1. Search engine optimization (duh!)
SEO is the most important thing to do to increase your website’s ranking. Consumers use Google or other search engines to seek information, and what they type in is referred to as "keywords." Long-tail keywords are “phrases” that are sought. The more people use a particular keyword or phrase, it gains more “keyword-super- juice.” Ensuring you have the exact use of sought-after keyword/s throughout your site, the higher ranking you will achieve. Most folks don’t seek past the first page, so high ranking is a coveted spot.
Improve organic search results by adding new or editing existing content, removing barriers to index search programs, increasing your backlinks and inbound links—which are the links your website receives from other webpages. The more you have, the more popular you are, and search engines reward that popularity.
2. Social media: Don't be afraid, use a scheduler.
Social media has millions and millions (and millions) of daily users. From a marketing and traffic perspective, it’s a cost-effective way to attract people to your site. You can do paid ads and set a daily budget, pay per click, or pay for “impressions,” when people see your ad. Social platforms and DM options are also excellent tools for customer service inquiries and real-time communication. However, don’t only think about your own needs. Be sure to comment on other’s posts, share, etc. This generally leads to a quick peek at your website or comment back. Be useful, educational, and friendly to build a follower base that is already interested in what you have to share. Too many ads will turn people away. Find your balance.
3. Blogging: People do care what you have to say!
Google loves it some fresh content. So, blog all you want; search engines want more! Offering free, original content on your site can help bring new visitors, set you apart from the competition, prove your authority, and increase conversion. Another option is that you can guest blog; by writing for prominent blogs in your niche. Remarkably, this method is even more beneficial in generating traffic. Include a link to your site in your signature biography at the end of your guest post and you can draw in new visitors from their audience, which likely gets much more traffic than your current blog or website. This gains you instant credibility.
4. Meet them where they are: Email marketing
Email marketing is an effective tool because many people need to be engaged multiple times before they buy. It has proven its viability over the years and is still one of the best ways to engage potential and current prospects. If you give people a compelling reason to subscribe (contests, great content, insider information, deals, etc.) and dependably send great content so they don’t unsubscribe, you will encourage them to return to your site on a regular basis.
5. Word of mouth (forums/social media/community pages, etc.)
When you’re looking for a new shop to get an oil change or a good deli in a neighboring town, you likely turn to trusted friends, family, or online sources to discover the best-rated options. These reviews and social-proof elements are critical drivers for your website too. Focus on building tight connections with followers and ask for positive reviews or word-of-mouth recommendations regularly. Participate in forums or comment on other’s blog posts to plug your company, but be careful, you don’t want to come off too salesy.
6. Rejected? Retarget!
Retargeting ads work by placing a tracking cookie on each of your visitor’s computers. It feels wrong, but they can choose to decline. The idea is that when they leave your site, they are directed into a funnel that sends them more ads about your product or service. Using this type of advertising helps you reach visitors who leave without conversion, which is about 98 percent of all your traffic, and that makes retargeting valuable. You’ve already worked hard to get people there, so invite them to come back.
7. Get after Video!
Videos can pack in much more information, in an entertaining way, than almost any other medium. Posting them to YouTube can help your content get discovered by YouTube aficionados and even go viral. Google indexes your content, but others can embed your video on their blogs and share it via social media. Although going “viral” is undoubtedly the goal, it’s important to remember that not every video needs to get a million views to drive traffic to your website successfully. Instead, focus on a call to action that tells viewers exactly where to go.
You can also advertise on other people’s videos by buying targeted ads relevant to your business, yet another way to get more people to see your company.
Explore Video email!
As stated, videos can pack in much more information than almost any other medium. So why not put them as your email content? Your “email readership” will skyrocket, and you can always personally ask them to visit your site and see more. By saving your videos onto your site (if they are educational), you will have a library for folks to watch, thus spending more time on your site and helping your SEO. Amazing how this stuff works!
8. Pay per click (PPC)
PPC Internet advertising brings traffic to your website from search engines. Here’s how it works: you pay a fixed price for every click your ad gets in the results feed. Your ultimate goal of the click is to convert that user and see a return on the click investment. With Google AdWords, there’s no spending requirement, you can set a tiny budget of as little as five dollars a day or a maximum cost of ten cents per click. Your primary focus should be the person becoming your client, but simply showing interest is still a good ROI, since you can now be confident that they are aware of your existence and may possibly convert at a later date. Carefully chosen keywords and phrases will cause the search engine to use algorithms that get your ad in front of many potential prospects.
9. Be somebody! Authority and backlinks rule.
Building your authority and influence is an integral part of driving traffic to your website. Through public relations strategies, you can brand yourself as an expert in your niche and build your credibility. For instance, by serving as a source in journalist’s articles, the outlet typically provides a link back to your website, which carries significant traffic that converts well, all while building your reputation. Plus, when you’re mentioned on a big press outlet, your prospects trust you more. Periodic press releases can also help drive traffic and generate interest in your product or service. Backlinks and authority are also propagated by hosting a podcast (even just being a guest), creating an Alexa Flash Briefing, vlog, writing a book, speaking at events, or being on the radio can all add stripes to your authority and credibility factor.
10. Great branding matters
Last but not least is branding. Much of the above may not be taken seriously or engaged if the branding is subpar. To appeal to the higher-end client, one must walk the talk. Take the time to do a brand analysis, perhaps refresh your brand, and engage in a more modern way.
If you are not sure if your branding is up to snuff, check out our Branding Analysis Quiz using this link.
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