"How can I get more website visitors?"

4 Creative Ways to Attract More Visitors to You Website

Your Website
This is one of the most common questions I hear from clients, frustrated at the lack of business their website brings them. Often, there isn't much wrong with the site iteslf -- it's professionally designed, and the portfolio is full of gorgeous work. But it just sits there, in an obscure corner of the Internet, being quietly ignored.

Taking a website from zero to a few hundred or even a few thousand visitors a month is not easy, but it's eminently doable -- as long as you recognize a harsh truth about the Internet:

The online world is an attention economy. Attention is finite, and therefore scarce. So if you want people to pay attention to you, you need to earn it.

You can't expect your work to speak for itself. Most of the time, it won't. You need to accept that marketing is part of your job, just as much as making.

But the game changes when you start applying your creativity to your marketing -- it becomes more fun as well as more effective. Here are four ways to use your creativity to attract the right kind of visitors to your website.

1. Create an amazing blog.
Note the word 'amazing'. I'm not talking about a blog you only update when you've got a new client or exhibition, or something new to sell. I'm not talking about a personal diary where you to post your musings on art, life, and the universe. I mean the kind of blog that grabs people's attention by delivering outstandingly valuable, useful, or entertaining material -- consistently.

Instead of writing, 'here's my latest work', write about:

·         "Here's how I made it" - with pictures and/or video. Like this or this or this.

·         "Here's what inspired it" - if you like it, chances are your audience will like it too. Like this or this.

·         "Here's how you can make one like it." Like this or this.

·         "Here's a gadget that makes my work better (and could help you too)." Like this.

Instead of burying your opinions in long paragraphs of diary-style 'musings', put them out there loud and clear:

·         Devote an entire blog post to nailing ONE idea.

·         Start with a compelling headline.

·         Ask yourself 'So what? Why should anyone care?' -- and make that the start of the post.

·         Give concrete examples.

·         Invite comments by ending with a question.

·         For example: I'm a designer. Use me better.

And don't forget to ask for the subscription! Repeat visitors are the best visitors, so one of your goals is to build an audience of loyal subscribers. Ask people to subscribe and offer an email option to make it easy.

2. Give (some of) your best work away for free.
Just so we're clear: I'm not one of those internet hippies who tells you "information wants to be free", so you should give away all your best work and forget about being paid. (Have you noticed those guys tend to have a comfortable salary or professorship?)

But as Tim O'Reilly has pointed out, for most creatives obscurity is a greater threat than piracy. If no one's ever heard of you, they won't even bother to rip you off, let alone pay for your work.

So take advantage of the spreadability of digital content by giving away something valuable and encouraging people to share it with their contacts:

·         the first chapter of your novel (or even an entire novella)

·         a free report or e-book, full of insanely useful information

·         one of the best tracks from your album

·         a design template

·         high-resolution images

·         a series of tutorials

·         videos that anyone can embed in their site

Use a Creative Commons license to make it clear what people are allowed to do with the work. And make sure it's something genuinely valuable. If you feel slightly uncomfortable about giving away something so good, you're on the right track. Otherwise, why would anyone get excited enough to tell their friends?

But don't give away the farm. Make sure you have plenty in reserve -- products, services, artworks -- for the folks who want to take things further and buy from you.

3. Borrow someone else's audience.
Why build an audience from scratch when you can borrow one that someone else has spent months or years assembling? No, it's not unethical -- in fact, the 'someone' in question will love you for it.

Writing high-quality guest posts for popular blogs in your niche is one of the most effective ways to get yourself on the radar of the people you want to reach. Your 'payment' is a link back to your site -- make a great offer and you could land hundreds of new subscribers with every guest post you write.

And make sure it's your best work. This is your chance to make a big impression -- don't blow it by sending out second-rate articles and keeping the best stuff for your own site.

4. Get your content into circulation.
Have you noticed that of the three tips so far, only one of them is centered around your site? (No. 2 may start on your site, but the real magic happens when people start sharing it with their friends.) If you really want more visitors, you have to go out and find them.

Social networking sites are not just for networking -- they are ideal places to get your content (blog posts, videos, free reports, etc) in front of other people. Use Twitter, Facebook, or Google+ to share links to your content.

And be generous -- share more of other people's content than your own. That way, you not only help others (good digital karma!) you also position yourself as a go-to authority, a source of cool stuff who people want to follow.

***

None of these methods is a quick fix. They require time, effort, and persistence. But the good news is the benefits are cumulative - as your blog attracts links and subscribers, as your free content gets into circulation, and as you get known as a rising star in your niche, you'll find yourself attracting more and more new visitors for every hour you spend on marketing.

And no, website visitors don't necessarily equal customers -- otherwise there'd be a lot more Internet millionaires!

Marketing to seniors on the web

When combing my hair this morning, I noticed the steady advance of grey and thinning. "Hmm, won't be long and I'll be a part of the grey power movement", I thought.  My wife also says I'm getting old at 46 (or am I 47? I forget). I won't deny I feel it ;).

But what is actually "old" these days? One thing's for certain, the term "senior citizen" no longer means infirm. You’ll see lots of people over 60 that are fitter now than they were in his thirties or forties. My friends parents have just bought a new RV and are trekking around the countryside; enjoying the fruits of their many years of labour. Retirement from work definitely does not equate to retirement from life!

"Senior" does not necessarily mean retirement from work either. I know of many people in their late 60's who are still working; either through choice or necessity. Improved health allows them to continue to be very active in the workforce.

Gone also are the days when the web was a place strictly for the young. Seniors have now embraced the Internet and many are comfortable with online shopping.

Senior shoppers, a rapidly growing market

We often mention other countries as "new markets"; but there's one right under our noses - seniors; and it's a market that shouldn't be underestimated.

According to the US Census Bureau, between 2005 and 2030, the senior market will grow by to over 95 million people - that's over 4 times the growth of the 18-59 age group for the same period. In Canada, %’s will be the same, just the overall size is smaller (about 10% of the US market).

Added to that, seniors control over 70% of all disposable income and currently spend over $7 billion (roughly $750 Million in Canada) online each year. Taking into account future general growth rates in terms of population age groups, accompanied by an ever increasing uptake of the web by this demographic slice, this will indeed be a lucrative market. It's just really kicking into gear now. The Pew Internet & American Life Project stated in a report that the number of seniors who go online increased by 47 percent between 2004 and 2008

What do seniors buy on the web?

Sure, seniors do buy all the products that we'd associate with "old age" - pills and potions and other health related products; but many of the seniors of today and into the future will view themselves as being young.

In a nutshell, seniors want the same sorts services and products that everyone else does. Everything from mp3 players, to ringtones, to RVs, to toys for the grandkids, to expensive holidays. Senior dating services are also becoming a massive growth industry. In fact, Yahoo search marketing currently (Sept. 09) to be the most popular "senior" related term.

Of course, there are some items that you probably won't have so much success with - such as the latest hip and trendy youth oriented fashions, or some of that new fangled music I hear blaring out of my teenage daughters rooms :).

What is the difference in marketing to seniors?

Age, generally speaking, makes you wise. Seniors also tend to have more available time to make purchase decisions. They are life savvy and for the most part, research well. They will ask questions before making a purchase - sometimes many, many, many questions :).

Provide a "seniors" section with discounts

As with marketing to any particular portion of the population, it's important that your pages reflect the tone. If you cover multiple age demographics, it can help to have a landing page dedicated to promoting your goods and services to seniors. Make the link to this section prominent throughout your site, but don't use patronizing text. Something as simple as "Special offers for seniors" should be sufficient as seniors do watch for this kind of verbage.

In years gone by, maturity and old age was respected, even revered. That has unfortunately changed in recent times, but the concept is still expected by our senior citizens.

You may already have general discounts advertised - but the goal is to make this slice of the market feel that you have singled them out for special treatment.

Establish your credibility

This is important for general online success, but particularly so if you want to capture business from senior citizens. Ensure that your privacy policy is clear, that terms and conditions are in plain English, that your site is secure - and promote these aspects. Display your guarantees, industry affiliations and security seals prominently through your marketing copy.

Images on your pages

Seniors may not want to see 20-something models in your marketing materials, but it doesn't mean you need to go for images of people in wheelchairs either. Aim for the middle of the road - if you're going to use images of humans in your promotional copy; go for the mid-30 to 40-something type images as this relays maturity, without suggesting infirmity. It's been well documented that most seniors see themselves as being 15 -20 years younger than their biological age.

Using hype in marketing copy

Be very careful with this - remember that age brings wisdom and too much hype in marketing copy can be a red flag to a more discerning buyer.

Be enthusiastic about your products, but focus on providing clear and complete information; quantify your claims - pose questions, give answers. For example:

"Are you tired of being packed in with screaming teenagers on your package tours?

At X Travel, we match the company you wish to keep on your tour with your requirements!"

Search engines and seniors

If you are going to have a special seniors section, ensure that the terms "senior" and "seniors" along with keywords relating to your product are sprinkled throughout. This age group most definitely searches using "senior" as part of the criteria when looking for a good deal.

Using offline media to bring seniors online

It's important to note that seniors are still very much comfortable with offline print; so be sure to have your web address clearly visible on anything you print or in any offline promotions you undertake.

The benefits of catering to seniors

While seniors may not have the "scan, click and buy" mentality of younger people, once you have gained their trust, they can be very loyal clients. So while you may need to invest more time initially in converting, this can definitely pay off in the long run.

Marketing - It's as Easy as 1-2-3!

Written by Daniel King @ Business Interactive Group

In the time it took for you to open this document, the business world changed.

• New products were introduced
• New alliances were formed
• Global markets expanded
• Competition got tougher

Your Marketing Plan needs to be specific and tailored for your organization.

1 – Design it for your Industry
2 – Scale it to your Business
3 – Time to Execute
To keep pace, you need marketing solutions that deliver your compelling message to the marketplace.
You don’t run a generic business. So why use generic solutions?
Now it’s time to begin working on your future. A future that sees your organization exceed your customers expectations, superior market understanding and consistently stay ahead of your competition. Once the plan is set, it’s time to execute. As your plan takes shape, ensure your business stays aligned with your values, vision and goals. Please remember that alignment and execution is critical for financial, market & cultural success.
Now Go!

Marketing Is the Tool You Must Use To Bridge the Confidence Gap. Marketing needs to be concise, well articulated, and powerfully stated. It is low or no pressure.  You need to strategize, develop and implement an Interactive Marketing Plan that helps businesses overcome the Confidence Gap. It accomplishes this by addressing two points: the Inside Reality and the Outside Perception.

The inside reality is everything your business does that makes you valuable to your customers. It is what gives you a competitive edge in the marketplace. It is all of your skills, your passion, your systems, the way you conduct your business. The outside perception is how customers and prospects perceive your business. It is the ideas and impressions consumers gain from your direct and indirect communication with them.

The Outside Perception of Your Business Should Match the Inside Reality

To be successful in business and to continue that success, you’re inside reality and outside perception should match. If you spend all your resources developing the inside reality and neglect the outside perception, you will be frustrated wondering why you are having minimal results with your superior product or service. On the flip side, if you focus solely on the outside perception and neglect the inside reality, prospects will soon find there is little value in the product or service and you will get little, if any, return business.


How we can help:
At BIG, our philosophy is simple; the fusion of strategy, design and marketing is the future of business communications. Strategy is the mind of our firm, design is the soul and marketing is its heart. We are BIG thinkers, enthusiastic listeners, highly organized information handlers, and more than anything else, are a dynamic group of people who care passionately about your work.


Clients look to us for market analysis and strategic planning, cooperative marketing campaigns, branding and collateral materials, financial reporting, corporate communications, print advertising, point-of-sale (POS) materials, interactive media, event promotions, product packaging and branded merchandise. Whether in business-to-business or in consumer communications, our careful research, sound strategy, and on-target executions create a powerful voice for your company.
"First, have something good to say. Second, say it well and third, say it often."

What's in your marketing plan for 2011?

What goals do you have for your company? How are you planning on putting your great ideas into action? What’s your marketing strategy? Fail to create a plan of execution and you’ll find yourself running after everything, with no destination in mind. 

The bigger your company gets, and the faster it’s growing, the harder it is to get everybody on the same page. The challenge, of course, is that there isn’t a single page around which to align. Instead, there are likely several pages, actual and imaginary, along with memos and emails, each purporting to describe your company’s vision, mission, and strategy.
Further, many of these messages may be riddled with unclear and even contradictory statements about who your company is, what is does, and how. This step will introduce you to the One-Page Strategic Marketing Plan, a simple yet powerful tool that helps you edit your vision, brand and strategy down to a single, action-oriented page.
This step increases sales by:
• Identifying your Strengths, Weaknesses, Opportunities & Threats – the SWOT analysis let’s you take stock of where you are today

• Determine your company’s values & vision – once communicated to your organization, everyone knows what you stand for and helps set your direction

• Identify your long term & short term goals & priorities

• Establish your critical numbers or targets to ensure you staff focused on progress & results


Equally important is sticking to that plan and following through on what you set forth. If you don’t execute on the plan, you can say goodbye to any results you hoped to achieve.

What do I do now?


Develop or update your 2011 Marketing Plan ASAP and create some simple tools to help execute that plan. If you’re missing some key advisors or an understanding of the tools you need to build the plan, please contact us at BIG.

Think Big, Execute Big….Putting great ideas into Action!

Direct Mail Isn't Dead; 'Bad' Direct Mail Should Be: 6 Ways to Improve Your Direct Mail Campaigns

You have probably been reading a lot about how direct mail is dead and it is completely useless for business now that the internet has taken over. However, many of those articles do not hold any substance, merit, or solutions they are simply opinions.I will say that only ‘bad’, untracked, and rushed direct mail is dead...as it should be.


At BIG we hear a lot of questions about direct mail: What should I put on my direct mail? When should I do it? And, how can I get more out of my money? We answer a lot of them with another question: are you generating any leads through direct mail or even are you just dumping money into it? The general response is ‘well, I don’t know.’


Direct mail may be dead for some industries but for most B2C & B2B industries it simply needs a revival. Here are 6 ways to breathe new life into your direct mail campaigns for your company:


Call Tracking and Analytics


Taking the steps to create more efficient direct mail campaigns means understanding how they are currently performing. By understanding how your campaigns are working you can make adjustments for the next campaign to improve its efficiency.


Solution: Have a separate line for each campaign. Buy an 800 number or a local promotional phone number to get a basic idea of who is calling and how they heard about you. This will allow you to track and perform analysis on the different campaign conversions.


Segmenting and Testing to See What Really Works


As you may have already experienced not every direct mail campaign works. Once you understand how your campaigns are working you should start by segmenting those that work and trash those that didn’t.


Solution: Try different campaigns in small portions before sending out the large batch. Segment the things that work and put the things that didn’t on the back burner. Don’t get rid of them though as they may one day work with a few adjustments.


Strategic Geographic Campaign Focus


You should really treat this tip as a science. Not every city or town, or person or business will need your services; if you are directing your campaigns to the wrong audience, you’re just wasting your money.


Solution: Map out your target marketing area. Keep these things in mind:


• Income


• Home/Business Size


• Past clients in area


• Education


• Cultural Deomgraphic


Once you have these statistics you can target your offerings around your clients demographics. Again, this is a science and raw data like this will go a long way.


Timing & Seasonality


Timing of your direct mail campaigns is extremely important. There are so many variables you have to take into consideration:


• Seasonality (winter, summer, spring, fall)


• Disposable income based on taxes and spending over the course of a year


• School and summer vacation


You must be aware of how to react to any time period or season. Spend time deciding what to say and how to adapt your message.


Solution: Craft your promotions and offerings around the season and timing of certain events. Also, keep in mind that if you’re entering your busy season now you can’t forget to plan your marketing campaigns at least 2-3 months out to make sure you line yourself up with enough leads to get you through the slow season.


Custom URL’s for Each Campaign


The internet is a powerful marketing tool and when used efficiently with direct mail you can reach an audience that may never have known you existed before.


Solution: Have your web developer or create custom URL’s based on the specific campaign. For example on your landing page have a URL specific to the season: www.arwright.ca/spring2011. This will allow you to further track and analyze your direct mail campaigns as well.


Craft a Compelling Message


Just like with internet marketing your message has to be compelling and catch their attention within a few seconds. The beauty the direct mail though is the prospect has something tangible to reference back to.


Incorporate Social Media


Social media reaches hundreds of millions of people and can also be used as a reference for your business.


Solution: Incorporate your social media URL’s to Facebook, Twitter, YouTube and most importantly on your direct mail. For a more subtle approach include a “Follow Us” with the logos of where they can find you on social media.

Using Social Media with ‘Traditional’ Marketing to Generate Leads for Your Small Business

Posted by Darion Miller on Thu, Aug 12, 2010 @ 07:06 AM
Old School & New School, Vintage & Modern. From a design element these can go well together if used correctly. From a marketing effort, it will allow you to connect with people who didn’t know you were on social media and further your transition from traditional outbound marketing to inbound ‘non interruptive’ based marketing. Meshing old school marketing with new school marketing puts an interesting spin on how you can generate leads and reduce your cost of customer acquisition. Here are a few ideas to think about when combining Old School and New School Marketing:



Social Media Addresses on Flyers, Door Hangers, and Brochures

You see social media icons everywhere now a days; paper materials, brochures, business cards, and emails. Take advantage of your online presence and put your social media links on your marketing materials. By doing this you will create a fan base that you can nurture and keep involved in your products and services. It will also keep you involved in the community and have more opportunities to get more exposure.



List Your Social Media Addresses in your Commercials

If you are making commercials, whether they’re radio or television, it’s always hard to gauge the effectiveness of the commercial. No analytics tool is going to tell you that someone came to your site because of a Television or Radio commercial, so how can you measure its effectiveness? One way to gauge the effectiveness of these types of marketing efforts is to give your targeted market a place to go online to follow you. List your Facebook or Twitter Handle on the commercial to drive people to your site. Once they are following you, keep them there by telling them more about your products and services.



Give-A-Ways or Promotions in Social Media

An effective and fun way to keep people engaged in your social network is to have Give-A-Ways and Promotions. Once you have a following you’ll want to market to these potential clients in non-sales ways. Offer give a-ways unrelated to your business. Remember keep it fun and engaging. Here are a few ideas:



■Gift Cards

■% off your services for answering a questions correctly

■Milestone promotions for reaching a certain amount of followers

■Buy this get this for free promotions

The take-a-way here is to use mix the older forms of marketing you are currently using and combine them with free marketing like social media to keep your target audience engaged. Remember to have fun with it and keep in touch with your audience

13 Ways to Find Your Blog Inspiration

How do you generate ideas for your blog? It’s a question I hear often from friends, fellow bloggers and clients alike.
Let’s face it. Everyone runs into writer’s block from time to time–some more than others. But, if you have systems and processes in place to mine post ideas on a regular basis, you should have a full “draft” folder at all times.

Here are 13 ways to come up with blog post ideas on a weekly basis:


* Hop on your favorite Twitter chat for 15 minutes. You’re bound to uncover a nugget or idea you can explore further in a post. My favorites include #pr20chat, #journchat and #blogchat.

* Scour the daily news. Review your daily news sites and look for nuggets, news items and angles you can play off in a post. I’m constantly looking for a digital PR angle in current events (witness last week’s Brett Favre post).

* Bookmark, bookmark, bookmark. I find that 10 minutes with my Delicious account at the end of the week is a great way to look for post ideas. I bookmark so many great posts in my regular reading over the course of a week–my Delicious account is just full of nuggets by week’s end.


* Live blog conferences and events. Chances are you’re going to take notes at that industry conference anyway. Why not make it into a blog post in real time. Easy content opportunity!


* Pay attention to your daily interactions. It’s amazing the ideas that come to you when you always have your blog filter on. For example, the other day I was having lunch with my family at Jimmy Johns. The posters in that store always kill me–and they had one that read “We’d love to see you naked” in huge letters. Of course, the small print read: “But state code requires shoes and shirt.” Gave me a spark for an upcoming post about the impact of a good headline.


* Look for ideas in your email chains. Ever go back at the end of a long day and browse through your email? I do–and it’s a great way to mine post ideas. Conversations with clients (you don’t have to name the client, remember–talk about the concept you’re discussing instead). Discussions with colleagues about professional development. Or, a back-and-forth with a friend about a news item. You might be surprised what you find.


* Don’t forget the comments. Danny Brown recently talked about mining for gold in the comments section of your blog. I couldn’t agree more. After all, the comments are frequently more compelling than the actual post. Browse the comments in your own posts–and a few of your favorite blogs–for post ideas regularly.


* Take a favorite post and giver your perspective. Friends Scott Hepburn and Gini Dietrich just did this last week as they built off Jason Falls’ initial post about consultants offering incentive-based pricing. Great idea–wish we saw more of this “continuous conversation” post strategy.


A few additional ideas from friends and colleagues across the Web:

* See a random word, question or headline and twist it into a blog post. For example random words like “recipe,” “clash,” or “pyramid” could all be something to wrap a blog topic around some day. I push myself to find inspiration far outside the usual “echo chamber” – even through art and music — because I want to blog where no one has blogged before. (fantastic suggestions from Mark Schaefer)
* Check your Google Analytics. The phrases people search to arrive at your blog can be fascinating sources of ideas. Make sure to stop by Google Analytics regularly for a good look. (Great idea from Becky McCray)


* Reflect back on your week. Think back on the problems and challenges you faced during the workweek–and consider the solutions you came up with. Was it a particularly creative solution? If so, it would probably make a compelling post. Great idea by Christina Khoury.


*Insights from current projects. Think about your current client work. Is there a particularly interesting ethical challenge you’re facing? Or, maybe you took a different approach to a common problem. Whatever the case, there’s probably a post or two each week just in your everyday client work. (Nice add by Alison Lewis)


I’d like to close this post with a thoughtful comment from Edward Boches, chief creative officer at Mullen. I asked Edward what inspired him when it comes to posts. Here was his response:


“I find inspiration everywhere: industry news, new technologies, consumer behavior, the social dialog among the community of thought leaders I follow. I try not to make my blog a simple stream of what I’m seeing, hearing, reading, watching. Rather I want it to add real value to readers, peers, employees and clients. So my preference is to look for interesting things to dissect and take lessons from. For example, what can we learn from the NY Times use of social media? How can marketers obsession with Facebook teach us to be better at overall strategy? What does consumer participation in news events and story spreading tell us about how to mobilize our followers? What does it mean for the future of crowd-sourced video if the iPhone 4 lets you edit and post movies directly to YouTube. In short, I look for things that I can turn into lessons or meaning. That way I don’t simply regurgitate, but add value and clarify my own thinking in the process.”

Well said, Edward.

What inspires you when you’re trying to brainstorm post ideas? I’d love to hear more about your process.