So you’ve published your website and you’ve shared it with all your contacts but how do you get consistent high-quality traffic to your website that converts into paying customers??
If you’re not getting enough traffic, you won’t have enough conversions. If you don’t have enough conversions, then you won’t make enough profit.
It’s the bottom line that matters most in business.
And what happens if you are getting traffic, but it’s the wrong type of traffic?
For example your target audience is young mums but the audience visiting your website are typically men and women aged 55+. This can be really bad for your bottom line especially if it is ‘paid for’ traffic.
Well, if you are in this situation we have four great ways to get high-quality traffic to your website.
Not all website traffic is equal
Website traffic can come from a variety of sources, for example visitors could come from reading your blog, listening to your podcast, optimising your search engine results, paid for advertising, or you could be using social media to attract visitors to your website.
However, some of these sources of website traffic will give you higher quality traffic than others.
For example, if you’re targeting young mums interested in funky baby clothing, then Instagram or Facebook might be a better option than LinkedIn.
And there is more to it than what social network to hang out on.
For example, if you post a link to a blog article on your Facebook page, you might generate some traffic over the next few hours, but you would get better results if you ran a targeted advertising campaign to reach young mums interested in funky baby clothes.
The reason for this isn’t that paid advertising is the best option, but that paid advertising allows you to target the specific audience that you know will be interested in your products or service. Just posting on your Facebook page might not give you the traffic you want unless all your connections are young mums.
Whether you have paid traffic or not, the secret to getting high quality traffic is concentrating on finding the most relevant traffic you can find.
But what do we mean by relevant traffic? And how easy is it to find? For most companies this is a major priority in their digital marketing strategy.
4 Great Traffic Sources
Each one of these sources will help you attract the right traffic more effectively. You don’t need to do all four. You should select the best fit for your business.
Content marketing should should be key consideration of your digital marketing strategy. Blogs are read by almost everyone.
Your blog needs to have a purpose that relates to the needs of your target audience. It needs to tell a story and fix their problem.
Be unique and imaginative about solving or serving the needs of your target audience. Don’t fall into the trap of just regurgitating content that is already out there. Look at the problem with fresh eyes and find a new way of fixing the it.
It isn’t easy to produce content that is search engine optimised and solves problems of your audience. You have to know what you are doing. You need to build a customer profile, carry out keyword research, and carry out analysis of gaps in content.
Start by building a profile of your best customers. Your best customers purchase from you frequently and place high value orders. You need to understand what makes these customers tick. Your blog should be something that these customers would want to spend time reading. If the content of your blog doesn’t resonate with their personality then they are unlikely to want to read it.
Start by answering a series of questions based on the personality of your best customers:
- What are their demographics?
- What are their problems?
- How do your services or products solve their problems?
- What interests do they have?
- What do they do for pleasure?
- What gets them excited?
When you have answers to these questions you can then start creating content that will be of interest to your high value customers.
But before you embark on creating content for your blog, it is worth checking that your target audience would be likely to engage with this type of content marketing. Some audiences are less likely to engage with this type of content than others. Some products or services would be hard to sell using content marketing.
Content marketing is a long-term and relatively expensive channel so it is worth considering whether your products or services are best suited for this type of channel. If your products or services are relatively low cost then there might be better channels suited for these type of products and services.
If you decide that blogging is the right channel for your business then consider these questions:
- How competitive is this channel?
- Do you have a competitive advantage?
If this space is already competitive then you have to be able to stand out from the crowd. You need to be able to get inside the head of your audience and make sure your content is different and they can relate to it.
Start by making a list of topics and phrases that you could build your content from.
“if I were searching for my products or services what keywords would I use to search for them?”
Getting inside the mind of your audience is essential for generating higher value traffic to your website.
Do your keyword research to find the best keywords to search for. When you have found the right keywords then you have a magnet to attract your audience to your blog.
Remember you’re aiming for a constant flow of traffic over months or years, rather than a sudden short lived peak which then goes flat. Content marketing is a constant activity. You’re not going to write one blog article but many over months and years. This takes time and commitment as you focus on building long-term gains rather than short term opportunistic results.
More people are listening to podcasts than ever before. They are an ideal way to consume content for people on the go. Whether your audience is in the car, on the train, walking the dog or in the gym, podcasts are a great way to stay connected.
All age and demographic groups listen to podcasts. To stand out from the crowd it is often better to target a specific niche audience. Podcasting is ideal for increasing brand awareness and loyalty. The vast majority of people listening to your podcast will be engaged in another activity eg walking the dog, so it is your podcast notes on your website or blog that will drive traffic to your website.
Since there is no direct call to action in the podcast itself, it is necessary to drive your audience back to your website, where they can access your full podcast notes.
Other ways to drive traffic back to your website is to ask your audience to share your podcast with friends or family, or perhaps ask the audience to contact you with comments. A great way to do this is by encouraging engagement through social media channels.
Over time you will build brand awareness and loyalty and will be able to attract your podcast listeners to your website where you can convert them into customers.
But podcasting is like blogging, it is a long time option so if you’re looking for a quick win then this probably isn’t the avenue to go down.
#3. Social Media
There are plenty of social media platforms you could choose. You could engage with your audience on Facebook, Instagram, Twitter, LinkedIn, Pinterest or Snapchat to name but a few.
Facebook is the most popular social media channel and has billions of active users worldwide, so the potential is huge.
Likewise Twitter has over 300 million active users worldwide, so should be a serious consideration.
With so many active users across each social media network it is important you narrow down your reach to your highest quality customers, otherwise you will be reaching an audience that just simply isn’t interested in your proposition.
Once you have identified your high quality audience it is best to identify the social platform they are most likely to spend time on. It is better to pick one platform and try to do the best job you can there than spread your efforts too thin over lots of different platforms.
If you’re a B2B type business then LinkedIn is a good option, or if you’re a B2C type business then Facebook, Twitter or Instagram are genuine contenders.
Once you have identified the best platform you need to figure out what your target audience is discussing and who are they following. Then try to work out how you can take part in their conversations.
Perhaps you can connect with one of their influencers? If you can align yourself with key influencers then it might be possible for their influence to rub off on you. This will help you build your own credibility and reputation and become an influencer yourself.
Maybe you can use a popular hashtag in your post? You need to behave in the same way your audience does otherwise you’ll stand out like a sore thumb.
Once you have developed the ability to integrate yourself into their conversation you can then start to lead and develop new conversations in future.
Social media takes time and perseverance. Again this is a long-term activity and if you’re looking for quick wins then this probably isn’t the right option for you.
Paid advertising on social media is well worth considering for generating high-quality traffic to your website.
You probably know the power of video is awesome and extremely popular right now. The most popular platform for hosting your videos is YouTube. YouTube has over 1 billion active users worldwide that watch billions of hours of video.
In the U.S. YouTube reaches more adults than any cable network. And more video content is being consumed via mobile devices than ever before. All age groups, from young children to grandparents, can be found watching YouTube videos.
With such a massive audience it is important that you narrow down to your high-quality target audience.
You can do this by identifying your five keywords that relate to your product or services. Then search the top channels for keywords you’ve identified. Now watch the top videos on the top channels.
Develop video content that is both similar yet different to these top videos. If you do this then YouTube is more likely to recommend your videos to those that have watched the top videos you identified.
Remember the golden rule that all traffic is not equal and the goal is not to get the most amount of visitors to your website in the shortest space of time.
Your goal should be to deeply understand who your high-value customers are and then target them more effectively to visit your website over the long term.
Always choose traffic sources that match with your high-value target customers.
Lastly remember that getting high quality consistent traffic to your website is not a cheap or a quick fix and requires time, money and persistence to achieve long-lasting results.
We would love to hear about your experiences so please leave a comment.
If you would like any help attracting high quality traffic to your website, then please get in touch.