Your Web site should be an integral part of all marketing campaigns and corporate communications programs, and the URL for your site should appear on every piece of correspondence and marketing collateral your organization generates.
If your Web site is aimed primarily at local audiences you must look beyond getting listed in standard Web indexes, such as Yahoo and Infoseek, URL and publicize your URL where local residents or businesses will encounter it. Local libraries (and schools, where the content is relevant) are often the key to publicizing a new Web site within a localized geographic area.
You may also find opportunities to cross-promote your site with affiliated businesses, professional organizations, broadcast or print media, visitor or local information agencies, real estate and relocation services, Internet access providers, and local city or town directory sites. Your organization could also feature local nonprofit charitable or school events on your Web site. The cost in server space is usually trivial, and highly publicized local events featuring a Web page hosted within your site will boost local awareness of your Web presence. Site sponsorship might also interest local broadcast media as an interesting story angle.
Your home page URL should appear in all:
- Print advertisements
- Radio and television advertisements
- Lobby kiosks in high-traffic areas of your enterprise or in local libraries, schools, or other suitable venues
- Direct mail campaigns
- Business cards
- Bills and statements
- Product manuals and product packaging
- Response cards and warrantee cards
- Publications and promotional materials
- Press releases
- Posters and billboards