In the world of bricks and mortar retail, we all know that location matters but we also know that we can build a business on a dead end street if enough people know about us. That same principal applies to the web, if you want traffic you must give them a reason to come.
The old adage If you build it they will come has no value on the web, truth is that youre just one of millions of web sites and without proper links, promotion and search engine indexing your site will never get the traffic you need to justify the cost of putting in online.
So how do you promote a new web site? There are tried and true methods that we can use to help build you traffic:
* Targeted banner advertising to help boost your initial site traffic and encourage people to visit your web site.
* Search engine recognition with sites including Google, HotBot, Microsoft, Excite, Infoseek and Lycos.
* Linking from both local and major directory services, is your Chamber listing up-to-date? Have you linked your business from local directories?
* Paid and reciprocal links from industry suppliers, newsletters and resource listings.
* Business cards, letterhead and promotions should always include your web site address.
* Affiliate offers, contests, online articles and expertise will all increase your traffic.
Some of these methods youll surely be able to do in house, assign a time and dollar value to each item and determine what part of your overall marketing budget your web site is worth. The web may never be your primary marketing resource but it will always be a primary destination for new prospects and exiting clients.
When your web site has the best content you wont have to ask people to link to your site, theyll ask if they can. Remember, if you want people to come to your website give them a reason, and they will.
Giving It Away
One of the best things about being a web surfer is getting stuff for free, whether its advice, software, the latest Hollywood blockbuster or a simple set of instructions. You can attract visitors to your web site by giving them something for free, then if your product is good enough, theyll buy.
I know it works because Ive seen it work a million times in local stores, put a sign out front of your store and offer free t-shirts or movie passes and youll have more walk in traffic than youd expect. Try the same trick on the Internet and watch people fill out your online forms, people love free stuff but more importantly, theyll get to youre your web site and your brand will be bookmarked in their web browser.
The strategy is simple:
* Attract your target audience with free information or cost effective gifts
* Let people know you have what they want at a great price
It works like a charm, provided youve build trust, and traffic.
Trust in Us
Lets assume for a minute that your product is something people would want to buy, and were going to also assume that your price is competitive, your quality is acceptable and your traffic is reasonable
still no sales? Lets look at why.
The Internet has been labelled the great equalizer but in truth, its a huge chaotic mess with thousands of businesses competing for your clients, in that environment an established brand name is going to attract the most clients but why? Its trust plain and simple.
If people are going to give you their credit card number over the internet, they want to know that they can trust you, as a business you can build trust with your clients through a few simple practices:
* Make your domain name professional, avoid dashes and numbers
* Include a full mailing address, telephone number and even toll free support if possible
* If your business has a retail location or office, include photographs to help build confidence
* Include a return policy, privacy statement and client testimonials
* When accepting credit cards, use an established payment gateway and make sure client information is secure.
* Take an honest look at your web site, is it in the same league as your major competitors, is it error free, does it look professional?
I hate to break it to you but if your website looks like it was designed in your basement by a kid, people will think youre the type of business that runs out of the back of a van.
Once your clients trust you, youll build not only traffic but sales.
Once They Find You, Give Them What They Want
You have to decide if you want your web site to sit back and wait for clients to come to you, or you want your web site to go get clients. Its a matter of push vs. pull or in other words, do you want to for them or go to them.
Your site by definition is just sitting there waiting for hits but your internet marketing strategy should include e-mail marketing. Not SPAM, but opt-in e-mail programs designed to attract business back to your web site.
Pushing internet content to your clients helps build long term relationships with your clients, after all your business doesnt want one shot sales, it wants long term clients.
You can optimize your e-mail marketing strategy by getting an invitation to send messages to the client, avoid sending unsolicited e-mail (thats a sure way to get tossed into the trash) and ensure that your message is formatted clearly.
Building a newsletter mailing list is easy, on both your web site and in your customer locations, create a form for clients to fill out. Be sure to include a checkbox to indicate they want to receive e-mail materials and its best to have a privacy policy on hand incase your clients want to know how their data is going to be used.
Now the trick is to create a newsletter, if you dont have onsite writing talent dont worry, this is a service your web design or marketing team should be able to provide. Just remember, when a client signs up to your newsletter theyre looking for the most valuable thing you can offer, free expertise.
In your newsletter, include items such as:
* Specials and promotions
* Upcoming sales or special events such as grand openings or anniversaries
* News about new staff, community involvement or contest
* Helpful hints, tutorials or relevant funny stories.
Whatever you do, make sure your newsletter is excellent and regular, nothing less will do.
