Are new customers finding you online? You can’t just build a website and expect customers to come running.
Optimising your website and investing in digital marketing is essential to attract more of the right crowd.
But with so much noise online, how do you know which techniques will actually work?
Maybe you've already invested some time in optimising your website and found that the techniques you’ve tried have produced poor results.
Eventually, you give up. But that’s the wrong choice. With the right strategy, you could:
Boost traffic by as much as 600%
Double your leads
Increase conversions by 300% or more.
So, what’s the secret?
It’s not about what you do.
Everybody’s singing from the same hymn sheet when it comes to the “what”.
It’s all about HOW you do it.
The “how” is the missing ingredient to generating traffic and getting more leads. If you don’t know how, you don’t get results.
You’ve probably heard about what you need to do before:
Content marketing gets people to engage with your site.
Search engine optimisation (SEO) raises your rankings in search engine results and boosts lead generation.
Pay-per-click (PPC) advertising drives website traffic.
You know this.
But none of that matters if you don’t know how to use these techniques properly. Poor execution limits business growth.
Your goal is to generate a steady stream of qualified traffic. That’s the best way to secure long term revenue growth.
What is the best way to drive website traffic? Let’s take a look at how to do it properly.
Get ready to drive website traffic fast with these strategies:
1. Make SEO Your Best Friend
Unless your business is the result of a ground-breaking idea, which nobody has ever thought of before, there’s a good chance that you have a bit of competition already out there.
This is where Search Engine Optimisation comes into play. Good SEO puts you in front of the right people - people who are already searching for what you have to offer.
If you were ever in doubt about the power of SEO, this stat is for you:
Organic search is responsible for 51% of all website traffic, compared to 10% from paid search, 5% from social media, and 34% from other sources. (Source: BrightEdge)
Fact is, search engine optimisation is how you build awareness of your brand and get it in front of the right people - those who will become your future customers.
Great SEO requires three key pillars:
Good quality backlinks (which you’ve earned the white hat way)
An optimised website
And that’s just the start.
The best way to think of SEO is as a long-term strategy for driving more traffic to your website, leading to an increase in conversion rates and ultimately sales.
Consider this: 61% of marketers say improving SEO and growing organic presence is a top inbound marketing priority.
So if you’re not doing the same, you’re well and truly in the minority.
But it takes time to build good rankings and organic traffic, which leads us to…
2. Invest in a rock-solid PPC strategy
Pay-Per-Click advertising is exactly what it says.
You pay for ads by giving an advertising platform, such as Google Adwords, money for each click of the ad. It’s effective too.
PPC catches people right at the point where they’re ready to buy.
They search and there you are with an attention-grabbing ad with a message and offer that matches their intent so closely, they can’t resist clicking through to your landing pages.
That’s not to say SEO isn’t needed, of course.
SEO helps you to reach an audience at a different stage of the sales funnel and prime them ready for purchase.
PPC, on the other hand, is ideal for converting customers who already know what they want. Target the right keywords and queries and you can generate high returns.
Google estimates that businesses make an average of $2 in revenue for every $1 they spend on AdWords.
But we think you can do even better than just average.
By combining PPC and SEO.
That’s exactly what we did for a corporate gift card company and, within a year, the company’s lead count doubled.
Better yet, these were qualified leads, which meant an increase in actual conversions.
We smashed their target of 300% traffic increase, achieving an increase of 600% in just one year.
3. Socialise online
The first rule of marketing? Be where your customers are.
And where are your customers?
On social media - well, for at least six hours a week anyway!
(Source: Roy Morgan)
So, it should not come as a surprise that social media platforms drive over 30% of the referral traffic that arrives on your website.
That’s not to be sniffed at.
Especially when your social media audience consists of real people who want to engage with your brand.
So, how can you get a bigger slice of that website traffic?
First, create content that your social media audience can relate to and ensure it all meshes with your brand’s message.
When Buffer dived into the most successful Facebook posts of the past year, it found that, on average, video posts on Facebook get at least 59% more engagement than other post types.
Buffer also found that the most successful content could be categorised as either inspirational, funny, or practical.
Like this one by US TV host, Jay Shetty:
When was the last time one of your social posts got 115,000 comments?
Second, interact with your followers.
A stagnant social media page doesn’t do you any favours. People can see that you’re not responsive. So what do they do?
They’ll find a page that actually answers their queries. Be that page and you’ll get more traffic from social media.
Take a look at how this company, REC TEC Grills, gets it so right:
See how REC TEC leveraged the power of existing customers turning them into evangelists. (There were more than 100 comments after these top three!)
Finally, give your users what they want.
Research shows 39% of users follow a Facebook page in order to receive a special offer.
So which platforms should you focus your efforts on?
It depends on your audience.
No doubt about it - as the world’s largest social media platform, Facebook is a brilliant place to engage your target audience. Not only does Facebook have over 400 million members (making Facebook the third-largest country in the world, if it was a country), users spend an average of 35 minutes a day on the platform.
For B2B, LinkedIn is your mothership.
The social network has a B2B focus and about 500 million members - where better to get in front of business customers?
Use the platform to build your brand’s authority in your niche. A better reputation means more shares and more website traffic.
Studies show that 80% of B2B leads come from LinkedIn and 50% of B2B buyers use LinkedIn when making their purchasing choices.
The bottom line? Get in front of your audience where they spend their time.
4. Integrate your PPC advertising across social and search
Let’s start by talking a bit about social media advertising - specifically, Facebook advertising.
Facebook offers an extremely powerful PPC advertising platform.
Ad impressions increased by 21% in 2018, which means more people are seeing Facebook ads. What’s more, around 26% of Facebook users who clicked on ads reported making purchases.
But like all channels, Facebook advertising is at its most powerful when combined with other PPC tactics.
Let’s say you’re a sportswear brand having an end-of-season sale. A Facebook ad allows that sale to pop up in the news feeds of people who aren’t actively searching for sportswear right now. Some may go onto your site to browse, or even purchase, but everyone who sees the ad is now aware of your sale.
A day later, the Facebook user wants to find out more. They type your brand into a Google search, and there’s your PPC ad for the sale:
See how a combination of social media and search advertising can help you generate leads?
It’s powerful stuff.
5. Craft content for every stage of the funnel
Great content boosts results at all stages of the funnel. It engages people when they first start searching.
Put it this way, Google demands useful and relevant results for its searchers. Your content provides this.
The more useful and relevant your content, the better your site will rank on search engine results pages.
The reverse is true, too. Poor content turns readers off from your site and also sends warning signs to search engines. If Google sees that people aren’t engaging with your content and getting what they need, it ranks your pages lower.
So, what’s the best approach for content?
Create content for each stage of the buyer’s journey: awareness, consideration, decision, retention and advocacy.
Think about it - people use different search phrases depending on where they’re at in their buying journey.
When they’re at the “top of funnel” awareness phase, you want to drive them to your website for answers to their problem or need. The prospect is looking for top-level educational content that answers their problem without giving the hard sell.
Don’t feel limited to written blog content; some of the best top-of-funnel content includes videos too. Your success hinges on creating content that brings value to your audience - in whatever format they want.
A brilliant example is MindBody, a company that brings together local health, gym and beauty businesses in one app.
The blog is filled with content that taps into what it’s users are looking for: inspirational and motivational stories. There’s no hard sell - just educational blog posts about different ways to stay healthy.
The most important thing to remember with your content marketing strategy is this:
Behind every search, there is intent.
People are looking for something - it might be a destination, information about specific products they want to buy, or answers to problems.
So, if you want to be discovered by your potential customers and drive traffic to your website, your content must be optimised for user intent.
How do you do this?
Nail your keyword research.
Successful keyword research is at the core of all great content strategies. It means sourcing the most relevant and profitable keywords, rather than trying to spread your marketing across too many keywords that won't create a real result.
The best place to start is with Google Keyword Planner.
This tool makes it easy to research the most profitable and relevant keywords. Just go to the planner and enter a search term relevant to what you offer. The tool will show you an array of related terms which you can target in your content. Use this list to identify keyword trends that your audience is searching for, so you know how to focus your content.
6. Don’t forget about email marketing
The expansion of social media hasn’t been great for email’s reputation. Many people consider email marketing to be old news.
This is entirely wrong.
Email is still an exceptional way to increase website traffic… so long as you use it correctly.
Consumers who buy products through email spend 138% more than those who receive email offers.
And if you’re reaching out to a B2B audience, it’s no contest: 59% of B2B marketers say email is their most effective channel in terms of generating revenue.
All in, for every $1 spent on email marketing $44 is made in return, says a study by Campaign Monitor.
The challenge is, once you have great email list filled with potential customers (thanks to your lead gen content), how do you make your email stand out?
Use these actionable tips:
Be clear on your goal.
Are you welcoming a new customer? Clawing back an old one? Or, are you going to talk about a new offer? Every email has its place.
A welcome email for a new subscriber or customer engages people with your brand and can increase website traffic. Welcome emails are incredibly effective, with on average 320% more revenue attributed to them on a per email basis than other promo emails.
Craft a compelling subject line.
Think about using an emoji. After all, 56% of the brands that use them report a higher open rate. Most importantly, make sure your subject actually tells the reader something useful. Nobody wants to click on an email with a spammy subject.
Here’s one we love from KrispyKreme:
The subject immediately stands out in the inbox, with just enough mystery to make you want to click.
Then, you get this:
A dynamic email that reveals M&M donuts. Now, they’ve really got your attention!
Make your call to action strong.
Your goal with email is almost always to drive traffic to your site to take the next action.
So, you need to make your call to action irresistible.
Like this one from the Headspace meditation app:
Or this one from Foxtel:
One thing to remember here is to always put your call to action near the top of the email (above the fold) and use a different colour to make it stand out so it’s the first thing readers see.
Want to drive even more traffic from email?
Use your PPC ads to find out what works.
Test your calls to action, subject lines, copy, and offers in your pay-per-click ads BEFORE you use them in email campaigns.
For example, you can create two PPC ad campaigns - one with a subject line to ignite FOMO (fear of missing out), with words like ‘urgent’, ‘important’, or ‘limited offer’. And the other with a subject line that sparks their curiosity.
Then watch the Google Analytics data to see which one performs better, and use it for your next email campaign.
7. Seek referral traffic
Referral traffic comes from someone else’s website which has a link to yours. Why should you care about referral traffic? Because it gets your content in front of new, relevant audiences, opening the door for even better audience engagement and conversions that you wouldn’t otherwise get.
The problem is too many people try to buy referral traffic. They spend money on backlinks, but none of them send any useful traffic their way. Worse, this is a black-hat tactic and Google won’t let you get away with it.
Your content is the key to generating referral traffic.
Create unique, high quality content that other people want to link to if you want to increase website traffic.
Show off your expertise and build your reputation as an authority. The more people trust you, the more likely they will link to you.
That’s how we do it here at OMG - our experts provide content to other relevant sites, like this one at Dot Digital:
But even when you have a sweet link to a brilliant article that is highly relevant to your brand, readers aren’t necessarily going to follow the link to your website.
Sometimes that link is just a nod to where they got the information - proving to the reader that they didn’t make up the statistic. The reader doesn’t actually need to follow the link as they have everything they need in the article already.
So, to drive valuable referral traffic, the reader needs a compelling reason to click through to your site.
One of the best ways to get traffic from referral links is when your link is in a list of resources. Let’s say someone googles “best SEO audit tools” and finds a list from a reputable site near the top of the search results:
They want to actually find a tool to use, so the intent is high. When they read about a tool they like, they’ll likely click through to the site. In fact, they will probably click through to a few sites to compare tools.
Now that’s qualified traffic you want.
The Final Word
The right online marketing campaign boosts traffic and improves conversions. But if you get it wrong, you’re just throwing money at nothing.
You get no results and a hole in your wallet. Whether you’re a business owner or seasoned marketer, these techniques are proven to help increase website traffic. And increasing website traffic is the first step to increasing sales and revenue.
But, as you’ve seen, it’s not just about cherry picking the techniques and using them for one-off campaigns. The best results come from combining their powers to reach your audience in lots of different places, with targeted messages that compel them to visit your site - and ultimately, convert.
So, how do you bring it all together? Download your FREE Digital Marketing Game Plan to find out.