By Liz Turner, Vice President at Bayshore Solutions.
Generating traffic to your website is one of the most important aspects of an online business. The other is ensuring the traffic you are able to generate is qualified and will convert once they arrive. There are millions of websites competing for exposure in a limited number of effective channels. Without a strategic digital marketing plan, you may be missing out on the opportunity to convert people that are looking for your product or service.
Driving the right traffic to your website is a critical part of marketing your business and this requires time and devotion. Although there are many methods to help drive website traffic, you need to understand that this doesn’t happen overnight, but it is worth the wait. The profit you will gain by successfully driving the right traffic to your website is enormous. Here are some techniques and tips that will help you generate traffic for your new or existing website that has the best potential to convert into leads and sales.
1. Unique Content / Content Marketing
Content is the foundation. Become a provider of regular unique content that is useful to visitors. The days of impulsive online purchases are a thing of the past. Online shoppers are now hungry for information about your product or service. According to Aberdeen, "annual growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers." If you can provide them with high quality and unique website content, you will find that visitors will spend longer on your site and your chances of them buying from you will increase significantly. Year-over-year growth in marketing's contribution to revenue is 6x higher for content marketing leaders vs. followers (source: Aberdeen).
2. Search Engine Optimization (SEO)
Be sure optimize your website to be found by search engines. The unique content you create will help immensely with this strategy. According to MarketingProfs, 72% of marketers worldwide say relevant content creation is the most effective SEO tactic. Your website needs to be found by people looking for information using the search engines. There are many technical and content strategies that can be implemented to increase these search results such as long-tail keyword/phrase research, frequent website updates, long form content, and local search optimization. Keep in mind that SEO is an ongoing process and requires constant optimization, keyword research, and content creation. This effort takes time. Your position on the search results pages will not increase overnight, but with time search engines will begin noticing that your content is relevant and display it higher in the results when somebody types specific keywords in their search. When optimized based on conversion data, the outcome is increased, relevant traffic coming to your website.
3. Paid Search
Also referred to by some as Pay-Per-Click (PPC) advertising because search engine advertising is one of the most popular forms of PPC. Yes, there is a cost to this, but you are in charge of exactly how much you would like to bid for each of your specific keywords. Utilizing this approach will deliver immediate traffic to your website that can be tracked from click to conversion. There are many strategies that can be implemented based on your company’s specific needs and goals. You can choose to have a very wide campaign (national), or geo-target to specific locations that are most relevant for your business. You can also customize bidding strategies to optimize your investment toward a Cost Per Lead (CPL), Return On Investment (ROI), or other performance goals. Paid Search is often considered one of the most effective digital marketing channels next to email marketing and is an integrated part of many successful marketing strategies. In a 2016 report by Ascend2, Paid Search marketing ranked in the top 5 most effective digital marketing tactics used by both B2B and B2C companies.
4. Social Media
Create a social media strategy and content calendar. Determine which platforms are relevant for your buyer personas, what messages should be delivered on each platform with what frequency, and at what time of day. Watch your followers and track your insights to determine best practices; each audience is different. Build relationships with influencers of your product, service, or industry. These influencers will provide reviews and recommendations that many consumers rely on today before they make a purchase. Lastly, be sure that your interactions are genuine. Comment on and ‘like’ relevant content, and don’t be afraid to ask for a follow, or ‘like’ when appropriate. Being involved encourages follows, comments, and conversions. This effort expands your brand to interested audiences, and their social friends and followers. An effective social media strategy encourages a ripple-effect of exposure and traffic to your brand’s website by relevant potential customers.
5. Video Marketing
Video is a powerful way to build trust and a relationship with your prospects, communicate your brand story and explain your value proposition. This effective upper funnel strategy helps to increase brand awareness and recall, which in turn increases the likelihood that a consumer returns to you in their moment of need. YouTube reports digital video consumption rises over 100% every year. As consumers’ access to digital video continues to grow, so does the opportunity to reach consumers on these video platforms. The videos you create can be used in multiple places (YouTube, Facebook, etc.) encouraging more traffic to your website by people whose interest is warmer, through having experienced a virtually “live” interaction with your brand.
Tips For Bringing It All Together
Approach your marketing with zest, vigor, honesty, and integrity. Focus on helping your customers, communicating the benefits your product or service brings them. Convey your message consistently, clearly and concisely using the appropriate medium for your niche market. Lastly, track EVERYTHING! Digital marketing is powerful and ever-changing – track how your campaigns are performing, optimize based on the results, and consistently evaluate your marketing efforts to ensure your success.
For expert professional assistance, consider engaging an experienced and proven digital partner. Bayshore Solutions is ready to help you attract and convert the right website visitors to create growth results for your business. Contact us to learn more about how we can help.