How to Drive Traffic to Your Website
Once you’ve optimised your website landing pages for success, you’ll start generating a high volume of visitors, increasing conversion rates and see leads become customers. But what if you’re struggling to get those visitors to your pages? There are three winning steps that you can stride into, in order to ensure your website landing pages are attracting visitors, which you can start converting!
Blog Posts Have you been blogging enough? One way to drive traffic to your landing pages is through the use of content, which include your blog posts. Through informative and engaging posts you can guide your reader to a landing page that contains a relevant service or product. The best way to achieve this is to create a blog topic for every landing page that you create. For example, if you were selling woolly hats, you could gather the pain points that your audience might have when deciding to buy a woolly hat. It could be they can’t find the right quality that does not itch, therefore you would then create content around this problem. By creating these blog posts you have something that you’re already giving away for free, which starts to build a trusting relationship - a vital element to digital marketing. Audiences are constantly looking to solve problems, whether they know this or not, and they want free information before they go ahead and download more content or make a purchase. Once you’ve directed them to your landing page, that’s when your visitor will convert to a lead if they follow your call to action.
Search Engine Optimisation Although you can use marketing to help drive traffic, you also need visitors to arrive to your site organically. Not only does this continuously help your business, but it also gives you a better ranking on Google Search. Search engines rely on specific algorithms to determine the pages shown when someone is searching for something. When writing your landing pages, you should include all keywords and keyword phrases to make sure that anyone searching for ‘woolly hats’ will be directed to your site. This might seem quite simple, however, you still need to use your keywords and phrases intelligently otherwise search engines will also pick up on this and push your ranking down. If you bombard your landing page with keywords that don’t sit naturally within the text, search engines will think you are spamming the page. Preferably you want your page to show up as the first result, so you need to be precise with keyword use. Include at least one keyword in your title, in your meta description and then use keywords relevantly throughout your copy. Search engines will notice your words used within context, and your pages will begin to make their debut on the results pages.
Social Media For some, using social media to generate attention around your landing pages is still a strange concept, but if you utilise it in the right way it can deliver real results. Begin by building relationships with your ideal audience and prospects on your social sites. Whether it’s Twitter, Instagram, Facebook, LinkedIn, Google+ or another site, you will be able to create engagement through conversations with people who might potentially be interested in your product or service. Once you’ve built up established relationships, you can start to share your blogs, landing pages and eventually what you’re offering with your audience. Always remember that everyone in the buying process is different and will be looking for various results, products and services. The majority of social media channels allow you to segment audiences based on their interests - you could divide two database lists on Twitter into people looking for red woolly hats and the other, people looking for blue woolly hats. With this information, you will be able to nurture them accordingly and make sure your content is driving them to your landing pages. By making sure they’re interested beforehand, you will see a higher conversion rate.
Advertisements When you think of advertisements, you immediately think of in your face pushy sales tactics, but there are ways to avoid this and create advertising that feels more natural. One particular way to do this is through social media advertisements - especially if you’re performing well in general through this medium. Facebook can deliver high click through rates to your site when the content is engaging and directed to the right audience. Rather than creating pure advertising, you can pay to sponsor posts that you have seen perform well on your social media channels. Spend is relatively low if you choose it to be, and you can target your ideal audience for a greater reach. For example if you posted a blog piece on Facebook about how to style your woolly hat and saw high engagement, you could sponsor this post as you know it will deliver results as you have already seen them. Sponsoring posts feels less like advertising and can be highly rewarding if used effectively.
Conclusion Landing pages are successful in generating leads and high conversion rates once they’re optimised, however, it’s often driving the traffic to those pages which is difficult. By implementing these four strategies in your digital marketing plan, you will start to see your visitors grow. Remember to write a blog for every landing page, include keywords and phrases, use social media to create conversations and use advertisement when necessary.