How to build web traffic

Dear Bob …

I have created an online support group for unemployed people called www.joblayoffsupport.com. The site has been reviewed by Anne Fisher of Fortune. It is being used by a few large companies such as American Airlines.

The discussion group seems to help lots of people. They realize they are not the only ones in the country that feel as they do. But I need more traffic.

I find companies who have large layoffs and call thier HR dept. Most of the time I get voice mail. I am on Google and some other search engines. I have an e-book, and it is referenced in Amazon.com when you search for layoffs or laidoff. I have tried to contact groups like monster.com, etc. but never get a response. Any advice?

Len Burman

Len …

I can’t be an expert on every subject! Fortunately, this is a case where I don’t have to be. Instead, I asked George Colombo, author of Killer Customer Care and Capturing Customers.com to weigh in on the subject. Here’s his advice, which I heartily endorse.

– Bob

First of all, you’re doing a lot of things right. But like the guy who has four numbers for a five number combination lock, it’s the little bit you’re missing that’s standing between you and the result you’re after. The good news is that just a few tweaks in your approach might be all you need to open the lock. But enough of this overworked metaphor. Let’s look at some specifics:

The most obvious omission on your web site is some sort of link to facilitate “viral marketing.” Typically, this would take the form of a button that says something like “Tell a Friend.” Clicking on the button would allow someone to send a short email to one or more people referring them to the site. Given the nature of the market you’re addressing, any single visitor to your site is likely to have multiple co-workers and/or acquaintances who would also be very interested in what you’re doing. You need to make it simple and convenient for visitors to pass the word along to their colleagues by featuring this button or link prominently. As the term implies, a “viral” approach can spread awareness of your site quickly and dramatically if visitors find value in what you’re doing.

The publication of an electronic newsletter would also support your viral marketing effort. In your niche, it ought to be relatively easy to put together a short newsletter that goes out once or twice a month. Don’t make it a marketing piece in disguise; keep it straightforward. If it’s relatively dense with useful information, you’ll find that it gets passed around quite liberally. (And, of course, it should link back to your site.)

The effectiveness of these tactics would be enhanced if your home page featured credibility-building references. The fact that American Airlines uses your site could be one such reference, the favorable review in Fortune might be another. Also, any positive feedback you’ve received from current visitors to your site would help build credibility and value in the minds of new visitors.

In fact, your home page would probably benefit from a redesign to make it cleaner and easier to navigate as well as to prominently incorporate the above suggestions. (It needn’t be expensive, by the way, to achieve terrific results. The single page re-design ought to be very affordable. You might even be able to enlist the aid of one of your site visitors.)

A few other points: While I understand your desire to partner, sites like Monster.com are unlikely to be of any real help to you. They are focused on their own message and marketing and will be extremely resistant to anything that will dilute that message or distract from it. That may or may not be an accurate assessment of what your site would do, but it’s probably the one they’re going to stick with. You’d be better of focusing your energy elsewhere.

Your inclination to establish relationships with HR departments, on the other hand, is a sound one. The glitch in your approach is in waiting until after there are lay-offs before making contact. Such an approach is almost certainly going to be viewed as opportunistic and unwelcome.

In addition, HR departments generally have their hands full in the wake of a major layoff. You’ll have much better results if you can make contacts and establish awareness of what you’re doing before any layoffs take place. HR industry publications and trade organization represent great opportunities. You might want to submit articles in the publications or offer to speak at trade organization meetings. If you can make the members of these organizations aware of what you’re offering before any layoffs take place, then they are likely to contact you prior to a major restructuring and are more likely to position you as a resource for their displaced employees.

– George Colombo

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