Top Internet Marketing DO's & DON'Ts

Keep domain names short and memorable (if possible), and ensure that your web site address is widely published. Include it on stationery, business cards, brochures and advertisements, along with email contact information for key personnel.

Use a sig file. This little file goes at the end of every email you send, (except when subscribing to a mailing list). It is considered acceptable to use your sig for advertising purposes, but keep it brief. It should contain your company name, a brief description of your product or service, and the URL of your web site, if any.

Keep your web site simple and straight-forward. Resist the urge to glitz it up with gobs of bandwidth-gobbling graphics. Ensure that your site is constructed in such a way as to encourage repeat visits. A visitor who has to wait two minutes for a graphic to load is unlikely to ever return. Offer the visitor meaningful content, links to interesting sites, and regular updates.

Find a way to stimulate interaction with visitors to your web site. An email link is useful for this purpose, and not hard to establish. Consider creating an online feedback form -- this is a simple and effective way to conduct online market research. Informal polls are also useful for this purpose, and free online tools make them easy to create.

Consider news groups, mailing lists, and blogs important resources for gathering marketing-related information. Announce your product or service in a net.acceptable way and only in those places that welcome such announcements.

Consider creating a blog to promote your site, as WebLens has done here. The blogging phenomenon is fast becoming the leading edge of the new "social Internet" and blogs offer many marketing advantages over static web sites, including the ability to push content out proactively, instead of waiting for the world to come to them.

If you can't make the time commitment blogging demands — successful blogs require regular contributions — at the very least consider adding an RSS feed to your web site so visitors can receive updates automatically. Include a link to the feed on your site, and be sure to submit it to the various RSS feed directories.

Write good copy, scatter relevant keywords throughout, and take the time to learn about the other optimization techniques that will help your site rank high in search results.

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