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Adapted from content excerpted from the American Express® OPEN Small Business Network

With your objective defined, target customer identified, and positioning determined, it’s time to choose marketing tactics. Tactics are the activities you will engage in to promote your Web site. They support your objectives and are shaped by your company image, goals, and budget.

A list of tactics follows. Before selecting a tactic, you can click on it to get a description of how it can be used to promote your site. The tactics you choose from the list below will be included in your marketing plan at the end of this workshop.

If you’d like to learn more about marketing tactics before selecting the ones you will use, review one of the following resources:

  • Choosing Tactics: FAQs
  • Marketing Tactics Glossary
  • Compare Web Site Marketing Tactics

Choose Your Tactics

Select all tactics that apply:

Registering your site
Developing a distinctive Web address
Registering with search engines
Registering with directories
Improving your search engine positioning

Promoting your site online
Placing banner ads
Using a banner ad exchange
Sending direct email
Issuing an email newsletter
Advertising in email newsletters
Exchanging links
Applying for online awards
Creating an affiliate program
Participating in discussion groups
Holding online special events
Holding a contest/sweepstakes

Offline promotion
Newspaper/magazine advertising
Yellow Pages advertising
Television/radio advertising
Marketing collateral
Press releases
Authored articles
Offline sponsorship

Submit/View Your Marketing Plan

Return to Workshop Overview.
(If you select this option, your responses will not be recorded to generate a Web site marketing plan.)

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