Here is a quick guide to the basics of online self promotion, i hope this helps and answers alot of questions many of you have.
Okay, lets start with marketing methods, what's old school and what's new school.
*** OLD SCHOOL ***Banner Adverts
If you are paying rather than exchanging, banner adverts aren't easy to do on the cheap. You pay per impression in bulk. Still, its cheaper than getting an agency to do it for you.
Link Exchange
The days of free link exchange are waning and web rings are officially dead. There remain commercial alternatives, though. Linkexchanged.com charge $9.95 per month, for example.
Directories
Join one of the big web directories; Yahoo!,MSN or the open directory Project. Entry is usually free, but never guaranteed. Fast track listings will cost you up to £150.
Giveaways
Competitions, free site access to premium content, gifts... You may be able to blag gifts from other companies in exchange for sponsorship. Though maybe not a new mini.
E-mail Marketing
A Cheap and cheerful marketing technique as old as the hills. Make sure you don't confuse opt in newsletters with illegal spamming though.
*** NEW SCHOOL ***Viral
Viral Marketing is a do-it-yourself dream. Videos are de rigueur -all you need is a camcorder, alot of time, a little imagination and a splash of talent.
Street Teaming
Street Teams are active site users and established community members that you can encourage to promote your site or business. There are lots of ingenious ways to recruit them, few of which need cost the earth.
Guerilla
Stickering, stunts, smart mobs and other, imaginative leftfield advertising ideas get the guerilla label. Works best with edgy brands.
Podcasting
The software's free, distribution is normally free and getting much easier with services like jellycast.com - all you need is good content and execution
Community Building
Social Networking sites like MySpace give you a free presence on the net you can use to drive traffic to your primary site. Again, success depends on good content.
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Now onto
Press Releases, and how to write your own. Here are some top tips...
... Use captivating headlines, Don't use flowery phrases - just clearly say what the story is.
... Editors have to filter through a lot of junk, make your main point in the first paragraph.
... Publications want news and news is all about change, send out press releases when you launch your business, or whenever you launch a new section or service.
... Be quotable, Say something interesting about why you made the business, what you hope it will become and what people will get out of it.
... Explain things clearly, don't assume the person receiving the press release will understand your sector like you do.
... Don't waffle, if you don't have much to say, make sure you keep it short.
... Back up your claims with facts and figues, good stats sound impressive, for example:"The website has 10,000 hits a day and stocks 100 different products".
... Include background information, its important to include information about yourself and your company, along with accurate contact details, in a section called 'notes for editors' at the end of the press release.
... Provide a picture, make it easy to download a screenshot or product image alternatively provide an image of your smiley face.
... Compile a list of target publications, collect contact details from magazines or newspapers that are relevant to what you do.
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And finally, 10 essential
dos and dont's.
DO...
1) Write up case studies about cool things you've done. You can send them as background information with press releases.
2) Attend networking events and subscribe to discussion groups. Get your name out there.
3) When your budget is tight, barter. Find a small PR agency in your area and offer them free services in echange for promotion advice and the odd press release
4) Look out for marketing stunts that have worked well for other firms, and to be frank, copy them !
5) Even when times are good and the cash is rolling in, never stop marketing yourself.
DONT...
1) Buy up e-mail address lists and send out spam, this is illegal.
2) Go too far the the guerilla tactics. Getting yourself arrested is the wrong publicity.
3) Send out press releases celebrating everything. A new service or product launch is news, not buying a new kettle for the office.
4) Phone journalists without warning them in advance. You may catch them on a deadline and they will be too busy to talk to you and understand what you are promoting.
5) Be a doofus online. Lead by example. We all fall fowl of this sometimes - i know i have - just remember you are selling your business and potentially your lively hood.
