improving the visibility and marketability of your web site giovanna genard,...
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![Page 1: Improving the Visibility and Marketability of Your Web Site Giovanna Genard, gmg11@psu.edugmg11@psu.edu marketing](https://reader030.vdocuments.net/reader030/viewer/2022032804/56649e545503460f94b4ac7d/html5/thumbnails/1.jpg)
Improving the Visibility and Marketability of Your Web Site
Giovanna Genard, [email protected]
http://www.alumni.psu.edu/web2001/marketing
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Effective marketing strategies will increase the visibility and awareness of your
departments’ offerings.
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Defining Objectives andTarget Markets
• Define site objectives
• Develop appropriate marketing techniques– Existing server log data– Web, e-mail, and telephone surveys– Benchmark with other departments
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Offline Publicity Venues
• Market the site’s up-to-date information– Events– Benefits and services– Learning opportunities– Product information
• Prominently display Web site address
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Offline Publicity Venues (cont.)
• Create print ads
• Brochures– Mailings– Info packets– Appropriate publications
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Offline Publicity Venues (cont.)
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Online Publicity Venues
Other than a search engine or directory, there are many online publicity venues that help a site gain
visibility.
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Georgia Tech survey• Links from other sites – 88%• Search engines – 85%• Friends – 65%• Printed media – 63%• Directories – 58%• Signature Files – 36%• Television – 32%• Usenet – 30%• Other – 29%• Books – 28%
Online Publicity Venues (cont.)
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Using the information from the survey, marketing techniques can be applied to
help people find your Web site.
Online Publicity Venues (cont.)
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• Monthly e-newsletter
• Link exchange page
• Awards– Image that links to you site
• Favorite Icon– 16 x 16 pixels
– Automatically displayed in Internet Explorer 5
Online Publicity Venues (cont.)
For more information on Favorite Icons visit: http://hotwired.lycos.com/webmonkey/01/18/index1a.html
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Customer Enticing Traffic Builders
• Free web offers– Screen savers
– Icons or images
– Sounds
• Merchandise with URL– Bookmarks
– Pens
– T-shirts
– Mousepads
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• “FAQ” or “How do I” section• Discounts
– Coupons for visiting the Web site– Student discounts
• Contest/Giveaways– Change frequently to encourage repeats visits– Gather information from visitors– E-mail all registered participants– Visitors may not be the target audience
Customer Enticing Traffic Builders (cont.)
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• Surveys– Informational value to participants– Publish results
• Interactive tours– Html– Flash– Streaming video– Department– How a product is produced– Related to research topic– Educates visitors
Customer Enticing Traffic Builders (cont.)
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• Online Postcards– Processing a form– Use Perl, ASP, PHP, CGI scripts– Free software– E-mail to recipients
Customer Enticing Traffic Builders (cont.)
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• Create online communities and send press releases to promote them to other departments, students, faculty, or staff.– Forums
• Like a guestbook
• Threaded discussion board
– Chat in “real time”
Customer Enticing Traffic Builders (cont.)
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– Sound/Video/Downloads• Recent events
• Student or faculty testimonials
• Screen savers
• Push Marketing: e-mail is still the preferred communication.– Signatures– Listserves
Customer Enticing Traffic Builders (cont.)
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– Future Trend: “word of mouth marketing”• No cookies
• No violation of privacy
• Gizmoz: (http://www.gizmoznetworks.com)– Streaming audio
– 2D and 3D animations
– Text and other web media
– Easy to copy and distribute
– Based upon shared interest
– Virtual instant messaging between business and consumers
Customer Enticing Traffic Builders (cont.)
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Conclusion
As users become computer savvy, they will rely on your department to provide quality online services and information.
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Conclusion
Prepare site descriptions and keywords, and submit the site aggressively to
search engines and directories.
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Conclusion
Reinforce marketing initiatives through offline venues describing your online
services or information.
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Conclusion
Track the success of these marketing strategies to measure the improved visibility
and marketability of your Web site.