OO MANY INTERNET MARKETERS think that all they have to do is stick up a Web site and surfers will come flocking to visit you. They will NOT !

Once you build a Web site you must give them a reason to come. A Web site is a passive form of marketing: providing a signboard which points visitors to your products and services. To be most effective, a Web site should be used in conjunction with seven otheractive forms of marketing which we will go into briefly here. Just how do small business people on a limited budget entice visitors to their Web site?

FIRST, submit your Web site to hundreds of search engines:

Submitting your Web site to Major Search Engines is the most effective way of promoting your Web page on the Internet. Surfers actively searching for specific information on their chosen subject submit keywords to Search Engines in order to locate suitable Web sites to visit. There are hundreds of directories, spiders and links out there on the Internet today. Most of them are continously updating their databases both through active 'spidering' throughout the Web or by accepting submissions from Webmasters. In order to maintain a Search Engine placing near the top for your chosen 'keywords' it is essential to regularly submit your Web site details to these Web directories and engines. Dynamic Submission 2000 is just what you need for this repetitive but very important task - and it does so fully automatically..

Our 5 start award winning web promotion software - DYNAMIC SUBMISSION 2000 is the BEST way to submit your site information to the most important Search Engines on the Web. If you do this late at night when Internet traffic is at its lowest, you can transmit your business's on-line address and description to all of these within 10 minutes. Done right, a potential customer who is seeking your product or services will be able to pick you out from the increasing crowd of on-line vendors.

The danger is that the untutored can construct a carelessly-written 25-word or 200-character marketing description that blows their opportunity to be seen by vast blocks of potential customers. These 25 words must be written to include the chief keywords by which customers would locate you. If you want to change your description later, it takes much longer than an hour to contact each of the services separately, and then convince or nag them into making changes.

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SECOND, Bulk/Direct Target Opt-In Emailing

There are many others ways(which we'll look at later) to advertise on the Internet, but most are very expensive, such as banners, and links from high traffic pages. As target email has so many advantages, it is the way that many people are choosing.

Targeted email is now the latest frontier in advertising. The reason is that everyone on your mailing list, is forced to read your subject! This is where bulk email beats the TV commercial. With TV commercials (which are totally out of an average company's range, not to mention an average person's), well over 80% of your audience don't even get to see the beginning, so you have no chance to catch their attention. With target email, if your subject line catches their attention in the least, by being either attractive or mysterious, you will have a very high percentage of people opening up your letter.

Another good reason is because of the incredibly quick response time, and quick mailing time. You could mail over 10,000 an hour with a simple 28.8 modem. The receipients receive your letter in their email box within minutes, unlike regular mail, which takes days, if not more than a week! Plus, when the person responds to your ad, the message gets back to you within minutes as well!

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A THIRD approach is to find industry-wide linking pages and negotiate reciprocal links to and from their Web pages.

Your trade association probably lists members. Several on-line craft centers, for example, offer free links to other crafters. If you are a hotel, be sure to get a link with "All the Hotels on the Web" Consultants will seek links with The Expert Marketplace, or try for a listing in the Virtual Trade Show. The entire list can seem endless, but specific for each industry. Surf the net enough to find which are the key sites for your field, and then seek links there.

But be judicious in your use of out-going links. You've just got those people in your door; don't quickly send them away again.

A FOURTH method is to purchase Web advertising--

usually a banner ad with a clickable link to your site on a carefully-selected, high-volume Web site. A certain percentage of their thousands of visitors will explore your Web site, and hopefully like what they find. A whole industry has sprung up to act as brokers for such ads. A couple to consider are TotalAd (http://www.totalad.com). Small business people will need to find ways to test the effect of specific ads on the bottom line, perhaps by sending people from each ad to a different Web page "front door" so you can monitor traffic from each ad.

A FIFTH important way to let people know about your Web site is to become active in several of the thousands of Internet news groups and mailing lists.

Find the groups that are most likely to be frequented by your potential customers--groups can be very narrowly targeted--and join in the discussion. You might find groups that relate to your line of business by doing a bit of research with DejaNews (http://www.dejanews.com), which searches messages about particular topics or companies voiced in thousands of news groups and mailing lists.

"Lurk" for a few weeks so you understand the particular culture of the group you are targeting. Then find ways to add constructive comments to the discussion. At the bottom of each message include a "signature"--a 4- to 8-line mini-advertisement with your product, phone number, and Web address. Every time you contribute to the discussion, you mini-ad is seen by hundreds. You'll find considerable fruit this way, but like anything, it comes in response to hard work and persistence. Resist the temptation to send bulk e-mail messages to dozens of news groups--"spamming" in Internet parlance. People do it, but while it may bring customers, it doesn't offer the solid reputation and respect which will build your business in the long run.

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SIXTH, make your Web site part of one or more of the many "malls." Businesses in physical shopping malls benefit from the traffic flow of multitudes window shopping. The same can be true on-line.

Some malls only include businesses who subscribe to a particular Internet Service Provider (ISP) or pay a fee or percentage of their gross revenues. Others take any business that fits their particular criteria. For example, The Internet Mall (http://www.internet-mall.com/), a collection of upwards of 30,000+ businesses that meet under one roof. The mall is illusory, however, since businesses in the mall are hosted on separate ISP sites all over the world. Perhaps the largest 'mall' is Yahoo (http://www.yahoo.com), which doesn't charge anything, but gets its revenues through advertising. Make sure you have a good link there.

FINALLY, include your e-mail and Web addresses on all your company's print literature, stationery, and display advertising.

If people believe they can find out more about your products or services by looking on-line, many will do so.

There you have it, seven important ways to increase traffic to your company's Web site. If you use most or all of these forms of marketing, the chances are that two years from now you'll be bragging about your foresight in developing a Web site when you did, rather than trashing Web marketing as just another fad where you threw good money after bad.

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