Promoting Your Web Presence

March 1999
by Fred Parker

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Many companies make the mistake of viewing a Web site merely as an online promotional brochure. In fact, the interactivity of the Web allows your company to develop a community of interest among visitors to your Web site. The key is to add value to the visitor’s experience. With your Web site, you can handle:

Lead generationProduct salesCustomer serviceFrequently asked questionsElectronic newslettersPromotions, contestsCooperative advertisingLinks with other marketing programsBiographies of principalsPress releasesRelated conferences, continuing education, etc.Legislation watchIndustry glossaryServices and product lines offeredEmployment opportunities/human resourcesIntranet-Information used internallyExtranet-Information exclusively for clients and business partnersMission statementsCopies of newspaper magazine articles and other publications written by companyLinks to allied industriesLinks to appropriate content-related sitesSearch toolsCustomer surveysCustomer listsCollateral sales materialFinancial and stockholder informationWhile this list of potential applications is extensive, you can probably add items to it that are particular to your firm’s business and sales activities. Each day, business and professional people are finding new applications, new sources of information, new customers, and a new edge to help them in their specific marketplace.

How to Promote Your Site

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