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                             Web marketing

        (Four chapter from e-book «Black Belt Web Marketing»)

             800 E. Fairview Road Ste. 146 , Asheville, NC 28803

Introduction

1. Developing a Web Traffic Plan

1.1. Characteristics Shared by High-Traffic Sites

1.2. Introducing the Web Traffic Plan Concept

1.3. Defining a Net "Event"

1.4. Identifying Target Audiences

1.5. Selecting a "Hook" for Your Event

1.6. Implementing Your Web Traffic Plan

2. Registering Your Web Site

2.1. Improving Your Site's Standing in Search Engines

2.2. Selecting Keywords for Registration

2.3. Describing Your Site So That Others Can Find It

2.4. Choosing an Automatic Registration Service

3. Announcing Your Web Event

3.1. Publicizing Your Site with Signatures

3.2. Writing Subject Lines That Get Noticed

3.3. Writing the Body of the Announcement

3.4. Announcing in General Announcement Forums

3.5. Targeting Special Interest Newsgroups

3.6. Improving Your Announcement’s Reception

3.7. Preparing a Discussion Group Evaluation Report

3.8. Reaching Target Audiences in Mailing Lists

3.9.Recapping the Ideas in This chapter

4. Increasing Web Traffic with Classified Ads

4.1. Writing the Classified Ads

4.2. Selecting Sites for Your Classified Ad

4.3. Maximizing Results from Classified Ads

4.4. Recording Results of Your Classified Ads

4.5. Recapping the Ideas in This chapter

Overview of Web Traffic Concepts

         Web Traffic Techniques:

1. Registering at search engines
2. Posting announcements
3. Placing classified ads
4. Adding your link to other sites
5. Building a resource database
6. Participating in discussion groups
7. Email marketing
8. Publicizing your site to the media
9. On-line advertising
10. Building for long-term growth

       Event: Something at your web site that is of interest to audiences.
       Target Audience: An online community based on a common interest, skill, beliefs, etc. online communities that you want to let know about your Web site, product or service are your "target audiences".
       "Hook": An interesting or intriguing way to describe an event that makes an audience and the media take notice. Much as a newspaper’s headline and news story are meant to catch the public’s eye, the objective of the "hook" is to catch the attention of Net users and the media.
Web Traffic Specialist: An individual who knows how to use all the methods available for increasing web traffic; and understands how to develop and implement a Marketing Plan to maximize results from the methods used.

1.1.    Characteristics Shared by High-Traffic Sites

    Of the millions of web sites on the World Wide Web, an estimated 90-95% languish in obscurity, unable to attract interest or visitors. Many of these could in a few short weeks be transformed into a popular, busy site – if only their owners were able to master Web Marketing Plan System.
      A big budget and large resources at your disposal do not guarantee a successful site. Among the thousands of web sites that have failed, primarily because they were unable to generate enough traffic, are many long-scale projects funded by deep pockets. On the other hand, many small, low-budget sites with meager resources are doing quite nicely.
They know how to use the resources and opportunities presented by the internet to thrive in a chaotic, high-risk environment. They are able to this by attracting attention and visitors.

        These 11 characteristics are shared by successful sites:

•    Found a niche
•    Allocated time for promotion
•    Targeted promotion
•    Possessed Net awareness
•    Generated Creative ideas
•    Organized plan
•    Multitude of traffic sources
•    Adapted to change
•    Persisted in promotion efforts
•    Built momentum
•    Measured results.
         Now for a discussion of how these characteristics apply to you and your web site:

Finding a Niche for Your Site

        With millions of web sites and thousands being added each day, it’s becoming increasingly important to find a niche for your site. It doesn’t have to be a completely new product or service.
     Sometimes all it takes is a new page or a creative approach to the audience being targeted. The better job you do finding a niche, the easier it will be to make your site stand out from countless other sites competing for attention.

Time Is Your Most Valuable Resource

      A long time ago I read that if Chinese people started marching four abreast around the world, the procession would never stop. New generations would keep it going forever. The Internet is like that. You could spend all day, every day marching from site to site registering, announcing, placing classified ads, requesting links, sending news releases. The procession of new sites would keep pace with your ability to find and contact them.
       So, a key requirement for having a successful site is to allocate your most valuable resource ..... time. It’s time, not money, that imposes the major limitation on your ability to generate web traffic. You can spend a few days, a few weeks, a few months or full-time indefinitely promoting your site. Traffic to your site, especially for a low-budget site, is directly dependent on time spent promoting it.

Targeted Promotion

      Web traffic shouldn’t be measured strictly in quantitative terms. The number of visitors for most sites isn’t as important as the type of visitors. All sorts of gimmicks could be used to attract masses of unqualified visitors who will only clog up your site and leave behind nothing of value, never to return again. Instead, your promotional efforts should be aimed at attracting large numbers of specific Internet communities who are your prime prospects. These communities are what will be referred to continually in this planning guide as your "target audiences". Your site may have one, ten, or twenty targeted audiences depending on what is offered.

Введение                                                             

Определение Вэб трафика

1.1 Характеристики сайтов с высоким трафиком

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