The math is simple: sales can’t happen without converting website browsers into buyers, and conversions can’t happen without attracting those browsers in the first place.
Fortunately, not every promotional tactic is designed to take a sizeable bite out of your marketing budget – many just require a bit of research, and some good old-fashioned elbow grease. So, how do you drive more targeted traffic to your company’s website? You start by exploring these top ten methods.
1. Content Optimization
It’s widely recognized that optimizing your content is the first place to start in attracting, and engaging, more website visitors. Optimization is a broad term that embraces such content basics as:
- compelling headlines,
- long-tail keywords,
- internal links,
- on-page SEO, and
- the strategic variation of length and format
But it goes much further than that. For example, while chances are good that your website hosts a blog, how often do you engage in guest blogging yourself – or invite others to blog for you? Posting content to high-visibility sites like LinkedIn, and reaching out to other professionals to contribute insightful content to your website, are both proven ways to increase visitor traffic.
2. Social Interactions
To get more mileage from your content, take the initiative and promote it through the social media platforms frequented by the customers you hope to attract. The nature of the platform itself will dictate the type of social content that works best, so spend some time exploring what others are posting there. And because relationships are always a two-way street, make sure both your posts and your website content make a point of encouraging reader feedback, and soliciting regular commentary.
3. Interviewing the Experts
If you want to give your clients and prospects something new to think about, consider approaching an industry expert or two for their thoughts on a popular topic. Offering a fresh point of view or a unique perspective with the help of some well-crafted interview questions, can help to shake up stale content and draw in new readers.
4. Two-Way Video
Video is ideal for pulling double duty when it comes to attracting the curious to your website – and keeping them there longer. Research suggests that including well-placed, introductory or product videos on your site:
- helps to establish customer trust,
- improves Google search rankings, and
- contributes the same value as about 1.8 million written words, for every minute of video footage you include
The second part of the video advantage is the opportunity it provides for your business to host alluring online webinars. These internet-based seminars are a great way to invite visitors to interact with your business, and to learn more about a topic that’s of interest to them. You can use your company’s new social media accounts to actively promote these educational offerings.
5. Mobile Optimization
If your website isn’t optimized for streamlined interaction on smartphones and tablets, you could be missing out on a host of potential visitors! Whether B2B, or B2C, the internet source of choice for the majority of your company’s target audience is their mobile device. And with a full 90% of mobile internet searches leading to some form of follow-up action, your business should be taking steps to ensure that it offers a quick-loading mobile site, that performs the same range of tasks as your main website does.
6. Email Marketing
A well-executed email marketing campaign is a proven and powerful tool for staying in touch with clients who have expressed an interest in your company. And as an inexpensive way to offer discounts and coupons, introduce new products and services, and keep customers informed about upcoming sales and events, email can be hard to beat for driving website traffic. Just be sure that the timing and content of your communications provides real value for the hard-won contacts on your email lists.
7. Direct Mail Marketing
Email marketing is effective, but if you really want to ramp up your ROI, consider implementing a multi-channel promotional campaign that includes direct mail. The Data & Marketing Association confirms that each marketing channel in a multi-faceted approach exponentially boosts the influence of the others. And not only is a compelling direct mail call-to-action an established way to get consumers to remember your business, studies show that it also persuades a full 64% of them to visit your website!
8. Making Use of Analytics
There’s not much point putting time and energy into increasing your website traffic if you don’t devote the same level of resources to measuring the results. Take advantage of today’s advanced analytical platforms to figure out:
- where your various website traffic streams are coming from,
- which website pages or posts are the most popular with visitors, and
- the response to your new promotional efforts, in terms of increasing conversions
9. Keeping an Eye on the Competition
Many of us hate to admit it, but competing with others can keep us energized, and help us stay focused on what we want to achieve. Keeping an eye on what your competitors are up to, and learning how to make use of what you discover, will help to set your business apart and generate greater consumer attention. Is there a void in your industry that’s not being serviced? In many cases, it’s a customer-centric approach, rather than a lower price, that will convert coveted website visitors to clients.
10. Don’t Forget to Advertise
No list would be complete without acknowledging the option to pay for the online advertising than can attract more website traffic. Consider investing in the opportunity to experiment with:
- paid search rankings based on pay-per-click (PPC) ads,
- enhanced display advertising on your website, and
- social media advertising
Building brand recognition can take time, so before you set aside funding for paid advertising, be sure you have the budget to maintain it for as long as it takes to yield some measurable results.