The Internet provides amazing opportunities for low-cost, high-impact marketing. But it's not easy to choose the right opportunities and utilize them effectively. Here are a few major points about building a successful web presence:
- Web presence does not mean just a website. Not even just a good website. Web presence is a comprehensive strategy for marketing (and possibly delivering) your products or services online.
- Yes, a good website is a great foundation . . . but not if no one sees it. So first you have to get them there--and that means your marketing effort has to support your website (not vice versa).
- Then you have to get them back, which means your website not only has to look great and work well, it also has to be sticky.
- The bottom line: You have to go beyond standard-issue templates, "search-engine optimization," and email newsletters. Way beyond . . .
How? Think dreamfish.
(And check out Camp WWWeb.)
