Improving the Visibility and Marketability of Your Web Site Giovanna Genard, gmg 11@psu. edu http: //www. alumni. psu. edu/web 2001/ marketing
Effective marketing strategies will increase the visibility and awareness of your departments’ offerings.
Defining Objectives and Target Markets • Define site objectives • Develop appropriate marketing techniques – Existing server log data – Web, e-mail, and telephone surveys – Benchmark with other departments
Offline Publicity Venues • Market the site’s up-to-date information – Events – Benefits and services – Learning opportunities – Product information • Prominently display Web site address
Offline Publicity Venues (cont. ) • Create print ads • Brochures – Mailings – Info packets – Appropriate publications
Offline Publicity Venues (cont. )
Offline Publicity Venues (cont. )
Offline Publicity Venues (cont. )
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Offline Publicity Venues (cont. )
Offline Publicity Venues (cont. )
Offline Publicity Venues (cont. )
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Offline Publicity Venues (cont. )
Offline Publicity Venues (cont. )
Online Publicity Venues Other than a search engine or directory, there are many online publicity venues that help a site gain visibility.
Online Publicity Venues (cont. ) 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. ) Using the information from the survey, marketing techniques can be applied to help people find your Web site.
Online Publicity Venues (cont. ) • 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 For more information on Favorite Icons visit: http: //hotwired. lycos. com/webmonkey/01/18/index 1 a. html
Customer Enticing Traffic Builders • Free web offers – Screen savers – Icons or images – Sounds • Merchandise with URL – – Bookmarks Pens T-shirts Mousepads
Customer Enticing Traffic Builders (cont. ) • “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. ) • 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. ) • Online Postcards – Processing a form – Use Perl, ASP, PHP, CGI scripts – Free software – E-mail to recipients
Customer Enticing Traffic Builders (cont. ) • 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. ) – 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. ) – Future Trend: “word of mouth marketing” • No cookies • No violation of privacy • Gizmoz: (http: //www. gizmoznetworks. com) – – – Streaming audio 2 D and 3 D animations Text and other web media Easy to copy and distribute Based upon shared interest Virtual instant messaging between business and consumers
Conclusion As users become computer savvy, they will rely on your department to provide quality online services and information.
Conclusion Prepare site descriptions and keywords, and submit the site aggressively to search engines and directories.
Conclusion Reinforce marketing initiatives through offline venues describing your online services or information.
Conclusion Track the success of these marketing strategies to measure the improved visibility and marketability of your Web site.
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