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Promoting the Business Web Sites of Technical Communication Companies, Consultants, and Independent Contractors

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Purpose: This article explores how marketing communication in traditional media and new media leads people to the Web sites of technical communication companies, consultants, and independent contractors, and to what extent these Web sites then contribute to recruiting clientele.

Method: The study surveyed an international sample of 240 technical communicators who maintain Web sites to market their services, and then interviewed half of these survey respondents.

Results: Aside from drawing in a moderate portion of clientele directly, these Web sites also helped recruit clientele who originated through such traditional marketing communication as referrals and networking. Yet such traditional communication tended not to be as useful in leading people to these sites as new-media communication, such as search engines and e-mail. Marketing communication's usefulness in leading people to a Web site is associated with that Web site's levels of success in recruiting clientele.

Conclusion: A Web site's efficacy may thereby depend in part on the support of other communication, especially communication sharing a similar medium.
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Keywords: CONSULTANTS AND INDEPENDENT CONTRACTORS; GENRE SYSTEMS; MARKETING; TECHNICAL COMMUNICATION COMPANIES; WEB SITES

Document Type: Research Article

Publication date: May 1, 2010

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  • Technical Communication, the Society's journal, publishes articles about the practical application of technical communication theory and serves as a common arena for discussion by practitioners. Technical Communication includes both quantitative and qualitative research while showcasing the work of some of the field's most noteworthy writers. Among its most popular features are the helpful book reviews. Technical Communication is published quarterly and is free with membership.
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