Building Site Traffic
Web site traffic is key to the success of any web marketing effort.
Many small businesses build themselves a web site because they believe
they have to. Most never check to see how much traffic or how many
visitors the site draws. Many never know what effect the site has
Sites developed from this point of view rarely have a large impact
on the growth of the business they support. For your website to
have a revolutionary effect on the growth of your business it must
attract, connect, and persuade a large number of visitors.
a positive effect, your web site must
By a recent count there are over 300
million websites competing for the attention
of the web surfer.
Once upon a time, all a business had to do was post a site to the
web and the surfers would come. Those days are long gone. To be
successful, your site will need a well integrated traffic building
A web site traffic building campaign may well include
- Search engine optimization
- Pay per click advertising
- Banner advertising
- Paid directory listings
- Affiliate programs
- Off-line marketing integration
- Direct mail campaigns
- Media advertising
- Link Swapping
- Web Rings
- On-line communities
- On-line content and tools
The right campaign depends on your goals for your web site. If
you merely want your site to support and accelerate existing relationships,
your web site traffic campaign might simply be to add the web address
(URL) to your business cards and literature.
However, if you want to reach new customers, grow your business
and create a valuable on-line asset, you will need to consider a
more aggressive web site traffic campaign. A successful net business
CEO once told me that it takes $12 million dollars in marketing
to raise a web site “above the noise”. Surely, some
of the recent Internet successes, like match.com, have spent that
and more to buy their market share.
Unfortunately, not everyone
has $12 million to spend. The good
news is that most of the items listed
above can be accomplished for much less.
The keys to an effective web marketing campaign and building web
site traffic are to:
- Use all of the best channels to
get the word out. From the list above
the items which reach the market
that you are
after. Use channels which are appropriate
to your message.
- Prospect. For each channel within
your web site traffic building campaign,
identify a tiny subset
of the market and develop
a limited expense test campaign
within that channel. For example, Pay
per click advertising
campaigns can be started for as little
as $10 per month.
- Measure your results. Your statistics
programs will show you how visitors
find your web site. With
a little extra savvy you
can also determine which of those
visitors actually make a purchase.
From here the math is easy
to determine exactly what each new site
visitor is worth to your bottom line.
- Improve. Do more of what works.
When you find marketing channels that
less per new site visitor than
that visitor is
worth, obviously you will want
to do more with that channel. You
will need to continually
(or at least periodically) measure the
results from your marketing
efforts as the value and efficacy of
your work will change.
For example, using aggressive search engine
optimization, you may claw
your way to the top of google.com’s
listings. However, you are
unlikely to stay there, particularly
if you target competitive search
A healthy web marketing and web site traffic building program requires
care and diligence. The amount of resources that you devote should
be driven by your goals for the web site. One thing is for sure,
a web site left on its own to generate traffic will eventually fall
E7Systems is experienced in the development
of traffic building programs and has
worked extensively in many web
marketing channels. If you would like
to discuss traffic building programs
for your web marketing effort, please