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Site PR Questionnaire

Your web site is not advertising. Your web site is and will be a valuable tool for your business, but chances are it will not be advertising in the traditional sense. You must create the traffic to your site — and this requires promotion (and advertising). In addition, to have an effective web presence, you may decide to spend your resources utilizing online marketing techniques rather than developing a full-blown site yourself. This might be building valuable online relationships with other web sites, or sponsoring other sites so you can take advantage of their content without re-inventing the wheel.

Before you even get to your web site promotion plan, your web site address (url) and your email addresses need to be on every piece of paper you send out. It is your responsibility to ensure the right people know how to find your web site.

This questionnaire has been developed to remind us all what is needed to promote our web sites. This is an on-going process and will require significant time, energy, effort, and money. You can start small and grow. Or you can invest heavily up front. The choice is yours. You can do this all yourself, or we can do it for you from the beginning.

Answering these questions will help you focus your expectations about the promotion of your web site — and the more we know up front about what you really want and what your expectations are, the better we can help you achieve them.

Please check out our Web Site Development Questionnaires for help on the development of an effective web site.

 

WEB SITE PR QUESTIONNAIRE

  1. Do you have a plan for promoting your web site?
    Does your plan include off-line and/or on-line efforts?
    What exactly are your PR goals?
    1. What is your budget?
      1. Short-term?
      2. Long-term?
    2. What do you want your promotion to do? (be specific)
      1. Attract public attention?
      2. Media review?
      3. Get huge numbers of hits?
      4. Sell products?
    3. What are you doing now?
      1. Is your web site address (url) on every piece of paper you send out?
      2. Is it on your business cards?
      3. Is your email address on everything as well?
      4. Do you get email?
      5. Do you pick it up regularly?
      6. Do you already participate in relevant link exchanges?
      7. Do you already have paying sponsors? Do you wish to be a sponsor?
    4. What promotions of other web sites are you aware of?
      Describe...
    5. In general, do you want to pursue "Guerrilla Marketing" efforts or "Hi-Profile" tactics?
      1. Do you know what viral marketing is?
      2. Do you have strong beliefs about proper netiquette?
      3. Do you have a strong privacy policy in place?
      4. Do you already have opt-in programs?
      5. Do you know what spamming is? Do you care? What are your guidelines about spamming?
      6. Do you have more money than time?
      7. How important is speed?
    6. Search Engines & Directories
      1. Do you want to register in mass registries or individualize your submissions? Individual listing are more effective but take more time.
        1. What categories do you want to be listed in?
        2. What are your keywords?
        3. do you have multiple descriptions of different lengths?
        4. Will you have different pages for key Search Engines?
        5. Do you have meta tags ready?
      2. How many Search Engines & Directories do you want/ can you afford to utilize?
        1. Top 10? Top 100?
        2. Do you want to be listed in the thousands of smaller, classified listings?
      3. How many Specialized Directories/Search Engines do you want to utilize?
        1. General Business?
        2. People?
        3. Industry specific?
        4. International vs. USA vs. North America only?
    7. How do you plans to evaluate your efforts? This is critical to being able to refine and make your promotion efforts more productive.
      1. Do you already have tools to do this?
      2. Do you want to do this yourself?
      3. Do you want to utilize a third party resource?
    8. How frequently will you refine, revise, update your listings/ your descriptions/ your keywords and other meta tags? This needs to be coordinated with the process of maintaining your web site content.
    9. Online Targeted Marketing
      Do you wish to find just the right places to be listed? To exchange links? To be reviewed?
      1. Associations?
      2. Alliances?
      3. Affiliates?
      4. Tangential Businesses?
    10. Internal Mailing Lists
      1. Are you prepared to build, over time, your own opt-in databases of users, customers, other interested individuals to form the basis of your own mailing list?
    11. Do you want to sell sponsorships or have paid advertisers on your own web site? Who will manage this process?

  2. Promotion Options
    1. on-line
      1. Direct Email: Researched, targeted, written, placed, evaluated, and repeated.
      2. Press Releases: Researched, targeted, written, evaluated, refined.
      3. Banners & Icons
        1. Graphic Design & Copy
        2. Researched, targeted, placed, evaluated, refined.
      4. Links & Banners
        1. Is it okay to have someone else's banner/ icon on your web site in a prominent place?
        2. Paid placements at chosen places that limit sizes.
      5. Guerrilla Marketing
        1. Participate relevantly in email discussion groups
        2. Usenet (and other) newsgroups
        3. IRC and other chat areas -- run rooms yourself in public areas or on your web site.
    2. off-line - Traditional Advertising/ Promotion
      1. TV, Radio, print
    3. Become an Expert in your area so the media will call you and you can develop a personal web presence (host chats, write articles, etc.).
    4. Want/ need PR in other languages? Want your web site translated?

  3. What can you do to be prepared for success? Can you handle a significant increase in sales, questions, proposals?

Web Site Development Questionnaires

  Bete Noire   paula hendricks can help you through these questionnaires — and with any specific web site needs you have. Contact us for more information. on-line and off-line teams, like ours, can provide whatever knowledge or skill is required by your business/ site/ marketing efforts. We would love to help you.
 



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