Re: Traffic from search engines

From: Bruce Koren <bruce_at_citymarketing-sf.com>
Date: Fri 28 Jul 2000 01:29:18 -0700

PETER KEELING <peter_at_mtm.iol.ie> WROTE:
> Our web traffic is increasing about 25% per month
> ( web site is only 8 months old) but the majority
> (80%)is coming from referral domains and links we
> have created rather than directly from search engines.

Peter,

Your situation proves one of my favorite marketing and
design philosophies: the solution to the problem is
inherent in the problem. Let me explain.

You've noted that most of your traffic. " (80%)is
coming from referral domains and links we have created
rather than directly from search engines." Good
observation. And it follows that investing in
proactive marketing kicks ass when compared to any
search engine optimization you can ever do. The
proactive strategy I think you might want to consider
is an Opt-in Email program.

I believe you're mistaken thinking that you need to
broaden your general audience to get more of your 25%.
The beauty of online business is that you can target
your audience. Why try to get 25% of a broad audience
when you can get a larger percent of a more targeted
audience? Determine your target profile, direct an
Email program to that target, build an Email
relationship with your new contacts, and always
provide content, offers, and news of value to your
audience. "turn prospects into friends, and friends
into customers." It's a mantra.

More people go online to use Email than to use the
World Wide Web. Opt-in Email marketing only goes to
those who have asked to receive info and offers in a
specific interest or target area. The response rates
leave direct mail in the dust. And the conversion
rates are eye-openers.

I visited your site. And it seems as though you are
talking to both clinicians and consumers. The ideal
site is branded to appeal to the audience. Unless I'm
wrong, you're asking one design, one tone of language,
and one suspected user experience to work for B2B and
B2C. Big job. And you've got a killer product!

Bottom line: Focus. Target your audience carefully,
and use Email marketing and CRM principles to obtain
share of wallet. Forget about share of market.

Bruce Koren
Creative Director
City Marketing
Your Creative Resource for Integrated Marketing Solutions.
http://www.citymarketing-sf.com




Received on Fri Jul 28 2000 - 03:29:18 CDT