Some More Ways To Attract People To Your Website

Nowadays, most of companies have very professionally designed, beautiful looking, full of useful information sites. Most likely they have invested very significant amounts of money to develop their sites. Obviously, the main purpose of creating a site is not just to have it. It supposed to provide connections between a company and its existing and potential clients.

But how to make people aware of it? How to attract traffic to your website?

Fortunately, everyone can easily find a range of different answers to such questions. All you need to do is just put this question in, for example, Google search window, and dozens of diverse articles will come up immediately on a screen with different answers how it can be accomplished and, moreover, for free.

But most of them just repeat each other. That is why instead of listing of such popular tips, I have decided to analyze the real case that actually has happened with me.

As you maybe have noticed, almost all companies, no matter what kind of product they produce, always specify all their contacts on a product's packing include a company's website and links to their social network pages.

Have you ever visited one after seeing it, let's say, on the box of candies?

Personally I had never done it before yesterday.

What has happened yesterday?

As usual, I had a breakfast and read nutrition facts of Mom's Best Cereals that I've been eaten.

Then a title "Of course you care, and so do we..." at the back of cereals' box attracted my attention.

A text under the title described a company's policy in concern with the environment.
"What your family eats matters to you, but so does the impact your family has on Mother Earth..." says an excerpt from the text.

I have not only read the whole information on the box, I also have visited the company's website, Facebook page, and Twitter page in order to learn more about how the company concerns about the environment and what else it offers to its clients.

This is a little example how a company can catch client's interest by means of concentrating on a social significant issue.

This way of presenting of a company not only attracts an attention, but also increases company's reputation, and evokes people's desire to be involved in such activity.

I also have analyzed which techniques the company uses to attract visitors to its website.

1. Qualitative building and equipment of the website.

Mom's Best Cereals's has very nice looking and functional website, which is very easy to use and full of necessary and helpful content such as a tool for finding nearest stores. It also provides links to company's social media pages and a company's blog with news and media.

Mom's Best Cereals's Website

Mom's Best Cereals's Blog

"Find a near store" option on the website

2. Providing a relevant and useful content on a Facebook and Twitter pages.

Mom's Best Cereals's Facebook and Twitter pages contain information about the company, including diverse media, a link to its website, and many other ways to contact with the company, which is very important because it demonstrates how the company is interested in opinions of customers and how important it is for it.

The company also provides some relevant conversations with clients, as well as responds to their questions and feed-backs.

Mom's Best Cereals's Facebook page
has almost 19.000 followers and let its followers
to download company desktop wallpapers

Mom's Best Cereals's Twitter page

3. Attracting clients' interest by means of packaging.

Links to the company's website and
 social network pages

As I have mentioned, my attention was attracted by certain information on a product's box where all company's contacts and links were specified.
And it really works! Now I know it exactly.

Company's packaging

4. Submitting of the website to major web directories.

Using website directories is a very effective method for building links back to your website. It provides a lot more exposure on the Internet. 

A list of the best website directories you can see here.

As we can see, the company has been making a lot of effort to attract the attention of customers to its product. But there are some suggestions that would help it to develop further.


Let's look at some opportunities and suggestions for the company that supposed to make the company's promotion activity more effective:

• post more frequently on social media pages;
• propagate the website with video marketing (for example, conduct a video interview with an expert within an industry, make a viral video);
• start an Instagram page;
• conduct competitions with prizes on social media pages;
• place a bar code on the package that would lead clients to the website.

There are so many creative ways to attract more clients' attention to your product and brand. As we can see from the example, an idea and design of packaging can provide many additional benefits to promote your company.

Proper emphasizing of features of your product and advantages of using it by means of the tools that were discussed above can help company to increase an interest to a brand and even reach new potential clients.

Dealing with Groundswell: don't stop to listen

All the companies need to be promoted - that is an obvious truth. But the problem is HOW to do this. How to know what a company really needs on the certain step? How to protect your company from wasting advertising budget ineffectively? How to choose the right way of advertising? 

A simple answers on these questions is LISTEN. 

"Listening focuses on hearing what people are saying about your organization online" say Josh Bernoff and Charlene Li, authors of the book named Groundswell: Winning in a World Transformed by Social Technologies.

Just listen to your customers and you will understand what they want, what they want you to change, what they like and dislike, which things you should pay more attention and etc. 

But the problem is it's not so easy to do. This one word imply a lot of other questions as, for example, Whom should I listen? 

How to listen? 

Where should I listen?

We all are living in the world of information and it's becoming more and more difficult to find the information you're really looking for. But it doesn't mean that it's impossible. You just need to know the certain tools and follow certain tips to do it. Here is some ideas advices how you can do it.

Nowadays you can even deal with a company which can do such research for you. It's very convenient in some cases.

In order to see how it works not in words let's consider some interesting casehow Groundswell was listened successfully.

Nike "Better for it"

Everyone knows Nike. It has a huge target audience. But what did they do in one of their recent advertising campaign? They decided again to focus on women.

The campaign's name is "Better for it".

Was it successful again? The answer is YES.

The campaign says:
"If you've got the drive to get better, Nike Women has the tools and gear to help you do it" which is very encouraging for women, doesn't it? 

The video has over 8,4 M views at the date. The main reason why it was so is how they show their understanding the way women thinking, their fears, their motivation.

The first comment for the video was
"It's not often I love commercials. But this one reminds us that everyone has insecurities and that we can accomplish anything, and I think that's a really special thing to focus on in an ad. :)" 

Reaction like this is exactly what Nike expected.

It's important to notice that it was created a brand community of women around Nike where every participant shared emotions - of understanding, of empowerment, of inclusion and etc.

That were just one example of right listening. 

An important thing that companies should remember is that Listening is just one of the first step of dealing with Groundswell. You should always have Plan A, Plan B, Plan C, and etc. for any case. That means that you should know step by step what you need to do after you find the information you need (to respond, to correct something, to act and so on).

Get a chance to stand your business out via VIRAL VIDEO

Is it true that nowadays almost everyone needs viral promotion?

The answer is Yes!

Advertising isn't what it used to be. Facebook, YouTube, Twitter and other social networks are becoming more and more effective for advertising purposes. It is one of the fastest ways for a company to reach out to its customers.

But how to attract a lot of customers, make them excited, and stand out your brand from everyone else at the same time?

There is a very creative and popular way to do it. Viral video.

Sometimes it’s just unbelievable how such video can get tons of views and buzz, and, consequently, raise awareness and popularity of a company.

Let's go over some undoubted Viral Hits

It is enough to remember a few videos that became viral to understand how incredibly and efficiently it can work.

OLD SPICE
The man your man could smell like

February, 2010

Everyone knows this famous Old Spice guy from the video with quick-witted humous. This made Old Spice the brand that marketers wanted to work with. The video has over 51,5 M views to date on YouTube.

TNT
We know drama

April, 2012

To launch the high quality TV channel TNT in Belgium a big red push button was placed on an average Flemish square of an average Flemish town. A sign with the text "Push to add drama" invited people to use the button. The video has over 53,4 M YouTube views to date and was so successful that a sequel was made to launch TNT in the Netherlands.

VOLVO TRUCKS
The Epic Split feat Van Damme

November, 2013

Watch Jean-Claude Van Damme carry out his famous split between two reversing trucks. It was never done before. Volvo trucks amazed everyone when this video was released. Who’d have thought a truck video could provide over 80,7 M views?!

METRO TRAINS MELBOURNE
Dumb Ways to Die

November, 2012

The social viral video is also a great example of success. It is an Australian public service announcement campaign by Metro Trains in Melbourne, Victoria, Australia, to promote rail safety.

The campaign video went viral through sharing and social media and became so popular that even Dumb Ways to Die Game, Gift On-line Shop were created. (You can read more about it here). 

The video has almost 111,4 YouTube views to date.

How to Be Viral?

There is no certain way or tips how to make something go viral. 

There are just several common things that can be found in videos that became viral.

One of the best attempt of such research has been madden by Wharton professor Jonah Berger. It is famous joint paper with Katherine Milkman called What Makes Online Content Go Viral? where the authors found some common characteristics for viral content:

• Positive 
• Causing strong emotions (fear, joy, surprise, anger) 
• Interesting 
• Practically useful 

That means a viral video shouldn't be always fun. It should evoke some emotions in order to viewers will be impressed with its main idea, with the way this video was done, and, of course, the brand in a certain way.

What Can Viral Video Actually Do?

Well-planned and qualitatively implemented video can bring a lot of benefits to a company.

What are that benefits? They are mirrored by research from Kelsey Libert and Kristin Tynski, published on the Harvard Business Review.

Here are some very strong reason for making content go viral from the research: 

• Break through the noise 
• Create massive brand exposure and free press 
• Generate high levels of social engagement, sharing, and brand interaction, which can lead to sharp increases in digital brand advocacy 
• Massively improve organic search rankings 
• Increase brand engagement. 

Sounds very good, isn't it?

We are entering an era of marketing that is much more ambiguous and subtle as it has been in the past. The main difference is that new opportunities open for those who know exactly how to touch consumers' hearts and contribute something worthy to their world.

That means that If you want to attract people's attention to your brand or idea you should create some deserving and memorable content as a tool in order to present and promote your company with unrepeatable way and stand out from others.