Quote:
Originally Posted by Larry Legend
When I started at the company I've mentioned (where I ended up with 10%...), we were receiving 75 visits a month, huge bounce rate, our website was essentially invisible.
2 years later we were pushing 2.5-3k visits a month with 40-50 quality downloads (leads). In that same time frame I worked with many venture-backed companies to dramatically increase their website growth and lead-gen.
I think in your case it probably requires you to do things outside your normal comfort zone, and you don't put in what I would consider a _real_ effort.
If you think it is not easy to do, what steps have you taken historically? What have you done today? What are you doing tomorrow?
It's a multi-pronged strategy, with a lot of metrics and testing. This particular project was released on Jan 1st of this year. I was taking a break from the forums and everywhere else because I wanted to work from 5am to midnight every day (granted, "to midnight" included working at the crummy spot I was at, but same point). I sort of over-extended myself, working through a ton of sickness (note to "future you all": being 38 and working 100+ hours a week isn't good for you).
In 4 months, I ran up to about 4,000 page views per month, and basically doubling traffic month-over-month. This past month has been sitting back and seeing what the residuals are, plus I sort of needed a bit of recovery time.
The "effort" is expanding and testing various things that would be interesting to my audience, so I have various sections to the site. Each section requires a different strategy, but since it is about music, relevant.
There is a music theory ontology, based on some popular articles I wrote on that same subject. Those articles, on my personal blog, are fairly popular and drive some traffic. Since the ontology is valid, my site has the largest and most accurate collection of music theory stuff on the web.
There is also a blog with some ideas about music, some how-to, etc. Mostly entertaining and tongue-in-cheek.
The other section is for practice, which include random sheet-music generation to build practice music, MusicXML reading and generation. There is also a section that builds sheet music from your play.
There is then a section for discovering new music.
So, it's a lot of different avenues and they all require a different bit of promotion and marketing. This includes some driving from Twitter, FB, Quora. A lot of cross-promotion from start-up sites, guest blogging, keeping up with other musicians, YouTube videos, a mailing list, etc.
In effect, the mass of the work is figuring out how each prong is promoted and how it impacts the overall traffic, plus gives feedback on what to do next with the business ideas. The oddest feeling is seeing stuff that took considerable time, I thought was absolutely cool (and not possible to find anywhere else), and totally flopped, lol. So, you know, part of it is figuring out what to do with the dogs. That's sunk cost not only in development, but in promotions. This doesn't help the final page-view count.
There is some stuff, like the blogs, that are relatively easy to promote and get views, but they don't help much with generating the visitors that browse. The sheet music stuff is where the real browsing happens, and pretty much the showcase system.
Unfortunately, I haven't figured out how to really make a total go of making this my only job, but there's a lot of ideas. I know that there is something worth paying for, but LOL if someone is using adsense to monetize a music site, or any site that isn't getting 100k visits a month. Actually, if I got that much, I'd be lucky to be earning $30 / month, which would be a total waste.
So, in effect, there is a mixture of "slow burn" and "viral" content and promotion, then measuring results. Also, there is meat-space promotion, where I tell people to check it out. It's rather surprising to see people start up so darn skeptical, then after, idk, 2 months, they come back and are saying "oh ****, there's something there and it's going to be incredible if you keep working on it."
Personally, I'm more focused on slow burn growth, since I'm sort of considering a subscription service, working out an idea of beta, working out opening up a store, etc.
So, yeah, I'm working really ****ing hard on promotion, programming, considering business realities, being not-sick, gathering work contracts, trying to live a normal life, etc.