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Taking Your Brand Primetime Online

At a recent seminar held by Widmeyer Communications, several speakers from successful sites such as iVillage.com, WashingtonPost.com and Disney.com gave advice on “taking your brand primetime online.” These companies, along with Widmeyer, explained their own tips and tricks on bringing traffic to your online site and keeping people coming back. Following are the top five.

1. Write down the goals of your online campaign or outreach. Think about what it is you want to achieve and who you want to reach. Having these goals laid our before you will help you in developing your online presence.

2. Develop a strategy. Some key points to think about are the audience you are trying to reach and how you want to reach them; the money and time that will be spent developing your organization online; and what types of tools you want to use (list serve, e-newsletter, press room, etc.).

3. Remember to track what you do. Whether you are sending out an e-newsletter, redesigning a section of your website or asking members or supporters for feedback, it is beneficial to track your actions. That way you’ll know who you’ve already reached out to, what works for your organization and what doesn’t.

4. Capture any information you receive. For example, if you are using a mailing list, make sure to record and analyze any feedback you recieve from those who opt out. This way you can learn why they opted out so that you can improve your mailing list for current subscribers and to bring in new subscribers. You can also keep an open dialogue with your audience by asking for feedback on your website.

5. Always keep reviewing what you are doing. Create a timetable, where every few weeks or months your organization sits down and reviews how successful your latest action was, whether it was a new section created on your website or new mailing list you subscribed supporters to. By reviewing each step you take, you open up room for improvement and the ability to take what you’ve learned and apply it to future ideas.

September 29, 2005 in Media Training | Permalink


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