Congratulations on building your website! Now it’s time to get some eyeballs on it. We’ll walk you through ways to do that using content marketing, SEO, ads, social media, influencer marketing, and more!
Content Marketing
Content marketing is a very popular digital marketing method. Content marketing is basically creating materials to advertise your business without looking like ads. High quality content is usually entertaining or educational in nature. Its purpose is to increase organic traffic and to build authority and trust with your potential customers. Here are some ways to use it to drive site traffic:
An editorial calendar is a detailed planner for your website, blog, social media, and third-party resources. This calendar can help you:
Content writing guidelines help keep the content you create consistent in formatting and voice. They are typically part of a website style guide. These guidelines include:
An editorial calendar and content writing guidelines create the baseline for your content marketing process. Be sure to document it so everyone involved is on the same page.
Now it’s time to actually write. Decide which types of content you want to create based on your target audience preferences, niche, and competition. Types of content include, but are not limited to:
The growing popularity of podcasting makes it an excellent tool for web traffic generation. You can add links to the relevant content you’ve mentioned in the podcast description and use your voice in episodes to build brand awareness for your website. YouTube is also an increasingly popular platform. By starting a YouTube channel, you can direct some of the views to your website.
Get more eyes on your evergreen blog posts by repurposing them into:
Blog posts both increase your audience’s SEO profile and establish you as an authority to your target audience. You can reach an even wider audience by providing high quality content as a guest blogger and linking to your site somewhere in the post.
A linkable asset is an in-depth piece of content, designed to drive backlinks. Some examples of linkable assets include:
Search Engine Optimization (SEO) is the practice of optimizing your website content to get it to the top of the page and making your website as easy to use as possible so people and search engine crawlers alike can properly interpret it.
A technical audit finds gaps in your website’s performance and structure and suggests fixes for them. Running an audit is the first step to building an on-page SEO strategy.
Keyword research is the foundation of SEO. Follow these steps using a keyword research tool like SEMRush, Moz, or Ahrefs.
People hit up the web with a specific purpose in mind: to find informational, commercial, transactional, or navigational content.
To rank well, your content has to match the user’s intent and help them act on their objective.
Once a website visitor is on your page, what would you like them to do next? You can tell them with call to action buttons and internal links. In fact, all pages should be linked from somewhere else on the site. Use relevant internal links in content marketing to lead readers to pages on your website and other content. Internal links can also:
When users search long-tail keywords, they have a clear agenda in mind. Once they find the answer, they are likely to stick around longer than short tail keyword searchers.
SEO tools often suggest questions related to keywords that you look up. You can also Google your keyword and use the “People also ask” questions in the SERP as additional keywords or even create content strategy around them.
Advertising your website doesn’t require a big marketing budget. Here are a few low-cost advertising opportunities you can use to drive traffic to your website.
Facebook ads allow businesses to target users precisely based on location, age, interests, and other factors. They also have excellent features for retargeting and lookalike audiences. All of these combined make Facebook an essential part of any social media marketing strategy.
With over 1 billion worldwide monthly users, Instagram is one of the most popular social platforms. Instagram is the social media platform where visual-focused businesses will find a captive audience. Since it’s owned by Facebook, incorporating it into your digital marketing strategy will be similar.
On other social media platforms, users see brands as interruptions to their browsing experience. Pinterest is a natural fit for brands because people use it to discover products anyway. The majority of Pinterest’s 444 million monthly active users are women ages 25-44. If that’s your target audience, you’ll want Pinterest ads in your social media marketing strategy.
Pinterest ad formats include:
Google ads can help you increase website traffic and sales alike. The platform has a comprehensive range of ad tools, targeting, and analytics capabilities. Plus, Google lets you run all of these ad types from a single interface:
An email newsletter is an important, low-cost piece of the marketing strategy for many small businesses. It can build a relationship with your customers by giving them:
Email subscribers inviting other people to subscribe will help you grow your email list fast, which will lead to more site traffic later on. People may not think to recommend your email list to a friend in a normal conversation, but prompting them to refer a friend in exchange for a discount or special offer, they might think of someone. You can create a referral program with tools like ReferralCandy, Tapfiliate, and Partnerstack, to name but a few.
Email marketing is all about personalization. Email automation tools can help you strategically segment your audiences and create email sequences based on each segment’s interests and needs. Keeping your subscribers engaged in this way can lead to a steady stream of web traffic.
Social media strategy doesn’t end with paid ads.
Here are a few ways you can increase web traffic organically using Facebook:
One great way to get web traffic on Twitter is to repurpose blog posts into Twitter threads and end it with a call to action and a link to the relevant page of your website.
Eye-catching visuals are the key to using Pinterest to generate website traffic. Pin every blog post to your boards along with a high-quality image that will get viewers’ attention and look good on their boards as well.
Instagram doesn’t make it easy to post links, but there are two ways you can do it:
On your profile: Use a social media landing page builder like Linktree to include several links in your bio without taking up a lot of space.
On stories: Instagram Business accounts and regular users with more than 10K followers can share links in stories with the swipe up feature.
LinkedIn is the place to promote B2B content and drive traffic back to your website by:
Influencer marketing is a growing trend that doesn’t seem to be going away any time soon. Influencers in your niche can help you build brand awareness, website traffic, and sales alike.
Offering free samples of your products to influencers in exchange for a review is a great way to start a company/influencer relationship. For your first campaigns, focus on influencers that are directly related to your niche, even if they don’t have the following of the more famous ones.
If you don’t want to give away products or broker advertising deals, you can try organic outreach.
Create a database of people who regularly write about your niche including journalists, bloggers, and other businesses. Then start building a relationship with them on social media. Twitter is particularly good for this.
Once you have some good influencer relationships, ask them to contribute to your blog. Choose a theme, ask a question, and collect answers from your go-to influencers. Then format all the replies into an expert round-up post.
In addition to Facebook groups, LinkedIn groups, and sub-Reddits, here are a few suggestions of online communities to get involved in:
Here are a few free tools that can help you drive traffic by refining your website promotion strategy, identifying new marketing targets, and monitoring the results.
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