Marketing is all about getting people to consider buying your product or service, but it takes a lot of work to make sure your product is ready to be seen by potential customers. Any good marketer can tell you that you should focus on improving your on-site user experience before driving traffic, and I’ll be the first to tell you that web traffic shouldn’t be your most important metric. But once the on-site work is done, you should work to get people – the right people, that is – to your site. If you’re ready to drive traffic to your site, give these three tactics a shot.
Targeted Google AdWords Campaigns
AdWords campaigns can be valuable resources for driving targeted traffic to your website. Through keyword and location targeting you can select terms and phrases that your ideal customer would use to search for the services your business offers. Here is an example of how you can weed out the wrong kind of traffic through keyword targeting.
Scenario: You own a luxury pet grooming business that only uses organic products, offers in-home grooming sessions and gives relaxation massages to pets while they are shampooed.
Reality: You charge high dollar for your services. A pet owner looking for a groomer that is quick and inexpensive isn’t going to be your target customer.
Keyword targeting strategy: Think like your ideal customer. They may be looking for “high end pet groomers,” “at home pet groomer” or “green product dog grooming.” Target the types of words and phrases your customers would use to find your business. You should eliminate the following types of keywords or add negative keywords to your AdWords campaign. For example “cheap dog grooming” may attract people who aren’t interested in your service and “dog grooming” could attract too broad of an audience.
AdWords Location Targeting allows you to display ads only in the areas where your customers are located. You can narrow down to specific cities or exclude areas as needed. Through keyword and location targeting you can get more people to your site and into your goal funnel that have higher potential to convert. As you run your AdWords campaign continue to monitor which keywords and phrases are driving valuable traffic and which are not so you can adjust your campaigns accordingly.
Social Sharing Strategy
Social media gives marketers the unique opportunity to give our customers and potential customers information through a channel they view as a trustworthy community. You should use your social profiles to make a personal connection with your audience, extend your brand voice and drive website conversions. To accomplish the third you need to contribute valuable content via your social profiles and strike a balance between sharing your own content and content from other industry leaders.
When you do share something created by your own team, link back to well written, visually appealing content. This doesn’t mean you have to come up with new topics to create content around. Instead, you can repurpose old content in a way that will be easily consumed and appealing to your social followers. By sharing well thought out content via social media you can establish your company as an industry thought-leader.
Be sure to monitor the traffic you are getting from social posts and shares via tools like Google Analytics and URL Builder so you can analyze the wording, tone and other patterns that lead to the best interactions with your website, then follow those rules as you move forward with your social sharing efforts.
Creative, Compelling Content
In order to keep search engine crawlers and users visiting your site regularly, you need to regularly update your site with information that is helpful to your customers and potential customers. Whether you are publishing how-to guides or informational pieces you should focus on building pleasant, useful content for your users. This means breaking away from simply adding a new page to your website. Think about how the information you are delivering will be best received. Here are a few options for constructing content:
- Blog Posts
- How-To Guides
- Slide Shares
- White Papers
Regularly updating your site with content will give search engines more content to crawl and more of your site’s pages can potentially be served up in search engine results pages when a user enters a query related to the content on your site. Aside from the traditional SEO benefits, fresh content gives users a reason to keep coming back to your website and share your content with others. With Google Analytics, you can track which pieces of content receive the most attention. From there you can craft your content strategy so it appeals to your customers and potential customers.
There are countless tactics for getting more visitors to your site, but these will get you started. Just remember there isn’t a magic formula for driving traffic. Each business is unique and different methods will work better for you depending on your target audience. Don’t be afraid to get started, see what sticks and continue to iterate on your content strategy.
Photo Credit: Nicholas Harland