Most of us are aware of the many benefits to having an internet presence. These days a website is an essential element of your public relations marketing and marketing mix. Particularly for small business , it establishes you as a leader in your area of expertise and provides you with a competitive advantage.

Some websites are designed as an on-line brochure for your business, yet others really drive the customer to make their buying decision. But what is the point of having a fancy brochure if no one is buying your product or service. A website can be a cost effective public relations tool for your business. It can help you attract prospective clients who may not hear about you otherwise and increase sales without adding overhead.One of the first things you need to do is look at who your ideal customer or client is and who you want to attract to your site. It is important to know your audience so you can target your public relations campaign to them. Send out a media release to attract interest to your site through the appropriate media. Is it a business magazine or a women’s weekly? Perhaps the ideal avenue for you is your local newspaper. Of course just issuing a media release doesn't guarantee that you’ll get a run so let’s consider a few other points.

• Put your web address on all your communication collateral such as brochures, newsletters and on business cards, postcards, flyers about your products, catalogues and posters
• Don’t forget to include it on letterhead, fax cover sheets and invoices
• On stickers used for mail outs, packaging and products
• Include it on promotional products such as pens, caps, coffee mugs, fridge magnets, t-shirts or uniforms and key rings
• In your voicemail messages or your on hold message service
• Mention your website address during radio or TV interviews and speaking engagements
• At meetings suggest to clients they can find out more information about your company by visiting the site
• Put it on all media releases
• Include it in all your advertising – print, TV and radio
• On the company car or van
• Yellow pages, white pages and other business directories
• All your email signatures
You’ve sent out your media release but don’t forget to let existing clients know your site is now up and running. Use direct mail, send them a note – a good reason to communicate with them – or send them an e-newsletter with the latest news. Or perhaps use in-store posters to announce the site launch to your existing customer base. Consider running ads in the local paper or business magazines if that is where you attract your customers. In short, keep doing what you're doing to attract clients or customers to your business but add your website address to the mix.

The way most companies promote their websites with website promotion is by search engine submissions, but search engines and their effectiveness can be a bit of a maze. It does pay to talk to the experts on this one, try your web designer or web host first, as just registering with search engines does not guarantee you traffic. Also just because you have a lot of “hits” on your site doesn't necessarily mean they are your ideal target market.

Like any public relations campaign, attracting visitors and potential clients to your website will take hard work, creativity, perseverance and commitment over an extended period of time. But don’t let your website just sit there – make it work for you so you can allow your expertise to shine.

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