Free Web Site Promotion Widely Available

Online publishers will find numerous opportunities to promote themselves through free Web site promotion opportunities that are easy to implement.

Newspaper and TV sites often rely on their traditional TV and newspaper partners to provide the bulk of their promotions. In return, a good site operation will provide online promotion for their media partner in addition to other benefits such as online classified order entry, subscription services and circulation customer relations.

Small Web startups often have no money and rely on free sources of promotion. They start with search engine optimization but include other forms as well. Continue reading “Free Web Site Promotion Widely Available”

Web Site Promotion of Standalone Sites

Web site promotion has been a big challenge for traditional media companies and a much easier one for pure online plays.

Media companies learned their lessons about the Internet by building extensions of their core traditional brands. Audiences came easily because newspapers would promote the site in their print editions and TV stations would do the same on air. Audiences recognized the site names because they usually imitated the core brand names. Brand recognition was high.

Those same lessons don’t always apply outside of core Web sites. Continue reading “Web Site Promotion of Standalone Sites”

Maximizing Online Advertising Networks

An online advertising network can play a useful part in boosting the revenue of any Web site. In fact, some sites rely entirely on one network such as Google AdSense. Case in point:

A newspaper sales manager revealed in a meeting that an extensive project to revamp that paper’s site had tripled the audience in no time.

After the congratulations, it was pointed out that tripling the audience meant tripling the ad inventory. The sales manager grimaced and said something to the effect of, well, it didn’t triple the revenue.

Actually, it could. Continue reading “Maximizing Online Advertising Networks”

Content Management Systems: An Introduction

Launching various sites on different Web content management systems provides valuable lessons for anyone wanting to build a larger and more robust Web site.

Content sites should be built on a CMS for several important reasons. A CMS will save staff time from coding pages, provide rich functionality such as search, display consistent templates that don’t confuse site visitors and make it much easier to implement changes that affect numerous pages. Continue reading “Content Management Systems: An Introduction”

Affiliate Marketing Strategy Adds Extra Income

An affiliate marketing strategy is a way to generate revenue for a Web site publisher by marketing the products and services of other companies. Making it work is a big challenge.

moneyAffiliate marketing has been quite a popular subject on the Internet for a number of years because of its potential to generate big revenue for anyone who masters it.

But few people actually master it. Part of the challenge lies in the fact that millions are trying it.

For newcomers, an affiliate marketing strategy is a way to generate revenue for a Web site publisher by marketing the products and services of other companies. If a site visitor clicks on a text link or banner add, goes to that company Web site and makes a purchase, the originating Web site gets a commission on the sale. Continue reading “Affiliate Marketing Strategy Adds Extra Income”

Old Newspaper Ad Concept Produces Online Results

A well-known and traditional way of advertising in a newspaper is becoming an effective technique for selling online.

The traditional way is simply to buy an ad position in a certain section of the paper on a particular day of the week. It turns out the concept works quite well online.

This approach contradicts the popular way of running a banner campaign online. With a typical banner campaign, the client buys X number of impressions to appear in a section on the site or run of site (ROS) over a period of time.

The time period is usually weeks if not months. The online ad-serving software displays the ads smoothly over time so that 100,000 impressions, for example, will appear about 1,000 times a day over 100 days. The client usually pays on a cost-per-thousand impression basis.

Some newspapers are successfully using the print model online. They go to an advertiser and say, “For $1,000, your ad will appear all day long Friday on just the home page.”

The number of impressions for both the home page and the ad on Friday doesn’t matter. What matters is that the advertiser dominates a page on the site for just that day.

Some of the opportunities are obvious. They include events, sales and other dated, short-term opportunities. Imagine an important event that is falling behind on ticket sales and is in need of a last-minute boost. One newspaper reported great results for a local semi-pro hockey team that sponsored the sports index page of its site. The team sold so many tickets because of the campaign that it came back repeatedly to promote future games.

Another benefit to this approach is that print account executives who need to deliver some online sales results grasp it easily because it has something in common with print. As a result, they will find it easier to sell than other online products. Likewise, advertisers who are used to buying print but not online will grasp it more quickly as well.