How to generate website traffic - that is the question on every marketer's mind, but how is it performing? Are you getting the right type of traffic? Once they get to your site, how long do they stick around? We’ve created this post to begin shifting your focus from simply generating more traffic to generating traffic that converts to new leads. Traffic that doesn’t convert has little value.
Here are a few ways you can generate website traffic that converts into leads:
Relevent, Targeted Keywords
Organic search results are listings on a search engine results page that appear because of their relevant search terms, instead of some sort of paid-strategy. Organic search is known to be one of the best ways to grab profitable visitors. Why is this? When you optimize your website and its content around relevant keywords that are targeted to the needs of your buyer personas, Google picks up on this and ranks you accordingly. When a buyer searches for one of those relevant and target keywords, they see your link and ultimately land on your website. These kinds of visitors are the most likely to convert into customers or clients because they know you solve the problem they have been searching for. There are many different ways to increase organic traffic - you can refer to our recent post to discover some tips and tricks.
Interesting and Valuable Content
As mentioned above, search engines love properly optimized content, but humans love interesting and valuble content. In order to be successful in your content marketing efforts, you must give your visitors the opportunity to land on a website that is filled with rich, informative content. Captivating content will keep visitors on your site longer, which in turn greatly increases their likelihood to convert. This means you shouldn't only talk about your product or service. That's boring. Speak to your personas as though you're coaching them to be successful. Care about what your personas need to gain from your product or service. Write for your personas, not for your sales team. Your content includes the copy on website pages.
According to Hubspot, today’s buyer wishes to consume information when they want and how they want, and often-times without the involvement of a sales person. A company website can and should serve as an educational hub and virtual storefront.
Use a blog to attract and inform your visitors. A blog is a great opportunity to become a thought leader in your industry. Search engines love frequently updated websites - so make sure you keep on a blogging schedule and post regularly! According to Hubspot, Companies that blog have 55% more visitors and generate 126% more leads than those that don’t. Hubspot provides free blog post templates to help you get started. Don’t miss out on this chance to generate reasonable amounts of traffic while allowing visitors a platform to interact.
Social recommendation has quickly become one of the best ways to promote your content and attract visitors to your website. Make sure you are providing social sharing links on your blog posts and are frequently updating your social accounts with new, relevant information to attract visitors. Also be sure to include a strong social media biography - this is often the first thing a potential social media fan will check out. This works as a first impression for your brand and will be the start to a new relationship.
Another way to drive traffic and convert visitors into leads is by providing compelling offers. Make sure you are promoting these offers through call-to-actions (CTAs), landing pages, promotion emails, social platforms and more. If you're providing a sale, the next logical step is to purchase the product or service. If your sales cycle is more complex, the sales cycle will be more involved in these offers. A realistic next step may be a visitor requesting a consultation or downloading an information white paper from your site. In this scenario, your objective is to move them down the sales funnel and continue the conversation.
Retargeting is a paid search marketing strategy where website visitors are identified and remarketed to using search or social media ads. These ads may appear on Facebook, Google search results or on other websites. Retargeting is a way to reach a specific audience who has already shown interest in your product or company. This cookie-based technology is so effective because it focuses advertising spend on people who have already gone through the first phase of the buyer’s journey. Most marketers who have used retargeting have see higher ROI from this method than other channels.
There are many tried and true methods that help websites generating qualifying website traffic, however will not be effective without proper implementation and consistency. You may find some methods work better for your company than others - it’s important to frequently monitor and tweak your efforts accordingly.
These are just a few ways you can generate website content that converts visitors into leads. Remember, more relevant traffic means a higher conversion rate, which means a higher ROI for you. Do you have any tips or tricks that have worked for your company in the past?