Lecture 24: Corporate website and ways to promote it

 

Keywords: Internet, site, software, online, whole, queue, domain name, connection, ADS, ranking, relevance, yahoo!, search robot, collocation, statistics, subject, release, citation, automatic conversion, network, rating

 

Corporate website. Web site advertising

 

 

 

Corporate website. Web site advertising

 

The progress of information technology over the past decade has made the Internet one of the main means of disseminating information.

A corporate website is the most dynamic and effective way to tell the world about your company, your products, find out the opinion of the customer and, most importantly, carry out various business operations directly on the Web.

Web sites are currently evolving in an ever-increasing volume of content. The attention of Web users is gaining in value. Although the number of users is growing rapidly, the volume of Web materials is growing even faster. Under these conditions, novelty no longer guarantees attendance. If the first sites were a technological novelty, which was written in popular science magazines, and most of the advertising went to them for free, today, when any company has Web-sites, it’s no longer necessary to count on free media attention. The formation and especially the retention of visitors is becoming one of the most important tasks of Internet marketers. Even the best site, if nobody uses it, is a waste of money.

As attracting new visitors becomes more difficult, marketing efforts focus on retaining existing users and increasing the time they spend on the site. And this is understandable - the duration of an online visit is equivalent to the time spent by a potential buyer in the store.

The main ways to increase site traffic (Fig. 19.1) include the following:

• domain name;

• promotion in search engines;

• citation on the Web;

• paid advertising online and offline.

 

 

 

Fig. 19.1. The main criteria for the formation of site traffic

 

There are a number of specialized technologies for organizing advertising on the Internet. However, any advertising campaign begins with marketing studies - Nij, which allow you to set what the specifics of the services of the company and who its target audience. This in turn allows you to choose the best means of advertising.

It should be noted that the choice of a company domain name is very important. The right name allows you to increase the number of visitors. Once a name is selected, changing it is quite difficult. An ideal domain name allows potential visitors to find a Web site without the help of search engines. It is desirable that the name matches the profile of the company. Domain names should be easy to remember - in which case they will be conveniently advertised. The domain name has a close relationship with the trademark and brand.

Contextual advertising

Contextual advertising of a site is a paid text message that is issued in response to requests from search engines for certain keywords and phrases.

Contextual advertising can be performed with the condition of showing an advertisement to a specific target audience ¹ , selected depending on any specifying factors. For example, displaying an ad to an audience of a particular geographic location or an audience that accesses Web resources at a specific time. You can choose targeting ² so that your ad will be shown only to those who are potentially interested in it. This increases the likelihood that attracted visitors will become your customers.

Advertising in paid directories

Paid placement of ads in popular directories can provide a steady stream of targeted visitors to the site. They are directly interested in visiting your site.

Banner advertising

There are resources on the Web that are similar in topic to your site. Therefore, it makes sense to post information about your site on such resources to redirect part of the target audience to your site. One of the mechanisms to attract visitors to your site is banner advertising. A banner is a small (static or animated) picture, by clicking on which the user goes from the current site to the site advertised by the banner.