Re: ONLINE-ADS>> reciprocal linking

Steven D. Hausheer (stevenh_at_visionautics.com)
Tue, 1 Jul 1997 10:28:05 -0600

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Paul Bruemmer asked.....

>Didn't find anything in archives re: reciprocal links, would anyone have
>recommendations on how to form strategic alliances that reciprocate good
>advertising results?

Our results prove that targeting is not the only element of success. You
must have an offer the audience wants, and the offer should be supported by
more than just a banner.

We find that visitors coming to a site may not want to leave to view an
advertiser's site. We have had a good flow of traffic, though, when
editorial supports the offer or message. Sometimes this is a sticky
wicket, mixing ads with editorial, but when the author reveals some detail
about the offer beyond just buy (how the offer relates to the story, why it
might be considered a value, testimonials, etc.), credibility is
established and visitor traffic increases, as well as sales conversion.

As for links pages, well, haven't we all been turned off by endless links?
We have increased link traffic by changing the term "Links" or "Cool Sites"
to "Resources" and made sure the links were supported by relevant copy --
what it is, how it relates, why it has value, and what the relationship is
between the original site and the linked site.

Asking the question, "What does the audience need or want," will always
guide you in the correct direction.

Steve

Steven D. Hausheer, VP |Building profitable one-on-one
Visionautics, Inc. |customer relationships
312.640.2850 x223 |through the power of
stevenh_at_visionautics.com |Interactive Engineering (sm)

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