What works in luring visitors to a site? Although heavily funded
Internet companies can make seven- and eight-figure deals to buy
prime advertising real estate on major Internet portals and online
services like Yahoo! and AOL, you're likely priced out of that
race. So winning visitors becomes a matter of creative, persistent
marketing. The good news is that it's still the little things
that will bring plenty of traffic your way.
For instance? "Always put your URL on letterhead, business
cards, in e-mail signatures-wherever potential visitors are likely
to see it," says Datovech.
Another low-cost traffic builder: "Get active in online
discussion groups and chats, and, where appropriate, always give
out your URL," says Shannon Kinnard, author of Marketing With E-mail: A Spam-Free Guide
(Maximum Press). Sell bird toys? Scout out the many groups that
focus on birds-a good place to find them is at Deja.com, a site that
archives discussion lists-and get active. That will spread the word
about you and your site.
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Posting items for sale on major auction sites such as
Amazon.com, eBay and Yahoo! is another big-time traffic builder for
any Web site that retails. Those sites let you identify yourself to
viewers, and a few dollars spent on putting out merchandise for bid
might just bring in lots of traffic from surfers seeking more
information.
Classified ads offer more possibilities for traffic generation
on the cheap. Check out both Excite and Yahoo!. Classifieds are
free there, and viewership is high.
When it comes to off-line advertising, expert opinion is mixed.
Some pros advocate big spends on traditional media, while others
tell you to fish where the fish are, which means advertising online
to promote an online store. One idea is to incorporate your URL
prominently into offline advertising for offline products or
services, but not to launch an offline campaign for an online-only
property. When money is tight, go where you know you'll find
surfers.
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