Over the past short years, the website has quickly become the central vocal point for any organization. Broadcast, print, interactive (e.g. internet ads) and support advertising now tends to point potential clients to an organisation's website. Once there, potentials are exposed to a limitless amount of information, which because the potential can choose what information they want to see, the information is tailored to the potentials needs.
At Community Business, my internship, I have been trying to think of ways to drive traffic to the website. Community Business, however, as a charity, has no budget for advertising. The only advertising dollars Community Business receives is from donations from corporate member, but this money is limited to specific charitable activities only.
A marketing agency based out of Southern California just sent me an email that highlighted some interesting ways of driving traffic to a website (only the interesting ones s are listed).
Changes to your website:
Use Blogs: purchase industry specific domains, create blogs on each of these websites that point back to the company’s main site. Write smart and interesting blog posts that relate to the target market.
Update content frequently (you would be surprised how many, big and small, companies neglect their website)
Email campaigns: be relevant, useful, and pleasing to the eye (they obviously did a great job at this. I had never heard of this company before but I really enjoyed reading the email, it was so relevant)
Podcasts – Video Podcasts: interview managers, leaders, and business coaches discussing topics interesting to the target market (TED.com is a great example of this. These videos must get sent around the world).
Search Engine Optimization: there are ways to make your site more relevant on a google search.
Build linkage: get similar businesses to put your link on their website. (this works extremely well for NGOs)
Assign A Champion: put someone to the task of being the online person, making connections and generating energy around new campaigns. SHARE knowledge frequently to drive potentials who are looking for more details.
The key seems to be transferability. Communication on the Internet can be viral. If communications are relevant and entertaining, and tools to easily share are provided, then communications have the potential to be shared with thousands of viewers in a short period of time. I really like the idea about video pod-casts. The medium is entertaining and easy to share. It also has a better ability to relate with viewers, than say, print.
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