Marketing a Business

This section will offer some basic advice on how best to market and advertise a company both online and offline. The information offered here is by no mean exhaustive, simple that it explains some easy to follow steps you can take.

The areas covered are:

• Offline marketing
• Online marketing
• Networking
• Press releases
• Search engines
• Web site links

Offline Marketing
This is perhaps one of the easiest parts of promoting a web site and as such is often the most overlooked
· Add your Web address to all literature and publications such as business cards, letterheads, newsletters, fax cover sheets, etc. Right next to your organization's postal address and phone number
· Announce the launch of your site, as well as major changes in your printed newsletter. In fact, you should have something regularly in your newsletter or existing internal communication tool that highlights a resource on your web site
· Make sure everyone within your community knows the web address, and knows what information is available via the web site
· Add the web address to your organisation's voice mail message or answer phone
· If you write an article for a publication of any kind, ask that your organisation's web address appears with your name or bio at the beginning or end of the article
· When talking to the press, remember to mention your web address.

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One of the best ways to find these groups is to use Newsgroups. A Newsgroup is different to a web site in many ways. In its simplest form, a newsgroup is simply a place were someone can post a message for any and all to see, individuals can then post any number of replies to this “posting”. This is called a “thread”. When you post a message or leave a reply to a message already posted you should ensure that the end of your message shows you web site address.

There are a vast number of newsgroups, how do you find one for your interest? Go to www.dejanews.com. This page will give you search box into which you should enter some key words which describe your interest. The search results will offer a range of messages. Select a message and before you know it your into a newsgroup.

Online advice on how to use newsgroups can be found at http://groups.google.com/googlegroups/help.html

Another method of spreading the word is to ensure that any email you send has your web address automatically added to it. If your using Microsoft Outlook or Outlook Express go to the help section and search for “signature”.

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Networking
According to a survey conducted by NatWest Small Business Research last year, over two-thirds of owners of small businesses are now members of one or more business or trade associations, networks or clubs, and meet regularly to share experiences and ideas.

And rather than seeing each other as competition, these business owners said they saw their fellow traders as an invaluable source of advice and support.

A network of benefits
Almost half would turn to each other for help and information, saying they benefit from feeling part of a community and see their networks as a source of new customers and suppliers.

Being part of a network seems to go a long way towards reducing the sense of isolation that many business owners feel. Other benefits may be less immediately obvious. Meeting people who are doing the same kind of work...can also be a useful source for mentors and ultimately employees, when you're in a position to recruit.

Get out of your comfort zone
One reason is that networking can often entail getting out of your comfort zone and challenging yourself. The best networkers don't even know they're doing it - they're simply being good conversationalists, adept at being high profile, talking and responding, and getting to know people.

Make the time
Other people don't even make it to the event in the first place, believing themselves too busy with more important stuff to take time out for what they perceive as a 'jolly'.

But networking doesn't have to be a formal process that takes up lots of time. It's as much a state of mind, taking the growth of your business seriously and understanding the value that connections can add.

Find your own way
The more you get into the habit of talking to people about your business, the easier and more natural it gets. If formal networking events make your blood run cold, then start by chatting to the traders around and about. If approaching strangers brings you out in a sweat, join an informal local group that meets regularly.

Once you start thinking creatively about expanding your network, you'll be amazed at the number of opportunities you start to see, and how much more appealing they seem.

And finally
If you think it's all a waste of time, remember that successful businesses don't operate in a vacuum, they make connections. Business is about relationship building - with customers, suppliers and other businesses - and networking is your key relationship building tool. If you follow some of the networking tips and techniques listed here, and give it as much attention as you give to all those other vital daily tasks, you will see tangible benefits.

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Press Releases
A press release is something that your community may want to consider. Although some journalistic skill is needed to write an effective press release it can often reap great rewards.

Send press releases to local newspapers and professional publications announcing your site, and remember to add your web address to all press releases. For instance, on a press release announcing a new publication, add a paragraph that says (if applicable) "This new publication can be accessed via our web site at www…..”.

A press release can be printed and posted or sent by email, don’t forget a good quality picture if you can. Most local newspapers and other publications will have contact details for their editors and journalists. If in doubt telephone and ask for a contact person.

Online links to writing a press release
http://www.hubbubpr.co.uk

Media Contacts
Evening Chronicle http://icnewcastle.icnetwork.co.uk/contactus/
Sunderland Echo http://www.sunderlandtoday.co.uk/ContactUs.aspx
Tyne Tees Television http://www.tynetees.tv/
Galaxy Radio http://www.galaxy1056.co.uk/contactinfo.asp
Metro Radio http://www.metroradio.co.uk

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Search Engines
Why should you bother with search engines? It is likely that others outside of your community may well be interested in your work and what you community has to say. Also, there may be people interested in joining. Making some effort to ensuring that your web site can be found on a search engine will go a long way to help those people. A great deal has been said about search engines, much mystery and confusion surrounds them. In reality, you only need to follow a few steps to ensure your site is registered.

Firstly, your new site will already have a number of features built into the design, which will assist in achieving a reasonable search engine positioning.

There are a large number of search engines. In reality its only worth paying attention to a small number, why is this, because the amount of traffic you would see from the smaller more obscure search engines is simply not worth the effort (the exception to this is a search engine which specialises in your community). It is best to focus on the major search engines which offer a free service

Free search engines
Google/Yahoo http://www.google.com/addurl.html
Altavista http://addurl.altavista.com/addurl/new
DMOZ http://www.dmoz.com/

When submitting to these sites it is important to note that your web site may take weeks to appear in their listings. Also, do not submit more than once or twice a month to these sites. With Google, Lycos and MSN just submit the homepage. Altavista allows you to submit up to 5 different pages at a time.

Pay for entry search engines
If you have the budget, there are some search engines that charge a small fee before they allow a site to be listed. Their main advantage is that these search engines will list your site within a few days.

Lycos http://insite.lycos.com/inclusion/searchenginesubmit.asp

The actual position of your web site within any search engine listing is controlled by a number of different elements and circumstances. No free or paid search engine can guarantee a high ranking for a normal listing.

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Web Site Links
One of the most powerful tools you can use to gain traffic is to have a number of sites link to your own. Many search engines such as Google give more priority to a site if it finds that many other sites link directly to it.

Linking sites can have an enormous effect on traffic. Each one may only send a tiny number of visitors to you, but the cumulative effect of having lots of quality links is lots of traffic. It is important to get good quality links from sites which are likely to have visitors who would be interested in what you can offer them. Having links from large high traffic sites is always a benefit.

How do you get these links?…..you ask for them.

If you find a site which you would like a link from, simply find the contact page telephone or email and politely ask for a link. Don’t forget to include a brief outline of your site and a link directly to the homepage.

Ensure that any organisation you work with or have some connection with your community has a link to you on their own web site.

Top tip: When you see a link to your web site appear on another site, submit that particular page to the free search engines listed above.

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