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Old 11-22-1999, 01:26 AM   #1
Arn
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Cool Investment - (what to do with cash continued)


So, Monkey brought up some good questions... let me explore the next step...

Let's say you've decided that you want to reinvest your money into your website.

Where do you spend your money?

First, there is the obvious "technical" spending - domain name, good web hosting etc... These are a given... but what about marketing your site? (Beyond search engines, link exchanges, recip links...)

There is Goto.com - which can offer relatively inexpensive search terms - but this is someone limited. I can't get as much traffic as I want...

I've looked into CPM banner ads and it looks like $6 CPM is what you're going to have to spend on a network. And assuming a 2% click through rate, you're paying $0.30 per visitor - which is a bit expensive.

So, where else can you pay for cheap (even non-targeted) traffic? (no non-cost suggestions please. http://www.very-cool-stuff.com/ubb/wink.gif That's a whole other conversation on it's own)

I suppose you could make flyers - but it's hard to tell the return on that method.

arn

p.s. I know some of these issue have been discuessed in the past, but I'd like to know what the state is now.

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Old 11-23-1999, 09:19 PM   #2
Questy
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Arn,

In the past I've preached about not using the internet to promote a web site. I'd say in the last 90 days, probably due to holiday ad campaigns kicking in, a ton of advertising driving me to someones web site.

More newspaper ads that refer to a URL, Much more radio and TV ad's that repeat a URL, and believe it or not, I even see a few billboards along the highway that have a URL on them.

Years ago as a saleman, we used direct mail, or newspaper ads, to try to get someone to call our business. Depending what we were selling the phone call tried to get the folks to come into our store, or perhaps making an appointment to have a salesperson visit.

I've been giving alot of thought about how to use my web site to promote some business ideas. The web site becomes part of the sales team. The web site may take the place of the initial phone call, or even the sales person. But I still need to drive people to my site.

Think about it, radio stations advertise on TV, newspaper, and billboards. Many now even use websites. I know of radio stations that create websites for their clients, its part of the total mix. So why as a webmaster, if you start thinking of ways to invest in your website, to build an image, would you not think of using other forms of media?

BTW, Lycos gained a lot of ground in the search engine race awhile back, and they did it with TV advertising. Not saying that you or I have the money to advertise on TV, but just to show that sometimes the best way to promote a site is not on the web.

Hope this stirs up a little conversation!

Good question Arn.



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Old 11-24-1999, 06:11 PM   #3
Arn
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Cool


Good points Questy...

I'd say the major drawbacks to off-line advertising for folks in our position is

1) expensive. Radio/print/tv ads are relatively expensive - at least compared to Goto.com (for example) pay $.03 here and there... that's more managable

2) There isn't a good way to gauge success. There are no referal logs that show TV,magazine,radio ad referals. http://www.very-cool-stuff.com/ubb/wink.gif

But you are correct that there are a TON of .com ads around. Watch TV and every other ad is a .com ad.

arn
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Old 11-24-1999, 07:35 PM   #4
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Arn,

Generally speaking, for a "small timer" I'd say yes it's hard to gauge how much bang for the buck you can get going "offline" with your dot-com ad.

I have seen some exceptions though.

I've seen first hand where folks have spent $100 - $200 bucks on a simple ad in a speciality magazine, and get a couple thousand clicks in return. At an average of .05 to .10 a click that's as good, if not better, than a goto keyword. You could also argue that the traffic coming from a specialty magazine is different from that coming from a goto, and this is truly new business.

Whether its flyers or print ads you could gauge the return by creating a new entry point that is used only by that form of advertising,say something in your ad like get this special deal at: www.questy.com/deal where the "deal" folder was a special entry point that I knew where the traffic was coming from.

It was common in business, if you have several phones lines to use one for, say your yellow pages ad, that was different than your main number. That way if they called you on that number you knew they saw your ad in the yellow pages.

If you find something that looks appealing, think of an easy to rememeber name to add to your domain name as the entry point only for that form of advertising.

I hope to play around with some of these ideas after the first of the year.

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