Digital Marketing Strategy

Traffic – The Name of the Game

Every online business needs more web site traffic. That is not a secret to earning income online. Without potential customers, your chances of succeeding are nil. Without people to see your products, how can you expect to make sales? So how do you get the word out about your website? First, you need to go where the people are. It’s like fishing. You can have all the latest gear but if you are fishing in waters where there are few fish, you’ll go home empty-handed. You need to fish where the fish are. Similarly, you need to get your website advertised in places where you can attract potential customers. The first thing to understand is that there are two kinds of traffic – free and paid-for. Obviously you want to maximize the traffic you can drive to your website without it costing you anything. Let’s look at some of those places and the benefits and drawbacks of each:

Search Engine Optimization (SEO)

If you want to know how to get more traffic, master SEO. Search Engine Optimization is a long term strategy that translates to real profits over time. What you are doing here is building up a system of quality back links from other good, trusted websites through article marketing, blogging, commenting on forums, and link swapping. It takes time but it is a worthwhile strategy and will get your website exposed to many of the better ‘people’ sites.

Pay Per Click Advertising (PPC)

With Pay Per Click, you first have to do your homework and learn the ins and outs of keyword marketing. Essentially you are paying a search engine to send to your website anyone clicking on that/those words. Sure, you will get more traffic through PPC but be careful because it could cost you an arm and a leg. You have to monitor it constantly to make sure you are getting a return and not just losing money on advertising. That is why you need to know exactly what people are searching for and how much you are willing to pay for a click onto your website. What is that click worth to you? How many clicks before you get one sale? If you haven’t made a sale from 75 clicks, for example, it is time to review the key words you are using. You might also want to review your website content. There’s no point is selling the sizzle unless you back that up with the steak. Your website must close the sale!

Email Marketing

Email marketing is a standard marketing method that has been around since the year dot. Why? Because it works. However there are some cautions. Gathering qualified names is a stumbling point for many marketers. You can buy lists of names or even get lists free. Supposedly these are all double opt-in names, meaning the recipients of your email have agreed to receive this type of information and have confirmed their interest. The best way is to build up your own list but this can be a long, slow process. Be sure to set up a separate email address for mailings because some Internet Providers may see how many emails you send to their members and blacklist your address. Then nothing coming from your email address gets delivered.

Email Joint Marketing

Do you know any other marketers? Do they already have email lists? If you already have a list, maybe you can do a joint mailing to both lists. That way your product is seen by the other marketers customers/prospects and his/her product is seen by people on your list. You drive more traffic to each other’s website. This works well particularly if you have complementary products. It is a good method for getting exposure to thousands of new potential customers. Even if you don’t know anyone personally, look at products that might be of interest to your client list. Contact the owner of those products and see if they would be interested in a joint email campaign. They want to sell products and, like you, they are always looking for new customers. You should also make an affiliate commission off the other products!

Affiliate Marketing

If you have your own product, you can use an affiliate marketing program to build links – and a sales force that only gets paid when they sell your product. Can’t beat that! So how do you interest potential affiliates in marketing your product on their websites or to their mailing lists? Simple – you make it worth their while. What is a sale worth to you? Is there a ‘freebie’ you can offer? Affiliates are looking for products that, in addition to a good rate of commission, offer support in terms of pre-engineered ads, banners, email letters, articles and anything else that will aid them with their marketing. The more you can offer, the better the chance is of them deciding to become your affiliate. If you can make it easy and profitable for them, they will be interested in marketing your product.

Marketing through Social Media

Facebook, Twitter, LinkedIn, YouTube, Netlog, Digg are all social media – places where people gather online to exchange pictures, stories, and participate in a social experience. Marketers quickly recognized the value of marketing through social media. However, many marketers just use blatant ads with no social value. You have to add value or you will be ignored. Do it right and social media can be a good way to adrive more traffic to your website. After all, millions of people participate. You just have to find an interesting and unique way to approach them. BUY MY PRODUCT will not do it. You have to contribute news, articles, fun, tips about something or other information and then your little ‘promo’ at the end will be accepted. What you need to do is create a presence that people will come looking for.

So there you have several ways to get the word out about your website. Getting more traffic is the key to earning income online. Remember, fish where the fish are.

Bob Taylor

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