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Newsletters & web traffic
Post your monthly newsletters on individual pages of your website to attract new and repeat traffic
One of the easiest ways to build website traffic is to use your monthly newsletter as a traffic-building incentive.
Start by creating a "Resource" page on your website. see example The resource page should contain brief descriptions of each issue of your newsletter, along with links to pages where visitors can read or download the current issue-as well as previous issues.
There are numerous advantages to this approach:
Text and HTML files are the two most common formats for distributing monthly newsletters. Both have their advantages and disadvantages.
- Text newsletters are easy to prepare and create small files which can be immediately read. They can be difficult to read, archive and print, however. Text newsletters also fail to project a distinct and memorable image, one that differentiates your message from your competitor's.
- HTML newsletters can formatted using typefaces, type sizes, colors, and graphics to project a distinct image. HTML files take longer than text files to open, however, and recipients usually have to resize the window before reading. Some recipients may have concerns, too, about opening HTML e-mail.
The biggest disadvantage of either approach,however, is that neither alternative, alone, will satisfy all your clients and prospects. (Whenever possible, you should offer newsletter subscribers a choice of format.) In addition, both formats can be difficult to print and both can be difficult to archive and share with others.
Other marketers distribute newsletters as e-mail attachments. There are several disadvantages associated with this approach, however:
- Obstacles to delivery. Many e-mails containing attachments are not delivered because they trigger Spam filters or are filtered out by corporate firewalls.
- Lack of tracking. When you distribute your newsletter as an e-mail attachment, you can't find out if the newsletter was actually opened and read. This prevents you from finding out which topics are the most popular with your market.
- Failure to build website traffic. Distributing your newsletter as e-mail attachments does not offer clients and prospects a reason to visit your website each month.
The following offers the best long-term and short-term marketing value:
- STEP 1: Prepare your monthly newsletter as a formatted Adobe Acrobat PDF file . Each issue should focus on educational information that will never grow old. Formatting adds value to your message, setting it apart from your competitors and makes it easy to read.
- STEP 2: Place each issue of your newsletter on a separate page of your website. Include both the full text of your newsletter, as well as a link to the PDF version.
- STEP 3: Send an HTML or text e-mail-depending on the recipient's preference-announcing where clients and prospects can download each new issue. Include a direct link to the specific page of your website where each issue can be read or downloaded.
The above 3-step success formula satisfies both short-term and long-term goals.
Here are some of the ways you and your market will immediately benefit:
- Monthly contact. Your monthly e-mails announcing new issues maintains your visibility among your target market.
- Easy access. Clients and prospects can access each issue in the format they desire.
- Monthly website traffic. Regardless of whether they read or download your newsletter, your clients and prospects have a reason to visit your website each month, and view your message in the context of promotions placed on the page containing each issue.
- Tracking. You can easily track the popularity of each issue by analyzing total visitors to the page as well as downloads.
Each issue that you add to the attractiveness and "stickiness" of your website.
Each page containing a new issue of your newsletter provides a "magnet" attracting new visitors and search engine traffic. The information contained in each issue can be used as a visitor incentive to build pay-per-click advertising response.
In addition, each page provides another reason for visitors to stay longer at your website. The time you spend preparing each issue will provide years of payback in terms of keeping your website fresh.
Consider a monthly newsletter as an easy way to add content and traffic to your site. Contact roger@designtosellonline.com to find out how Roger C. Parker can help you use design, and a combination of newsletters, e-mail, and website, to create a low-cost platform to consistently promote yourself and your business.
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