Driving traffic

 Maybe you’ve jumped on the bandwagon of creating an online website for your business to support your marketing efforts.  If so, you’ve contributed to the momentum of creating an equivalent “place” in cyberspace that may be used for reaching clients online.  Such an internet presence is dictated solely by market necessity.  Internet sales have exploded, particularly in some market sectors and more and more, the first place customers go to learn about your brand is the internet.  If they see a beautifully designed web site that is full of features, that operates fast and draws them in, that may be a fantastic tool for promoting your business.

When you launch a marketing tool outside of cyberspace, the first thing you need to think about is how that new marketing effort will be noticed.  So we go to places where there already is a lively traffic of people who would be our consumers.  That can entail erecting a billboard where people will notice it on their way to work.  Your message may resonate better with that target audience.  Or if your firm is targeting youth, advertising on MTV or prominent radio stations is a natural place to put your marketing money because the traffic is already there.  

We need to find a new way of using the internet.   Yes, the traffic is there already but we have to enter the realm of cyberspace marketing with a different sort of plan so we can reach the clients who are traveling particular “internet roads” and make sure those roads lead to our web site.

An entire cottage economy has arisen to satisfy the need for educated internet marketing experts.  And, definitely, it is wise to utilize their talents to guaranty the search engines display your web page in front of the proper kind of client or customer.  These clever internet gurus can place your business web page into the flow of web surfers so you get your fair portion of that traffic.

That said, you don’t have to wait for the internet marketing specialists to make your web site a success.   If they’ve gone to the trouble of putting up that web site, you want to see it pay off right away.  This is why you should consider some unique strategies to pull visitors to your web site from your traditional markets and in doing so educate your present consumers, clients and partners on the site.  This can be accomplished via …

§ Promote the web site at the retail level.  A little creative signage in your retail locations can build some momentum and curiosity for customers to check out your amazing new website.

§ Include the link in all correspondence.  If you have fliers or a magazine or other contemporary forms of communications your URL should always be put there.  Include your URL in your email signature, business cards and all other kinds of communications so your community of clients, customers and partners get used to associating that web site with you as much as they do your business name.

§ Generate excitement.  You can run a business contest from your retail locations that will attract consumers to the web site for clues or to claim their winnings.  That kind of momentum can generate massive surges of visitors through your web page with the associated rush of revenues and leads.

The modern customer or client expects to see promotion of a web site together with other forms of promotion and advertising.  You are not “attacking” your consumer base with this information. In fact, your audience will be delighted when they notice your firm has really entered the realm of internet and will likely answer with, “It’s about time.”   

You know how much you rely on the Internet to keep you informed on topics of interest, and on businesses you want to patronize.  So you can see that not only are you doing your business a favor in establishing new marketing chances but you are also doing the consumer a favor in letting them know that you have a fantastic web site and that there are large things for them to appreciate there.

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