Finding advertisers for a Web site is often a critical step to keeping funding for the site. But this step can be difficult. The Web is still young and advertisers are still trying to determine their niche. Web developers need to learn more than just HTML to keep their site viable. Marketing and sales are just the start.
Marketing Your Site
The first key to getting advertisers is to make them aware of your site. This is more than just telling people about your site. You should:
- Include a link to your site's relevant features in your email signature.
For example, my Web Design Guide email signature looks like this:
...............................
Jennifer Kyrnin
About Guide to Web Design and HTML
http://webdesign.about.com/
email: webdesign.guide@about.com
FREE HTML class: http://webdesign.about.com/library/beginning/bl_htmlclass.htm
FREE newsletter: http://webdesign.about.com/library/blnewsletter.htm
...............................
- Request links back to your site from all the sites that you link to. This is
especially effective when you've already linked to their site. Often they will
be happy to link to you when they find they are reciprocating already. Getting
links to your site on other sites will increase your popularity rating on Web
search engines and advertisers will be more likely to find your site.
- Find innovative ways to market your site. Many companies use small,
inexpensive items with the company name on them as gifts and marketing aids.
These are especially effective if they relate to your Web site in some way.
For example, Kathy Hamlin, the
Cocktails Guide at About had shot glasses created with her site URL on
them. These worked as marketing aids, as every time someone uses it for a
cocktail, they remember they could get recipes from Kathy at her site.
- Search engine placement is important, as advertisers use them just like
anyone else. So, you should be sure to
Optimize your site for search engines.
- Adding your site to advertiser directories is a good idea. Sites like AdBase.net list Web sites that use online ads as a revenue stream. Adbase provides the lister with a way to solicit advertisers directly and get the advertising information out to them directly. This service is easy to use, and for a limited time, basic listings are free.
Selling Your Site
Once you have started marketing your site, then you need to start selling your site to advertisers. You should create an information sheet for your advertisers. This sheet or Web page will detail what your site covers, the target audience, and how your potential advertisers can get more information. For example, if you are interested in advertising on Web Design at About, I would send you to this page.
Don't Give Up
The key to generating revenue through advertising is to not give up. You need to continue to create a site that is valuable and useful to your readers. Advertisers will be attracted to sites that are successful, and readers will be attracted to sites that contain valuable information. So don't spend more time marketing and selling your site than you do creating valuable content. Ultimately, that is what will generate advertising revenue and keep customers returning to your site as well.
