#4 Bring them back. OK, so it’s unlikely anyone will make your site their homepage. But you can get people to come back if you give them an incentive. To develop leads: publish a series of articles online. Or set up a Blog. Send email alerts when you post new content – better yet, create an RSS feed. Post survey results, best practices, Q&A with your experts. Hold webinars for potential customers or paying participants. Deliver ongoing project information online. Set up an extranet. The details depend on your particular business, but you can probably do more.

#5 Keep it fresh. “Oh, just leave it up. Something is better than nothing. Nobody will notice.” Old stuff might fool some of people some of time. But for most important readers – return visitors – out-of-date content can be a red flag. At best it says you’re not paying attention; at worst it says there’s something seriously wrong with your company. So stay up late once in a while and post new information. Or hire someone who will.

Creating and maintaining a website isn’t rocket science any more. But like most useful things, it does take careful thinking, tinkering, and rethinking to get maximum marketing power from Web.

By way, MarketUP falls into camp of ‘those who stay up all night working on their website’, and on some of our clients’ sites too. Sure beats howling at moon.

Just for fun - other tangled webs: ‘Engineering a Spider’ [ http://www.isa.org/NVTemplate.cfm?Section=News_and_Views&template=/ContentManagement/ContentDisplay.cfm&ContentID=38472]

When we practice to deceive. [http://sisu.typepad.com/sisu/2004/08/oh_what_tangled_9.html]

This month’s headline – “Oh, tangled webs we weave, When we practice to deceive.” is attributable to Sir Walter Scott, Scottish romantic novelist, from “Marmion” http://www.quotationspage.com/quote/14174.html

1997 Presentation by Peter Magnusson – with Internet evolution and forward projections. Interesting. http://www.sics.se/~psm/ar97/sld011.htm

If you have a question or topic you would like to see in Knowbits, write to Donna Lehman: dlehman@market-up.com

Compelling Fact #4 Rocket-Hire – Buyer’s Guide announcement: Accessed: 8,698Media pickups: 320 New Sales: 6Search engine ranking: Elevated

Our most recent release, for our client Beauty Is Science, went out just over 24 hours ago – and you can see results up above. Plus, I’ve fielded calls from video newsreel producers, InFlight Focus and an infomercial producer wanting to run stories based on press release.

Some tips for PR: • Pick a professional to help write content. Writing newsworthy material is definitely a science. • Make sure article is focused, and has plenty of relevant data, links, and quotes. • Provide a way to make instant contact if someone is interested in more information. • Don’t forget to include your URL!

Some reasons to submit releases: • Launching a business or website • Introducing new products and services • Announcing new partners, promotions, alliances or significant management change • Signing new clients or distribution channels • Supporting a community, non-profit, or holiday event • Announcing awards • Celebrating an anniversary

So if you haven’t given PR a shot, or you published one release ages ago when you first launched and it’s gathering mold on your website - think again about accessing this valuable conduit to reach a broader audience of potential buyers.

Feel free to write Donna Lehman with comments and suggestions: dlehman@market-up.com