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WEBSITE MARKETING

Active vs. Passive Website Traffic Generation
By: Developer Shed
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    2004-11-02

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    Active vs. Passive Website Traffic Generation
    by Jack Humphrey

    Many of my clients and list members ask the same questions when it comes to generating website traffic. From the questions, I can sometimes pick up a thread of misunderstanding about website promotion. One of those threads surfaced last week and turned into this article.

    There are actually two broad types of website promotion: Active and Passive.

    Things that fall into the category of Passive are:

    1) Search engine optimization
    2) Writing and Growing Website Content (The pages on your site whether they be articles, reports, your weblog, or a forum)

    Many more website promotion tactics fall into the Active Category:

    1) Syndicating your content (like this article for example)
    2) Paid advertising (Banner and test ads, pay-per-click advertising, ezine advertising, etc.)
    3) Linking strategies (Reciprocal and non reciprocal linking)
    4) Being active in your "community" (Posting to forums that your customers and associates frequent, for example.)
    5) Doing teleseminars
    6) Offline networking
    7) Joint ventures with businesses who have the attention of your target market.
    8) Free classified advertising (Some people still see benefits from this type of advertising to this day online.)
    9) Offline media advertising (Radio, TV, Newspaper, Trade Magazines and other publications, etc.)
    10) Reports, software and other viral free tools that point back to your paid services or products.

    The two types of promotion are also referred to as "push/pull" website promotion. Passive website promotion "pulls" traffic TO your site while active promotion goes out on the web and "pushes" traffic to your site.

    Looking at the two lists above, where do you think, if you HAD to choose between them, your time would be best spent?

    Now I will never knock search engine marketing. That is a great source of sometimes massive free traffic. Sometimes. Unless you are in a niche that is very competitive. You see, if you are in a competitive niche you will always be out-spent and out-worked by companies with endless budgets and staff for the top positions.

    Most mom and pop sites in competitive niches are not going to do well in the search engines if they don't spend exorbitant sums of time, training, and money on getting their sites perfected just for search engines.

    You should do what you can do with optimization. Do what you can afford in time and money. Realize that search engine marketing is an ongoing battle to get and keep good rankings. It is a long term, ongoing traffic solution.

    But also realize there is a lot of active promotion you can do today to get people to your site who are interested in your product/service whether your site is in the engines or not.

    Most people still think you have to wait a long time to make ANYTHING happen for your traffic stats to start improving. That's not true. You could get a boost in traffic in as little as a couple of hours using active website promotion strategies.

    The simplest way would be to go to Google and start an adwords campaign. Simple meaning it is easy to start with an account and create your first ad. But then more complicated in that you need to actively watch your stats and improve conversion rates to get the most return for the money you spend to get that traffic.

    It's a good strategy though, especially if you master the science of PPC advertising. I have a bonus in my Power Linking Course at http://power-linking-profits.com that was created by Jonathan Mizel and Adwords guru Perry Marshall that breaks down exactly what it takes to win the PPC game.

    But there are other techniques listed in the active section above that are free and easy to implement which can result in traffic immediately.

    Each one of the things in both lists above can be broken out into much more detailed "plans" for your website marketing campaign. It depends on your goals, your product or service, and the amount of time you have to promote your site, which tactics you use and how much time you allocate to each.

    I'll give you a hint on one of the more powerful traffic and branding tools. You are reading one right now. I would sell a fraction of the number of my courses if people weren't able to quickly and easily find several of my articles on hundreds of sites in the search engines.

    Writing articles and reports and syndicating them is a short and long-term traffic and branding solution. I will caution you on this though: Don't just write a slew of "words" and submit a cruddy article all over the net. You will be branded alright. Branded as a hack or a NON-expert in your field.

    You have to care about the reader experience enough to give them something of value in each article you write. This is the only way you should proceed with becoming a writer and syndicating your content. The more you give your readers, the more you get from them in sales and word-of-mouth advertising.

    After awhile, if you are good, people start seeking out your articles on your site or elsewhere on the web. This is the "sweet spot" of writing for the web. Writer's Mecca.
    Publisher's Valhalla, if you will.

    Hate to write? Hire a ghost writer. At http://webfoxmedia.com you can get 10 keyword optimized 500+ word articles written for you at a very good price. And you own the copyrights and can use the articles as content for your site (passively) as well as syndicate them globally (active promotion).

    The best advice I can give you though is to become more active in the things that work. Just get going and set aside a real plan for your day-to-day promotion of your website. Don't get into "quick-fixes" or let yourself fall for the latest traffic scheme.

    If you read about a traffic gimmick that leaves you wondering in the least about its real efficacy in driving targeted traffic to your site, just move on to the things above and don't waste your time on such things.

    If website promotion was truly easy and effortless, every site on the net would have a tons of traffic and you wouldn't be reading this article on how to get more of it!

    ------------------------------
    Jack Humphrey is the author of Power Linking and Power Linking 2: Evolution. Find out more about driving traffic to your site at http://power-linking-profits.com and http://webmastertraffictools.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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