51 Online Marketing Techniques To Improve Your Website’s
Success
by
Bobette Kyle
There is
no single "magic formula" to a successful Website. You can, however,
make your own magic with a mix of marketing programs that is right for
you. Your choices depends upon your overall goals and strategies.
A
laundry list of marketing techniques that have worked for others -- and
some of the benefits or features of each -- is below. They are in no
particular order because each Website is unique. The tactics that will
help you reach your goals may be completely different than the tactics
that are right for another Website.
1. Write
and distribute articles available for free republication --
Provides a sample of your writing or knowledge and creates inbound
links to your Website.
2. Write
and publish your own ezine -- Develops a list of interested
prospects and provides a way to communicate directly with subscribers.
3. Distribute
Website or newsletter content via RSS (xml) feeds -- Provides a way
to reach prospects without email and creates more ways for potential
prospects to find your Website.
4. Rewrite
sales page(s) -- Increases conversion rates for your product.
5. Start
an ongoing SEO campaign -- Improves organic search engine rankings
and increases number of visitors.
6. Test
different Website configurations -- Improves conversion rates and
profit.
7. Send
postcards or notes to Website customers/visitors via snail mail --
Additional point of contact improves conversions and recall.
8. Add
a signature to your email -- Increases exposure to your site and
communicates your marketing message.
9. Spend
one hour each day on prospecting new customers or visitors --
Spreads the word about your product/service/Website and improves
awareness.
10. Offer
a podcast -- Recipients can listen to the mp3 file while away from
their computers. A way to verbally communicate with prospects.
11. Blog
-- You can easily share thoughts and resources up to several times
a day.
12. Audio
message on Website (With start and stop under visitor control) --
An additional way to verbally communicate your message.
13. Online
radio show -- Attracts visitors to your Website on a regular basis
and is a way for visitors/listeners to know the "personality" behind
your Website.
14. Survey
visitors as a research method -- Helps you understand the needs and
problems of your visitors.
15. Include
a daily (weekly, monthly) interactive survey for visitors -- A way
to make your Website "stickier" and is a reason for repeat visits.
16. Provide
a discount coupon, available only online, and advertise it offline
-- Pulls new and repeat visitors to your Website.
17. Offer
a free ebook that you wrote/developed and allow reprints -- Creates
a viral marketing effect and provides a sample of your work.
18. Show
others’ advertisements on your Website (examples: AdSense or Yahoo!
Publisher Network) -- Adds a source of revenue for you and more
research options for your visitors.
19. Implement
a customer loyalty program -- Increases repeat purchases and
builds a more loyal customer base.
20. Offer
a gift with certain orders over a certain amount -- Increases
average order size.
21. Write
press releases to announce important news -- Spreads the word
about your business and creates additional avenues of contact with
those interested in your industry.
22. Hold
an online chat -- Interactive way to communicate with prospects
and draws visitors to the site.
23. Launch
a direct-mail campaign, sending 3 to 6 postcards - spaced a week or
so apart - to prospects -- Draws new visitors to your Website.
24. Partner
with other online businesses by mentioning each other's
products/services in your ezine Websites -- Opportunity for
synergies between businesses.
25. Launch
an affiliate program -- Creates a sales force for your product.
26. Offer
different versions of your product -- Provides a "tiered" choice
for customers.
27. Participate
in others’ affiliate programs -- Develops an additional source of
revenue and expands your product offerings.
28. Open
a merchant or third party processor account -- Increases your
ability to take payments online and improves customer service.
29. Offer
free shipping -- Improves customer service.
30. Have
a limited-time offer -- Encourages customers to buy now rather
than later (or never).
31. Conduct
a workshop or class -- Builds credibility and attracts prospects.
32. Add
testimonials to your Website -- Helps establish credibility and
shows experience.
33. Participate
in interviews -- Displays your expertise and attracts new
customers.
34. Study
your competition -- Helps you understand what is happening in your
industry and better address important issues and needs.
35. Launch
a pay per click advertising campaign -- Attracts new prospects to
the Website pages you want.
36. Hold
a teleseminar -- Provides a way to attract potential prospects and
customers get to know you better.
37. Put
a "refer-a-friend" link on every page -- Reminds people to tell
others about your site and encourages viral marketing.
38. Set
up an autoresponder course -- Is a value-added service to visitors
and increases exposure to your product and Website.
39. Continually
split-test your sales page(s). Change a single element (headline color,
for example) and test against the current version. Replace anytime
you get a page that converts better than the current -- Over time, this
dramatically improves profit.
40. Develop
a mailing list of "hot prospects" and send them a brochure about your
Website -- Improves awareness and attracts new customers.
41. Communicate
your URL and tag line at every point of contact with customers and
prospects -- Increases awareness and interest; improves recall; and
attracts new customers.
42. List
your Website in appropriate directories -- Provides more points of
contact with potential customers, helps search engine rankings.
43. Install
a "bookmark this page" script on each page -- Encourages repeat
visits.
44. Improve
a marginal product -- Increases sales and provides an additional
opportunity to communicate with customers.
45. Provide
a "co-branded" product or service -- By partnering with another
Website to create a new product, improves both businesses .
46. Offer
a contest -- Provides additional "stickiness" and encourages repeat
visits.
47. Become
active in online forums and groups -- Establishes you as an
authority on your subject, improves credibility, and increases points
of contact with potential prospects.
48. Move
your primary call-to-action "above the fold" and test different page
positions -- Can dramatically improve Website conversions.
49. Install
live customer service on site. Staff with knowledgeable people so
potential customers can get immediate answers -- Improves customer
service and conversion rates.
50. Develop
different versions of your products (example: print book, audio book,
ebook, etc.) -- Meets needs and preferences of customers in more
ways.
51. THE
MOST IMPORTANT ONLINE MARKETING TECHNIQUE: First, implement to
your greatest ability. Then, persist. Improve upon and tweak
implementation of each marketing program until it works for you.
Bobette
Kyle draws upon 15+ years of Marketing/Executive experience, online
marketing experience, and a marketing MBA in her writing and
consulting. She is proprietor at Web Marketing Place, where
she provides Web presence, marketing and strategy services. She is also
the face behind WebSiteMarketingPlan.com,
where you will find articles and resources to help with your marketing
plans and Web promotions. Read Bobette's marketing strategy blog here: http://www.websitemarketingplan.com/strategy
Bobette Kyle may be contacted at http://www.WebSiteMarketingPlan.com
