Is it easy to get traffic to your website? No. Can you do it? Yes, and you don't need a big budget to do so.
Let's talk about how. The concept here is actually quite simple. Content, content, content! However, the execution is often difficult. It takes hard work, continuous effort, and most importantly long-term thinking. Got it? Let's make sure. Do you think those 20+ pages talking about how great your firm and your products are qualifies as content? Guess what, the answer is no.
Content, for our purposes here, is information that is useful, informative, and entertaining for your visitors. Don't misunderstand, it should be relevant to your product/service, but it should be "information oriented" not "sales oriented."
That's great you say, "but my company is different. We do this...or we do that. How can our site have content?"
Good question. For demonstration purposes, let's look at the Restaurant Report website (http://www.restaurantreport.com.) The Restaurant Report website is dedicated to content. Content which is targeted and relevant to hospitality professionals and food connoisseurs. I'm not suggesting that your website has to have hundreds of pages of content like the Restaurant Report's does to be successful. However, I would suggest that your site strive for a balance of 80% content, 20% sales pitch.
Here are some low budget ideas that any company can consider.
Articles (Tip Sheets)
You know a lot about your business, so write about it. Publish articles on your website that share your expertise with your target market. Submit articles to industry websites and print publications, utilizing your byline to draw traffic to your website. In addition, you can solicit articles from colleagues and others to publish on your website. Trust me, they'll love the exposure. For example, the Restaurant Report website has 200+ articles available on-line for hospitality professionals. This virtual library has become a valuable resource for the Restaurant Report's target market.
E-mail Newsletter
Say what you will, e-mail remains perhaps the most powerful tool on the Internet. Offer visitors to your site the ability to sign up to receive periodic free information about your industry. And then publish it! Ideas include articles, links, news, etc. A newsletter should be mostly about providing information to subscribers. Newsletters, however, are also an outstanding way to "gently" plug your business. In short, newsletters are a great way to stay in touch with your audience on a regular basis, share information with them, and invite them back to your website.
Lists
People love lists. On the Restaurant Report website some of the most heavily trafficked pages are the "Top 50 Hospitality Sites" and the "Top Spots" restaurant guide. Think about an interesting, yet relevant way you can utilize this concept on your website.
Contests
While it's true that people love lists, they go absolutely crazy for free stuff. Can you offer a sample of your product for free? Can you solicit a company to donate prizes to your web contest? For example, the Restaurant Report has hosted contests sponsored by food companies.
Banner Trades
Great, you've succeeded in establishing a fair amount of traffic to your website. Are there companies that would be interested in reaching your audience with a message? Seek out companies/websites that have comparable audiences, but aren't your direct competitors. Then propose a banner advertising exchange. The Restaurant Report has successfully promoted its e-mail newsletter on several hospitality industry websites using this concept, which has resulted in hundreds of new subscriptions for the newsletter.
Content is still king. Strive to be an information source for your industry. Provide your visitors with informative, entertaining information. Utilize some of the low budget strategies outlined here. And as stated before, keep a long-term perspective. After all, you do want to be around in the long term.
Jaime Oikle is Co-Founder of Restaurant Report
