Building your website’s traffic strategy

Many of our clients become so focused on the actual development of the website that it can become easy to forget to build a traffic strategy. That old line from the movies “If you build it, they will come” doesn’t apply to the world of Web 2.0. It’s more on target to say – if you build it, best let them know it’s there.

The most successful clients are those that start planning their traffic strategy about 75% through the web development. The strategy can have many moving parts, depending on the goals of the site. Here are some ideas that can help.

Traditional press like targeted press releases, an email marketing campaign to customers and associates, and buying banners ads or other online advertising are all successful ways to build the initial buzz and maintain some level of traffic.

SEO (Search Engine Optimisation) techniques are a more advanced way of leveraging traffic to a website over time. Marketing tools like Google Adwords have also been quite successful.

Social Networking sites, like Twitter, Facebook, or Bebo, offer ways to invest in building a website’s brand and profile with a target audience. Likewise, reaching out to Blogger communities, sourcing back links, and targeting viral marketing opportunities will boost traffic and cement a website as a destination.