Driving Website Traffic

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Account Manager Michael Schwabe and Search Specialist Josh Mathe recently presented at the Council of Smaller Enterprises (COSE) Education Series where they discussed strategies to increase traffic to their website.

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Driving Website Traffic

  1. 1. Driving Site Traffic September 16, 2010 Michael Schwabe :: Account Manager Joshua Mathe :: Search Engine Specialist
  2. 2. <ul><li>Online </li></ul><ul><ul><li>Decide who you want </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Optimization </li></ul></ul><ul><ul><li>Marketing </li></ul></ul><ul><li>Offline </li></ul><ul><ul><li>Marketing Tactics </li></ul></ul>Two Ways to Drive Traffic to a Website ::
  3. 3. Online Methods for Driving Website Traffic :: <ul><li>Get to know your ideal user </li></ul><ul><ul><li>Don’t target blindly </li></ul></ul><ul><ul><li>“Everyone” is not a valid client base </li></ul></ul>Image taken from Quantcast.com
  4. 4. <ul><li>Who do you want to get on your website? </li></ul>Getting to know your user :: The Who?
  5. 5. <ul><li>Research </li></ul><ul><ul><li>Who is your current website traffic? </li></ul></ul>Getting to know your user :: The Who?
  6. 6. <ul><li>Where do they go? </li></ul><ul><ul><li>News and information websites? </li></ul></ul><ul><ul><ul><li>CNN, MarketWatch, MTBR </li></ul></ul></ul><ul><ul><li>Social Websites? </li></ul></ul><ul><ul><ul><li>Facebook, Twitter, foursquare, CollegeOnly </li></ul></ul></ul>Getting to know your user :: The Who?
  7. 7. <ul><li>What do they read? </li></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Books </li></ul></ul><ul><ul><li>Pamphlets </li></ul></ul><ul><ul><li>Menus </li></ul></ul><ul><ul><li>Nothing? </li></ul></ul>Getting to know your user :: The Who?
  8. 8. <ul><li>What do they search for? </li></ul><ul><ul><li>Where do they start their search? </li></ul></ul>Getting to know your user :: The Who?
  9. 9. Getting to know your user :: The Who? <ul><li>Where do your users go? </li></ul>  *All figures as of Sept 15, 2010 Tencent Ebay AOL MSN Ask Wikipedia Blogger Live Microsoft Wikipedia MSN Amazon Baidu Amazon Live Live Wikipedia MSN Yahoo! YouTube YouTube YouTube Facebook Yahoo ! Facebook Yahoo! Facebook Google Google Google Alexa Compete Quantcast
  10. 10. <ul><li>Offline </li></ul><ul><ul><li>What do they do when they aren’t online? </li></ul></ul><ul><ul><li>Where do they go on the weekends? </li></ul></ul><ul><ul><li>Where do they go in the evenings? </li></ul></ul><ul><li>Online </li></ul><ul><ul><li>What ELSE do they do online? </li></ul></ul><ul><ul><ul><li>Games? </li></ul></ul></ul><ul><ul><ul><li>Videos? </li></ul></ul></ul><ul><ul><ul><li>Music? </li></ul></ul></ul><ul><ul><ul><li>TV? </li></ul></ul></ul>Getting to know your user :: The Who?
  11. 11. <ul><li>Don’t just ask “who” the user is... </li></ul>Getting to know your user :: The Who? ...When “why” can be so rewarding
  12. 12. <ul><li>Why are they looking in the first place? </li></ul>Getting to know your user :: The Why?
  13. 13. <ul><li>Why should they choose us? </li></ul><ul><li>Why should they choose us right now? </li></ul>Getting to know your user :: The Why?
  14. 14. <ul><li>Keep asking questions </li></ul><ul><ul><li>What? </li></ul></ul><ul><ul><li>When? </li></ul></ul><ul><ul><li>Where? </li></ul></ul><ul><li>Ask them to anyone/thing that will listen </li></ul><ul><ul><li>Keyword tools, survey tools, search engine trend services </li></ul></ul>Getting to know your user ::
  15. 15. <ul><li>...as long as you build it for the user </li></ul>If you build it they will come...
  16. 16. <ul><li>It may be your website but that doesn’t mean it’s for you </li></ul><ul><ul><li>Design for the user </li></ul></ul><ul><ul><li>Build for the user </li></ul></ul><ul><ul><li>Optimize for the user </li></ul></ul>If you build it they will come...
  17. 17. <ul><li>Address desideratum of the clientele in the vernacular to which they are accustomed </li></ul>If you build it they will come...
  18. 18. <ul><li>It’s going to require work to keep the traffic flowing </li></ul><ul><ul><li>Thankfully there is the greatness that is search engine optimization.... </li></ul></ul><ul><ul><li>Why yes that was shameless self promotion </li></ul></ul>You won’t get it right the first time...
  19. 19. <ul><li>Find the analytics package that’s right for you </li></ul>You won’t get it right the first time...
  20. 20. <ul><li>Monitor how people find your site </li></ul><ul><ul><li>Search engines </li></ul></ul><ul><ul><li>Direct traffic </li></ul></ul><ul><ul><li>Referrals </li></ul></ul>You won’t get it right the first time...
  21. 21. <ul><li>Monitor how the website is being used </li></ul><ul><ul><li>Site entrance pages </li></ul></ul><ul><ul><li>Site exit pages </li></ul></ul><ul><ul><li>Duration of visit </li></ul></ul>You won’t get it right the first time...
  22. 22. <ul><li>Once again ask “Who’s coming to the website?” </li></ul><ul><li>Are they who you want? </li></ul>You won’t get it right the first time...
  23. 23. <ul><li>Adjust your content until you are receiving the users that you are looking for </li></ul>You won’t get it right the first time...
  24. 24. <ul><li>You know where you target audience goes...now use that knowledge </li></ul>Having the site is only half of the solution
  25. 25. <ul><li>Use other blogs to your advantage </li></ul><ul><ul><li>Comment on them </li></ul></ul><ul><ul><li>Link to your site </li></ul></ul><ul><ul><li>Interact with people </li></ul></ul>Having the site is only half of the solution
  26. 26. <ul><li>Better yet, start your own blog </li></ul><ul><li>Then start using </li></ul>Having a website is only half of the solution
  27. 27. <ul><li>Use the social networks </li></ul>Having a website is only half of the solution
  28. 28. <ul><li>If your company keeps </li></ul><ul><ul><li>Changing </li></ul></ul><ul><ul><li>Growing </li></ul></ul><ul><ul><li>Adapting </li></ul></ul><ul><ul><li>Living </li></ul></ul><ul><li>Tell the world </li></ul>Having a website is only half of the solution
  29. 29. <ul><li>Advertise </li></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li>Banner ads </li></ul></ul><ul><li>Make your client base see you even when they’re not looking for you </li></ul>Having a website is only half of the solution
  30. 30. Online isn’t everything <ul><li>Don’t just focus online </li></ul>
  31. 31. <ul><li>Pick a good URL </li></ul><ul><ul><li>Easy to remember </li></ul></ul><ul><ul><li>Easy to understand </li></ul></ul>Online isn’t everything
  32. 32. <ul><li>Radio / News </li></ul><ul><ul><li>Look for any way to put yourself out there </li></ul></ul><ul><ul><li>Prove you’re an expert </li></ul></ul><ul><ul><li>Receive the credit you want from your bio </li></ul></ul>Online isn’t everything
  33. 33. <ul><li>Similarly, be a guest speaker </li></ul><ul><ul><li>Colleges </li></ul></ul><ul><ul><li>Chambers of Commerce </li></ul></ul><ul><ul><li>Conventions </li></ul></ul><ul><li>You have knowledge, share it </li></ul>Online isn’t everything
  34. 34. <ul><li>Use existing publications </li></ul><ul><ul><li>Magazines / Newspapers </li></ul></ul><ul><ul><ul><li>Target Subject Matter </li></ul></ul></ul><ul><ul><ul><ul><li>Write Opinion Piece </li></ul></ul></ul></ul><ul><ul><ul><li>Target Demographics </li></ul></ul></ul><ul><ul><ul><ul><li>Publish Advertisements </li></ul></ul></ul></ul>Online isn’t everything
  35. 35. <ul><li>Create a promotion </li></ul><ul><ul><li>Event marketing </li></ul></ul><ul><ul><li>Guerilla marketing </li></ul></ul><ul><ul><li>Anything that puts you in front of them </li></ul></ul>Online isn’t everything
  36. 36. <ul><li>Word of mouth </li></ul><ul><ul><li>...and e-mail signature </li></ul></ul><ul><ul><li>...and business cards </li></ul></ul><ul><ul><li>...and t-shirts </li></ul></ul><ul><ul><li>...and stickers </li></ul></ul><ul><ul><li>...and random whiteboards </li></ul></ul><ul><ul><li>...and.... </li></ul></ul>Online isn’t everything
  37. 37. September 16, 2010 Visit us: www.thundertech.com chatter.thundertech.com

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