KW: SEO (135,000), social media marketing (40,500), digital marketing (40,500), digital marketing agency (9,900), online advertising (3,600), SEO expert (2,900), on page SEO (1,600)
Business owners understand the importance of having a good website to reach customers and grow their business. However, it is not enough to build your website; you have to get people to visit your website if you want to generate quality sales leads.
Think of your website as your digital storefront. If a real brick and mortar store were built, but no one knew where to find it, how successful would it be? Building a website and hoping that people will visit it without doing any additional work is the same as making a storefront off the main strip and hoping people will find it by chance and walk in.
Once your business’s website is built, you must take further actions to optimize your website, so it is indexed by Google and promote your website so it can be found through additional channels. Attracting traffic to your site is the primary goal of SEO (Search Engine Optimization) and digital marketing, and it takes a multi-faceted approach to do it effectively.
Diversified Digital Marketing Approach
Businesses have used many proven methods and digital marketing professionals to help drive traffic to a website. It is best to choose a strategy that consists of various tactics that work together to achieve your marketing goals.
Form a diversified digital marketing strategy for your website because relying on one tactic is risky. In the digital world, you never know what can happen that can affect the traffic to your site. If you only rely on organic traffic from Google and their algorithm changes or new competitors outrank your website, this could push your website off page 1, and your traffic will drop. Changes to formats and policies on social media platforms can also affect the way you reach your audience, making it essential to not rely solely on social media.
Diversifying your digital marketing approach will not only protect against these types of occurrences but also help maximize your website traffic by reaching more people through different channels. A well-optimized website and a listing on Google My Business will help attract those looking for your products and services on Google while social media marketing will attract those in your niche which are active on various platforms.
The following are effective tactics that will help you increase the traffic to your website to help generate more leads and conversions and improve the ROI of your website.
1. Create a Google My Business Listing
Google My Business (GMB) listings are free listings that you can create on Google for your business. These are the listings that appear in Google Maps when a search is done for a product or service. Well-optimized GMB listings often appear on the first page of relevant searches.
When creating a GMB listing, it is essential to fill out the listing entirely with your business information and ensure that it is well optimized. According to ThriveHive, completed and accurate GMB listings get seven times more clicks than incomplete listings, and they are 70 per cent more likely to get visits to your locations and 50 per cent more likely to lead to a purchase. GMB listings build trust with your brand, and they can increase traffic to your website as these listing to include a website link.
2. On-Page SEO
Optimizing your site with on-page SEO will help improve your rankings in the search engine results pages (SERPs) so that you generate more organic traffic from relevant searches. On-page SEO itself involves several tactics, most of which centre around content creation. The content is the most crucial aspect of your website, as Google generally gives preference to sites that offer fresh, valuable content to its users. Therefore, producing new content that fills a need for your customers is highly effective.
All of the content you produce should be optimized with your targeted keywords. Focusing on long-tail keywords specifically can help improve your rankings and attract more organic traffic. You should also make sure the pages of your website are optimized with meta titles and descriptions and that any images included are also optimized in the image file name.
Making sure your landing pages are optimized is an integral part of on-page SEO. Landing pages are the pages that contain offers from your companies as well as specific calls to action to get users to take the next step in the buying process. These pages should be optimized to draw in traffic from search engines, and they should be shared on social media and marketing emails.
Adding a blog to your website and regularly posting articles is a great way to add a steady stream of new content. Your blogs should be well optimized and contain valuable information that will draw in your audience. New blogs are also perfect for social media posts, which can also help drive more traffic to your website. You can even refresh old blogs by adding to the content and reposting them at the top of your blog page.
3. Contribute Guest Blogs
Contributing a guest blog post to another website is a great way to improve the traffic to your site. This is especially true if your blog is posted on the website of a well-known influencer or authority in your industry. This arrangement can be mutually beneficial as your blog will provide useful information for the audience of the business that posts your blog, and the presence of your blog on their website will help build trust for your brand. In some cases, another company may want to work out a guest blog exchange in which they will contribute a post to your blog in exchange for your blog post.
When writing a guest blog, it is essential for your post to contain a do-follow link back to your website. Building backlinks such as links in guest blog posts will help generate more traffic and improve your website’s rankings with Google. Google will notice backlinks to your website and deem your site more valuable and trustworthy.
4. Online Advertising
Effective optimization and content creation will help improve your rankings to attract more organic search traffic, but this often takes time. Online advertising can help you generate traffic faster than it takes to build up your organic traffic. You also do not need to make a significant investment to get started with online advertising.
The following facts will help you understand how spending on online advertising works:
·There is no minimum investment to start a Google Ad or Facebook Ad campaign.
·With pay-per-click (PPC) campaigns, you only pay when someone clicks on your ad.
·You can put a 30-second commercial on YouTube and pay pennies for each view.
·Tracking the results of your ad campaigns will help you see which campaign is working the best so you can better spend your money on the most effective ads.
·Most ad networks can automatically target audiences within the demographics that you specify.
While online advertising is a quick way to generate traffic to your website, it is not the best long-term solution. However, it is a great way to compliment your organic traffic or give your site a boost if your organic traffic dips.
5. Social Media Marketing
Social media marketing is a crucial aspect of digital marketing that can help you reach a wider audience and drive more traffic to your website. It is free to create profiles for your business across the most popular social media platforms, including Facebook, Twitter, LinkedIn, and Instagram, among others. To decide which social media platforms will benefit your business the most, consider your target audience and which platforms they like to use.
Your social media profiles are a great place to share new blogs, promote new products or services, and make special offers to your audience. If you produce content that your audience shares, then your content will reach their networks and help expand your audience.
Businesses must be careful about spending too much time and money on social media. Remember, the goal of your social media campaigns should be to increase traffic to your website for more leads and conversions. The number of Likes and Followers you get on social media are not as significant.
6. Email Marketing
Email marketing may seem like a dated tactic, but it is still an effective tactic for connecting with your audience and driving traffic back to your website. Digital newsletters are ideal for sending your valuable audience information and special promotions concerning your products and services. Your emails should always include links back to your landing pages or blogs where users can learn more. Put careful thought into not only the content of the newsletter but also the subject of the email as the subject alone can have a significant effect on the open rate of your emails.
When it comes to email marketing, be careful not to send too many emails to those on your list. People will either delete your emails or unsubscribe if they feel overwhelmed.
7. Integrate Offline Advertising
Many companies still use different offline advertising channels such as radio and TV commercials, direct mail, print ads, and others. If your business uses offline advertising tactics, integrate these tactics with your online marketing campaign.
In your TV and radio ads, make sure you encourage people to visit your website to learn more. Your website should also be featured in print ads, direct mailing materials, brochures, and other printed advertising materials. For special offers, include a code that people can only redeem by visiting your website.
Putting Your Digital Marketing Strategy Together
The tactics discussed above can each be effective in driving more traffic to your website, but one tactic alone is not enough to get the job done. When used together, these tactics can compliment each other quite well and help maximize the traffic to your website by driving it from different channels. The goal is to get more traffic, or leads, to your website where users can take the desired call to action for a higher conversion rate.
It can be challenging to determine which combination of these tactics to use to drive more traffic to your website and how much time and money your company should invest in each one. Determine your marketing goals as well as your target audience to help decide which tactics can best help you achieve your goals. Once you get your digital marketing campaign going, you can observe which tactics are working the best and reallocate resources to capitalize on your most successful digital marketing tactics.
If your company does not have the resources in-house to manage a multi-faceted digital marketing campaign, you can work with a digital marketing agency. These professionals specialize in SEO, PPC management, and lead generation and can put together a successful digital marketing strategy based on your marketing goals.
Following the tactics outlined above will improve the rankings and visibility of your website, boosting your traffic and conversion rate for a better ROI for your website and digital marketing costs.