How to increase traffic to our website
A year ago, I helped a client launch her online clothing store. I built the website, added her products, and handed the website over to her. She said “Great, looks good”.
I sighed a sigh of relief.
“Now…how do I get people to the site?”
Table of Contents
Marketing & Advertising
How to prioritize your marketing activities
What is your most important factor for getting to your website?
Marketing & Advertising
Marketing and advertising are two very important promotional activities. They are just as important as your actual core business. Marketing is speaking directly to your customers and preparing the marketplace Advertising is paid placements for your products or services. There are three ways to drive visitors to your website: ads, organic content marketing, and partnerships/press. A good marketing strategy has a mix of all three.
Ads are using paid channels to promote your products or services or raise brand awareness. The paid channels can be digital such as Meta or Instagram ads, Pinterest ads, and Google Ads. They can also be traditional means such as billboards, radio & tv commercials.
Organic content is any content that brings people to your website that doesn’t require you to pay any money. Organic marketing would include social media posts, blog posts, people finding you through a search engine, and sending free samples to IG influencers.
Partnerships & Press
Partnerships and press is a useful tactic. It introduces you to someone else’s audience. This is sometimes referred to as earned media. This includes activities such as reaching out to bloggers, interviewing on other’s podcasts, guest blogging, and reaching out to press.
How to prioritize your marketing to boost your website traffic
There are so many marketing and promotional things that you can do! The digital landscape has only expanded how far your reach could go. To help you prioritize your marketing efforts, there’s a powerful prioritization tool called the “Eisenhower matrix”.
Dwight Eisenhower, the 34th President of the United States, once said “What is important is seldom urgent and what is urgent is seldom important.” The Eisenhower method assigns a task to a category based on how important it is and how urgent it is. The Eisenhower matrix organizes tasks into 4 buckets:
- Do it now
- Decide to do it (or schedule it)
- Delegate it
- Delete (or eliminate) it.
We’re going to change it for marketing and have the two categories be based on traffic potential and effort.
Anything that can bring lots of traffic to your website and requires low effort is considered an automatic “Do” for me. Ads are a prime example. A great ad can send tons of visitors to your website and are easy to setup. Google Ads have the greatest traffic potential. Meta, Instagram, and Pinterest ads are a little bit cheaper but work just as well.
Most SEO activities such as choosing the right titles and adding meta descriptions go in the “Delegate” category. They are low effort but have modest traffic potential.
Something that has a big bang for your buck are blog posts. Blogs are a form of organic and content marketing that has great results in driving traffic to your website. They require more effort than ads but the return on investment is insane. Companies that blog get 55% more web traffic and 67% more leads per month (Hubspot, Demand Metric). They fall somewhere in between the “Do” and “Decide” category since they require some effort. You can consider writing a blog post featuring influencers in your industry. An alternative to blogs that works really well are podcasts. They’re like an audio form of blogging and you may find it easier to record a podcast than write a blog post.
Adding keywords to a website is another beneficial marketing activity to do. Over 93% of online experiences start with search engines. (Webfx) Think of the times you’ve Googled a question or product. You can find what you’re looking for because the website has the keywords and terms. Digital marketer and SEO business leader Adam Audette says “Today it’s not about ‘get the traffic’ – it’s about ‘get the targeted and relevant traffic.’” Adding the right keywords to important pages on your website pays off long-term. Engaging on Internet forums such as Twitter or Reddit also require some effort but have less potential to drive traffic to your website.
Videos are a very powerful way to drive traffic to your website. 94% of marketers shared that watching a video has helped them make a purchase decision at least once (Lemonlight). You can use videos on social media or YouTube. YouTube is the 2nd largest search engine in the world and is owned by Google. Given the high level of effort that goes into making videos, “Decide” to do or “Schedule” it.
Most partnerships & press activities go in the “Decide” category. These include sending free samples to Instagram influencers. They require a bit more effort but it’s worth it to schedule time to do it.
What is your most important factor for getting traffic to your website?
If you’re looking for the cheapest route for marketing your business, leverage content marketing and SEO. These include activities such as adding keywords to your website, building a blog, launching a podcast, and posting videos. You could also leverage partnership and press. Avoid ads if you’re trying to save money.
If you’re looking for the fastest results, leverage ads. You’ll have more traffic within days. If you can afford to see your results in weeks, you can leverage partnerships and press. Videos, blogs, and podcasts, in comparison, takes months before you see results.
If you’re looking for the easiest path, run ads. You set it up once and let the ads run. Just be sure to check the ads after 3 days to see if they’re working. Content marketing, SEO, videos and partnerships on the other hand require a lot of work but they work really well.
If you’re looking for the activities that will drive the most website to your traffic regardless of cost, time, and effort, do these things:
- Create a blog
- Start a podcast
- Add keywords to important pages on your website
- Make videos
Do you want a website done for you? Let’s chat!
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