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Chapter 10. Publishing the Web Site > Implementing marketing

Implementing marketing

Now that you've leapt over the hurdle of search engine submission, you've still got one hurdle to clear: marketing. Very rarely can a bricks‐and‐mortar business survive on word of mouth. The same is true of Web sites. Granted, the site can get repeat visitors because a friend e‐mailed a friend and so on. But in order to achieve your client's lofty goals, marketing has to be implemented.

There are lots of ways to market a Web site. First and foremost, your client should use marketing vehicles he already has in place. For example, the client can add a brief blurb about visiting the Web site in all his print ads. Of course, the URL should be prominently displayed in all ads, and for that matter, on any printed material that leaves the client's place of business.


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