Increasing Qualified Web Site Traffic

Author: Tim Hull

February 2009

Today, with the mind-numbing multitude of web sites that are readily accessible, one of the marketing challenges that companies face is the need to drive prospective customers to their web site. Prospects and customers can only learn about your products or services if they can find you. They will only contact you to initiate the buying process if you make it easy for them and offer multiple avenues that allow each customer to select his or her sales channel of choice. While there are numerous approaches available that can help you receive proper attention amongst all the online clutter, there are implementation challenges, budgetary ramifications, and return on investment considerations that determine the most effective approaches to increase web site traffic.

The leading reason that companies invest in a web site is to generate sales inquiries. Nearly 75% of the companies we have surveyed identified the generation of sales inquiries as the most important objective. Additional reasons include the distribution of  product or service information, improvement in customer relations, an increase in sell-side efficiency and cost reduction, and in many cases, the establishment of an additional revenue channel. Historically, investments of time and money in traditional marketing and promotional programs have been directed toward the same end results.

The success of any marketing program is determined by the effectiveness of its ability to influence the buying decision. Increasing web site traffic alone is a worthless endeavor that winds up costing the business money that will not be recovered by increased revenue. In addition, it oftentimes clogs your CRM channels, frustrating existing customers and overloaded employees alike. The key to profitable business growth is to attract “qualified” traffic to your web site. With the advancements in technology, it is increasingly possible to attract a greater number of visitors to your web site who have declared a need for your product or service and have a high probability level for purchase.

The most effective way to drive traffic to your web site is to integrate your promotional program, selecting wisely from the myriad of vehicles that are available today, both traditional and new media sources, and maintaining the communication of a consistent brand value proposition that aligns with the buying criteria for each targeted market segment.

Today, search engine utilization is one of the leading means by which buyers find new products, services and businesses online. The search engines help buyers locate suppliers based upon specific keywords that define their needs. Typically, web site traffic that arrives via a keyword search is already initially pre-qualified as a potential buyer. It is now up to your web site to communicate a clear, believable and   applicable value proposition to further qualify the visitor
as being a potential buyer for “your” specific product or service. Legitimate, realistic search engine optimization (SEO) programs are critical to ensure that you optimize significant, qualified web site traffic generation.

There are a variety of approaches to search engine and online directory listings. In addition to organic or natural listings on the most popular search engines such as Google, Yahoo!, MSN and AOL, there are also pay per click programs available that allow you to jump to the top of the sponsored sections of these search engines… if you have the funds to support the fees and can justify an adequate return on investment. The pay-per-click programs allow you to select any number of keywords and bid on the amount you are willing to pay each time someone clicks through to your web site. You can set pre-determined monthly charges or you can accept as many clicks per month as possible.

Another effective way to drive qualified prospects and repeat customers to your web site is through permission-based or opt-in, outbound e-mail campaigns. These programs allow you to specifically target a message or a promotion to a market segment that has identified itself as having similar characteristics, buying habits or needs. The web site itself becomes one of the sources that solicits the individual to sign-up or opt-in to the in-house mailing list to receive regular information via e-mail concerning new products or services, user tips, special offers or anything else that this community or community segment has declared to be of value. Constraint is advised, of course, in not abusing the permission that has been granted to your company. Limit the number of e-mails sent. Ensure that the information communicated truly imparts value to the recipient.

E-mail list rentals are another option that can be utilized to drive visitors to the web site as well as to encourage sign-up for the company mailing list. The e-mail rental lists consist of individuals who have opted to allow another business, frequently a publication, to share the individual’s opt-in permission. These recipients have pre-qualified themselves by declaring interest in products and services like the ones your company provides. If you have selected the parameters of your list rental correctly, this can be an effective means of attracting new prospects to your web site. Companies invest significant amounts of time and money into the development of the company web site. To ensure an adequate return on this investment, it is important to drive “qualified” visitors to the site, that is, visitors who have a high probability for purchase. Assuming that these “qualified” visitors being driven to the web site have been targeted properly so that they fit the profile of a typical customer, the site can become a key source for sales inquiry generation and quite possibly, an additional revenue stream for your company. The end result is a cost-effective increase in revenue.

Timothy J. Hull is President & CEO of TDH Marketing, Inc., a Dayton, Ohio-based marketing firm with alliances and joint ventures in the U.S., England and Singapore that support its global client base. The firm provides strategic, marketing and operational planning and implementation for large, mid-size and small corporations looking to develop profitable, technology-driven business growth.