It’s true, broadcast promotion is a powerful way to drive traffic to a website. However, it’s rarely executed well. There’s still too much reliance on “For more on this story†or “For more information†as default teases. I would like to suggest another universal solution. Direct people to your search box by asking them to type in keywords for specific pieces of information. Remember the “AOL Keyword� Even Pontiac sends people to Google for more information about its cars instead of its own website. People are so dependent on search now to navigate the web. Why fight it? It’s a lot less confusing than attempting to explain how to navigate your overly cluttered site in less than 5 seconds or trying to send people to a list of “as seen on TV†links. Makes sense, doesn’t it?
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