One of the biggest challenges businesses have with their online strategies is how to best drive qualified traffic to their websites...and turn those visitors into buyers.
There are countless methods to increase your visibility on the Web, and usually a combination of several tactics brings the best kind of visitor to your site.
The first thing you must consider when driving traffic to your website is you have to create value for them. People who are surfing the Web are usually there for one reason, and that is because they are seeking information. If you can provide some information of value to them, to help solve their pain or problem, then you will become a valuable resource to them.
Here are five methods you can use to drive high-quality prospects to your website:
Step 1: Clearly identify your market niche.
This is foundational, but one of the main problems I see working with my clients is they do not have a clearly defined market niche (whether they market online or offline).
Be sure to dig deep and drill down to the common smallest denominators your market niche shares. What you are striving for is your market niche knows YOU understand THE problem they need solved, and you are THE problem solver. Once you define a market niche, it will be easier to know where and how to find them, both online and offline.
Step 2: Prepare your website to capture visitors.
You have a clearly defined market niche; but, is your website ready for the traffic you are going to be driving to it? There are two essential pieces that you need to have in place before you start driving traffic to your website:
1) A Simple Invite Site.
This is a simple one-page website where you direct your market niche to sign up for your list so you can communicate with them on a regular basis.
Peek at the landing page of your website. Make sure it is clear what step you want people to take when they arrive. The first thing that your visitor should see is the sign-up form for your free offer.
If you are going to make the effort to get people to your site, you want to make sure you have a way to capture their contact information so you can get them on your list, and be able to communicate with them to build the Know, Trust, and Like factor. This also gets them into your marketing & product funnel. Otherwise, they may never visit your site again, and you will lose them forever.
2) An Irresistible, Valuable Free Offer.
How are you going to entice people to give you their name and email? With a valuable free offer, of course!
This is your free offering to entice people to join your list once they arrive at your Invite Site. You want to become known as a resource before you become a supplier of goods or services. This means you must create credibility with your potential buyers before you ever ask for the sale.
One of the best ways to do this is to offer something of high-perceived value, at no cost. This could be a short eBook, white paper, special content-driven report, an MP3 audio program, or an invitation to sign up for a seminar.
Step 3. Leave clues and let your market niche find you.
Another way to drive traffic to your site is to leave clues for people to find you online. This strategy works if your niche doesn’t hang out in an organized fashion, or if you just want to include this strategy into your mix of promotional activities. Following are some of the best methods you can use to help your market niche find you:
* Write & Submit Articles
One of the most cost-effective strategies to drive qualified traffic to your site(s) is through article writing and distribution to forums, discussion groups, and eZines that are specific to your market niche.
The articles must be content driven. With most online resources, you can add what is referred to as a “resource box” at the end of the article. A resource box contains 2 – 4 sentences about you, with a link back to your site, enticing people to request your free offer.
Writing articles also educates your market niche about you, and helps position you as an expert in your field. Article writing gives people a taste of your style, and you will naturally attract “like” people to you.
* Solo Ads
Consider posting solo ads in specific locations. Rather than trying to sell something in the solo ad, offer your free resources by giving a description of the item with a link back to your website where they can download the information. Be sure to capture their contact information!
Solo ads are very cost-effective and work well when placed in the right publications and sites. Some eZine publishers also accept ads, as well.
* Pay-Per-Click Advertising
The benefit of using the Pay-Per-Click strategy to drive traffic is it can be very easy to get on the first page of keyword search results, bringing targeted traffic to you.
Use the PPC's research tool to help find the best keywords for your market niche (keywords are search terms people use to help find information and YOU online). Be sure to use keywords in your ads to help the search engines drive traffic to your site.
Step 4. Find your market niche online.
You need to find ways to access your niche so you can drive traffic to your website.
To find your market niche you want to know where they are "hanging out" online. Following are some places you can look to find them:
* Online Networking Groups, Discussion Lists, Forums, Blogs
Find 2 to 3 online networking groups, and list your profile and website address that points directly to your Invite Site with your Free Taste. Some of the best places to look for networking groups are Ryze.com, LinkedIn.com, and Google and Yahoo Groups. Look for groups of people that are comprised of people in your market niche.
Also, check out discussion groups and Blogs that you enjoy, and contribute helpful comments for others to read. Becoming an active participant lets others get to know you, and your style.
* Offer Free Teleseminars
Another great way to get in front of your market niche is to offer free Teleseminars for groups and associations that are comprised of your market niche. These groups can be online or offline! Invite people to visit your site to register for the teleseminar, and also during the Teleseminar.
Step 5: Optimize Your Website for the Search Engines.
There are a few basic things you can do to help your site come up for relevant keyword searches. Here are some to get you started:
* Define your keywords
This is how people will find your business online. Find keywords that are highly relevant to what you offer, and popular enough so they will attract decent traffic to your site…but, not so competitive that you can't rank well using them. Be sure to sprinkle your keywords throughout your web page copy.
* Create your metatags
This is how the search engines "read" your site. Put your keywords in the metatags on each page of your website.
* Submit your site to the search engines
Submit your website (its best if you submit every page individually) to at least these three major search engines manually (Google, Yahoo, DMoz).
Begin implementing these simple strategies to drive traffic to your website. If you do them consistently over time, you will begin to drive more qualified traffic visit your website and your online business will grow!
© Copyright 2008, Bonita L. Richter
