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External promotion of the marketplace. Working with other sites to increase the traffic of the marketplace

External promotion of the marketplace. Working with other sites to increase the traffic of the marketplace
The article describes various options for promoting the site through the use of external resources.

This side of the promotion in my practice, I least touched on. We serve the technical side of the project, so in terms of promotion, we face more internal optimization of the site engine than external activity. However, this is why my advice will be very useful in promoting the site. Here I will share my ideas and notes on the topic of external site activity.

The general idea is to follow the client. You must be represented on the sites where your target audience is located.

Each audience requires its own approach and its own offer.

Determine where your target audience resides, define a specific offer for them, and launch activity on these sites.

It is worth saying that suppliers and buyers on the site require a different approach. Suppliers are usually businesses, and buyers are individuals. They are affected by various arguments and incentives. They are located in different places and have different goals for network activity.

Let's look at the main types of our activity in terms of external promotion

Social networks

People spend a lot of time on social networks. Study the profile of your target audience - do they sit in Linkedin or Instagram?

In short, the activity in social networks is reduced to the following:

  • Creating a group
  • Targeted advertising for your client type
  • Publishing content directly or indirectly related to your product.

The main idea here is not to advertise your products directly, but to find the right audience and attract them with the content they need.

If you succeed, then the next step is to direct this flow to your site.

Theme sites with the ability to create content

These are relatively narrow sites related to your industry. You create your own platform on them and start broadcasting on your issues, drawing attention directly or indirectly to your site.

This method is good because you address directly to those who are in the topic and who expect to see everything related to this industry on the site.

Advertising from search engines

You can advertise in the search for the search queries you need. Or you can place banners on various sites via the CMS or Yan (Google and Yandex advertising systems). This is expensive, and you need to know exactly how to reach the consumer. If this is not taken into account, you will very likely very quickly drain the entire budget.

It is better to start working with ads on a small volume to understand whether you hit the goal or you miss the target audience.

Working with partners

This is a very broad topic. There are many possibilities here. We have not yet used to a large extent the full potential of this topic.

Properly structured work with partners allows you to create a lever that increases the return on your invested resources.

How can you work with partners:

  • Share your target audience by creating collaborations: joint products, joint content, etc.
  • Discounts for partner clients
  • Monetary reward for partners for bringing new clients (referral links).
  • Integration with partners via the API to provide a better service for the end customer.

If you work out the partner program very well, it can significantly reduce your advertising expenses. A loyal customer can bring another loyal customer to the site. The ad comes from a lead that has nothing to do with you. In the case of working through a partner, there is already a thin warm thread that connects you.

The content of the site wide setting

  • This could be youtube, which replaced our TV.
  • It could be vc.ru, if your target audience is related to marketing or IT.
  • These may be foreign sites of the following type medium.com.

The basic rule is very simple - create useful content that your client is looking for.

It finds content, learns about your site, and starts using it. Following this funnel, your task is simply to understand where you are plugging:

  • Bad content
  • Wrong language
  • Wrong format
  • Not on those grounds
  • Wrong target audience
  • Bad site offer

When working with platforms, keep in mind the final exhaust of each platform. If not in money, then at least in simpler metrics.
How much traffic it brings you and what investments it requires. It is important to choose the simplest metric that you can calculate and compare all external sites using. You can simply keep track of investments in different sites and measure the volume of traffic from them through web Analytics for begining. You can understand how many rubles a single visit from this site costs.

This is not bad, but you can develop it and track how many registrations/purchases occur from different channels. People may come in different ways, there may be a lot of cheap traffic from the site, but in the end they are not converted into purchases.

Well, the last level is measured in money. There may be a lot of orders, but they are all small and a lot of refunds, unconfirmed orders, or abandoned accounts without activity.

Thus, you will have an understanding of which platform gives you how much profit in the end.

Another question is how to configure it all. You don't need to do it with your hands, attract executor to do it, who will put it all together. 

'Then why am I reading all this?' you may ask.

Because now you understand that you should see the output and require the promotion service providers to give a certain detailed result, and not just 'I want to be in the TOP 3 on Yandex' or 'I need to advertise on Yandex'.

In the next chapter, we will analyze the basic points of web Analytics using the example of Yandex.Metrica. Analytics is your compass and assistant in making decisions on the site.

Previous article in the  'Internal optimization of the site. SEO for the marketplace'

Next article in the cycle 'Web Analytics for the marketplace. Basics of site performance analysis'

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