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Promotion channels and tools

There are different ways of promoting your new website. Once you have identified your target audience, you will have to find the most appropriate ways to reach it. Below you will find some popular strategies.


1. Get found in searches

In order to find information, more than 80% of the users of the Internet use search engines available on the net. One of the most efficient methods for your site to get found is therefore by referencing your site in search engines and directories (either manually or automatically).

The term “search engine” is often used generically to describe both crawler-based search engines (e.g. Google) and human-powered directories (e.g. Yahoo). These two types of search engines gather their listings in radically different ways and do not cover the same way different geographical regions or linguistic areas. Make sure that your website is registered into all the major national and international search engines and directories of the Member States.

Read more about Search Engine Optimization of your site's content.



2. Linking

The more relevant sites that link to your site, the better. It boosts your ranking and helps potential users find your site. Keep informed related web portals and sites (other institutions, universities), using mailing lists, RSS feeds, discussion groups, social media, online newspapers, etc.

You can also create a small promotional button/banner with a link pointing towards your website and ask other EUROPA webmasters to add it if possible on their pages. Representations webmasters can also include the button in order to promote your website locally.

Consult the page about Promotional link buttons.


3. Newsletters on-line

A newsletter either in electronic or in paper format could be one of the most effective marketing tools for a site or portal. It could also be a good way to draw attention to the news published on the website.


4. Participation in fairs, seminars and congresses

Identify fairs, seminars and congresses of interest to your target audience and demonstrate the advantages of your site either through direct demonstrations to users or through support material (CD-ROMs, brochures, etc.)


5. Online advertising

Online advertisements consist mainly of buying banner adverts or ad words. It is only allowed for specific campaign sites and NOT for promoting regular EUROPA websites.

Banners are advertisement areas, mostly at the header of the website. But, be aware, they are so obvious and dominant on a page, that a lot of people just simply ignore them.

Advertisers pay to have their ads displayed when a user searches a specific keyword or set of keywords. On other sites, a targeted ad may always be displayed on certain topic-specific pages of a site, or have a higher frequency of display in the banner rotation on that page. Bear in mind that many sites displaying banner ads usually have a banner rotation program. The banner rotation script can present a different ad each time the page is visited.

Google offers ad words. You create ads and choose keywords, which are words or phrases related to your business. When people search on Google using one of your keywords, your ad may appear next to the search results. So you're advertising to an audience that's already interested in you. With ad words you pay per click! You need to set a maximum budget or set yourself a number of clicks threshold.


6. Announcement in the press/TV

You can also advertise your site through national and European TV (e.g. Euronews), or the local press through announcements in magazines and periodicals. Do not forget the online press either. Some wellknown online newspapers have direct links to EUROPA and you could ask for a link to your new portal to be added in a relevant section.


7. Mailing lists

Warn in advance delegations, representations, EuroInfo Centres, etc. and send them on time promotional material (posters, CD-ROMs, brochures, gadgets, etc.)


8. Press releases

Coordinate with your spokesperson to produce an appropriate and well-written press release. You can send press releases to periodicals and magazines of your target group and mention the URL of your portal. Certain commercial sites could also distribute your press releases, against payment, to their online periodicals and magazines. 


9. Internal communication


10. Promotion tools on EUROPA

10.1 Section "EU Calendar"

Definition: On-line, user-friendly, one-stop-shop, forward planner previewing all important events, decisions and actions by the main EU Institutions, in all policy fields.

Admissible documents and information: Content: short, factual information; instant links to background information (pictures, videos, sounds, documents, websites, etc.); direct contact details.

Frequency of update: Added during the week as necessary.

Deadline: No deadline.

Languages: In English.

Whom to contact: Each DG has designated an 'EU Calendar correspondent' to contribute events in the DG's field of activity.