VirtualMV/Internet and Web/Promotion

Overview

By the end of this page you will be able to: Understand Promotional strategies and techniques

Introduction

• Without effective promotion, your website is unlikely to be seen as often as you would like.
• As you have invested time and money in the site, promoting it certainly makes sense.
• The site will not achieve the aims hoped for if the target audiences do not know it is there and are not often reminded of it.
• The person or people in an organisation who have the responsibility for marketing should develop and help implement a website promotional strategy.

Promotional Strategies

A promotional strategy should address:

• who is managing the strategy and the decision-making paths
• promotional techniques (see the next topics in this section of the website for promotional ideas) – for each ask:
  • why deploy this technique?
  • how will it be deployed?
  • who will do it?
  • what is the implementation schedule?
  • what resources are required – people, money and equipment?
  • what are expected benefits – and how will they be measured?

• risk management strategies – what could go wrong and how you will deal with it
• the internal communication plan – how the strategy will be explained and sold to everyone in the organisation, its sponsors and supporters
• its strategic fit with your organisation’s marketing plan
• the evaluation plan – what processes and criteria will be used to assess the success of the strategy and how any necessary changes will be made.

Promotional Techniques

• Register with an existing search engine
  • Do it yourself (may be free)
  • Ask someone else to do it
• Advertising the organisation’s website address in traditional media
  • magazines
  • newsletters
  • posters
  • billboards
  • newspapers
  • television
  • radio programs
  • books

Ensure that the website’s domain name appears, or is mentioned, whenever you have interaction with clients or customers.

• letterheads, invoices, receipts and envelopes
• emails
• business cards
• packaging, wrappers
• uniforms
• signage on buildings, windows, vehicles
• recorded messages on staff mobiles and the office switchboard number

Other promotional methods you might consider include:

• issuing press releases about virtual events, additional features on the website or reaching milestones
• entering Internet awards
• inviting reviewers to review the site and write it up in magazines and newspapers.

References

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VirtualMV/Internet and Web/Promotion. (2024). In WikiEducator/VirtualMV wiki. Retrieved November 21, 2024, from http:https://wikieducator.org/VirtualMV/Internet_and_Web/Promotion    (zotero)