MAKING WEB PAGES WORK FOR YOU AND YOUR CLIENTS
PART II - GETTING THE WORD OUT AFTER OPENING A WEB SITE
Most e-mail programs allow small files of text that append to the bottom of e-mail messages that are sent.
Example: the end of each e-mail message can say something like
"XYZ Company, meeting your real estate needs since 1944."
This file is a "signature file," and any Web site should include the URL and a brief description of the site in key company employees signature files.
Every e-mail sent could include an ad like,
"Visit our Web site at "http://www.newproperty.com" to play Land on Boardwalk!
The key to effective signature files are keeping them short, limited to four
lines or fewer. Some people create elaborate signature files, drawing pictures or quoting passages from books or poems.
Files like this take up space, and hardly get read after the first time. But short files usually get glanced at every time, prompting the message to be remembered.
Set up the companys site to collect the e-mail addresses of visitors.
Add a question asking if theyd mind receiving e-mail notifying them of changes to the site, or changes to the industry, or changes and updates to key information the site offers.
Armed with a list of users wanting to receive e-mail, send it to
them. Dont abuse their trust by overwhelming them with every minor change that is made to the site, but put together a mailer, once a month, pointing out new products available on the site or key issues discussed there.
Dont let the mailers steal the sites thunder. It should
be a teaser making readers want to visit the site.
Keep it very short and very current.
Internet discussion groups, known as "newsgroups," work like bulletin
boardspeople can post messages on certain topics.
When visiting the newsgroup you can read all past messages and post messages.
With more than 20,000 newsgroups, focusing on specific topics, such as pet
health care, foreign car repair, Web-page development, computers for sale, or fan clubs
for rock musicians.
This area of Internet is noncommercial, and users hate posted advertisements.
Despite this, some companies market to newsgroups successfully.