Internet Marketing Essentials for Website Retailers

April 7, 2009 by Evan

There are so many possible ways of driving traffic to your website, it’s hard to know where to focus first. This article will attempt to explain some of the best ways to drive traffic to your company’s website, including: organic search (SEO), pay-per-click search advertising, affiliate marketing, and database re-marketing. All of these methods are effective and must be done properly and with gusto. These concepts are in no particular order, but equally important to your overall Internet marketing mix.

Organic traffic or SEO is as old as the the Internet itself. I remember formatting the meta-tags on my web pages 10 years ago! Guess what…good, complete meta-tags still matter to your organic rankings, so make sure they are completely filled out on EVERY page of your site. There are basically 2 main aspects of organic optimization you need to focus on initially: meta-tags and on-page content. Like I said, every page of your site should have complete, unique meta-titles, meta-descriptions, and meta-keywords filled in. On-page content also has a huge amount of importance for gaining search rankings. I have sites that ranking organically just off the content on each page alone. If you are able to expand you content on certain pages like your category pages and product descriptions, you can potentially gain more search traffic off those pages, maximizing what you are currently doing with your site.

Pay-per-click search marketing is probably one of the most necessary, yet misunderstood types of campaigns you can run. All companies, in my opinion, should be running a good amount of PPC search in order to drive targetted traffic to their sites. Whether you handle this internally or outsource it, you should keep a very close eye on the performance and management of your PPC accounts with Google, Yahoo, and MSN. Your PPC accounts should be ever growing, as you test different groups of keywords to see what converts and what doesn’t. What converts you run with and what doesn’t you eliminate. The goal should be to attain the best ROI possible. Of course, your landng page should be as good as it can be to best convert the traffic into sales or leads.

Affiliate marketing is my favorite topic and where you should be focusing a great amount of resources and money. A well-managed affiliate program should always be growing in the number of participants and active producers. Many companies launch affiliate programs and just expect them to grow on their own. This will occur to a certain degree, but plataeu quickly without good affiliate management and a good affiliate growth strategy. Companies should be trying their best to make it as lucrative as possible for affiliates in order to get the most production possible. Again, having a good converting website is key to ensuring your affiliate traffic will convert and produce commissions for your affiliates. Affiliates should be treated with the utmost respect and given as many tools to become success as possible. At all times, affiliates should be worked with and motivated to produce more revenue, as well as new affiliates should be recruited into the program to grow the number of participants. If either of these 2 things aren’t going on, you are not maximizing the growth of your affiliate channel.

Re-marketing to your database is one of the most powerful ways to generate revenue for your company. You can send promotions, deals, and coupons to motivate your database to purchase for the first time or re-purchase more products. Re-marketing to your database at the right interval and with the right message is essential to getting a good response. Subject line is everything! Getting people to open your email promotions is key to getting them to act, so make sure to make your subject lines compelling. Email content is also improtant to getting your database members to move into action.

Once you have a good strategy in place for all of these traffic driving methods you are ready to make it happen! Make sure to have the right people or companies handling these tasks for you, as they are extremely important. Don’t assign a new employee to manage your PPC or affiliates, you will suffer the consequences or just not grow like you should. I hope this mini-article was an enjoyable read. I couldn’t mention everything, but you get the jist. If you would like to have a conversation about these concepts make sure to email us or leave your comment below! Now get out there and drive some traffic! :)

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    I just started internet marketing and now I'm trying to figure out if SEO Elite is worth the money. People have told me that this tool is essential if you're going to check backlinks and SEO rankings.
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    great article. Although I'm from a pay per click company I believe that an integrated approach is essential. Doing one of these three is good, but doing all three will give you a high level of sales. Great article!
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    Internet marketing is really essential for website retailer. Completely agree with the writer.
    Now a days internet marketing become very popular and profitable. Thanks for sharing.
 

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