Marketers use many tactics to promote their websites. We can not say that, there is a one single rule or strategy to follow. However you can work on strategies that best match your online business and lead to success.
If you develop website to support your business and to add value then simply go for public relations. There is no need to focus on advertising. You can promote your website by simply providing details of URL while working on packaging strategies and adding website feature in the existing marketing strategies.
Advertising and other online marketing tools and strategies - email marketing, article, marketing, blog marketing, social marketing, mobile marketing - are only focused in E-business; E-commerce and affiliate marketing.
If you have an e-commerce business then your website is your brand that must needs care. Customers are attracted to you only if there is some special in your website. Your website must has unique positives associations in customers minds. So first of all take the site as a unique brand and start working on it. Before focusing on promotions strategy you need to do following;
Identify your target market - demographically, geographically and psycho graphically
develop a unique logo and positioning statement for your brand (website)
After developing a brand, now you need to promote it. First of all you focus on advertising. You can use any advertising media you think best suit you then develop strategy accordingly. Use pay per click (PPC) advertising strategy and CPA (Cost per action) also. Deeply search and identify the areas where your target market has shown interest then try to capture those areas through PPC.
Now move to Public Relations (PR) which is the most important online marketing tool, especially in affiliate marketing. There are lots of options you have to promote your brand through PR. But again you need to do analysis on each in order to get best results. Sources and tools of PR are including; Press release, article marketing, blog marketing, social media and much more. You can use Facebook, Twitter and You Tube for building a good reputation in the society and to build awareness for your brand.
Other than advertising and public relations, you can use sales promotions if you are in e-commerce business. Sales promotions are the different types of consumer promotions including coupons, sweep stakes, discounts and contests. But this strategy best works when your website (online brand) starts competing others in your business and gets good and stable image.
Even the best ideas failed if executed poorly.
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