Most of us are aware of the many benefits to having an Internet presence. These days a website is an essential element of your public relations and marketing mix. Particularly for small businesses, it provides you with a distinct advantage over your competition and establishes you as a leader in your area of expertise. A professional and interactive site serves as a platform from which to broadcast your philosophy, services you offer, articles you have written, and more.
Some websites are designed as an on-line brochure for your business, yet others really drive the customer to make their buying decision. But what is the point of having a fancy brochure if no one is buying your product or service. A website can be a cost effective public relations tool for your business. It can help you attract prospective clients who may not hear about you otherwise and increase sales without adding overhead. But you need to promote it. Don t just launch your site and then wait for business to come knocking at the door it may not turn up. If you re looking at creating a website or wanting people to know more about your on-line presence, here s a few public relations tips to promote your site on and off-line.
Spread the Word Off-line
One of the first things you need to do is look at who you ideal customer or client is and who you want to attract to your site. It is important to know your audience so you can target your public relations campaign to them. Send out a media release to attract interest to your site through the appropriate media. Is it BRW or Women's Weekly? Perhaps the ideal avenue for you is your local newspaper or a business magazine. Of course just issuing a media release doesn't guarantee that you'll get a run so let's consider a few other points.
Put your web address on all your communication collateral such as brochures, newsletters and on business cards, postcards, flyers about your products, catalogues and posters
Don t forget to include it on letterhead, fax cover sheets and invoices
On stickers used for mail outs, packaging and products
Include it on promotional products such as pens, caps, coffee mugs, fridge magnets, t-shirts or uniforms and key rings
In your voicemail messages or your on hold message service
Mention your website address during radio or TV interviews and speaking engagements
At meetings suggest to clients they can find out more information about your company by visiting the site
Put it on all media releases
Include it in all your advertising print, TV and radio
On the company car or van
Yellow pages, white pages and other business directories
All your email signature
Think back to your target audience and include your website address anywhere a potential customer is likely to see it.
You ve sent out your media release but don t forget to let existing clients know your site is now up and running. Use direct mail, send them a note a good reason to communicate with them or send them an e-newsletter with the latest news. Or perhaps use in-store posters to announce the site launch to your existing customer base. Consider running ads in the local paper or business magazines if that is where you attract your customers. In short, keep doing what you're doing to attract clients or customers to your business but add your website address to the mix.
How to Find You On-line
The way most companies promote their websites is by search engine submissions, but search engines and their effectiveness can be a bit of a maze. It does pay to talk to the experts on this one, try your web designer or web host first, as just registering with search engines does not guarantee you traffic. Also just because you have a lot of hits on your site doesn't necessarily mean they are your ideal target market.
Most search engine traffic comes from Google and Yahoo! There's also Sensis and ninemsn. By using a combination of these search engines and using the right words and phrases on your site you would optimise your chances of being found. You don't need to spend a great deal of money as some of these sites don't charge at all and others charge a nominal yearly fee. Again it pays to seek advice from your web expert, or mine Solutions Management who conduct seminars on making the most of your search engine submissions.
Once you do get that traffic to your site, here s a few ideas to keep them there and to encourage them to visit again and again.
Keep your site interesting. Commit to updating on a regular basis
Optimise. Again talk to your web expert on this one but make your site is user friendly so visitors don t log out because it is too hard to find the information they want or it takes too long
Portray a professional image. Ensure consistency of your web design with your other marketing materials and don t forget to include your logo
Present interactive features that keep visitors returning, perhaps a competition or an on-line survey
And don't forget freebies. You must give your visitors something of value such as articles or fact sheets
Send out a regular e-newsletter to your data base that offers tips and information and a link back to the site
Post articles on other websites with links back to your site
Explore online advertising or sponsorship on another busy website
One of the most effective PR tools to drive customers to your website is through link exchanges with sites of similar interest. Locate sites that make a good match to your own and contact the owner to ask if they'll link to your site in exchange for you linking to theirs
Like any public relations campaign, attracting visitors and potential clients to your website will take hard work, creativity, perseverance and commitment over an extended period of time. But don t let your website just sit there make it work for you so you can allow your expertise to shine.
You have my permission to publish this article or an extract in your PR communications if you include the following information:
Written by business educator Sue Currie, the director of Shine Communications and author of Apprentice to Business Ace – your inside-out guide to personal branding. Sign up for free monthly tips on personal and professional PR at http://www.shinecomms.com.au/subscriber.html and learn more about how you can achieve media recognition, enhance your image and shine.
