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Would you spend less than $200 on a one-time marketing effort thatll generate business for years? If your Web site shines, enter a Web petition. You might win low-cost publicity that pays a big return. Winning an award demonstrates your Internet investment is paying off, says William Rice, president of the Web Marketing Association.

Its an opportunity to promote your plishment to the media, clients, prospects and employees. Web award winners receive two marketing channels: their own and the contest hosts.

For instance, winners are usually given an icon to use on their Web site and printed materials. This icon is similar to a testimonial because a third party selects award recipients based on a predetermined set of criteria.

Better yet, the contest host promotes winners on its Web site and in press releases and other media campaigns. Winners piggyback on the marketing dollars petition providers.

The contest stars win business gold by: A Establishing credibility: Its hard for new and growing businesses pete with brand names online. Even with lower prices, better shipping options or other advantages, consumers need to trust e-tailers.

A Web award lends credibility to entrepreneurs who havent yet e household names. Generating second-tier marketing opportunities: Publicity from an award site is good, but marketing opportunities that stem from a contest can be better.

Big-name sponsors involved in Web contests may promote the contest in their media campaigns. Or a journalist may see a winners name and then request an interview for pletely different article.

Spinoff publicity is almost guaranteed Increasing Web site traffic: Without a doubt, the chief incentive for winning an award is attracting new clients. The more organizations that promote the contest, the better the winners chances of marketing to prospects for free.

Plus, a link to the champions Web site achieves a secondary benefit: a high link popularity score that improves rankings in search engines. Rice also points out another prize most people overlook.

Entering petition can give you valuable independent feedback on your advertising or Internet efforts, he says. Having an external judge review panys efforts and provide feedback is worth the entry fee alone.

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