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367 Marketing Ideas & Tactics for Your Business

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TITLE and META Tags Are a Must for Your Web Site
The major search engines, such as Alta Vista, Lycos and others, give you a chance to control how your Web site is indexed through the use of META Tags. Make sure your Web designer uses TITLE and META tags to specify your site title, additional keywords to index and a short abstract. TITLE and META tags are placed at the beginning of your Web page document within the <HEAD> container tags. Many organizations are also including 800 numbers in the TITLE, text that appears in the browser banner at the very top of a Web page. Make sure your meta description is kept to 25 words or less to prevent the search engine from cutting your description short. Example:

<TITLE>Welcome to Your Company - 800-123-4567</TITLE>
<META Name="description" Content="Put your 25 word company or product description here">

<META Name="keywords" Content="Put your search keywords here">

Once these tags are placed in the document and you submit your site to Alta Vista and the other search engines, robots or spiders will be dispatched to search your site and record your title and meta tag descriptions.

The Web Can Rev Up Name Awareness
Remember - the typical mindset of consumers is: if they haven't heard of you, you can't be any good. Remedy this both online and offline.

Subscribe to Internet mailing lists and newsgroups. Participate by posting constructive answers to messages. A client of ours who sells allergy and asthma-related supplies and equipment spends a few hours every evening posting answers to questions online. With each answer he includes his company "signature", which directs individuals to his company Web Page Catalog. Requests for his traditional print catalog have soared and he receives orders every day via fax and telephone as a result of sharing his expertise online.

Marketing on the Web: Less Means More
If you are selling products and services through the World Wide Web, take a good look at your pricing. A recent survey suggests that the majority of Internet users expect the cost of a product to be less expensive online than in a retail shop. People have the perception that it is relatively inexpensive to advertise on the Web - no middleman, no expensive print marketing expenses such as brochures or display ads - and that these savings should be reflected in online pricing.

Postcard "Net"working
Many of your clients may have access to the World Wide Web. Make a list of your clients' specific industries, target markets and hobbies. Use one of the WWW powerful search engines to research WWW sites that fit these categories. Make note of the site addresses (or URLs). Print up postcards that leave blank spaces for the recipient's name and the site URL. Handwrite the client's name and the URL address in the empty spaces on the postcard and mail it off. Letting your clients know of interesting sites on the Web is a good way to keep in touch every 30 days while providing useful information.

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