Use Multiple Techniques to Build Traffic

Don't put all your marketing eggs in one basket. If overall traffic is down, you're not getting people into the top of the conversion funnel. Return to your Web Marketing Methods Checklist from Chapter 2. Make two copies. On one, check off all the techniques you're currently using. On the other, check off some new ones to try rather than, or in addition to, existing methods.

Use a combination of onsite, online, and offline marketing techniques to ensure that you have many ways to reach your audience. Choose from:

• Free info tools: Signature blocks, blurbs, FAQs, Yahoo! Groups

• Onsite techniques: Chat rooms, message boards, wikis, contents, games, coupons, surveys, free samples, event announcements, Tell a Friend

• Word‐of‐Web online techniques: Blogs, What's New, hot sites, award sites, online press releases, search engine optimization, inbound link campaigns, e‐newsletters

• Paid online advertising: PPC campaigns, newsletter sponsorships, banner ads

• Offline advertising: Literature, stationery, packaging, promotional items, community events, direct mail, coordinated ads in other media