Online Web site Traffic

Your checklist for driving traffic to your Web site includes:

a) Driving Traffic

i. Pay per click

ii. Email marketing

iii. Bookmarking services

iv. Affiliate marketing

v. Online directory listings

vi. Online banner ads

vii. Catalogs

viii. Direct mail

ix. Direct mail with Personalized URLs (PURLs)

x. Print advertising

xi. Broadcast

xii. Other offline media

xiii. White papers

xiv. RSS feeds

xv. Direct-to-consumer news releases

b) Profitable Pay-Per-Click

i. Determine PPC marketing strategy

ii. Offer

iii. Research relevant keywords and exact phrases

iv. Keyword and key phrase bidding

1. Desired page position

2. Geographic targeting

3. SERPs (Search Engine Results Pages) Vs. Content Networks

4. Time of day

5. “Negative” words

v. Conversion benchmarks

vi. Use long-tail keywords

vii. Copy that grabs, makes the offer

1. Proven formulas

2. Urgency

3. Newsworthiness

viii. Assign unique tracking codes

ix. Drive PPC response to landing page

x. Landing page continuity

xi. Click-thru analysis

c) Smart Landing Pages

i. Direct from PPC ads

ii. Avoid message mismatch

iii. Referring link on offline media

iv. PURLs from offline media

v. Layout key to success

1. Urgency

2. Newsworthiness

vi. Use proven formulas for copy and design

vii. More clicks requires = less sales

viii. Test multiple landing pages

ix. Statistically valid tests

x. Assign unique tracking codes

xi. Multivariate testing on Google – 7 scenarios

d) Sales-Producing Email

i. Contact strategy

ii. Segmentation

iii. Offer

iv. Subject line copy

1. Teaser

2. Question

3. Event

v. Headline copy

vi. Email styles

1. Testimonial

2. Dialogue

3. Q&A

4. News

5. Criticism

6. Voyeur

7. Joint Venture

8. The sale

vii. Multivariate testing

viii. Conceiving a reason to email

Your next mission: niche internet marketing.