When it comes to the art of traffic acquisition, building a beautiful and functional website is a great start—but that is not enough. Attracting customers to your website traffic requires a multifaceted approach and a well-planned, well-timed strategy that invokes the six key drivers of traffic outlined below:
- An established and active social media presence. Create multiple social network accounts for your business, including a Facebook, Twitter, LinkedIn account, and a YouTube account. Depending on the nature of your business, you may also benefit from having accounts on Pinterest and Tumblr (if your product is aesthetically appealing and/or culturally relevant, highly “visual” social media services like these are a wise investment; if on the other hand, your product or service is more technical in nature, you might want to invest more in the previous ones instead).
Once your accounts are up & running, update them regularly, provide useful and insightful information, and make sure to engage other users in conversation. Conveying passion for your industry and in-depth knowledge of your niche is an excellent way to appear reliable and trustworthy to potential customers while also spreading awareness of your brand.
If you don’t have time to run your business’s social media accounts yourself, don’t neglect the task—outsource social media management to an online marketing agency instead. Simply chat with us, we know how social media can best contribute to website traffic.
- Syndicated high-quality content. Produce quality content that offers something of value to viewers, e.g. informative blog articles and “explainer” or how-to videos, then upload it both to your website and popular content distribution channels around the web, such as YouTube. Additionally, you should establish relationships with bloggers who have authority within your industry and ask for permission to contribute content to their blogs, hence insert backlinks in your content (with permission) to create a stream of traffic back to your site.
- An optimized site. Work with a search engine optimization (SEO) specialist to fully optimize your site’s content so that it is easily “read” by search engines. Making sure to include relevant keywords in tags, titles, and within text content is an essential part of accruing organic traffic as it lets both search engines and potential customers easily identify the purpose of your website.
- A local identity. In order to prevent your website from vanishing into the vastness of the world wide web, work proactively on improving your local business ranking through the use of services like Google Business Listing. Google Business Listing is an excellent tool for those looking to promote business locally as it ensures that any registered business appears on Google Maps and within Google local search results. Likewise, Google Business Listing—which is absolutely free to use—allows businesses to manage their online reputations by viewing and responding to reviews. In fact, check out an article we wrote on how Google Business Listing helps drive website traffic through local search optimization.
- Enticing offers. One of the most under-used and undervalued content acquisition techniques, the “enticing offer,” is also one of the most effective: Having a sale that is simply too good to refuse or, better still, hosting a contest wherein subscribing to your newsletter or “liking” your Facebook page enters users into a prize draw, is a sure-fire way to attract customers to your website and build awareness of your brand. (Once you have gotten customers’ attention this way, be sure to use email marketing to occasionally remind them of your presence—otherwise even the most exciting contest will eventually be forgotten.)
- Marketing affiliates. Affiliate marketing programs—also known as “reseller” and “associate” programs—provide an invaluable opportunity for low-cost promotion. When you sign up for an affiliate program, other people (the “affiliates”) will advertise your product or service on their websites via banner ads, text links, letters of referral and so on, all at absolutely no upfront cost to you. Instead, your affiliates will only charge you a modest commission fee on a sale-by-sale basis. Just make sure to target affiliates within your niche so as to effectively lure targeted website traffic to your site.
As a final note, once you have gotten your website up, running, and converting, don’t hesitate to also invest in paid advertising services, e.g. Google AdWords, LinkedIn, and Facebook ads. One thing to keep in mind is how to optimize the different roles of these platforms in the master marketing scheme of your business. Contrary to popular belief, pay-per-click advertising genuinely does work (thanks largely to advances in ad targeting technology) and it can provide a solid, steady stream of website traffic to your business. But again, this does not imply that cost-per-impression (CPM) is not the answer!