The gap between a customer and your website is bridged by promotion that creates awareness, desire and contact. Website promotion can take many forms:

• Advertising – off line
• Advertising – on line
• Blogs, forums
• Classified ads
• Competitions
• Discount offers, coupons
• Download offers (information, white papers)
• e-Newsletters
• Links to related websites
• News feeds
• Pay-per-click advertising on search engines like Google
• Pay per view advertising
• Web video (on-site, off-site, viral)
• SEO
• Social linking (eg, like-minded or interested people via your site)
• Social media (Twitter, Facebook)
• Storage services
• Tools (eg, calculators)
• WEO

Choosing promotional options

How do you choose between these options? Key considerations are:

• Multiple channels work much better than a single channel.
• Repetition of your message is usually essential.
• If your product relates to some obvious search terms (eg, "hotel" is obvious but "business consulting" is not) then make SEO and perhaps PPC part of your mix.
• If your product is complex (eg, it requires understanding and trust) then emphasise information based promotions like download offers, blogs and e-newsletters in your mix.
• Don't overlook piggy-backing on the promotion you already do (letterheads, business cards, outbound mail, advertising, brochures). Do look for ways to encourage existing customer and word of mouth referrals.

Call Glide for a strategic analysis of your most cost-effective website promotion options.

Download our WEO/SEO brochure