9 ‘Must-Do’ Marketing Tips for Directories
1. Be Born with a Bang! Many of you may have already passed this stage, but for those about to launch your directories, do note that the launch phase is extremely crucial and could either create a mighty wave of buzz that will carry your directory over the next few months and beyond or it could bury your directory in a blackhole. A good powerful launch will enable a large portion of the related industries to know you, particularly fellow directory owners.
2. Submit, submit, submit. Be visible to people in the industry through your submissions in many directories. Notice I said ‘BE VISIBLE’. Just submitting alone is not enough and sometimes, you need to fork out more to get Featured listings just so that you can be on the frontpage. This returns on the investment is two-fold. First, other companies and directories will more easily notice your directory and recognize that you are serious about investing in your directory. Secondly, you will usually get a stronger backlink from being at the top of the category.
3. Free Themes/Templates/Software - Anyone? Sponsorship of themes/templates and software typically cost more than directory submissions, but the returns could also potentially be much more. A single software sponsorship could give your directory attention from thousands of visitors if the software was good. Similarly with Wordpress themes that can receive hundreds of downloads over time. It is always wise to diversify your investment and sponsorship of such products are a good way of doing that. Also, the returns of your investment will stretch over a very long period.
4. Website Advertising (of course). Needless to say, you will need to buy advertising space on popular relevant websites in order to get your directory noticed. How do you find these websites? Just think about the websites that you frequent. If you are a serious directory owner, I’m sure that many of them will be relevant to directories like SEO, blogs, marketing, etc. All these websites will be good choices for advertising. Contact the owners and see if a deal can be made.
5. Creative Advertising. Many (perhaps including myself) tend to get caught up with only a few ways of advertising, either text links or banners. Some may not even have banners. But I’ve noticed that some sites like Alive Directory uses T-shirts, games and various other means to get their message out there to the public. For those who do not even have professional banners designed for your directories, this is the least you can do right now. Having varied advertising means harnesses the natural advantages of these means over text links. Banners will garner more attention and catch visitors’ eyes more easily for example. So be creative and nobody says that you are only allowed to use the traditional ways of advertising. If you think of something new, by all means do it!
6. Join da Club. No man is an island and many directory owners have gained much from being involved in the community of directory owners. Obviously, the easiest way is through forums like Digitalpoint. As you contribute your experience, lessons and ideas to the community, people will associate your reputation on the forums to your directories. Gain enough respect in the community and your directory will rise in stature too. Also, many potential customers like SEO firms frequent these popular forums to determine where they should submit their sites to. I cannot over-emphasize this point, community is one of the keys of marketing your directory.
7. Signature, email, Newsletter Advertising. Besides advertising on websites, there are also many other areas to advertise. These include buying the signature spots on members who participate actively in the relevant forums. Buying space on newsletters of blogs and email listings. These will enable you to cast a wider net of advertising rather than just being constrained to websites.
8. Write, Write, Write. This may probably fall into the same category as both advertising points mentioned above. But it is also slightly different. Writing and submitting articles will not only help to market your directory, but it will also help increase the recognition and authority of your directory if the article carries very useful information about the industry. Of course, this applies to both article directories and blogs. People who read the article will feel that the directory that sponsored the article knows its business and that in turn boosts the status of your directory. Obviously, the reverse is true too. Write a bad article and your directory’s reputation goes down the drain as well.
9. Sale! This is one word that is sure to get people’s attention. Run periodic promotions and discounts for your directory. People will sure sit up and take notice. Don’t think of it as money lost, but money invested for people to know who you are and that your directory exists! I’ve lost count of the number of times I learn about a directory only because they had a promotion going on. So be generous and put a little money on the table. It is surely not in vain.
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