by Jan Zimmerman
Put Your Web Site to Work for You!
Get the scoop on Search Engine Rankings, Pay Per Click, and more
About the Author
Jan Zimmerman has found marketing to be the most creative challenge of
owning a business for the nearly 30 years she has spent as an entrepreneur.
Since 1994, she has owned Sandia Consulting Group and Watermelon
Mountain Web Marketing in Albuquerque, New Mexico. (Sandia is Spanish for
watermelon.) Her previous companies provided a range of services including
video production, grant writing, and linguistic engineering R&D.
Jan’s Web marketing clients at Watermelon Mountain are a living laboratory
for experimenting with the best techniques for Web success in site design,
content development, word-of-Web marketing, search engine optimization,
and offline integration.
Ranging from hospitality and tourism to retail stores, B2B suppliers, trade
associations, and service companies, her clients have unique marketing
needs but share similar business concerns and online challenges. Her
consulting practice keeps Jan aware of the real-world issues facing smallbusiness
owners and provides the basis for her pragmatic marketing advice.
Throughout her business career, Jan has been a prolific writer. She has
written four editions of another book about marketing on the Internet, as well
as the books Doing Business with Government Using EDI and Mainstreaming
Sustainable Architecture. Her concern about the impact of technological
development on women’s needs led to her book Once Upon the Future and
an anthology, The Technological Woman.
The writer of numerous articles and a frequent speaker on Web marketing
topics, Jan has long been fascinated by the intersection of business, technology,
and human beings. In her spare time, she crews for a hot air balloon as a
way to get her feet off the ground.
Jan can be reached at books@watermelonweb.com or www.watermelonweb.com.
Author’s Acknowledgments
The idea of a writer, locked in a cell alone with her computer and literary
agony, is a myth –– at least for nonfiction. This book could not have been
written without a cast of dozens, especially researcher Diane Martin, who
did a mammoth job of organizing information.
She provided background files, compiled sites for the many tables in this
book, and rooted out arcane online facts, often at the last minute. Working on
my truly crazy schedule, Diane checked thousands of links and reviewed hundreds
of sites for screen shots. Not many people are asked to search the Web
for a good site index. Diane interviewed companies for the Real World stories
with genuine interest and skill. Finding those companies –– and clearing
copyrights for them –– required endless calls and e-mail.
The staff at Watermelon Mountain Web Marketing supplemented her efforts,
drawing on their extensive knowledge of the Internet to suggest sites or ways
to locate information. My particular thanks to Tenley Zumwalt, Sandy Flowers,
and Shawna Araiza, for helping with research, Photoshop, and those endless
copyright clearances. I owe my staff a great debt for taking on extra work to
allow me to write –– not to mention their patience and computer support and
ignoring my frustration with PCs. I promise to buy myself a new Mac, guys.
As always, my family, friends, and pets earn extra hugs for their constant
support and encouragement. I’m lucky to have friends who accept that I
could not always be there for them. The garden, alas, is not so forgiving.
Special thanks to all my clients, who have taught me so much and given me
the opportunity to put into practice what I preach.
I’d also like to thank Kim Darosett, project editor at Wiley, for her flexibility and
patience with an author who sometimes can’t remember an answer from one
chapter to the next, and copy editor Heidi Unger. Together, they have made
this book much better than it started out. My thanks also to technical editor
Paul Chaney for his careful checking of links and knowledge of Web details, and
to all the other staff at Wiley –– from the art department to legal –– who have
provided support. If errors remain, I am certain they are all mine. My appreciation
goes to senior acquisitions editor Steve Hayes, for making this project possible,
and to my agent, Margot Hutchison of Waterside.
I don’t know how this superwoman has worked through the past several
years as her young son struggles with cancer. Margot and her extraordinary
family teach us all a lesson about what’s important in life. If you enjoyed this
book, please consider donating to Alex’s Lemonade Stand in honor of Sam
Hutchison at www.alexslemonade.org/donate_now.php. Thank you in
advance, dear readers.
Introduction
It looks so simple on TV. Launch Web site, count money. If only real life
were that easy! Alas, with billions of Web sites competing for attention,
it’s not simple at all.
On the other hand, marketing online isn’t rocket science. This book charts a
practical course of action to put your business Web site to work, adding profits
to your bottom line. Whether you’re just beginning to develop an online presence
or you’ve been online for years and are anxious to build traffic, this book
will help you drive prospects to your site and convert them into customers.
Web Marketing For Dummies leverages your offline knowledge of marketing
into mastery of the Web. Because I’ve written this for owners of small businesses,
where cash is king, I suggest dozens of free to low-cost guerrilla marketing
ideas that you can try online.
There is no simple formula that says shoe companies should use this Web
marketing method and architects should use that one. I urge you to keep a
picture of your customers or clients in mind as you read this book. If you
always ask yourself whether a particular method would appeal to your target
market, you’ll make the right decisions. Answer your customers’ question,
“What’s in it for me?” and your Web marketing plan will work magic for you.
About This Book
This book is a reference guide to Web marketing. It’s written like good Web
copy: short sentences, short paragraphs, short chapters, with lots of bullets
and tables so you can find information quickly.
Please look at the pretty pictures. Not only do they save you 1,000 words
of reading, they’re good examples of what you’re trying to accomplish.
Dip into a chapter when you confront a particular problem with Web marketing
to find the information you need right then and there. The rest will wait.
This book is intended for business people, not techies. Where there is technical
information, I suggest you share that tip with your Web developer. Let him
or her worry about Apache Mod Rewrites for search-engine-friendly URLs.
You worry about your business.
Conventions Used in This Book
Doing something the same way over and over again can be boring, but
consistency makes stuff easier to understand. In this book, those consistent
elements are conventions. There are only a few:
When URLs (Web addresses) appear within a paragraph, caption, or
table, they look like this: www.dummies.com.
New terms appear in italics the first time they’re used, courtesy of the copy editor.
Anything you have to type is in bold, but frankly, I don’t think you have
to type a single thing in this book. Mostly, you just have to think.
Fortunately, Web marketing is platform- and operating-system-independent. It
doesn’t matter whether you’re on a Mac with OS X or a PC running Windows
XP, but I do recommend a high-speed Internet connection. You can no longer
realistically monitor your Web site, upload content, review statistics, or
research your market at turtle speed (dialup).
What You Don’t Have to Read
You don’t have to read anything that seems irrelevant to your business! You
can scoot past the text following a Technical Stuff icon because that’s really
for your developer. You can bypass the Real World stories in sidebars, though
you might enjoy reading the experiences of actual business owners who tried
the marketing techniques under discussion. Sometimes, they divulge a helpful
insider secret or two.
Chapter 5, which discusses building and merchandising an online store,
applies only if you plan to sell online. If that doesn’t apply to you, skip that
one. If you’re just getting started or have a very limited budget, you might
want to postpone reading Part IV, Spending Online Marketing Dollars. Instead,
stick with the affordable, basic techniques described in Part III until your site
generates revenue or produces solid leads.
Foolish Assumptions
In my head, I’ve constructed a picture of you, the reader. I assume you
(or your designated staff member) already
Have a computer with high-speed Internet access.
Are (or soon will be) an owner or a department manager in a smallto-mid-size business.
Have or plan to write a business plan.
Frequently use standard applications such as Word and Excel, e-mail, and browsers.
Are comfortable searching the Web by using keywords and search engines.
Can write and do basic arithmetic, especially when dollar signs are involved.
Know your business and target markets.
Have a passion for your business and a commitment to providing excellent customer service.
If my assumptions are incorrect, you’ll probably find this book either too
easy or too hard to read. On the other hand, if my description is accurate,
this book is just right for you.
How This Book Is Organized
I divided this book into parts that follow a chronological development
process, from business planning and market research, through the design
of a marketing-effective Web site and online store, to online promotion that
pushes qualified traffic.
For information on a specific topic, check the headings in the Table of
Contents or look at the Index.
By design, this book enables you to get as much (or as little) information as
you need at any particular moment. If you’re starting from scratch, you might
want to start with Part I. If you already have a successful Web site and want
to increase traffic, start with Part III.
Part I: Getting Going with Online Marketing
Unless you have endless wealth and infinite time, you need some idea of what
you’re trying to accomplish online before you start. This section stresses the
importance of Web planning as it intersects with all aspects of your business,
including the financial ones. Stocked with useful planning forms and checklists,
this part shows how to plan for success from the beginning.
Part II: Building a Marketing-Effective Web Site
Profitable business Web sites don’t happen by accident. From a marketing
perspective, a successful site attracts visitors, keeps them on the site, and
brings them back for repeat visits. This section addresses building a marketingeffective
Web site and online store, as well as implementing marketing ideas
right on your site. Onsite marketing methods, including viral techniques, are
usually either free or inexpensive, making them especially attractive for businesses
getting started online.
Part III: Exploring Online Marketing Basics
The core of this book, Part III covers the absolutely essential components of
online marketing: word-of-Web techniques, link campaigns, e-mail marketing,
natural search engine optimization, and integration with offline techniques.
While some of the methods in this section are time consuming, they don’t require deep pockets.
Part IV: Spending Online Marketing Dollars
Use with caution: The advertising and marketing techniques in this part cost
real moolah. Pay per click and banner advertising can both escalate to expensive
media buys. Marketing techniques that use advanced technology and
multimedia are expensive to produce.
Part V: Maximizing Your Web Success
A book about Web marketing would be incomplete without discussing Web
analytics and sketching the overall environment in which Web marketing
occurs. From legal and tax issues to a review of basic business concerns,
this part will help you maximize the return on your Web investment.
Part VI: The Part of Tens
Like all For Dummies books, this one has a Part of Tens. These chapters list
ten free ways to kick off your Web marketing campaign, ten of the most
common Web marketing mistakes, and ten tips to rejuvenate a tired site.
Turn to the Part of Tens for good ideas again and again.
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Copyright
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Contents at a Glance
Introduction
Part I: Getting Going with Online Marketing...................7
Chapter 1: Taking Your Marketing to the Web................................................................9
Chapter 2: Planning for Web Marketing.........................................................................17
Chapter 3: Taking the First Steps to Your Online Presence ........................................41
Part II: Building a Marketing-Effective Web Site ..........61
Chapter 4: Producing a Successful Business Web Site ................................................63
Chapter 5: Creating a Marketing-Effective Storefront ..................................................91
Chapter 6: Pulling Repeat Visitors with Onsite Marketing Techniques ..................121
Part III: Exploring Online Marketing Basics ................149
Chapter 7: Marketing with Online Buzz.......................................................................151
Chapter 8: The Art of E-Mail Marketing .......................................................................177
Chapter 9: Staying Ahead of the Online Marketing Wave..........................................203
Chapter 10: Mastering the Secrets of Search Engines ...............................................223
Part IV: Spending Online Marketing Dollars................253
Chapter 11: Marketing with Pay Per Click Ads ...........................................................255
Chapter 12: Marketing with Paid Online Advertising ................................................281
Chapter 13: Capturing Customers with New Technology .........................................297
Part V: Maximizing Your Web Success ........................317
Chapter 14: Improving Results with Web Analytics...................................................319
Chapter 15: Staying Out of Legal Trouble ...................................................................335
Chapter 16: The Keys to Maintaining Your Web Presence........................................349
Part VI: The Part of Tens ...........................................357
Chapter 17: Ten Free Ways to Market Your Web Site.................................................359
Chapter 18: Ten Most Common Mistakes of Web Marketing ....................................363
Chapter 19: Ten Tips for Tired Sites ............................................................................367
IndexTable of Contents
Introduction............
About This Book.......
Conventions Used in This Book .....
What You Don’t Have to Read ....
Foolish Assumptions ..........................
How This Book Is Organized.......
Part I: Getting Going with Online Marketing ..
Part II: Building a Marketing-Effective Web Site ...
Part III: Exploring Online Marketing Basics ......
Part IV: Spending Online Marketing Dollars........
Part V: Maximizing Your Web Success.......
Part VI: The Part of Tens ............
Icons Used in This Book.........
Where to Go from Here......
Part I: Getting Going with Online Marketing ...................7
Chapter 1: Taking Your Marketing to the Web . . . . . . . . . . . . . . . . . . . . .9
Rearranging Your Marketing Mix .................................................................10
Reaching your current audience online ............................................10
Finding new customers........................................................................11
Discovering the long tail of opportunity ...........................................11
Understanding Web Marketing Essentials ..................................................12
Adjusting the Numbers for a New Medium.................................................12
Estimating the cost of customer acquisition ....................................13
Computing your break-even point .....................................................14
Figuring out whether you’ll make money online..............................15
Chapter 2: Planning for Web Marketing . . . . . . . . . . . . . . . . . . . . . . . . .17
Preparing an Online Business Plan ..............................................................17
Planning to Fit Your Business Goals ............................................................19
Setting Goals for Your Web Site....................................................................22
Providing customer service through information ...........................23
Branding your company or product ..................................................24
Generating leads or qualifying prospects .........................................24
Generating revenue through sales .....................................................25
Generating revenue through advertising ..........................................25
Achieving internal needs.....................................................................25
Transforming your business through process innovation
or creative techniques .....................................................................25
Specifying Objectives for Your Web Site .....................................................26
Defining Your Target Market.........................................................................27
Understanding market segmentation ................................................28
Researching your market online ........................................................29
Writing Your Online Marketing Plan ............................................................29
Examining the four Ps of marketing...................................................30
Understanding why people buy: Maslow’s Triangle ........................32
Fishing where the fish are ...................................................................35
Marketing online is part of overall marketing ..................................36
Chapter 3: Taking the First Steps to Your Online Presence . . . . . . . . .41
Deciding Who Will Design Your Site ............................................................41
Understanding why it’s not practical to do it all yourself...............42
Using a professionally designed template to create your site .......43
Opting for professional Web design services ...................................45
Creating a Site Index ......................................................................................48
Writing a Request for Proposal (RFP)..........................................................50
Elements of a good RFP .......................................................................50
Establishing a development timeline.................................................51
Knowing what to expect from the developer ...................................51
Finding the Right Domain Name for Your Site............................................53
Understanding what makes a good domain name ...........................53
Renaming your site: Pros and cons....................................................54
Playing Games with Page Names..................................................................55
Understanding What Your Site Must Accomplish......................................56
Catching the visitor’s attention ..........................................................56
Getting visitors to stick around..........................................................57
Bringing ’em back for more.................................................................58
Gearing the Site to Your Visitors’ Interests.................................................59
Part II: Building a Marketing-Effective Web Site ...........61
Chapter 4: Producing a Successful Business Web Site . . . . . . . . . . . .63
Thinking About the Structure of Your Web Site .........................................64
Using AIDA to guide visitors toward specific actions......................64
Assessing your Web site or others.....................................................65
Creating a Concept.........................................................................................67
Applying marketing communications principles
to your design ...................................................................................67
Branding with logos and favicons ......................................................68
Developing Content .......................................................................................70
Writing effective marketing copy .......................................................71
Choosing fonts......................................................................................74
Telling stories with pictures ...............................................................74
Using rich media...................................................................................76
Choosing a way to update your content ...........................................78
Ensuring Easy Navigation: A Human-Friendly Site.....................................81
Mastering usability issues...................................................................82
Taking human factors into consideration .........................................83
Making your site accessible..........................................................................85
Decorating Your Site ......................................................................................85
Improving Marketing Efficacy.......................................................................87
The conversion funnel.........................................................................88
Calls to action .......................................................................................88
The four-letter word that starts with F..............................................90
Chapter 5: Creating a Marketing-Effective Storefront . . . . . . . . . . . . .91
Examining the Key Components of an Online Store..................................92
Selling B2B (Business to Business) with an Online Store .........................93
Merchandising Your Online Store ................................................................94
Selecting and pricing products...........................................................95
Displaying products .............................................................................97
Informing users of product options ...................................................97
Enhancing revenue with upsales, impulse buys, and more............99
Including product detail ....................................................................102
Making It Easy for Your Customers to Buy ...............................................104
Providing a product search engine ..................................................104
Implementing 2 clicks to buy............................................................105
Offering multiple payment options ..................................................107
Supporting customers .......................................................................108
Fulfilling orders...................................................................................110
Shipping Is a Marketing Issue .....................................................................111
Deciding what to charge for shipping..............................................111
Communicating your shipping policies...........................................112
Specifying Storefront Requirements..........................................................112
Selecting the right type of storefront...............................................113
Narrowing the options.......................................................................115
Watching Out for Storefront Do’s and Don’ts ...........................................119
What users hate about online shopping .........................................119
What users love about online shopping..........................................119
Chapter 6: Pulling Repeat Visitors
with Onsite Marketing Techniques . . . . . . . . . . . . . . . . . . . . . . . . . . . .121
Deciding Which Onsite Marketing Techniques to Use ............................122
Freshening Your Content.............................................................................123
Establishing an update schedule......................................................123
Determining what content to update...............................................124
Using content that updates automatically......................................126
Building an Online Community ..................................................................128
Communication styles used in online communities......................129
Message boards and chat rooms......................................................130
Blogs and wikis ...................................................................................132
Other community builders................................................................135
Tooting Your Own Horn...............................................................................137
Displaying internal banners ..............................................................137
Collecting testimonials ......................................................................138
Soliciting product reviews.................................................................140
Submitting to award and hot sites ...................................................140
Incorporating Freebies and Fun .................................................................141
Coupons and discounts.....................................................................142
Free offers............................................................................................142
Games and contests...........................................................................143
Providing a Tell a Friend Option on Your Site ..........................................143
Doing Viral Marketing without Catching a Cold.......................................144
Part III: Exploring Online Marketing Basics.................149
Chapter 7: Marketing with Online Buzz . . . . . . . . . . . . . . . . . . . . . . . . .151
Becoming an Online Gorilla with Guerrilla Marketing.............................152
Keys to success ..................................................................................152
Niche marketing .................................................................................153
B2B guerrillas......................................................................................153
Buzzing with Chat Rooms and Message Boards ......................................154
Talkie-talk on other sites ...................................................................155
Netiquette............................................................................................156
Buzzing in the Blogosphere ........................................................................156
Deciding whether blogs will work for you ......................................156
Selecting the right blogs....................................................................157
Getting the most out of blogs ...........................................................158
Buzzing with Social Networks ....................................................................159
Personal social networks ..................................................................160
Business social networks ..................................................................161
Buzzing the Influencers ...............................................................................162
Buzzing with Press Releases.......................................................................164
Writing an effective release...............................................................165
Distributing your release...................................................................166
Buzzing with Inbound Link Campaigns .....................................................168
Evaluating your link popularity ........................................................169
Implementing a link campaign..........................................................170
Understanding the difference between nice links
and naughty ones ...........................................................................173
Following external and reciprocal link protocol ............................174
Chapter 8: The Art of E-Mail Marketing . . . . . . . . . . . . . . . . . . . . . . . .177
Using What You Already Have: Free E-Mail Tools ....................................178
Branding with signature blocks........................................................178
Letting autoresponders do the work ...............................................179
Speeding response time with packaged blurbs..............................180
Getting the Most Out of E-Mail Messages .................................................182
E-mailing like a pro.............................................................................182
Sending bulk or group e-mail ............................................................183
Rolling Out E-Mail Newsletters...................................................................184
Improving the efficacy of your newsletter ......................................185
Creating an effective newsletter .......................................................188
Selecting a method of distribution...................................................190
Choosing HTML or text......................................................................192
Following best practices....................................................................192
Deciding on timing and frequency ...................................................193
Finding Subscribers for Your Newsletter ..................................................195
Mailing to customers and prospects ...............................................196
Keeping your address list up-to-date...............................................196
Collecting new names ........................................................................197
Renting e-mail subscribers................................................................198
Working with a list rental house.......................................................200
Chapter 9: Staying Ahead of the Online Marketing Wave . . . . . . . . .203
Marketing Your Online Business Offline....................................................203
Stamping your URL on everything ...................................................204
Giving swag, bling, and freebies .......................................................205
Getting your name out at offline community events .....................206
Including your Web address in offline advertising ........................207
Going Live: Coordinating a Site Launch ....................................................208
Producing Online Events.............................................................................209
Marketing Internationally Online ...............................................................210
Selling internationally ........................................................................210
Promoting your site internationally.................................................213
Generating Leads with an Affiliate Program.............................................215
Considering your options..................................................................216
Starting your affiliate program .........................................................218
Establishing Loyalty Programs Online ......................................................219
Rewarding customers and keeping their business ........................219
Setting up a loyalty program.............................................................220
Chapter 10: Mastering the Secrets of Search Engines . . . . . . . . . . . .223
Which Search Engines Do You Need? ........................................................224
Building a Search-Engine-Friendly Site ......................................................225
Site structure.......................................................................................226
Splash pages .......................................................................................227
URL construction ...............................................................................228
Footers.................................................................................................229
Site index and sitemaps.....................................................................229
Optimizing for Google..................................................................................231
Dealing with the Google sandbox.....................................................231
Improving your Google PageRank ....................................................233
Finding Google-qualified inbound links ...........................................235
Making adjustments for Google dances ..........................................236
Optimizing for Yahoo!, MSN, and Other Engines with Meta Tags ..........236
Using meta tags ..................................................................................237
Choosing good keywords ..................................................................241
Page optimization...............................................................................243
Using the Open Directory (dmoz)..............................................................244
Drawbacks to dmoz............................................................................245
Submission process ...........................................................................245
Submitting to Specialty Search Engines and Directories ........................246
Maintaining Your Ranking ...........................................................................250
Checking your ranking.......................................................................251
Resubmitting your site ......................................................................251
Part IV: Spending Online Marketing Dollars ................253
Chapter 11: Marketing with Pay Per Click Ads . . . . . . . . . . . . . . . . . .255
Devising a Pay Per Click (PPC) Strategy ...................................................257
Comparing PPC to other online advertising ...................................257
Using content ad partners.................................................................258
Planning your PPC campaign............................................................259
Carrying Out Your PPC Plan .......................................................................261
Bidding within your budget ..............................................................263
Selecting search terms.......................................................................265
Writing a good PPC ad .......................................................................267
Reviewing reports ..............................................................................269
Yahoo! Search Marketing Specifics ............................................................271
Google AdWords Specifics ..........................................................................272
Working with Shopping Search Engines....................................................276
Considering Other Paid Directories and Search Engines........................277
Chapter 12: Marketing with Paid Online Advertising . . . . . . . . . . . . .281
Understanding Banner Advertising ...........................................................282
Making Banner Ad Decisions......................................................................286
Estimating costs .................................................................................286
Doing it yourself or using an agency................................................287
Deciding where to advertise .............................................................288
Choosing banner types, sizes, and position ...................................289
Evaluating results ...............................................................................291
Considering multimedia banners, blogs, and RSS feeds ...............292
Sponsoring Newsletters and Sites..............................................................293
Advertising with Online Classifieds...........................................................294
Chapter 13: Capturing Customers with New Technology . . . . . . . . .297
Adding Video Blogging to Your Campaign ................................................298
What are vlogs?...................................................................................298
Vlogging considerations....................................................................299
Feeding Updates to Your Fans with Real Simple Syndication (RSS)......301
Understanding how RSS works.........................................................301
Knowing when to use RSS .................................................................303
Developing sales prospects ..............................................................303
Delivering Useful Content: Webcasts, Web Conferences,
and Webinars ............................................................................................304
Comparing options.............................................................................304
Deciding how to go about it ..............................................................305
Delivering Content and Generating Leads with Podcasts.......................307
Understanding how podcasts work .................................................308
Getting the best results from podcasts ...........................................310
Entering the Wireless World .......................................................................311
Searching + text messaging ...............................................................311
Initiating a text messaging campaign...............................................312
Marketing with picture messaging (MMS) ......................................314
Developing Web sites for wireless access.......................................314
Part V: Maximizing Your Web Success.........................317
Chapter 14: Improving Results with Web Analytics . . . . . . . . . . . . . .319
Tracking Web Site Activity ..........................................................................320
Identifying What Parameters to Measure .................................................322
Which statistics to fret over .............................................................322
Which statistics to scan casually .....................................................324
Special statistical needs ....................................................................326
Interpreting Sales Statistics ........................................................................329
Diagnosing Conversion Rate Troubles ......................................................331
Is the conversion problem with the audience? ..............................331
Is the conversion problem with the Web site itself?......................331
Is the conversion problem with business fundamentals?.............332
Chapter 15: Staying Out of Legal Trouble . . . . . . . . . . . . . . . . . . . . . . .335
Protecting Copyright on the Web...............................................................336
Reserving Trademarks on the Web............................................................340
Avoiding Litigation: From Disclaimers to Terms of Use..........................340
Linking Legally..............................................................................................342
Reviewing Privacy Policies .........................................................................343
Establishing Kid-Safe Zones........................................................................344
Safeguarding Your Business........................................................................347
Chapter 16: The Keys to Maintaining Your Web Presence . . . . . . . .349
Marketing Begins with ABC.........................................................................349
Reaching Out to Your Customers...............................................................350
Rewriting Your Marketing Plan for the Future..........................................352
Two-stepping with the competition.................................................353
Adapting to new technology .............................................................353
Adjusting to new rules.......................................................................354
Having Fun ....................................................................................................356
Part VI: The Part of Tens ............................................357
Chapter 17: Ten Free Ways to Market Your Web Site . . . . . . . . . . . . .359
Put Your URL on All Stationery and Packaging ........................................359
Include Your URL in Your E-Mail Signature Block ....................................360
Use Calls to Action in Your Text.................................................................360
Collect Customer Testimonials ..................................................................360
Submit to Four, Top Search Engines ..........................................................360
Conduct a Link Campaign ...........................................................................361
Tell a Friend ..................................................................................................361
Take Advantage of Free Google and Yahoo!
Local Services and Coupons...................................................................361
Submit Your Shopping Site to Froogle.......................................................362
Deliver a Newsletter through Yahoo! Groups ...........................................362
Chapter 18: Ten Most Common Mistakes of Web Marketing . . . . . .363
Not Setting Business Goals .........................................................................363
Not Planning .................................................................................................364
Underestimating the Time and Money It Will Take..................................364
Not Building a Search-Engine-Friendly Web Site ......................................364
Thinking About “Me” Rather than “You”...................................................365
Not Updating Your Site ................................................................................365
Waiting for Traffic to Click in the Door......................................................365
Ignoring Statistics ........................................................................................366
Avoiding Problems with the Back Office...................................................366
Being Unwilling to Change ..........................................................................366
Chapter 19: Ten Tips for Tired Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . .367
Diagnose the Problem Correctly ................................................................367
Check Traffic Statistics for User Appeal ...................................................368
Review Your Design for User Appeal .........................................................368
Make Site Operation Easy for Users ..........................................................369
Check Page Statistics...................................................................................370
Use Multiple Techniques to Build Traffic..................................................370
Check Statistics for Leads, Sales, and Conversions ................................371
Optimize Your Site for Sales .......................................................................371
Embrace the Worms.....................................................................................372
Never Stop Working on Your Site ...............................................................372
Index........................................................................373
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