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The corporate or organizational website is the hub of digital marketing strategies of organizations, as it is often where the conversion of acquired (online) prospects takes place. Building and deploying your website into the global cyberspace is a ritual most organizations have often embarked on without considering their ability to draw targeted traffic to their website. The internet and the number of websites being added daily is growing at an astonishing rate, with over six hundred billion web pages and an average addition of hundreds of thousands of websites and blogs to the internet daily(Belch and Belch, 2010) being visible online has become more difficult though achievable by appropriate mix of relevant strategies and techniques. There are various ways of attracting leads or prospects to a website, these are: Search engine optimization: this involves the process of making a website visible to search engines and people looking for certain products through application of white hat search engine optimization techniques. According to Ryan and Jones(2012) “when it comes to getting your information in front of a highly targeted audience at the precise moment when they are looking to buy your products or services, search engines still reign supreme.” Obviously you are wondering: “why didn’t my web designer tell me all this?” This could be due to two reasons: ? They don’t know about search engine optimization, or its potentials for increasing business sales and turnover. ? They do know about search engine optimization, but don’t know how to go about ranking high in major search engines like Google, yahoo, bing.com, ask.com etc. Because of the vastness of the internet, people have often resolved to make searches on search engines when looking for products, books, information, news etc online. Search engine optimization is all about optimizing and tweaking your site to appear as search engine results when people are looking for things related to your products or services. Helping your website rank high in search engines requires application of techniques such as keyword research, link building, web copywriting (editing the title, image, description and content of the website), registering with directories and search engines, social media engagement etc. Other ways of driving traffic to websites are: Online advertising: this involves posting paid for adverts online, using Google search and Google display network. The adverts are charged on click basis (PPC) or based on impressions (CPM) Social media marketing: the use of social media platforms such as face book, LinkedIn, Google plus twitter etc. to engage and acquire prospects interested in your products or services Affiliate marketing: posting of adverts on third party sites. It may be “paid for” or based on certain agreements between the affiliate and the advertiser Offline marketing: the use of fliers, banners, business cards, TV adverts, radio jingles to persuasively direct users and prospects to the site. For further information author: ALABI PHILIP, A MARKETING CONSULTANT, NEXUS MARKETING SOLUTIONS [Nexus Marketing Solutions] [2 Vina Street, Badore, Ajah, Lagos, Nigeria] Telephone [+2348023420701] Email [info@innovativenexus.com, marketingnexus@ymail.com] Website [www.innovativenexus.com] marketing and advertising agency
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