Once your killer blog post is live, you can sit back and wait for the likes and shares to come tumbling in.
Unless you’re really lucky, it’s quite unusual for a piece of content to be seen globally with no other activity behind the scenes. The most successful content is carefully promoted by marketing agencies that know exactly which buttons to push.
Getting traffic to your website follows exactly the same pattern. Sites don’t generate traffic without some form of promotion. That’s where digital marketing expertise steps in to help.
Fortunately, most of the traffic generation methods we recommend are inexpensive and accessible to everyone.
Social networking is one great way to give your website’s content a push. The low cost and instant impact makes it appealing for any business with a modest marketing budget.
But social networks are not created equal, and it isn’t sensible to spend lots of time pushing your website in the wrong places. A B2B widget manufacturer might gain massive traction on LinkedIn, but next to nothing on Facebook. For a clothing retailer, the opposite could be true. It’s important to identify your target audience, what their typical online behaviour looks like, and then create a strategy whereby you aren’t afraid of trial and error.
You can automate posting with tools like Buffer, but you’ll see the most traffic from the networks that are a good fit for your business. Engage with decision makers personally, promote content at the right times, and you’ll soon see useful traffic flowing in.
Content outreach and online PR
If you’ve developed content that’s too good to waste, an outreach campaign will amplify its impact. There are many websites out there that are always on the lookout for guest bloggers, and key influencers will often share good quality articles generating traffic and incoming links to the website at the same time.
Likewise, if you have an important news story to share, an online PR campaign will get your press release to the right people. You can also announce big stories on newswires to bring traffic from the mainstream media. There are a wealth of resources available online, and with a few tips and tweaks you can encourage your content to be picked up and distributed widely online.
Both tactics can trigger tons of relevant traffic and give your site a real boost providing you have the content to back them up.
Pay-Per-Click Advertising (PPC)
Pay-per-click (PPC) advertising is a sure-fire way to drive traffic to your site, and you can control how much you are willing to spend for every visitor. But be warned: a PPC campaign that is poorly managed can be costly and hugely ineffective.
For PPC to generate the right traffic, you need an experienced PPC management team keeping an eye on the bigger picture -- and ensuring that you don’t overspend. Your website should also be tightly tied to the ads you’re running so that visitors aren’t confused when they land on your site. Check out our handy guide to managing your PPC campaign.
You can’t repeat short keyword phrases and expect traffic to flow in. Those days are over. Google is much more sophisticated on keywords than ever before. It expects to see highly specialised content, with an emphasis on ideas and advice, rather than keyword repetition.
Analysing your statistics can reveal long-tail searches that users are typing in to find your site. Those are searches with very long strings of keywords, and they tend to come from people looking for very specialised advice. If you can harness these searches and build content around them, you can drive a surprising amount of highly relevant traffic.
Carrying out deep target audience research and constantly reviewing your keyword strategy will help you to find out which long-tail searches you should be targeting.
A Final Reminder
Driving traffic is great, but you need to ensure it’s the right kind of traffic. Every part of your site should be optimized to convert the visitors you get into paying customers. If you don’t have a holistic view of your marketing strategy yet go back to basics, and start with laying out your goals and targets. Working out how you can then achieve these goals becomes your strategy, and a good strategy will always work in a fluid and evolving way.