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Reach Your Web Site Goals By Attracting the Right Visitors (Part 2 of 2)
By: Developer Shed
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    2003-11-06

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    Reach Your Web Site Goals By Attracting the Right Visitors (Part 2 of 2)
    by Bobette Kyle

    An important question to answer when creating or revising a
    Web site is "What are the goals of this site?" because the
    answer will drive your site design and marketing decisions.

    In Part 1 (
    http://www.webmarketingarticles.com/CustomerDecision.htm), I
    took a look at understanding your site visitors' decision
    making process and providing them with the right
    information, thus converting more visitors to purchasers.

    Here in Part 2 I will present some tips for attracting the
    right customers to your site and ideas for profiting through
    information sites.

    Breaking Through the Clutter

    If you are like most of us, getting people to pay attention
    and understand how you can help them is a daunting task.
    Repeated exposure is one way to catch your target customers'
    interest.

    James Maduk has a unique system for doing just that, without
    becoming a pest. He has what he calls a search engine "Site
    Mesh" consisting of a hub and spoke family of Web sites (The
    hub and spoke concept is explained further in Part 1.).

    By structuring the sites so they are related, but with each
    spoke a highly targeted, one-page site selling only a single
    product, he is able to achieve multiple listings on
    competitive key words in the search engines.

    James explains, "What this means is that instead of having
    one chance of someone finding my site, I now have 55 chances
    - or as many chances as I have sales pages."

    As an example, James owns three of the top 15 sites
    currently listed in the Google search engine under "sell
    audio ebooks", including the #1 and #2 listed sites. These
    same results appear in the Yahoo! engine as well, all at no
    cost.

    (Author Note: For a free audio-visual demonstration of
    James' Google and Yahoo! search engine results for numerous
    keywords, go to his "Getting Ranked 1st on Google" sales
    page* and click on "Proof" in the bottom navigation.)

    Managing Sales Sites

    In Part 1, Karon Thackston explained the multi-step buying
    decision and why many of your visitors may not yet be ready
    to purchase. If you own a sales site, those early in the
    decision process are not likely to buy from you.

    There are ways, however, you can attract visitors to your
    site who are approaching the purchase stage. One is to have
    a presence on information sites that attract visitors in
    your target customer groups. On the information sites,
    visitors are gathering information and evaluating options.
    In other words, they are preparing to make a purchase.

    Michelle Horstman, owner of Choice Promotional Products,
    www.choicepromotionalproducts.com, says, "I do get hits from
    advertising on 'informative' sites such as
    www.barmitzvahfindit.com, where they have a vendor area."

    For those on a limited budget, Michelle suggests purchasing
    advertising on sites that participate in pay-per-click
    programs like Overture or Google AdWords.

    "When you list with Google and others on your own, you may
    have to pay more than your ROI would justify." She explains.
    "However, when you advertise with an informational site,
    that site can afford to pay more for the clicks, since they
    are supported by multiple vendors/advertisers. Ask the site
    if they'll offer a trial period so you can see how much
    traffic it is producing."

    Managing an Information Site

    If you run an information site, the majority of your
    visitors will be too early in the decision process to
    purchase. So how can you both attract visitors in the early
    decision stages *and* earn revenue?

    You can attract information seekers by structuring each page
    in your site so it gives information on a specific topic.
    This expands the list of key words through which searchers
    can find your site.

    Other ways to earn revenue from an information site:

    - Initiate the two step selling process James recommends in
    Part 1.

    - Participate in a few select affiliate programs, which you
    can promote on topic-specific pages in your Web site.

    - Join a targeted advertising network such as Google's
    AdSense.

    - Sell your own advertising space.

    In any case, coordinating your Web site marketing to attract
    visitors in the "right" decision making stage creates a win-
    win situation. Your visitors find the information they need
    and you profit - through sales, advertising, or affiliate
    revenue - by meeting those needs.

    About the Author

    Bobette Kyle draws upon 10+ years of Marketing/Executive
    experience, Marketing MBA, and online marketing research in
    her writing. Her book, "How Much for Just the Spider?
    Strategic Web Site Marketing for Small-Budget Businesses",
    shows how to better find, target, and attract Web customers.
    Read about it at WebSiteMarketingPlan.com -
    http://WebSiteMarketingPlan.com.
    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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