Marketing and PR

Adding a Website to your Marketing Mix

Author: Susan Sommers

This month, we add a website to the brochures and newsletters in your Marketing Mix.

The web works best as one tool in your marketing strategy, so promote your site in everything you write: brochures, newsletters, articles, media kits, and sales kits.

The most important thing to remember about creating a website is to be realistic about what you can expect: What do you want to get out of your web marketing? Without goals, it is difficult to track results and to see what works best.

Consider the following goals:

• Generating leads
• Direct sales of products
• Newsletter signups
• Registration for special events
• Credibility after people have heard of you
• Signups for tip sheets and other informational materials

What makes a great website?

According to an abstract by John Morkes and Jakob Nielson (1997) on how to write for the Web, a study of five different writing styles found that a sample Web site scored 58% higher when the text was scannable, and 27% higher when it was written in an objective style instead of a promotional style.

1. Create original, credible content. Original content is the most important trait of a great Web site.  Sites that have simple, informal writing that's useful to the user stand out and will be revisited. Make it relevant to your target markets.
   
   
2. Include valuable, timely information. Avoid just providing lots of data and don’t make exaggerated claims.
   
   
3. Update the site on a regular basis. Stale websites don’t encourage readers to return. For the information to be valuable, it should be current and changing.
   
   
4. Well-edited copy. Make sure you proofread all of the copy on your website. Typos look unprofessional and diminish your credibility.
   
   
5. Share information. On my website, visitors can download articles on marketing and media. As a result, I generate leads, get feedback, and build a database for my e-newsletter.
   
   
6. Give away something of value. Provide software, advice, and humour and people will flock to your site.
   
   
7. Headlines are key. People rarely read web copy word for word. They usually scan the pages. With this in mind, you need to provide good headlines, scannable text, key words, bulleted lists, sub-headings, and one idea in each paragraph.
   
   
8. Know how to use graphics and typeface. Optimize graphic file size for Web display and use a typeface that is Internet-friendly, such as Ariel. Increase your credibility by using high-quality graphics. Make sure the graphics complement the text.
   
   
9. Be easy to read. Use black text on a white background, if possible. If you use a background, stick with the lighter shades and let the text stay black.
   
   
10. Be interactive. Good websites engage the user, such as inviting questions, providing quizzes, promote contests, etc. Provide a forum for visitors to share information with others. This is a great way for you to find out what people need.
    
    
11. Be well-organized. Balance the number of levels with page length to minimize scrolling and display time. Make it easy for users to feel comfortable navigating your site. Organize information, using words and categories that make sense to your audience.
    
    
12. Fill a niche. Your goal is to become the site that is known for a specific subject area. Do some research on the Internet, understand your target markets, and fill your site with information that will be important to them.
    
    
13. Sell products on your site. Promote them through your newsletters, both on and off the web. If you are selling e-books, give away one chapter.
    
    
14. Recommend other sites to send your visitors. Visitors like hypertext links, which they find very useful on a site. They can get more information or different information. Make sure that your recommended sites are credible and professional.
    
    
15. Have a secure and automated server.
    
    
16. Don't move popular pages on your site.
    
    
17. Start a newsletter. Include upcoming events, articles, guest columns, questions and answers, products for sale, other websites of interest, etc.
    
    
18. Include captions with any photos you run.

Here’s a checklist of ideas to make your website "content rich:"

• Feature articles and speeches
• Backgrounders on key staff or events
• Testimonials (and “real people” for media to interview)
• Photo Library in High Res and Low Res, including head shots of key staff
• Sound or video clips
• Company or organization history
• Facts-at-a-Glance, including number of employees, annual sales, etc.
• Company position papers and statements on issues
• Upcoming events and shows
• Profiles on key executives and staff
• Demographics of customers
• Glossary of terms (for technical information)
• Key messages of the company or organization
• Industry studies
• Archived webcasts from live events, speeches, and conferences
• Company’s community involvement: foundations, sponsorships, special    events, etc.
• Annual reports (from current to past 2-3 years)
• Worldwide operations with companies and affiliates
• Future projects

Published: June 09, 2006

Susan Sommers is one of Canada's leading marketing and media relations consultants, trainers, and speakers. She is the author of two new books on Canadian media: Building Media Relationships (Irwin Publishing) and media wise (United Way of York Region). For the past 25 years, she has organized marketing and media relations campaigns, events, and promotions through her firm, susan sommers + associates. Susan also designs and delvers workshops, training programs, and keynotes in marketing and media relations across Canada. For more information, visit her website at www.susansommers.ca, call Susan at (905) 889-6029 or e-mail her at susan@susansommers.ca

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