Eventslisted.com - Traffic generating strategy

Posted by writer | Traffic through SEO »

Getting into the finer details of how we are planning to generate traffic into our sites. As you all know, getting the right kind of traffic that can actually contribute to the bottom-lines is somewhat tricky to direct. The importance of traffic needn’t be stressed - suffice it to say that without traffic even the best and most innovative applications can wither away. Great applications have the natural potential to create a stir through WOM amongst the targeted users. However, you need to have your basic traffic generating strategies covered, to be able to create the initial buzz. Our strategy is multi-fold:

1- Traffic through SEO

You’re probably sick of hearing about this, but Search Engine Optimization is the one of the most effective ways to get noticed. There are people out there who will find our service incredibly useful for their businesses or life, they just don’t know about it yet. How do you get to them? Right when they are looking to solve a problem in their business on Google or yahoo search. The match-making doesn’t happen magically - your pages need to be visibly present on the search results for them to see you. Search engine marketing is the Holy Grail of long term traffic generation but it should never be your only strategy.

Our plan here is straightforward. We have come up with 800 specifically targeted keyword phrases. Based on the keywords we have researched our target audience may be entering into the search engines when looking for solutions to event planning related matters. We have designed our website in a way that partitions different sections of our site through internal linking strategies and added a robot text file that tell search engine spiders where they can and can-not travel within the domain. This way we have control over the partitioned sections of the site ensuring only the sections we want indexed and optimized by the search engines are.

We then focus on optimizing one section of pages at a time & slowly link these sections as we rank them over a 12 month period that will result in us having 800+ pages specifically designed & optimized to show up in the top page of search results for tens of thousands of targeted visitors within the search engines every week. Each of our pages represents a solution to problems that are represented by one key word phrase per page which enables us to capture a visitors attention within 10 seconds of them landing on it.

This is the average time it takes a new visitor to decide if a page is worth exploring or leaving.

I’m going to dive into the detail of our SEO strategy in a later post.

2- Traffic through Blog content

This is one of the most important channels for driving traffic to our site. We are running three blogs simultaneously under the Event Marketing umbrella. Two of them focus on strategic level thoughts on launching and promoting events. The third blog directs the readers to useful tips, tricks, resources and links for managing and promoting their events.

The focus of the blogs is to create quality content that is useful for everyone who is planning on marketing or launching their events. The blogs link out to our main site, whereas our social media pages link out to our blogs.

We’ll drive traffic to the blogs via those social pages and also by linking and commenting to authority blogs in this domain (or similar domains). The idea is to get noticed by people who will benefit the business.

3- Traffic through Social Media Campaigns

Our Social Media Campaign for launching Events Listed is fairly complex. I’m just going to touch upon it here and add details related to the individual steps to our Social Media Strategies blog for clarifications. We’re building social networks of prospects within different social networking sites (such as Facebook) and syndicating them to interlink. The purpose of these networks is going to be to target specific early adopters and thought-leaders in sub-markets and get them to visit our Blogs. These sub-markets are all those niches that can benefit from using our platform for marketing their events or launches, e.g. Conference planners, club promoters or venues. By enticing them to our blogs we would want them to become regular readers and visitor at the blogs as an introduction to the brand as a way of building credibility for who we are and what we know before inviting them to adopt our website application or services.

We target specific audiences and drive them into posts within one of the three blogs that are most suited to the line we are taking withing any of the campaigns or link bait promotions we will be promoting throughout the social networks we are slowly building.

Our social networking and media campaigns are interlinked with our blog content strategy, in a way that can be best described with a fishing analogy: the social networks being our fishing grounds and our blogs being our fishing nets (sales funnels) - we drive visitors (fish) into the funnel. The funnel is designed to add value to even the most experienced event planners and over time it forms a clearer and more streamlined path (like a fishing-net drag line that creates a tunnel through which the fish are swept into the haul basket and scooped up). Our path leads our visitors into a somewhat disorganized yet interesting series of posts to attract their interest - and then it winds into a structured format that you are just entering at the stage of this post which is going to lead you into receiving cutting edge, invaluable resourced knowledge, insight , tips and tricks that equates to real value at no cost (The Free line). At the same time what we have decided to do for this launch is to build the content around our very own website launch bringing subscribers into our inner circle where we share not only our launch secrets but at the same time our intention is that they become both familiar and affiliated with our brand though out the process; This process leads to our product launch where we intend for a lot of subscribers will migrate onto our new platform for social networking and event marketing without thinking twice.

We attract a lot of early adopters who bring with them a lot of small fish who will never earn us any money as they are unlikely to sell tickets off their event pages. However, the small fish bring with them the big fish.

We monetize the application at the very end of the freeline by charging all the big fish a percentage of ticket and merchandising sales off their event pages.

4- Traffic through Joint Venture launch campaigns

At this formal partnership end, we’ll run JV campaigns on the parallel. If you’re interested in details of these campaigns, we’ll follow a case study of how we do this with one Joint Venture partner in the Social Media Strategies blog. We’ll demonstrate a partnership process with a Sydney backpacker operator that has a list of 18,000 people throughout the world. Next we’ll also approach partner sites and businesses who have customer lists that we can use. We’ll plan and launch a joint venture video launch to drive potential partners into a sales funnel of their own. As we secure partners we will provide list owners a full swipe file of the campaign they should be sending their lists to promote our launch. They will email their lists offering them exclusive value that others can’t avail. We pay a commission to our Joint Venture partners with a share in the revenue earned by us from the customers that came through their lists.

A small tip for joint venture launch campaigns: always tale about whats in it for them with the emphasis on the win-win component. Show proof of forecast benefits for them & be transparent about your gains.


| Follow Our Launch, Launch Strategies, Pre-launch

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