Your company is on the web, your
site is receiving few hits, but
you know that the number of Internet users is growing by leaps
and bounds (285 million users worldwide, to be exact). So it is
only a matter of time until the number of Internet users reaches
"critical mass" and the multitudes will come streaming to your
site, right? Wrong.
At the same time that the number of Internet users is growing,
the number of Internet pages top 1 billion and the list is
growing rapidly every day. So the chances of your site being
found is like finding a needle in a very big virtual haystack,
unless you actively market your site via Internet and
traditional avenues.
In this column, we will address the following question: "How do I drive traffic to my site? We will also take this question to
its logical conclusion by answering the following question:
"Once I have traffic flowing to my site, how do I get them to
return?"
Keep in mind that these questions are better asked prior to the
development of your site than after it is finished. It is far
less painful to incorporate these features during development,
than after the site is completed. Doing this will save a lot of
site redesign, not to mention ulcers.
When addressing the question of driving traffic to your site it
is important to look at who your target market is and identify
the top avenues for driving those individuals to your site.
The first step in this process is identifying the different
Internet channels available for driving traffic to your site.
Some possible mediums are:
·Links with other related sites ·Web rings ·Affiliate programs
·Search engine optimization ·Internet Press Releases ·Listserves
·Newsgroups ·Opt-in e-mail lists ·Banner ads & site sponsorships
·Viral marketing (e.g. e-mail to a friend)
It will be important to research these channels in order to find
the right mix for reaching the individuals you want to target.
Now that you have opened your virtual door to the world, how do
you get site visitors to return? To a large degree, this depends
on the type of product or service you are offering. But
regardless of the line of business you are in, there are very
definitely ways that you can reinforce reasons for visitors to
return to your site.
The following are ideas on how you can get your site visitors to
return:
·Live content feeds of news and information ·Online surveys that
change regularly - This can also provide valuable marketing
information! ·Provide relevant information that changes
regularly ·Opt-in e-mail - Ask permission to e-mail visitors
updates, newsletters, etc. ·Rent opt-in e-mail lists - send
broadcast e-mails touting your site to individuals who have
opted in to your area of interest ·Online contests - if you have
a brick and mortar presence, tie the contest in with your store
to drive traffic both places, make it fun! ·Make it easy for
them to bookmark your site
By developing an ongoing program of driving and maintaining
traffic on your site, you can be assured of a continual stream
of traffic. By regularly following up with individuals who have
opted into your e-mail program, you can be assured that your
company will remain at the forefront of potential customers
minds when it comes time to purchase.
After the purchase, this also presents an opportunity to
maintain contact with your customers to further strengthen and
cement the relationship with the goal of making them a customer
for life. By proactively anticipating their needs based on prior
buying patterns, you can provide an indispensable service to
your customers. As we all know, it is much less expensive to
keep an established customer than to develop a new one.
While this article focuses on Internet strategies, traditional
marketing channels should not be ignored. It is important to
include your URL on all published materials, advertisements, and
broadcasts. It is also important that your web site and
traditional advertising channels be co-branded with a similar
look and feel so that visitors can expect the same appearance
across all channels.
The Internet presents tremendous opportunity to develop
prospects and customers. It also allows you to further
strengthen your bond with customers so that you can develop a
relationship with them that they are unwilling to walk away
from.
About the author:
Brent Niland Spindustry Systems, Inc. ph. 515-225-0920
bniland@spindustry.com
www.spindustrysystems.com