WHY ISN'T MY WEBSITE GETTING TRAFFIC?

Wondering why your web hits have dropped drastically?

Well, after you've created a website, you need to have a plan in place to keep it updated, it’s vital. Why?... Because your website is static rather than dynamic and keeping it fresh is the easiest way to retain the public appeal businesses so desperately strive for.

Now let me quantify what I mean about updated. ‘Updating’ your website encapsulates so much more than just brushing up the content and though I am first to stand on my soapbox and pontificate that good clean writing is critical - there are definitely other factors equally/more important:

1. Optimization is the key. Mass visitors are directed to websites with a high page ranking and this is achieved by tactical page linking. This is critical for success and should be regularly monitored.
2. Test all of your site feeds regularly. Ensure all site feeds run smoothly ensuring a steady stream of sales traffic. (Any keyword bidding should also be monitored and analyzed to ensure monies are not being wasted.)
3. Keep all of your synergies current. Don’t just post your promotional vignette on YouTube. Stream is through your website, Facebook and My Space account. All four will band together to increase your overall traffic. Remember, you have an obligation to your business to always understand any new technology offerings.
4. Keep your calendar of events and all photos fresh. All web-users are looking for interaction they will not continue to return if it looks like you aren’t paying attention to their ongoing needs.
5. BLOG! Don’t let it weigh you down – just have a plan and do it. It works. (Make sure it's properly embedded for success.)
6. Never... EVER... let your website look tired. In today’s questionable economy utilize the resources you have in place to save overall dollars but don’t expect a tired mule to perform like a stallion!

Rhondi’s Rule #49: More isn’t necessarily better – it’s just more. Don’t confuse your visitors with too much FLASH and manage the GLITZ. It looks like you are trying too hard.

DO TESTIMONIALS WORK?

A strong testimonial is right up there with your business card as the most affordable form advertising and promotion. For those of you that may be new to business, a testimonial is like a ‘sales pitch’ from a satisfied customer that sings the praises of your product or service or both.

When asking for a testimonial, be sure to be specific in your request and try to keep the customer (giving their opinion) focused. Best practice is to ask for a testimonial as soon as the sale/service is complete.

Where should testimonials appear? Your website is a good starting point. (If you are going to introduce them into your marketing material be sure to understand your audience and make sure you present the feedback in an organized fashion.) Remember - It is always best to ask for permission before publishing a consumer endorsement.

Do testimonials work? In my personal experience they do but I've always used a very structured approach. Feel free to send me an email if you’d like some examples of good testimonials.

ENTERING into ELECTRONIC MARKETING.....

E-mail & electronic newsletter campaigns are a proven way to not only stay in touch with existing clients, but an excellent way to recruit new ones.

One word of warning; just because they can be inexpensive (in comparison to some other options) DO NOT ignore your basic direct marketing guidelines.

Your first impression in this medium is an important one, so be sure you plan your approach properly and always test your message before sending it to your contact lists.

Ensure you have a controlled message that isn't too overwhelming (keep your eye on file size) and remember more isn’t always better… it’s generally just more. Also, for the best results, it is critical that you make sure your sales team does the proper follow up!

The electronic medium is really no different than any other advertising medium you might spend money in. Always track any/all results and trends that may appear to ensure your money will be very well spent.

What is a blog? Is it different than a website?

It goes back to my last post referring to strategy and knowing what works best for your particular business. High road in view, I refuse to weigh in on one being better than the other (blog vs. website) because one is dynamic and the other is static.

Please don’t misunderstand. Though embarrassed to admit, I have paid for several domain names (http://www.idpmuskoka.com/) for the last few years but have always struggled to find the best approach. Once I began understanding blogging I realized it was the perfect fit for IDP.

Where websites gear to the viewer - blogs gear to the reader. Blogs are about conversation (and in business any strategic approach begins in conversation) which makes it the perfect fit! Clients can leave comments or ask questions and blogs are as simple as emailing. Anyone can weigh in – real time - think instant messaging.

Like anything 'this vs. that' it's always a double-edge sword. Either way, it is proven statistically, that only one thing makes people return to any site – blog or web – and that’s great content. In the end I am writing for my readers. Enjoy!