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If you build it, will they come if you don't promote it? Of course not! If you expect your Web site to to help expand audiences and to increase awareness of your work, organization or programs, you must do some online marketing of your Web site. Attracting loyal, repeat visitors to your site ("Web Traffic") requires some special effort and time. Online marketing of a Web page is more than blasting out an announcement to thousands of people. It requires ongoing, strategic "internetworking" to make your Web site a destination for the people you wish to reach.
If you are a seasoned marketing director, you will no doubt be familiar with most of the tools and techniques described below - news releases, mailing lists, promotional tactics, third-party endorsements, referral marketing, relationship marketing, and so on. Implementing online marketing campaigns does require, however, some translation or adjustment to be successful in the online marketing environment and a degree of online computer literacy skills which are not difficult to acquire.
What skills are needed? An online marketing campaign calls for creativity and pre-planning to get organized, skills that you as a marketing person already possess. In addition, you will also need to master your email program to keep your online marketing campaigns on track.
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Marketing Principles: 1: Integrate online and offline marketing strategies 2: Send out announcements and regular press releases about your site 3: Register in search engines and get listed in appropriate "filter" sites 4: Trade links with similar sites 5: Build relationships with visitors 6: Use online promotional tactics
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