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Putting Your Website To Work Web Site

The Berry Tree


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Good Product or Service + Fair Price + Good Website + Plenty of Qualified Traffic = A Successful Website
The Internet Your Portal To The World

There are over half a dozen overall strategies for website promotion. Before developing your marketing plan, you must decide which of these strategies you will implement.

OVERALL STRATEGY:  Direct Site Promotion

Direct Site Promotion

Direct Site Promotion is the most commonly practiced web marketing strategy. Simply, the website itself (rather than another site) is promoted. Webmasters utilizing this strategy often achieve only limited success. For a minority of webmasters, the Direct Site Promotion strategy works just fine. However the majority of webmasters are crying out for more traffic and better marketing results. As a marketer, you must think "outside the box" and consider one or more of the strategies presented below.

OVERALL STRATEGY:  Promotion of Lead-In Sites

Promotion of Lead-In Sites

Lead-in Site Promotion is a closely-guarded gem of professional web marketers. Here, the lead-in site is promoted heavily, with the intention of generating a mass amount of visitors, and funneling some of those visitors to a separate target site. There are about a dozen types of lead-in sites, ranging from "media-hook" lead-in sites to "celebrity" lead-in sites. These will be covered in detail later.

Here's an example of Lead-In Site Promotion in action: Say you have a website devoted to online sales of pet supplies (your "target site"). You would create a new, separate, lead-in site, designed to bring in the masses. In this case we'll say this site is a "Boa Cam" site, with a live camera on a Boa Constrictor. Surfers could visit the site 24 hours a day, or during feeding time to see the snake eat a live mouse! And for those who missed the live feeding, they can watch a previous pre-recorded QuickTime video. Wow, this would generate some traffic, and perhaps a bit of press coverage.

Now here's the important part: The Boa Cam "lead-in site" would heavily advertise your pet supply site. Once surfers got their thrill watching the live Boa, they'd look for some good links off the site. Some of those surfers would click on your banner and link to your target site.

OVERALL STRATEGY:  Promotion of an Automatic Traffic Generator

Promotion of an Automatic Traffic Generator

Automatic Traffic Generator Promotion involves promoting a special facility called an Automatic Traffic Generator, or "ATG" for short. These ATGs are designed to automatically keep people coming to a website. With a good ATG system, the number of visitors will always increase. With this strategy of site promotion, you would incorporate an ATG into your site, then focus your marketing efforts on promoting the ATG.

The most popular type of ATG is a "Postcards System." Here's how it works: Surfers go to a special area on your site to design personalized postcards for their friends. The design typically involves selecting a photo then typing personalized text. When finished they review their creation then click a submit button which sends an e-mail message to their friend, notifying them that they have a personal postcard waiting, and they must visit the website to view it. With a well planned postcard system the postcard recipient will be excited enough to send postcards to one or more of their friends. This is what generates the increased traffic to the site. Many postcard recipients will want to check out the rest of the site.

Your Website can become a New Revenue Stream OVERALL STRATEGY:  Promotion of an Intraweb

Promotion of an Intraweb

Intraweb Marketing is a powerful method for generating a great deal of visitor traffic to a target website. Multiple websites are created, usually five or six, to create the intraweb. Each website advertises the other sites in the intraweb. The intraweb is a closed loop system, meaning that the surfer cannot leave the intraweb unless they manually types a website URL in their browser. All links and banner ads on all sites in the intraweb must only link to other sites in the intraweb. The surfer has no idea that all the sites are owned by one company.

An interesting phenomenon takes place with Intraweb Marketing. As the surfer goes to each site in the intraweb, they see the same banner ads over and over. This creates an illusion that these ads are all over the web! They get the impression that the companies behind these banners have a large advertising budget, which adds credibility to the sites and products behind those banners.

As the surfer goes to various sites in the intraweb, you have the opportunity to let them sign up for your ezine/newsletter, download an ebook, download a software trial, capture their email address (with permission) by offering a free report, an so on. Most importantly, you continually brand your target site, and gain increased opportunity for the surfer to visit your target site and place an order. Once they leave your intraweb you can keep yourself in front of them via several methods including a follow-up e-mail campaign.

OVERALL STRATEGY:  Promotion of an Affiliate Program

Promotion of an Affiliate Program

Affiliate Marketing involves a merchant site creating a network of affiliate websites who advertise the merchant site's product, usually via a banner supplied by the merchant site. These affiliate websites earn a commission, usually 5% to 25%, for each person they send to the merchant site who makes a purchase. With affiliate marketing your promotion efforts are concentrated on creating your "army" of affiliate websites. The traditional web marketing is done by each of your affiliates to promote their own site (and ultimately your product). The most popular example of affiliate marketing is Their network of over 100,000 affiliates make them the world's largest bookstore.

OVERALL STRATEGY:  Promotion of a Service Facility

Promotion of a Service Facility

Service Facility Promotion is self-perpetuating, making it a potentially powerful promotion strategy. This strategy involves offering a free service which anyone can add to their website. This "facility" can be a news ticker, a free counter, a weather panel, and so on. The facility includes a small link back to the target website, thereby allowing others to obtain the facility for inclusion on their site. This feature is what makes this a self-perpetuating system. All self-perpetuating systems require initial promotion to get things going, after which time the system works to spread itself, and bring increased traffic back to the target site.

A good example is the Weather Channel website, which offers a free panel which anyone can add to their own site. This panel displays current weather conditions for any particular city. There's a link in the corner of the panel which says something to the effect of "Click here to add free weather to your site." Clicking on this link takes the surfer to the Weather Channel's website.

OVERALL STRATEGY:  Promotion of a Utility Site

Promotion of a Utility Site

Utility Site Promotion involves creating a utility site which ultimately gives you a huge opportunity to advertise your target site. Search Engines and Banner Exchanges are two types of utility sites. Several companies offer turnkey Search Engines and Banner Exchanges which you can purchase and customize. Owning your own search engine provides you with a great deal of banner advertising, which you can use to advertise your target site.

Free Banner Exchange Networks also provide you with a great deal of banner advertising. Banner Networks work like this: A webmaster signs up to become a "member" then places a banner ad on their own site. This banner ad "rotates" and displays a different ad (of another member) each time the webpage is viewed. Most free banner networks have a 2:1 ratio meaning that for every two times a website displays a banner ad of another member, they get one display of their banner ad on another member's site (which could be virtually anywhere on the web). Because this is a 2:1 ratio, the banner network gets the other banner ad display. So every other banner displayed is theirs! This can easily be a few hundred thousand or a million banner displays per month. As the owner of a banner network you'll want to use many of these displays to advertise your banner network, to keep it going. The remainder of the banner displays would be used to promote your target site.


For additional information on how to effectively market your website
contact J. Wood &

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