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Other publicity options
There
are other things besides search engines to help people find you on the
internet.
Other
network opportunities
Link
Exchanges, http://www.linkleads.com
- Link
exchanges are where the banner ads come from – there are big
national ones that are fairly expensive, and smaller ones that may
be purely cooperative operations.
- Link
exchanges may be a violation of U.Va. policy – commercial use
and advertising for others on our machines requires special approval
– generally not given.
Partnerships
with suppliers, collaborators
- Linking
back and forth between you and collaborators may make sense (remember
Google’s link popularity model of returning matches – it
matters.)
- It
also helps because that way visitors find you directly, but also find
you indirectly if they go to a related site.
- This
kind of linking can be really valuable for research collaboration.
Newsgroups
and mailing lists
- Newsgroups
and mailing lists need to be used with care – ‘advertising’
a site is generally frowned upon in most newsgroups and mailing lists.
- Providing
a pointer to your site if it answers a need or question can be appropriate,
just be careful how you do it.
Web
rings, http://dir.webring.yahoo.com/rw
- Web
rings are narrowly targeted and centrally controlled.
- You
put an application on your site that is used to link to the ‘next’
related site.
- Self
selected, these are primarily ‘fan’ sites right now, but
growing.
- Visit
several to decide if they are the right professional presentation
for you or not.
Conventional
advertising for a general audience
This
technique worked for hotjobs, priceline, monster, but there are limitations.
- Radio
and TV
Llimitations include cost, difficulty remembering the URL
- Print
ads
Must be proofread carefully, as some URL errors can’t be fixed
Worry about how it will appear in type – hyphens and special
characters can be confusing
- Mailings
Cost, targeting to correct audience are challenges
Conventional
advertising for a U.Va. audience
- Press
releases through Inside U.Va.
- Purchase
ads in the Cavalier Daily
- Student
contact through connections@virginia.edu
- Appropriate
use of postcards
- Bus
cards on UTS busses
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