Web Marketing For Dummies by Zimmerman Jan

Author:Zimmerman, Jan
Language: eng
Format: epub
Publisher: Wiley
Published: 2011-11-30T16:00:00+00:00

Figure 8-7: This annotated page of outbound links connects users to valuable resource sites as well as to reciprocal link partners.

Courtesy of Wanderlust Jewelry

Some external sites might refuse to link unless your link page is accessible from the navigation, not just from other pages. That’s your call. You can easily include a Links or Resources page in your site index at the beginning of the development process. If the page is an afterthought, decide whether it’s worth the cost and hassle to modify the navigation. As a simple alternative, include the Links page as an option in a linkable footer.

After you start a link campaign, your inbox might fill with requests from other sites asking you to link to them. Evaluate every one strategically for the value the link brings, such as a high Google PageRank or your target audience. You’re under no obligation to post other links unless you have promised reciprocity.

Be leery of requests from sites that ask visitors to vote on your site popularity, charge for links, or otherwise get you in trouble with search engines. Some of these are truly scams: They return afterward to ask for payment, similar to the way fake yellow pages bills are sent in the mail.

Qualifying Leads with Webcasts, Web Conferences, and Webinars

In the instant-gratification world of the web, you rarely have a chance to interact with prospects or customers for more than a few seconds, let alone minutes. All three web education methods (webcasts, web conferences, and webinars) allow you 15 minutes or more of uninterrupted user contact. How can you pass that up, especially when you compare the costs of traveling and staging live events in multiple locations?

These content-driven techniques work well in B2B environments, where you can adapt them for free product demonstrations, market research presentations, or teaching sessions in exchange for contact information. They’re useful for building brand awareness, positioning your company as a leader, and generating sales leads. Don’t poison the well with overt marketing or hard sales pitches.

Segment leads by including on the sign-up form a question about registrants’ levels of interest or decision-making timeframes.

Comparing options

Webcasts, web conferences, and webinars all run in a browser environment. The combination of increased broadband access and the inclusion of streaming media within browsers make these methods much more accessible than they were in the past.

Webcasts

Generally, a webcast refers to a live, video broadcast online. Inherently passive, a webcast is delivered from one speaker to many listeners, often 50 or more. Of the three techniques, webcasts work best in a B2C environment for concerts, lectures, dance, comedy, theater, performance arts, sports events, entertainment, and events of educational or training content. Depending on its audience and purpose, you can promote a webcast like any other online event. Webcasts are often recorded for future replays on any of the video services, such as YouTube. (See Chapter 14 for more information on video sharing.)

Web conferences

A web conference works best with a small-group presentation that’s data or document driven. Web conferences support

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