You’ve heard the age-old riddle: “If a tree falls in the woods and no one is around to hear it, does it make a sound?” A variation of the same question might be “If you have the best website in the world and no one ever visits it …?” You get the point.

Websites are essential to business vitality in today’s marketplace. And the most successful businesses are the ones who really know how to leverage internet marketing strategies. Savvy web marketers know that a good website can give a company—even a start-up—almost instant credibility.

Of course the web allows 24-hour access and potential sales in a territory that has no geographic boundaries. But it also has one disadvantage that conventional marketing tools do not: It requires active participation by the person being marketed to. Unlike print, direct mail, television, radio, and outdoor advertising—which allow the recipient to be a passive observer—the web demands that the visitor be committed enough to locate a site and then navigate around it. The upside is that the opportunity then exists to convey an unlimited amount of information … for as long as the visitor’s attention holds.

There are two distinct phases of internet marketing: first, creating awareness and then, keeping the dialogue going.

Creating awareness
Making people aware of a site’s existence is a critical step. Because of the changing dynamic of the worldwide marketplace, it’s not something that can be done once and then abandoned in order to move to phase two. Some ideas to create awareness include:

It’s all in the name. Come up with a great URL, perhaps one that is humorous or so descriptive of the business that it is hard to forget. Although short names are usually preferable, a long name—if it is catchy—can also be an asset.

Mix media. Support or drive traffic with traditional marketing vehicles. Direct mail can be particularly effective, as well as advertising on specialty items, since these things tend to be saved by the consumer for future reference.

Swap links. Exchange links with other companies. A link from another site can be effective because it has the implied credibility that comes from being “endorsed” by that site.

Ask them to come. Send e-mail invitations to visit a new or updated site. Craft your invitation to sound compelling, or give a reason to visit such as a freebie or a chance to win something.

Get on the list. Get listed in the major search engines. Periodically check to ensure your URL comes up when key words are used. Also, register in topic-specific industry directories.

Grow your list. Create a referral program, where a guest to a website receives something in return for putting a colleague on an e-mail list.

Don’t crash. Make sure your web-hosting company is reliable. A nonfunctioning website is like that tree in the woods.

Keeping the relationship going
Once visitors come to your website, what is the motivation for them to return? With thousands of new sites being added every day, it is important to keep reselling the value of yours.

Keep it simple. Don’t cause viewers to be overwhelmed. The “basics” like ease of navigation, complementary graphics, and easy-to-understand buttons are important to keep visitors on the page and at your site.

Identify yourself. Consider placing a logo on all pages, as well as including a way to return to the home page. (Some search engines send users to a subsidiary page, and they may have no idea where they are or how to get to the home page.)

Make a splash. Use the home page to capture the surfer’s attention and to spotlight major portions of the site. Keep structure simple and straightforward.

Something for nothing. A site freebie can be effective, especially if it changes often. A free tip, a special deal—anything to make them come back again.

Collect names. Allow visitors to sign up for a newsletter, e-zine, or notification of special offers. Ask for a mailing address as well as e-mail information to allow you flexibility in future communication.

Start a dialogue. Create a section within your site for feedback that allows guests to contact you with questions, concerns, suggestions, etc. Then be sure to respond quickly.

Put it out there. Take advantage of the freedom the web offers for you to become a publisher. Publish material—whether images, audio, or text—that your visitors will find useful, and that positions you and your business as an industry expert.

Take a poll. Conduct an online survey and offer to send the results to anyone who participates. Or ask people to submit ideas or input on a particular topic. People like to be heard.

One of the easiest ways to establish and maintain an effective website is to be aware of what works for others. Pay attention to ads or mailings that draw you in to new sites and take note of features you like or dislike. Think ahead about how you will drive people to your site and what interactive elements you will use to make them return. And be sure to build periodic website updates, promotions, mailings, and offers into your marketing plan.