Committing to an effective website is a vital marketing strategy, however once the site has launched the battle has only just begun.
Directing traffic to your site and then maintaining the driving force that keeps people clicking through is an on-going task and the main responsibility for your marketing manager.
Here are some helpful hints that can keep the traffic flowing.
Search Engine Optimisation (more commonly known as SEO) is your first step. SEO essentially refers to the keywords you use throughout your site, which will ensure your site is appearing in the maximum number of relevant searches.
The best part is that SEO is free. Make sure your marketing team includes a specialist in this area or access simple online tutorials to educate yourself. Include your URL on your business cards and electronic signatures, companywide.
Frequently update the content on your site, adapting your keywords and your search identity. Include dynamic and unique content that can drive customers from a number of niches.
Utilise free web promotion tools like Twitter and Facebook and viral media sites like YouTube. Post product introductions or how-to and integrate as many media styles as you can, widening your 'web-reach'.
A simple but effective way to drive new clientele to your site is to engage a guest blogger. Arrange for a blogger with an established following to post on your site, reviewing your services or products.
Peruse other blogs in your niche and leave comments, further establishing your web presence or offer to be a guest blogger on a site, where you can link back to your own.
Link your site with other related niche resources. For example, if you own a pet store, you might offer links to a pet grooming service, and in return you will receive a link from their site to your own.
Run a brief contest, challenging customers to direct the most traffic, write a review or submit a 'tip' to be voted on.
Creating an online newsletter is a free and easy way to spread your message. Discuss topics that relate to your business.
As blogger Daniel Scocco pointed out, "Traffic is the currency of the web" and as small business owners, this currency keeps you afloat. More traffic equals more business, which in turn, equals more money.