Developing Your Pay-to-Play Strategy 175

Keyword Research and Evaluation
WordTracker
http://www.wordtracker.com
An online tool for compiling the right combination of keywords. You
can run a free trial, but this is a pay service for keyword generation and
suggestions.
WordSpot
http://www.wordspot.com
Keyword marketing resources, tactics and tips.
Overture—Search Term Suggestion Tool
http://inventory.overture.com/d/searchinventory/suggestion
Overture’s search term suggestion tool to help you identify relevant
keywords.
Overture—View Bid Tool
http://uv.bidtool.overture.com/d/search/tools/bidtool/
Overture’s view bid tool that shows you the value per click for specified
keywords.
Google AdWords: Keyword Suggestions
https://adwords.google.com/select/main?cmd=KeywordSandbox/
A free tool provided by Google, intended to help AdWord customers
choose keyword phrases.
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176 101 Ways To Promote Your Web Site
176
9
Utilizing Signature Files to Increase
Web Site Traffic
A signature file, or sig file as it is commonly referred to, is your electronic
business card. It takes the form of a short memo and is attached
at the end of your e-mail messages. You can use your signature file in a
number of clever ways, from just giving out phone numbers and addresses,
to offering some substantial information. Sig files can be used
to let people know about a special event or to inform people about an
award or honor your company has received. In this chapter, we cover:
• The appropriate size of sig files
• The content and design of sig files
• Creating sig files to add statements to your messages
• The benefits of sig files.
Presenting Your e-Business Card
A signature file is your e-business card. It should be attached at the
end of all your e-mails—those that are sent to individuals and espe-
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Utilizing Signature Files to Increase Web Site Traffic 177
cially those that are sent to Usenet newsgroups and mail lists. Most, if
not all, e-mail programs allow for the use of a signature file. If yours
doesn’t, you should consider switching e-mail programs because sig
files can be effective in drawing traffic to your Web site when used
appropriately.
Your sig file should always include all basic contact information:
name, organization, snail address, phone, fax, e-mail, and URL. You
should provide every way possible for recipients to reach you, do not
provide only the way in which you would like to be contacted. The
customer is king and it is the recipients’ choice if they would rather call
than e-mail you.
Some businesses also have a “Click here” on their sig file, which
takes you directly to their Web site. This is a nice idea, but you must
also remember to include your URL so that the recipients have it.
Sometimes people just print their e-mail to take home that night,
and they can’t get to your Web site by trying to click on a piece of
paper.
You should also include a tag line offering information about your
company, its products and services, a current sales promotion, where
you will be located at a trade show, a special event you are hosting, an
award your company has received, or other marketing-focused information.
Sig files are readily accepted online and, when designed properly,
comply with netiquette.
Always remember to place http:// before Web site URLs and mailto:
before e-mail addresses to make them hypertext links. This allows the
readers to click on the links to take them directly to a Web site or to
e-mail you without having to copy and paste the address in their browser
or e-mail program.
How to Develop Your Signature File
In preparation for designing and developing your sig file, you should
decide what information you want to include and what you want your
e-business card to look like. Depending on the e-mail program you use,
you can create your sig file using Windows Notepad, Microsoft Word,
or any other processor and save it as a text file (with a .txt extension),
or you can create your sig file within your e-mail program.
If you are using Microsoft Outlook, Outlook Express, Netscape
Messenger or AOL, take the following steps to develop your sig file:
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178 101 Ways To Promote Your Web Site
Microsoft Outlook 2004
1. On the menu bar, click “Tools.”
2. In the drop-down menu, click on “Options.”
3. Click the “Mail Format” tab.
4. Click the “Signature Picker” button.
5. Then click the “New” button to add your new signature.
6. Enter a name for your signature, and select the “Start a new
signature” radio button and click next.
7. Enter your signature and click “Finished.”
8. If you have more then one signature, pick one that will be used
as a default.
9. Click ok, then ok again.
Microsoft Outlook Express 6
1. On the menu bar, click “Tools.”
2. On the drop-down menu, click on “Options.”
3. Click on the “Signatures” tab.
4. Click on “New” to create your sig file.
5. Type in your sig file contents.
6. Make sure “Add sig file to all outgoing messages” is checked
under signature settings.
7. Click “Apply.”
Netscape Messenger
1. Create your sig file using any text editor and save it as a .txt file.
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Utilizing Signature Files to Increase Web Site Traffic 179
2. On the menu bar, click “Edit.”
3. Select the “Mail & Newsgroups” category.
4. Go to the folder named “Identity.”
5. Click on “Attach Signature.”
6. In the “Signature File” text box, enter the location and name of
the signature file you saved earlier or use the Open dialog box
to browse through your folders until you find the location of the
file. When you find it, select it and then click “Open,” returning
you to the Preferences dialog box. Click “OK” to return to the
Messenger window.
America Online
1. Click on “Mail Center” on the toolbar.
2. Select the “Insert Signatures” file icon with the picture of a pencil
and click on “Set Up Signatures” on the drop-down menu
that displays.
3. Click on the “Create” tab on the “Set Up Signatures” display
that appears.
4. Type in a name for your Signature file in the “Signature Name” area.
5. Under the “Signature” area enter your signature information.
6. Click on the “Insert” signature tab on the toolbar on your write
mail display to add your message, which will be placed on your
e-mail.
The Dos and Don’ts of Signature Files
It is a good idea to develop several signature files to use with different
groups of recipients. You can use an appropriate sig file for each different
group you are targeting. You should update your sig file often to
reflect current marketing-related information.
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180 101 Ways To Promote Your Web Site
Some e-mail programs allow a maximum of 80 characters per line
for sig files. You should design your sig file to fit well within the limits
of all programs. Use no more than 65 characters per line to be assured
that your sig file will be viewed as you have designed it no matter what
reader is being used. As a matter of fact, the fewer characters the better
to ensure that what you have on one line appears on one line (and not
two) in your viewers’ browsers. Sometimes people open and view their
e-mail in a small window and not the full screen.
Some people get really innovative in the design of their sig files.
They often include sketches, designs, or logos developed by combining
keyboard numbers and punctuation. Including graphics in your sig file
is not a good idea. This might look quite nice on your screen, but when
you send it to other people who have a different e-mail program or are
using different screen resolutions, it could look quite different on their
monitors. You should also stay away from using icons or sketches in
your signature files. Check out sig files attached to messages you receive
or those posted to newsgroups to see what you like, what you don’t
like, and what suits you best. You can always build it, test it on your
colleagues, and then decide whether you should use it or not.
The use of sig files offers a number of benefits to your company. If
you use sig files appropriately, you promote your company and your
online presence in the following ways:
• The use of sig files increases your company’s online
exposure. By merely placing a sig file at the end of a posting
to a newsgroup, you ensure that your company name
will be seen by thousands of people. A great tag line with
a call to action encourages people to visit your site.
• As with any advertisement, the design and content of
your sig file can be used to position your business and
create or complement a corporate image.
• Using your sig file can enhance the reputation of your company
based upon the e-mail that it is attached to. If your postings to
newsgroups and mailing lists are helpful and continually appreciated,
this will become associated with your company name.
• Using appropriate sig files signals to the online community that
you are a member who respects proper netiquette.
Tag line
Advertising message,
usually included in
your signature file
attached to an e-mail.
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Utilizing Signature Files to Increase Web Site Traffic 181
Sig file Dos Sig file Don’ts
Do list all appropriate contact information. Don’t list prices of any kind.
Keep it short, say four to eight lines. Don’t use a sales pitch.
Keep it simple. Don’t use too many symbols.
Provide an appropriate and Don’t list the company’s
professional tag line. products or services.
Sig Files to Bring Traffic to Your Web Site
The major benefit of sig files is that they can attract visitors to your
Web site. Use your signature file as a mini-advertisement for your company
and its products and services (called sigvertising). With sigvertising
you can go beyond offering the basic contact information. Use your sig
file as a tool to bring traffic to your Web site. Instead of simply listing
your company’s phone number and URL, give the reader some insight
into your company and a reason to visit your site.
One of the most important elements of your signature file from a
marketing perspective is the tag line. Your signature file should always
include a one-line tag line or catch phrase. A tag line is a small sentence
that is used in branding and is often recognizable without even the mention
of the company or product name. Does your tag line give the reader
a real and compelling desire to visit your Web site?
Do you recognize any of these tag lines?
• “We try harder.”
• “It’s the real thing.”
• “Like a rock.”
• “Just do it.”
• “Kills bugs dead.”
A catch phrase might be something that catches the reader’s attention
and intrigues her to find out more. You should include a call to
action in the catch phrase wherever possible to have your reader take
action. I often include the catch phrase “Check out our Web Site Report
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182 101 Ways To Promote Your Web Site
Card” in my signature file with a hypertext link to my Web site, with
positive results. The recipients often do check out our Web site report
card, ask for additional information, and often become clients. It works!
Consider some of the following tag line or catch phrase possibilities
to increase the traffic to your Web site:
• Announce a sale or special offer. Briefly mention that your company
will be having a sale, or inform people that there is a special
offer available on your Web site.
• Offer something for free. Inform readers of free information or
samples that they can access if they visit your site.
• Announce an event. If your company is organizing or sponsoring
a special event, inform people through your sig file, and invite
them to your site for more information.
• Announce a contest. If your site is holding a contest, tell readers
that they can enter by visiting your site.
• Announce an award or honor. If your company or your Web
site has received special recognition, tell people about it through
your sig file.
Sig files are accepted online in e-mail, newsgroups, mail lists, and
discussion groups. However, be cautious when developing your sig files
to ensure that they will be well received. Sig files that are billboards, or
sig files that are longer than most of your text messages, are to be avoided.
Sig files that are blatant advertisements definitely are not appreciated.
The online community reacts unfavorably to hard-sell advertising unless
it is done in the proper forum. Here is an example of a sig file that
might offend Internet users.
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
Are you in need of a reliable vehicle?
If you are, come on down to Sunnyvale Volkswagen!
We have the best deals in town and will beat any of our competitors’
prices on new and used cars!
Money-back guarantee!
Great deal on a 2001 Diesel Jetta . . . . $6,995.
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