Now that you have your Web site up and running, how do you get new and existing customers to visit? Aside from the fact that it has to offer them something of value, there are really only two ways to get traffic to your Web site: search engines and marketing. This document by Bill Wilson focuses on several Internet marketing techniques.
Marketing on the Internet isnt necessarily any different from marketing through traditional channels you still want to get your name and message across to as many people as possible, as often as possible.
TRADITIONAL PROMOTION
Develop a logo, slogan, and ad campaign around your Web site, or make it an integral and important part of your current advertising program. You can continue to use such traditional methods as direct mail and print advertising, but be sure to show your URL (Web site address) on all of your advertising materials. Put it on everything: stationery, brochures, license plate frames, you name it!
SEARCH ENGINES
The explosive growth of insurance Web sites during the past few years has reduced the benefits of registering your site with the major search engines unless you know what you're doing.
First, you'll have to re-register your site at least monthly if not more often (beware: some search engines consider frequent registration 'spamming' and wont list you at all). The best way to do this is manually because each site has its own ranking priorities. However, there are some free services that will register your site with dozens of search engines at the same time, though they aren't particularly effective. To learn more about how to improve your search engine ranking, check out Search Engine Watch, and Bruce Clay.
If you choose to submit your Web site manually, here are the most popular search engines: Yahoo!, AltaVista, Excite, WebCrawler, InfoSeek, HotBot, Google, Lycos, Overture, LookSmart, Northern Light, and Ask Jeeves.
SITE STATISTICS
Your Web host should be able to provide you with statistics and reports on the source of your visitors, which pages are most/least popular, what time of day draws the most visitors, how users are navigating your site, etc. Use this information to target certain groups and to make changes to your site that improves the content or flow of the site. Do not include a counter on your site it can be embarrassing.
ALLIANCES AND LINK EXCHANGES
Form alliances with agents who aren't direct competitors and with businesses that complement yours. For example, exchange links with local realtors, car dealers, associations, and others who might have visitors interested in what you have to offer, and vice-versa. You scratch their back; they'll scratch yours.
GET PUBLISHED
The No. 1 source of visitors to my Web site is an article I wrote for an online magazine. Offer free articles to other sites in exchange for a link to your Web site. Recently, a new Web site for presenters saw my article at a competitors site and asked me to do an entire series for them, which should generate even more traffic to my site.
BECOME AN EXPERT
I serve as an 'expert' on insurance and presentation skills for a free online service. Every time I answer a submitted question, I include a link to my Web site. I've begun to develop a reputation as an expert in these fields. Best of all, this is yet another source for Web site visitors.
ONLINE NEWSLETTERS
Rather than 'pull' visitors to your site, you can 'push' the information you want to share by offering a free online newsletter. Allow people to subscribe (and unsubscribe) on your site for a free monthly e-mail newsletter of interest to them. Target specific content to your clients or use one of the free 'list' services discussed earlier. For example, CompleteMarkets offers eight Personal and Commercial lines newsletters (with 60 annual publication dates), formatted for your Web site.
As with any form of advertising or marketing, you have to constantly promote your Web site. For more information on this topic, visit InfoScavenger, VirtualPromote, and Free Web site Promotion Course.