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200 Marketing Ideas for Your Website is a practical and concise guide that contains ideas extracted from over 2,000 websites reviewed especially for this book. It explains the marketing benefits of the selected ideas, includes tips and guidelines and refers to 262 web examples, including 50 screenshots, to demonstrate their application.
Discover various ways to - Attract and retain visitors - Project your expertise and authority - Build your reputation and inspire confidence - Present favourably your products and services - Sell and cross-sell your products - Build a database of qualified leads - Elicit and utilise feedback astutely - Give visitors reasons to bookmark your site - Improve your customer service ...and much more. To be more specific, Look and Learn HOW TO - Reach the customers of your customers? - Obtain a wealth of material (with copyrights) from visitors to create books and promotions? - Become the hub for fun and useful information? - Keep in touch with your subscribers without having to write a newsletter? - Picture 'quality'? - Demonstrate visually the benefits of your product? - Get visitors volunteering fresh content for your website? - Sell and even sell more without being pushy? etc..... Save time and money by learning from other webmasters who have already tested and implemented these strategies. Put one idea into practice to get your money’s worth from this book or apply several ideas to transform your website into a powerful marketing tool. After all, a website is the most cost-effective, comprehensive marketing tool available. "The ability to learn faster than your competitors may be the only sustainable competitive advantage." (De Geus)

 

Little is written about website content. Web marketing has been overshadowed by internet marketing, search engine optimisation and web design. Web content has become a distant relative reduced to a few lines in reams of more fashionable topics. But strangely enough, the first question that business owners ask me as a web marketer is: “What do I put on my website?”

For me, web marketing is what happens at the website level. Interesting and useful content is vital. Content ranks highly with search engines. Content entices visitors to explore, connect, act and return. In the context of this book, ‘act’ does not necessarily mean ‘sell’. It refers to any action you want your visitor to take. It could be to contact you, download an article, subscribe or refer you to a friend.

This non-technical book is a collection of ideas gathered through experience and research. In the past six months, I have studied over 2,000 websites to uncover trends and strategies.

I have found inspiration in studying a wide spectrum of organisations. Initiatives from unrelated fields are easily overlooked when, in fact, they may be transposed into your own situation. For example, travel agencies have been offering package deals and giving away branded hand luggage as a bonus for a long time. In other types of businesses, these simple practices could translate into bundling products; giving away a tangible item when delivering a service; branding items for exposure and publicity; and introducing bonuses to close a sale.

I encourage you to look upon the ideas in this guide from a conceptual viewpoint: starting points to trigger your imagination and creativity. An idea that is supported by an example in the retail industry may well have equal relevance when applied to the service sector.

Many times throughout the book, I use ‘product’ in place of ‘product or service’ in phrases such as ‘selling your product’. This is not meant to restrict the application of the idea to a product. It is done merely to facilitate the flow of information.

For those less familiar with website terminology, I have included a glossary.

 

Blog (short for web log) refers to an online journal or diary that is updated regularly. The author of the diary
is known as a blogger.

According to NITLE, there were 1,271,043 weblogs worldwide in September 2003. This figure includes 800,119 written in the English language.

Set up a webpage for your blogs to communicate and interact informally with like-minded people on issues
of your choice.

Blogs can have a personal or business focus. Personal blogs are used to share thoughts, link to other websites and inform visitors about your projects. You can also allow visitors to add their own comments. Blogs provide interactivity and a reason for visitors to return to your site and read the latest blog.

On the other hand, B-Blog (B as in Business) provides a platform to exchange information, increase brand exposure and strengthen relationships with visitors, customers, business partners and employees.

Example: Jupiter Research has a page called ‘Jupiter Research Analyst Weblogs’ linking to analysts’ biographies and weblogs. Feedback can be sent to a joint email address. The individual writing style, frequency and length of the blogs reflect the analysts’ personalities. (http://clk.about.com)

Use Blogger, a web-based tool acquired by Google, to create and publish instantly blogs on your website. With Blogger you do not need to worry about installing any server software or scripts. The best part is the cost: it’s FREE. (http://www.blogger.com)

Do not forget to add a ‘bookmark this page’ button on your blog webpage.

 

Expand your database by offering subscriptions to the clients of your customers or members. This is a form of viral marketing where customers refer their clientele.

Example: Women’s Network Australia (WNA) is a member-based organisation created to empower women in business. As a patronage reward, they offer a complimentary ‘thank you’ gift to customers who trade with their members. “Are you doing business with a WNA Member? If so, we'd love you to tell us about it. And as our way of saying 'thank you', we'll send you a fabulous complimentary gift from Goss Cosmetics–so be sure to include your postal details.”

Lynette Palmen, Managing Director of WNA, explains why ‘tracking the trade’ scheme is beneficial for all concerned:

- Each month, 30 to 40 customers of members receive a valuable gift.
- Members get value from their membership because they receive feedback, and their customers are rewarded for buying from them.
- WNA attracts new members. Lynette says: “With track trade, we have access to clients that we would not otherwise have reached. The conversion rate from customers to members is 60% to 65%.” (http://www.womensnetwork.com.au)

 

Advertise and promote your mail-order or store catalogues online and provide a ‘Request a catalogue’ button linking to the order form. Provide catalogues in PDF format or CD-ROMs as a cost-effective alternative to a print version.

Example: AutomationDirect, a catalogue & online automation company, gave away catalogues on CD-ROMs when they ran out of print catalogues. CD-ROMs can be practical for customers who enjoy interactivity but do not always have internet access. (http://www.automationdirect.com)

Example: NCEE, the National Council on Economic Education, provides an option to download a copy of their catalogue in a PDF format. Visitors can print their catalogue and browse it immediately, without postal delays. (http://www.ncee.net)

 

'Content is king'. High quality content entices visitors to explore, connect, take action and return. It also ranks highly with search engines. But what should a website contain? 200 Marketing Ideas for Your Website is a comprehensive, practical and concise guide that includes ideas extracted from over 2,000 websites reviewed especially for this book. It explains the marketing benefits of the strategies, provides tips and guidelines and refers to 262 web examples, with 50 screenshots, to visually demonstrate their application. "The book’s 200 ideas cover plenty of territory, including visuals and sound features, e-commerce fundamentals and specific tools to market your site. Busy communicators owe Henriette Martel-Lawson for saving us countless hours by pointing directly to leading-edge sites that work from a marketing perspective." Marketing Update-News from the Australian Marketing Institute

Table of Contents (excerpt) PART 1 PRODUCT INFORMATION 1.Product ‘in context’ 2.Multiple angles 3.Tangible clues for quality 4.Individual versus group shots 5.Thumbnails 6.Product composition 7.Product colours 8.Unique attributes 9.‘Feel’ 10.Location shots 11.Lifestyle photos 12.Meaningful pictures 13.‘Service’ shot 14.Sound 15.Audio introduction 16.Benefits & features 17.Target market 18.Substantiation 19.Graphs & charts 20.Exclusivity & customisation 21.Hierarchy of information 22.Product groupings 23.Categories 24.One-page information 25.Product ranking 26.Comparison shopping 27.Backup information 28.Mouseovers 29.Problem & solution 30.Product use 31.Product in action 32.Product history 33.Product applications 34.Virtual tour 35.Fun facts & curios PART 2 EDITORIAL & TOOLS 36.Blog 37.Tutorials 38.Articles 39.White papers 40.Webinars 41.Step-by-step guides 42.Glossary 43.Library 44.Interviews 45.Reviews 46.Elsewhere 47.Useful links 48.Directory 49.Buyer’s guides 50.Product content tools 51.Calculators 52.Self-assessment tools 53.Design tools 54.Virtual models PART 3 CREDENTIALS 55.Testimonials 56.Experts & customers reviews 57.Portfolio 58.Case studies 59.Client list 60.Story selling 61.Makeovers. 62.Endorsement seal 63.Expert endorsement 64.Celebrity endorsement 65.Product awards PART 4 SALES STRATEGIES 66.Unique Selling Proposition(USP) 67.Pricing 68.Packaging 69.Bundling 70.Solution & prevention 71.Projects supply 72.Ask the expert 73.Fear 74.Worthy cause 75.Pre-selling 76.Complementary products 77.Target products 78.Accessories 79.Affiliate program 80.Top sellers 81.Web exclusives 82.Coupons 83.Hot prices 84.Free offers 85.Free samples 86.Bonus packs 87.Joint vouchers 88.Volume discounts 89.Cumulative discounts 90.Purchase plans 91.Rebates on next purchase 92.Loyalty programs 93.Last minute deals 94.Clearance outlet 95.Chance to win 96.Types of gift certificates 97.Gift giving solution 98.Gift advisor 99.Gift wrapping 100.Gift search options 101.Gift plans 102.Corporate gift certificates 103.Gift registry PART 5 DATABASE BUILDERS 104.Product registration 105.Event registration 106.Registration incentives 107.E-newsletter 108.Daily tips delivery 109.Daily audio tips 110.Memberships 111.Tracking trade with customers 112.Email notifications 113.Free e-course 114.Series 115.Contests PART 6 COMMUNITY 116.Art gallery 117.Community photo gallery 118.Forums 119.Community product reviews 120.Community news & articles 121.Favourite links 122.Production involvement 123.Free personal webpages 124.Classified ads 125.Networking 126.Tributes 127.Calendar 128.Guest books 129.Event sponsorship 130.Community contest 131.Charity contest PART 7 FREEBIES & GAMES 132.Cartoons 133.Daily quotes, facts & tips 134.Freebies 135.Desktop calendars and wallpapers 136.Greeting e-cards & postcards 137.Scavenger hunt 138.Joint scavenger hunt 139.Competitions 140.Sliding puzzles 141.Memory games 142.Word search games 143.Hangman 144.Daily games 145.Quizzes 146.Crossword puzzles PART 8 CUSTOMER SERVICE 147.Technical support 148.FAQs 149.User manuals 150.Discontinued product alert 151.Reminder messages 152.Wish list 153.Catalogue 154.Offline & online traffic 155.Offline classes 156.Print documentation 157.Security 158.Privacy 159.Internet security options 160.Guarantees 161.Niche inventory 162.Catalogue quick shop 163.Order form 164.Currency converter

THE figures speak for themselves and show why marketers are drawn to the web like moths to a patio light on a summer’s night. The October 2004 Nielsen/NetRatings estimates there are more than nine million active Internet home users in Australia and they are spending around 27 minutes in front of their screens in each Internet session.

Yet for all the hype on web design, search engine optimisation and other technical issues, where are the articles on how to develop effective web content? This may explain why Nielsen/NetRatings estimates that Aussie users spend an average of 54 seconds visiting a web page.

Henriette Martel-Lawson sets out in 200 Marketing Ideas for Your Website to profile ideas that work on the web and re-affirm the old adage that “content is king”. The promise of good content attracts people, keeps them, and encourages them to return to a site. After studying more than 2,000 websites, Martel-Lawson comes up with marketing trends and strategies that work on local and international sites.

The book is not about a model that we should slavishly follow; rather it is meant to stir our interest in applying successful ideas to our own domains. The book’s 200 ideas cover plenty of territory, including visuals and sound features, e-commerce fundamentals and specific tools to market your site.

Marketers who use their websites to show visitors their credibility and expertise will find the section on Editorial Tools particularly useful. There are good examples of people marketing themselves through blogs, articles, case studies, testimonials and other tools.

200 Marketing Ideas for Your Website is hard to read as a straight text. It continually refers to websites that you must visit to understand what the author is talking about. But it does work as a reference that points you directly to best practice examples that can provide inspiration as you tackle particular problems.

There will have to be a follow-up edition to 200 Marketing Ideas for Your Website because today’s hottest web idea soon becomes common practice. So next time perhaps the book can not only report what works, but why it works as well.

Busy communicators owe Henriette Martel-Lawson for saving us countless hours by pointing directly to leading-edge sites that work from a marketing perspective.

Reviewed by Bob Crawshaw.

 

In a nutshell, 200 Marketing Ideas For Your Website is an excellent, engaging read and I would highly recommend it to people new to the world of ecommerce and web marketing. Even seasoned site owners and marketers can pick up some very valuable ideas from Henriette's book.

200 Marketing Ideas For Your Website isn't complex or filled with hype and buzzwords as so many other publications on the subject of web marketing can tend to be. The book contains over 200 pages of intelligent ideas and strategies; in a logical sequence and in bite sized format.

You'll learn how to:
• Attract visitors and keep your site "sticky"
• Portray confidence and competence to your visitors
• Properly present your products for online sales
• Up-sell and cross-sell to increase profitability
• Gather information from your visitors for marketing purposes
• Gain and utilize feedback effectively
• Create a community of users
• Provide excellent customer support
• Protect your business
• Create content that engages your potential clients
• Turn visitors into buyers

One of the other problems I've struck with similar books is that they have a tendency to contain 10% good ideas and 90% filler text. Henriette doesn't waste the readers time - she launches straight into the how, why, when and where of each strategy, giving you exactly what you need to know.

As you'll see by the table of contents from the book, there's more to the effective marketing of a site than just a handful of strategies. There are so many ways that you can draw, hold and convert traffic and this book covers all the strategies that I can think of - and then some! In a corporate environment, this book would make an excellent reference for marketing meetings to inspire productive brainstorming sessions.

Henriette, founder of Marketing Cues, is a very experienced web marketing consultant and professional speaker. In 200 Marketing Ideas For Your Website, she hasn't just relied on her own knowledge of what works and what doesn't. Henriette spent a great deal of time in research by examining successful sites and looking for common elements that contributed to the sites' success. Henriette also includes a reference to the sites she reviewed so that you can see the strategy in action.

As well as a truckload of great ideas, Henriette points you all the resources you'll need in order to implement the strategies. Also included is a comprehensive glossary of terms to help you through all the technobabble and buzz terms used in the world of promotion and marketing.

Looking for something for the site owner who has everything? 200 Marketing Ideas For Your Website is wonderfully presented and would make an ideal gift. It's definitely taking pride of place on my bookshelf!

 

This reference guide provides some really great practical tips and ideas to increase the effectiveness of your website. This book is a must read.

 

If you own a small business, you must read this book filled with practical, easy to implement ways to turn your website from an expense to a profit centre.

 

I did not have to read it all before I found lots of helpful tips for my websites.

 

If you're a novice, have dabbled a bit, or an astute marketer in the online world, 200 Marketing Ideas For Your Website is a more-than-worthwhile read. With a range of great ideas, guidelines on best-practice and highlights on new web ideas, Henriette Martel-Lawson has pulled together a helpful reference point for anyone interested in the internet and how to market your website within it.

 

Henriette Martel-Lawson is a internet marketer, online researcher, professional speaker, publisher and consultant who has worked for government, commercial enterprises and non-profit organisations. She is a member of the Australian Marketing Institute.