Just because "old media" strategies aren't on the Internet doesn't mean they aren't effective. A mixed media approach can be very effective.

6. Include Your URL on Stationery, Cards, and Literature. This is a no-brainer that is sometimes overlooked. Make sure that all reprints of cards, stationery, brochures, and literature contain your company's URL. And see that your printer gets the URL syntax correct. In print, I recommend leaving off the http:// part and including only the www.domain.com portion.

7. Promote using traditional media. Don't discontinue print advertising that you've found effective. But be sure to include your URL in any display or classified ads you purchase in trade journals, newspapers, yellow pages, etc. View your website as an information adjunct to the ad. Use a two-step approach: (1) capture readers' attention with the ad, (2) then refer them to a URL where they can obtain more information and perhaps place an order. Look carefully at small display or classified ads in the back of narrowly-targeted magazines or trade periodicals. Sometimes these ads are more targeted, more effective, and less expensive than online advertising. Consider other traditional media to drive people to your site, such as direct mail, classifieds, post cards, etc. TV can be used to promote websites, especially in a local market.

E-Mail Strategies

Don't neglect e-mail as an important way to bring people to your website. Just don't spam. That is, don't send bulk unsolicited e-mails without permission to people with whom you have no relationship. You can find lots to details and tips in this book The E-Mail Marketing Handbook.

8. Publish an E-Mail Newsletter. While it's a big commitment in time, publishing a monthly e-mail newsletter ("ezine") is one of the very best ways to keep in touch with your prospects, generate trust, develop brand awareness, and build future business. It also helps you collect e-mail addresses from those who visit your site but aren't yet ready to make a purchase. You can distribute your newsletter using listservers such as:

• Gammadyne Mailer
• Infacta GroupMail
• Topica Email Publisher
• Constant Contact
• Got Marketing Campaigner

If you're just getting started you can use a free advertising-supported newsletter from Yahoo! Groups. See articles on newsletter marketing

10. Rent targeted e-mail lists. We abhor "spam," bulk untargeted, unsolicited e-mail, and you'll pay a very stiff price in a ruined reputation and cancelled services if you yield to temptation here. But the direct marketing industry has developed targeted e-mail lists you can rent -- lists consisting of people who have agreed to receive commercial e-mail messages. These lists cost $40 to $250 per thousand or 4¢ to 25¢ per name. Do a smaller test first to determine the quality of the list. Your best bet is to find an e-mail list broker to help you with this project -- you'll save money and get experienced help for no additional cost. You'll find many articles on opt-in e-mail marketing

Miscellaneous Strategies

11. Promote Your Site in Online Forums and Blogs. The Internet offers thousands of very targeted e-mail based discussion lists, online forums, blogs, and Usenet news groups made up of people with very specialized interests. Use Google Groups to find appropriate sources. Don't bother with news groups consisting of pure "spam." Instead, find groups where a serious dialog is taking place. Don't use aggressive marketing and overtly plug your product or service. Rather, add to the discussion in a helpful way and let the "signature" at the end of your e-mail message do your marketing for you. People will gradually get to know and trust you, visit your site, and do business with you.

12. Announce a Contest. People like getting something free. If you publicize a contest or drawing available on your site, you'll generate more traffic than normal. Prizes should be designed to attract individuals who fit a demographic profile describing your best customers.

13. Ask Visitors to Bookmark Your Site. It seems so simple, but make sure you ask visitors to bookmark  your site or save it in their Favorites list.

14. Exchange Ads with Complementary Businesses. Banner exchange programs don't work well these days. But consider exchanging e-mail newsletter ads with complementary businesses to reach new audiences. Just be sure that your partners are careful where they get their mailing list or you could be in trouble with the CAN-SPAM Act.

15. Devise Viral Marketing Promotion Techniques. So-called viral marketing uses the communication networks (and preferably the resources) of your site visitors or customers to spread the word about your site exponentially. Word-of-mouth, PR, creating "buzz," and network marketing are offline models. #13 above, "Write Articles for Others to Use in their Newsletters," is a viral approach. The classic example is the free e-mail service, hotmail.com, that includes a tagline about their service at the end of every message sent out, so friends tell friends, who tell friends.


Too many people learn the hard away about using pay per click advertising. Therefore, here are some basic tips to help you avoid making some bad mistakes.

Here Are Some Pay Per Click Tips!

• Use very specific keywords! One of the biggest mistakes that people make are to use vague and general keywords. For example: If you bid on the word sex, you will get thousands of visitors very quickly. However, these are simply visitors that are mostly browsing and will probably not buy anything. Bidding on such a vague term will cost you alot of money and get you few if any sales. So instead of bidding on the word "lotions", bid on a specific lotion name. Chances are that if a person types a specific item name into a search engine, they are most likely looking to purchase just that! You will get alot less visitors, but the ones you get will most likely make a purchase. The more specific your keywords, the better.
• When creating your keywords for you PPC campaign, be sure to have your ad link directly to the product on your store. Do not simply link them to the main page of your website. As in our previous example, if someone types in the name of a specific lotion, they want to see that specific product and not have to search your website for it. Therefore, make sure your PPC campaign for that keyword links directly to the detail page of that product. This will take a little more time to set up initially but will save you money and generate more sales in the long run.
• Utilize the tools offered by the PPC engines. The 2 most popular PPC engines are GOOGLE and Yahoo(formerly Overture). Both allow you to set daily budgets so that you do not exhaust your advertising funds too quickly. Choose a budget that you feel comfortable with.