Make it Sticky, Make 'Em Stay

The object of sticky web elements is to grab and hold the attention of your visitor. The thought here is that if someone lingers, the content must be of value and all this will turn into sales, right? Yes and no. Just because you've got visitors and those visitors are lingering looking at your beautifully crafted pages doesn't mean they will plunck down their hard-earned dollars.

Using sticky elements as part of an overall marketing cocktail might be a more effective way to use these techniques. So what are sticky elements?

• Free offers
• What's New content
• Discount and coupon offers
• Specials and promotions
• Chat rooms and Bulletin Boards
• Jokes, Cartoons and Trivia
• Site of the Day, Tip of the Day, etc.
• Surveys and Polls
• Event Calendars

These are examples of elements that offer something of value to your target market and encourage repeat visits to your website. When used in conjunction with Viral Marketing Techniques and data collection, these sticky elements can gnab more than just your current visitor. These visitors spread the word about your website to their friends and family and your site traffic grows with little effort. Each new visitor brings a possibility of a sale and the opportunity to develop a new loyal customer.

While there are many more sticky elements than are listed here, I will explain a few that may be of special interest to artists and craftpeople. It is important to remember that these elements are most effective when used in conjunction with other marketing techniques like opt-in email lists, Tell-a-Friend functions, virtual postcards, and other viral marketing tactics.

• Free Stuff - This can be a chapter of your latest novel, an MP3 download of your latest CD, free tickets to your next event. People fill-out a simple form providing name, address, email, etc and they are entered in a drawing for the big prize, or redirected to a hidden page on your website for their free download. You could set an autoresponder to send their prize through email when they submit their personal information. Your visitor gets something of value and you get to add a qualified individual with interest in what you're offering to your mailing list. Cool. Be sure to include a link to a privacy statement on any page where you accept personal information from your visitors.
• What's New - This can be a full page on your website that invites visitors back to see what's happening in your world or it could be an emailer sent to your mailing list that has links back to your website to take advantage of a limited time offer or other special discount or promotion. Don't forget to incorporate a Tell-a-Friend feature with this so they can spread the word. Your content can be related to your products and services or it can be general information about your industry or area. What's critical is that your information be of interest to your target market. This will keep them coming back. And you will be seen as an authority because your are "in the know" and aware of what's going on in your field.
• Free Classifieds - This sounds terrible at first. How can this possibly help you reach your target market and keep them coming back? Well, your classified ads will be in areas of interest to your target market. For instance, if you create outdoor sculpture, you might want to include classified ads for landscapers and gardening services. You do not want to allow competitors to advertise but certain businesses have the same customers and go well together...just look at Barnes & Noble and Starbucks.
• Specials and Promotions - This feature works best if you can create a sense of urgency in your customer. Try making your promotion a limited time offer. You can send an email announcing your promotion and providing instructions on how to take advantage of the offer and then send a follow up email 24 hours before the special ends as a reminder. An example could be a discount code that you provide through your email and when the shopper goes to your website they plug-in the code at check-out and receive their special promotion.
• Advice Columns - This type of element helps to position you as an expert in your field. Trust is a big factor in completing an online transaction and with every article you write, and every question you answer, you help to build an image of expertise and experience in the customer's mind. Don't forget to incorporate a Tell-a-Friend feature with this one.

Helpful Websites
Contests and Sweepstakes Directory by WhozOnTop.com
ContestHound.com by Contest Hound
Speakers Platform Message Boards by Speakers Platform - example of bulletin boards and forums
iVillage.com by iVillage Inc. - example of multiple sticky features such as contests, tests, free prizes, etc.
The Daily Motivator by Ralph S. Marston - example of how to coordinate Tell-f-Friend, email newsletter, and site of the day features.
Bring Em Back for More by Simon Vause
Six Things You Can do to Increase Your Repeat Traffic Today by Chris Wary
Stimulate Repeat Traffic with Bookmarks by Dr. Ralph F. Wilson
Ten Secrets of the Web Masters by i-strategies

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