by Robert Faletti, Blue Archer Principal

You never know where your next client might come from, and finding ways to gain exposure for your business and to market your website is critical to your success. Many business owners fail to market their businesses because of the cost involved, but there are many tactics available that will help to drive traffic to your website. Following are 5 simple and free ways to drive traffic to your website.

1. Start a Blog
Optimizing your website so that it is easy for potential customers to find you on search engines is one of the most effective ways to market your website. But it isn’t free. There are, however, components of search engine optimization that are free, and by themselves can have a big impact.

Starting a blog is free and can be effective on many fronts. Properly structuring a blog can boost your rankings in the search engines, and will provide more ways for the search engines to list your website. And letting your customers know that you have a blog provides another touch point with your customers, and you may pick up some loyal readers who turn into loyal customers!

2. Get Press
Nearly every community has multiple media outlets to choose from. And writers are always looking for a good story. If you have something newsworthy that you feel the public would like to hear, don’t hesitate to contact a writer or editor directly to pitch the story. They’re always looking for new ideas and good stories. Keep in mind that most stories come from relationships, press releases or incoming calls, so don’t be afraid to approach the media directly.

3. Maximize Everyday Touch Points
Simply put, your website address could be in front of more people on a daily basis. Take advantage of everyday touch points with potential customers, particularly if you are in a business-to-consumer industry.

Be sure to print your website on all customer materials, such as receipts, invoices, envelopes, and boxes. Put your website address in your email signature, and be sure that your email program includes the signature on all new emails as well as replies and forwards.

If you have a consumer-oriented service business, put your website address on your car and on your storefront or sign (almost free!).

4. Exchange Links
Search engines like to see your website address on other websites. So get in touch with some complementary businesses- businesses that focus on the same market as yours but do not compete- and ask them to exchange links. You can put their link on your site, and they’ll put your link on theirs. This is a great way to get more exposure, and will help your search engine efforts as well.

5. Speak
If you’re an expert in your field, seek out ways to get in front of large groups of people. Great ways to do this are to offer to speak at chamber events, at tradeshows, or for the small business administration in your community. These organizations are always looking for speakers for one event or another, and if you’re a fit they’ll be glad to have you. Be sure that within your presentation or handouts that you have your website address clearly defined so that the audience has a way to find you following the event.

Typically these types of events are not a commercial for your business, but rather they’re intended to provide education for the audience. So refrain from being too “salesy” during your presentation, but be sure that at some point the audience is clearly told who you are and where to find you in case they’re interested in following up with you after the presentation.

Don’t fall into thinking it always takes money to market your website and your company. Implementing one or more of these strategies may help you to drive more traffic to your website, increase your search engine rankings, and grow your business. Through the process you’ll also meet new people and build new relationships that could prove valuable ongoing.

Bob Faletti is a Principal at Blue Archer and would be happy to discuss more ways to help you grow your business using the internet. For more information on how to expertly market your website, call him directly at 412.353.1048, or email him at rfaletti@bluearcher.com.