NONE: Re: ONLINE-ADS>> The Value of Awards
Re: ONLINE-ADS>> The Value of Awards
Ray Taylor (taylor_at_bizbiz.com)
Mon, 25 Aug 1997 20:48:48 +0100
> From: "BULMASH.COM Sales" <sales_at_bulmash.com>
<snip>
> Now, when I actually have time to actively promote my site, I spend it
> on trying to contact the print media because it seems that their
> recommendations are a heck of a lot more meaningful and effective on
> average.
Just think about it. You get your URL mentioned in print and that's
where it stays for as long as the paper stays out of the recycling bin.
It probably doesn't make any difference that you get an award, the fact
that your URL has been published will drive visitors to your site. They
can look back at the article any time they want, tear out the page, have
it sitting beside their computer when they switch on, copy it down on a
Post-it..... Can you do any of these things if you hear a mention of a
Web site on radio or TV?
My advice is target print first, second, and third. If you have any time
and/or money left, go for the Web sites. I recommend the Internet News
Bureau for print coverage, as well as the main Web sites.
Five-star-site-type awards are great for the sites that give the awards,
because they create an ad sales opportunity. But in practice, only
Netscape and other huge-traffic site awards will make a big difference.
But then again, if you get a mention on 100 small sites at the same time
it would probably have the same effect. Best policy on online promotion
is the scatter gun approach. Submit the site everywhere at least once
every three months, and send out electronic press releases at every
opportunity. Web site traffic builds up over a long period, only Web ads
and print mentions will drive up visits in the short term.
You should also consider sending out your own, free, email newsletter to
self-subscribers. It costs nothing, the material can come from your Web
site, and it can have a big effect.
Ray Taylor
New Media Communications
London
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