Advanced How To Guides

Promoting your Online Presence

2.07 Alerts and ezines

Some Irish companies issue their own ezines (online magazine). They can be a very powerful tool for keeping their company in the readers mind and/or drawing their attention to specific issues. However, they must be relevant and of good quality. This generally demands a lot of work, although you may be able to arrange to use some content generated by others. Costs are nearly the same, irrespective of the number of readers. Thus, ezines are mostly, but not always, issued by large organisations. Specialist contractors can write, manage and issue your ezine for you. However, for best results you need to work closely with them. Sites can be designed so that visitors can ask to be alerted (i.e. notified automatically by email) when a particular event happens, e.g. a particular item comes back into stock or a new catalogue is published

Some ezines take advertising and if you are considering an ezine ad the following information is worth knowing:

1. Does it focus on your target market?
2. How many subscribers does the newsletter have?
3. Did they opt in to subscribe?
4. How many ads are run in each issue?
5. How frequently is it published?
6. What position will your advert have?
7. Who else will be advertising in that edition?
8. What tracking facilities are supplied?

In terms of costs, ezine advertising rates are nearly always negotiable - in particular if you plan to buy a series of adverts, state this at the outset and negotiate a deal.

2.08 Off-line promotion

It is important to remember that most people spend most of their time off-line and off-line promotional tools remain a vital resource for exposure. Promotion works most effectively when online and off-line techniques are combined to give a consistent marketing message. Make information about your web site and email address as visible as possible. Unique, attention-grabbing announcements in addition to the lure of special incentives (discounts, free trials etc.) assist in driving traffic online, but do bear in mind the potential adverse impact on brand image which can be created by frequent discounting.

A press release is another means to achieve maximum exposure and publicity, often with minimum cost and effort. However, with so many sites being launched on a regular basis you will probably need to come up with a newsworthy angle. It is important to focus on the benefits to the client of using your site. Highlight your ability to deal quickly with problems, provide customised care etc. In addition, highlight the advantage to clients of being able to reach you and your products outside of regular hours.