Marketing Automation · Marketing Strategy

Traffic to a "marketplace"-type of a site

Vladimir Budilov

January 15th, 2017

What are the best ways (or tricks) that you've personally used to get traffic to a "marketplace"-type of a site? Basically, one where you need to fill both sides of the table.


Most of my career I've been doing coding and Solution Architecture, but haven't really dabbled with marketing much, so this is still a black box for me (especially when it comes to traffic generation).


I know that the best way is to partner up with a marketing specialist, or simply to hire a marketing consultancy, but the former is hard to find (if he/she is good), and the latter is too expensive for now.

Lisa Falcone

January 15th, 2017

Hi Vladimir,


Please ping me on this site. Would love to chat.


Thanks,

Lisa

Bill Kelley

January 15th, 2017

In my experience, successful marketing is both internal to the site and external. You may want help in promotion, but the core draw - and what will create your success - is content. In an example from my past with an automotive aftermarket performance parts site, the key was “magnet pages” that focused on specific car makes/modes/year ranges. These pages gave information and gave aspirational examples with (in a growing number of instances) links to retailers who specialized in the parts being shown. It was ‘advertorial’ in a way, but even if the product wasn’t available through our site, we covered it if it had merit. The intent being to add all products of merit over time. The page content was exclusively targeted to buying prospects for that specific automobile. Comments should be moderated but encouraged. This methodology mimicked the way the specialty “enthusiast” magazines used to operate - giving people highly specific information and a way to act on it. It was a complete ecosystem. Most commerce endeavors have a magazine the site can relate to. So internally, my advice is to create quality content and to encourage interaction. Externally, you “prime the pump” by promoting the magnet pages wherever you see concentrations of prospects for your products/services. This latter part may be best left to specialists with specific product sector experience.