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Do you know which Digital Marketing channels your company’s website is generating more traffic on?
It is nothing new that generating traffic is necessary in order to generate business opportunities on the internet. A website without traffic does not generate visits – and, consequently, does not generate leads, opportunities and sales either.
But how to do this? How to reach the right people and tap different traffic sources to succeed?
In this article, I’ll show you how to do this in order to guarantee results and also talk a little more about each traffic source and its particularities.
Organic traffic is the access of users who find your content on Google searches.
One of the great advantages of organic traffic is that you can use and abuse it completely free of charge!
To leverage your business through organic traffic, there are three steps, also followed by the team of agro farm are as follows:
1st. Define your business keywords
In large part, organic traffic depends on your consumers searching for the content your company offers.
What drives these searches are problems that your potential customers have and that can be translated using keywords like Blue World City. That’s why it’s important to choose the main keywords for your business.
There are basically two types of keywords, and both are important.
Head tail is a broad term and is generally very popular. For example, the word slim down.
Long tail, on the other hand, is a more limited term and can be used to more specifically deliver your business solution. Example: diets to lose weight fast and lose your belly.
As they are easier to rank because they have less competition, I recommend that you do keyword research and define the main ones for your business, betting mainly on long tails.
2nd. Create quality content
Google has over 500 algorithms to recognize what quality content is. And, in recent times, its algorithm has come closer and closer to the so-called “human factor”.
That is, focus on solving your audience’s problem. Produce content that is always original, up-to-date and relevant to your digital channels.
The higher the quality, the greater the success, visibility and interaction.
3. Invest in SEO
I’ve already talked about the importance of defining keywords and producing quality content that delivers solutions to your audience. Now, you need to combine these tools with some SEO techniques to maximize your reach.
It is necessary to ensure that your pages and posts have keywords within the content. Use these words in the title, in the alt attribute of images, in the description and also throughout the text, but without exaggeration and without compromising the quality of the content.
Also, make use of internal links to pages on your own website and external links to reputable sources.
Also, invest in link building, which is to ensure that quality sites link to yours. This will bring credibility to your content, as well as increase the number of visits to your website.
Social traffic corresponds to all visits generated through social interactions. It could be when your page shares links, when your followers share their links on their respective timelines, when they share those links in comments, etc.
Anyway, every social activity that brings visitors to you is included in this item. And how to best implement this strategy?
1. Be present on social networks that make sense for your business
Search for the social networks where your audience is present and in which it is worth investing. Create specific content for each of them, with the appropriate language for each one.
It is important to have a global presence strategy to strengthen your brand identity and at the same time work with the specificity of each social network to make the best use of all of them.
2. Make sharing easier
The easier it is for users to share your content on their social networks, the better.
Encourage your readers to share their links by inserting share buttons or asking them to do this action in the post itself.
3. Interact with your audience
Social media is interaction – and interaction is a two-way street. You must speak and listen too.
When your company gives a voice to your audience, it ensures an endless source of inspiration, which can result in more quality content.
Encouraging the public to contribute also generates engagement through a sense of belonging. Therefore, when sharing your content, encourage engagement. This can be done with a question, a provocative phrase, or another way to impact the user with this sharing.
Also answer questions as they arise, either by private messages or by public comments. In some cases, some answers are in other content that your company has, and this can be a great way to continue generating traffic to your website.
Referral traffic is traffic that comes from other websites. In part, it is achieved by link building, which we mentioned above.
But there are other ways to ensure that credible sites point to yours, making your business earn some extra points in the eyes of consumers and search engines alike. Get to know some of the techniques:
1. Write guest posts
Guest posts are content produced by you or your team to be served on external channels. Like this post, from Resultados Digitais on the Outbound Marketing blog. 🙂
They can be press vehicles specialized in your area or blogs, for example. Be careful to choose channels that are credible and related to your business to ensure the right audience.
2. Become a reference
By generating quality content about your area, you become a reference in the market. This builds trust in consumers and other websites pointing to the information disclosed by you.
This is a great way to build a positive image and engage customers with your brand.
Paid traffic are the famous ads. Social networks, Native Ads and Google AdWords are some options for those who want a great reach in less time. But you have to do it right to be successful.
1. Choose the best channels
Where do you want to look for customers? On Google? On Facebook? On Instagram? On LinkedIn? On other sites?
It’s not enough to advertise anywhere, you need to advertise where the right people will have access to your message.
If you don’t know yet which channel is best for your business, try it out. The advantage of buying media is that you can start with a relatively low budget and gradually increase that budget to reach larger audiences.
Another great advantage of paid media is that you can analyze all the results in detail. So, after testing different channels, evaluate which one brought the best ROI (return on investment) to know where your company should focus efforts.
2. Keep your goals in mind
What is the objective of your campaign? Generate leads? Engage the current base? Sell?
You will only be able to measure the success of your paid media campaigns if you have an initial goal.
3. Target the audience
When advertising, ensure your consumer is directed to the right landing page for the ad that caught their attention.
If he clicked on an ad for a specific smartphone, he can’t end up on a page with all of the store’s electronics options. Put him in the right place and tell him what he needs to do next: download a coupon, register, get in touch, etc.
When a visitor lands on your page, they only need one message: do it.
Also avoid directing audiences to your site’s homepage. Try to make the user, when clicking on your ad, perform the action defined in the objective.
Direct traffic is people who come to your site without going through other means. They already know you and know what to look for. For this, they need to have known your company in a different way – and here are some different techniques:
1. Put your website address in digital channels
Your social networks, apps and other channels should have your website address visible and easy to find just like Capital Smart City.
Thus, you make life easier for your customers, who will not need to look for you elsewhere.
2. Put the address in offline media
The same goes for offline channels: business cards, newsletters, flyers, among other materials that your company can distribute.
3. Choose an easy-to-remember address
If your site’s name is easy to remember, the chances that people will remember it increase. So work on a good domain and consider acquiring others that might be similar.
I generated traffic and now?
Make no mistake and think that your strategy is complete just because your site is generating a lot of traffic.
In the Inbound Marketing methodology, after attracting, it is necessary to convert and relate. In this way, create conversion points to capture the contact of these users and turn them into Leads.
Once your company has these contacts, it is possible to create a more personalized relationship with them, distributing content according to their interests and their stage of the purchase journey.
By maintaining a relationship with these leads you ensure that they will continue to be part of the traffic your website receives. Furthermore, this relationship is what a company needs to educate consumers and prepare them to buy their product/service.
This content was written by André Siqueira, Co-Founder and Head of Marketing at Resultados Digitais. If you don’t know, Resultados Digitais is responsible for the RD Station, the largest marketing automation tool in Brazil. In fact, it’s the one we use here at OTB!
As RD is also a specialist in Inbound (and we are in Outbound), we launched together a super eBook for you to combine the two strategies and achieve much more results! Click on the image below and download it for free to check it out.