A huge challenge faced by any organization is how to get noticed in a sea of digital noise. Your website may be your digital storefront, but you need people to visit, just as you would if you had a physical space. Yet with so much competition for attention, how do you drive traffic to your site?
Generally speaking, there are organic drivers, which are those that are free, and paid solutions to this ever-present challenge. Here are both some effective organic and paid methods to drive traffic to your site. But always remember to track where your visits are coming from.
Search engine optimization is a tried and tested method, and still one of the most effective means of driving visits to a site. Search engines such as Google have increased the sophistication of their ranking results, placing more attention on authoritative sites (those with an established reputation), and at the same time making it more difficult for sites to hack their way up the rankings with repetitive keywords. This means that results must be driven by quality, engaging content and savvy use of relevant words, and remains an abundantly rich source of driving traffic.
“It is imperative for business owners to understand the benefits of SEO, and how it works. If you don’t, get yourself up to speed with a book or online videos: it will be more than worth it,” recommends Kit Drinkwater, a marketing manager at Writinity and Lastminutewriting.
With search engines placing more onus on quality of content to produce ranking results, your SEO strategy will need to run hand in hand with quality, relevant and ever-added content. And we are not just talking about on your site and blog (which are of course key places) but also as a guest blogger on relevant sites too. Quality content gets shared, and that’s exactly what you are looking for to get noticed by those all-important ranking bots.
Create video content
In this day and age of short attention spans, videos are an effective means of getting your message across quickly. But don’t forget to upload instructional videos to YouTube too, which in turn also positively affects your page rankings.
Leverage social media
This is an obvious tip, but an effective social media presence is fundamental to a business’ success. The trick here it not just to go at it with uncalculated abandon, but understand what social media platforms your market uses and responds too.
Don’t forget email marketing
Some may consider it old hat, but email marketing remains one of the most effective means of reaching out to potential customers. Utilize your mailing list and send savvy emails with well-thought-out headings and use offers.
Don’t forget your mobile users
Increasingly mobile devices are surpassing the classic desktop devices as the means by which people most frequently surf the web. So, it is vital that your site is adapted for mobile users. If it isn’t, you are immediately alienating more than half of your potential visitors.
From Google AdWords to Facebook Ads, there are a number of high-quality, yet often high-cost options when it comes to displaying online adverts. Remember to track what is working and what isn’t, though, as this is the easiest way to quickly blow your budget.
A classic means by which to reach a larger audience is to partner up with another well-established business, preferably one with a target market not dissimilar to your own, or one with a market you wish to penetrate. It will cost, directly or indirectly, but it is a proven path to success.
We all read about them from time to time, and they are not cheap, but influencers have a mighty reach. Just make sure you use one that appeals to the right market.
A successful marketing campaign leverages a combination of the above options, but there is one more thing. “You absolutely have to maintain vigilant analytical and tracking reports to get a handle on CPA, and run pixels to understand what means are driving your traffic most effectively”, advises Sean Fellowes, a digital marketer at Draftbeyond and Researchpapersuk.
Steven Novak is a regular contributor to GumEssays and LuckyAssignments as well as a marketing strategist. Follow his insightful contributions on the niche of digital marketing as well as a host of other marketing-related topics.