Drive quality
traffic to your web site
The most important goal for your
online business is to drive
quality traffic to your web
site. Quality traffic means
getting users who will respond
to your online offer and at the
end will convert into sales.
In the book, we will guide
you step by step on how to get these
customers and how to achieve
the conversion at the end of
the process.
There are three main possibilities
to get quality traffic:
1. Advertise
your web site using Internet
marketing techniques
2. Search
engine optimization
3. Return
customers
Using Internet marketing
techniques
The easiest way to drive
high-quality traffic into your
web site is by using Internet
marketing advertising
techniques. In the book, you
will learn about all the
advertising channels available.
There
are six main traffic generation
techniques available on the
Internet
1. PPC
– Pay per click
2. Banner
campaign
3. Email
campaign
4. Press
release
5. Viral
marketing
6. Forums
and chat advertisement
Pay-Per-Click
Pay-Per-Click, or PPC, is
a method of advertising your
web site where you pay every
time someone clicks on your
advertisement. PPC is most often
provided in the most popular
search engines like Google,
Yahoo, MSN, and many others.
Your advertisement is displayed
only when someone searches for
the keywords or search terms
you have set up in the
system. You do not pay for your
advertisement to be shown. You
only pay if a person clicks
on your ad.
Pay-per-click advertisements
are sometimes shown as “Sponsored
Links” or “Sponsored Advertisements.”
In Google, these are shown listed
vertically running down the
right-hand side of the screen,
as well as the top two listings.
In most engines, they are clearly
marked as such.
The main benefit is that
you have full control over your
web site marketing – you control
the maximum cost per click,
your daily limit (in most systems),
and you can turn it on and off
at will, depending on your strategy.
All of the
pay-per-click
campaigns start with a keyword
study, which is a review of
what keywords visitors are using
to find your site on the Internet.
Banner
Display a banner on a high
traffic web site to attract customers
into your web site. There are
two main basic models for working
with banners:
1. CPM
- Pay per impression (Definition
: Cost per 1,000 impressions)
2. PPC
- Pay-per-click basis.
Email marketing
Email marketing
is considered
to be the most personal, scalable
and cost-effective.
Successful email campaigns
can generate results never seen
by traditional marketing communications
efforts. Fortunately, email
marketing is becoming a simpler
technique than it once was.
Press releases
Although common practice
in the corporate world, press
releases are an example of an
all too often overlooked potential
for business growth, exposure,
and traffic generation.
Press releases, done correctly,
can garner the online business
significant, low-cost marketing
via interest generated in writers
and editors across the globe.
These interests can develop
into stories, features, or even
a mere mention that can send
traffic counters reeling and
sales through the roof.
Developing an effective press
release is an art form all its
own. The content must be creative,
eye catching, and somehow moving
to the reader. Though this sounds
much like the creation of a
successful marketing campaign,
the idea here is to assemble
a final release that communicates
ideas and features in a manner
that makes the copy of interest
to the news-hungry.
Viral marketing
Viral marketing is a phenomenon
that facilitates and encourages
people to pass along a marketing
message.
Viral marketing depends on
a high pass-along rate from
person to person. If a large
percentage of recipients forward
something to a large number
of friends, the overall growth
snowballs very quickly. If the
pass-along numbers get too low,
the overall growth quickly fizzles.
At the height of B2C it seemed
as if every startup had a viral
component to its strategy or
at least claimed to have one.
However, relatively few marketing
viruses achieve success on a
scale similar to Hotmail, widely
cited as the first example of
viral marketing.
Forums
Forum postings, because of
their highly targeted character,
are the ultimate guerilla marketing
technique.
Lots of postings in forums
are questions to get advice
or ask a question. Others may
be building a name by answering
those questions and giving advice.
Basically it's a bit of courtesy
to help out others combined with a bit
of branding. Forums are
also a meeting place where you
can make contacts with others
with a common interest. But
the most powerful feature of
postings to forums is leaving
your 'business card' in the
form of a signature file.
On most popular forums you
are allowed to close your postings
with a signature.
Those posts can attract targeted
traffic; you should write an
answer to a question or ask
a question there, and then use
your signature file.
You
must comply with forums
rules and avoid turning the forum
into an advertising platform.
Advertising your site will get
you nowhere. In fact, that may
deliver some nasty comments
from other forum members and
ultimately your IP-address may
be banned and your privileges
be revoked.
So you have to give an honest
answer or post an honest question.
And then leave a signature that
is most appropriate for the
issue at hand.
Why?
Because you want to persuade
readers to visit your site where
they can find more answers about
the topic. And you can only
do that with honest advice and
appropriate links.
Thus you can promote your
site using forums postings AND,
if you're postings and links
are really good, you are branding
yourself bit by bit as the expert.
Together with the targeted
traffic you will receive as
a result of these postings, you
can easily see why we call forum
postings guerilla marketing,
right?
You can add a bit more value
to that if you can use a graphic
or a cover about the issue at
hand. It will boost credibility
and click-through.
Also never forget that it's
still marketing your doing.
Show that in the signature -file
you're leaving behind. Come
up with a great header that
gets the attention.
Which signature you think
will pull better:
NEED
SIGNATURES
Think about that before posting!
Making posts to forums takes
time, in particular tracking
replies and answering them.
As we often will repeat throughout
this web site, time is the only
asset you can't buy!
Search Engine Optimization
The basic idea
behind search
engine optimization is to make
your website search-engine friendly
so the search engine will classify
your web site in high position
relative to your competitors,
and, as a result, drive customers
to your web site.
It is very important to make
your web site search-engine friendly.
By using the term "friendly"
we are suggesting that the search
engine will mark your web site
as a quality web site and list
it in high priority in one or
more keywords.
The most essential step is
to describe your web site to
the search engine. This is done
by using the "meta"
tags in the html. This is describes
by adding the following code
into your html code (After the
Title tag in the html):
<META NAME="rating"
CONTENT="General">
<META NAME="revisit-after"
CONTENT="2 days">
<META name="description"
content="XXXX">
<META name="keywords"
content=" YYYY">
<META name="ROBOTS"
content="ALL">
Replace the XXXX with your
web site description.
Replace the YYYY with all
the keywords (separated by commas)
that describe your web site.
The next step in making your
web site search engine friendly
is by doing the following:
1. Increase
your content
2. Add
back links from additional web sites
Most search engines will
mark your web sites according
to the above. And in order to
increase the value of your web
site,
you must continually increase
the content of your web site
that is, adding more text, adding
more pages to your web site.
The other parameters
by which your web site will be rated are
the amount of back links to
your web site. Back links mean
the other web sites that have
a link into your web site. In
order to increase your back
links, you should look for other
web site in the same area and
offer them link exchange. You
will put their link in your
web site, and they will put your
link in their web site. You must
understand that these links
usually will not appear on your
main page but rather in a special
"important links"
web page.
This step will never end. You
must invest as much time that
you have to promote your web
site using these two options.
In search
engine optimization, it will usually takes up to
six months to see results.
Return customers
This is the highest level
you can go and the dream of
all business. The basic assumption
that if a customer has returned
to your web site for the second
time, he is acknowledging that
he has a trust relationship
with your business. This is
the major step toward receiving
money from the customer.
 Avoid Any Traffic services
that are offering 100,000 unique
and/or target customers for $99.99
, these services are using false
techniques to trick your logs
and web server to think you
are getting customers. You will
not have any revenues from these
“false” customers.
Further
information on How to Drive
Traffic to Your Web Site
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