Jill takes an ethical, common sense approach approach to search engine optimization and marketing. She is also highly visible in the search engine optimization community. Several Jill Whalen articles appear in All Info About Search Engines and other information sites. Jill Whalen interviews appear across the Web as well, on sites such as Search Engine Blog. She also runs a highly successful forum.
Other programs were in progress or "on the back burner" until the timing was right.
The initial challenges - gaining credibility and attracting attention - were well on the way to being met.
As of September, 2002 (seven months after launch), monthly visitors to WebSiteMarketingPlan.com were consistently growing and numbered about 10,300 for the month. Just over 8,000 of those were unique visitors.
The site had a top-5 Google ranking -- usually first or second -- for both "Internet marketing plan" and "Website marketing plan." The site was also in the top ten -- usually fourth, fifth, or sixth -- for "marketing plan" (all terms without quotes).
While the interest level and number of visitors to the site far exceeded expectations at that point, the conversion rates (which had not been a focus) were disappointing. It was time to move to the next stage of implementing the site's marketing plan -- focusing on "trial" and "purchase" through increased attention to improving conversion rates.
*Jill Whalen Note: I am -- as of 2004 -- one of Jill Whalen's forum moderators. So , I'm now playing "favorites" and expanded the Jill Whalen section a bit compared to the original 2002 article. - Bobette
About the Author
Bobette Kyle draws upon 12+ years of Marketing/Executive experience, Marketing MBA, and online marketing research in her writing. Bobette is proprietor of the Web Site Marketing Plan Network, http://www.WebSiteMarketingPlan.com, and author of the marketing plan and Web promotion book "How Much For Just the Spider? Strategic Website Marketing For Small Budget Business." ( HowMuchForSpider.com/TOC.htm )
Copyright 2002, 2004 Bobette Kyle. All rights reserved.
Seecrets on Website Promotion: Results of Open Source Marketing Plan after 2 Months
This author's open-source marketing plan, as announced on June 29, 2005, is mainly for small and medium-sized businesses. By keeping it simple, this author hoped it can be useful to businesses with a limited budget, can get "more bang for the buck".
Search Engine Submission- Don't be a cheapskate!
Submitting your website to the main search engines should be handled with care. Do it right, and the rewards can be great.
Website Promotion: 10 Sure-Fire Tactics To Sell Your Back-End Products
A back-end product is a product that you attempt to sellyour customers after they have recently purchased arelated product from your business.If you're not trying to sell back-end products to yourcustomers, you're making a big mistake.
10 Magic Ways To Multiply Your Orders
1. Use reward programs to keep people revisiting your web site and buying your products.
Website Promotion - Need Inspiration to Write Articles? Check Your Stats!
One of the best ways to promote a Website inexpensively is to write articles about your Website's topic and submit them to "free content" sites. These sites are easily found; just type "submit free content" into your favorite search engine.
Five Ways to Increase Your Website Conversion Rate
Though it's wonderful to get all those hits to your e-commerce web site, hits don't mean much unless you convert them into sales. This is especially true if you are paying for, and not converting, clicks.
Getting Inbound Links is as Easy as 1-2-3
Your success on the internet is directly related to how many other sites are linking back to yours. The goal of every webmaster is to get more inbound links.
Easy Content Building for the Lazy Webmaster
Free content builder. Articles are the best way to add free content to your site.
Why The One-Pronged Website Promotion Method Doesnt Really Work
Would you attempt to use a cell phone with a dead battery? Or drink from a cup with no liquid in it? Drive a car with gas but no oil?Of course not. Each of those probably sounds like a silly question.
7 Ways to Promote Your Website Locally
Now that you've built your new website you cansit back and let it do all the work, right? Well no. Unlike in "Field ofDreams" if you build it, they won't necessarily come, at least not until youask them to! That's where web site promotion comes in.
Building Online Visibility: A Three-Point Plan For Any Business
The latest trend in online marketing focuses on local search. While there are plenty of business site directories that act like online telephone directories, local search is more than a telephone directory or classified ad site.
Capturing Leads on Traffic Exchanges
There are 3 basic components to capturing leads on free traffic exchanges that need to be understood. Lead capture pages , Autoresponder follow up systems , and Ad tracking URLs .
Web Advertising: 5 Uncommon Ways To Generate Online Business Ideas
Success in business thrives on ideas.The more creative you're the more you'll succeed in business.
Competition Freebies and Sponsorship For Free Advertising and Link Popularity
How many competitions are there running on the net at this time? 1000 maybe? Nah, 100,000 is more than likely and when they pass their closing date there will be just as many to take their place.So, why are companies so desperate to give away free stuff just for answering a question or two? I'll tell you why.
Benefits of Website Localization
Benefits of Website Localization Maximising profit today involves reaching beyond national markets. Accessing an international customer base is vital if a business wants to expand and participate in international trade.
Is Your Websites Link Directory Even Worth Having?
Let's face it, getting (and keeping) a good Google page rank is no easy task and requires constant attention. Not just in getting reciprocal links, but honing your Meta tags, and keeping your content fresh.
Internet Advertising Solutions: 10 Things To Barter For, Before Buying
Before you spend your hard earned money, why not first try toexchange the products and services you have for the products and services that you need?Here are a few internet advertising solutions and ideas:1. Information Products - it could be ebooks, "howto" videos, cassettes, magazines, newsletters, paide-zines, courses, etc.
Free Advertising the Smart Way
Your biggest asset when becoming an internet marketer is to know how to get free targeted traffic to your web sites. It doesn't matter how many web sites you're promoting.
Cross Promote Online For Maximum Profits
Cross promoting is when two or more businesses promote their products or services together. I try to find businesses that have the same target audience, but are not in direct competition with my business.
5 Successful Tips For Marketing Your Website
This could be the most amazing article to ever be released as you read this please keep in mind that the tips I am about to share with you are from my experience with my own successful website HaileysComet Weekly Ezine. (1)List Building: One of the most POWERFUL ways to promote any website is to have your own list to promote with.
|Website Promotion Info Home | Website Promotion Site Map | FEATURED Our Candy Wrapper Software|
|© 2002 - 2006 Wrapcandy.com All rights reserved|