I’ve been thinking about ways to grow traffic on a website without overspending. Thanks to ChatGPT, I was able to generate some low-cost/no-cost approaches to increase visitors to your site. Not all of these suggestions will apply to everyone, but I hope that they will spark some ideas. I’ve added my (very human) comments about each approach. It's a short read so give it a look.
1. Search Engine Optimization (SEO): Optimizing your website for search engines can increase organic traffic and visibility, driving potential customers to your site.
a. This is the easiest improvement to make. You can/should update and test different keyword combinations. But beware, this can be a "rabbit hole" of monitoring and expense. Any serious A/B testing is better left to those with deep-ish pockets.
2. Pay-per-Click Advertising (PPC): Platforms like Google Ads and Bing Ads allow you to create targeted ads and pay only when users click on them. This can help drive relevant traffic to your website.
a. If you are considering spending some money on general internet advertising, this is a good place to start. Pay-per-click, or Cost-per-click (CPC), ad campaigns are pretty much what they sound like. You only pay when someone actually clicks on your ad. And, ads can be highly targeted to reduce wasting money on uninterested parties. This is also the best way to gauge interest. You can also do this for very little money (think $500 - $1000). Depending on how much you’re willing to pay for each click, this could be a very reasonable way to stick your toes in the water and see what happens. You can set limits on the maximum amount per click and total spend per day, etc. Also, if you are into data metrics, this is a smorgasbord.
3. Social Media Marketing: Establishing a presence on popular social media platforms like Facebook, Instagram, Twitter, and LinkedIn can help you reach and engage with your target audience. You can share content, run paid advertising campaigns, and interact with potential customers.
a. It stands to reason that promoting your site on social media (even if it’s sporadic) can only work to your advantage. This method also dovetails nicely with item #2 above. There is a wealth of data to be had here - for free.
4. Email Marketing: Building an email list and sending targeted campaigns to your subscribers can be highly effective. Offering exclusive promotions, discounts, or valuable content can encourage conversions.
a. I am a big fan of the occasional email blast. Since the emails would originate from your web account, they will appear completely professional. You can raise your organization’s profile with a well-done “eFlyer”. Frequency, or lack of it, is important – balance is key. However, "stale" or broken email addresses cause "bounce back". If this number gets too high your account can be shut down. And, your fees will go up. It's best to weed out questionable addresses first.
5. Influencer Marketing: Collaborating with influential individuals or content creators in your industry can help you reach their audiences and drive sales. This strategy is particularly effective if the influencer's followers align with your target market.
a. Several of my friends and clients are members of important non-profit organizations. You try to enlist your friends and associates for a "mention" on the platform of their choice? Also, another great source of performance data.
6. Affiliate Marketing: Partnering with affiliates who promote your products/services on their websites or through other channels can drive traffic and generate sales. You pay affiliates a commission for each sale they refer to you.
a. One of the best ways to rise in search engine rankings is to have valid links to other sites – even if they’re not in your field. No one really knows how to fool search engine algorithms anymore, but legitimate links to other legitimate sites weigh heavily in the ranking system. You can offer to reciprocate – it’s a win-win!
Lastly, I'm recommending some "traditional" local cable TV advertising. Ads can be targeted geographically so you don't waste money advertising outside of your area of interest. The cost of a local cable TV ad can vary a lot. Mostly, the ad cost depends on the time of day, the length of the ad, and the market you are in (among other things). An example would be a 30-second commercial on a local station during off-peak hours can cost less than $100. However, a 30-second commercial on a local station during prime time can cost up to $100 per 1,000 viewers. This "cost per thousand" viewers is called the "CPM" - it's a measure of efficiency. Every type of media is sold on a CPM basis so buyers can make an "apples-to-apples" comparison on which medium offers the best (read: lowest) CPM. And, there's also the cost of producing a commercial which can range from $1,000 to hundreds of thousands of dollars. You can keep costs low by filming in-house and only spending on clothes and props. Or, doing it all digitally.
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