More traffic on your website means more opportunities to generate leads and make sales. There are several ways to do it. Let’s go over them.
Getting someone to visit your website requires 3 things:
- Providing value
- Standing out
- Reaching the right people
Providing value means understanding what your audience wants to find out more about, and producing interesting and relevant content on the subject.
Standing out means finding new and creative ways to reach our audience, and making your messaging compelling enough that it makes people click.
Reaching the right people starts with understanding who those people are. Do your research and create an ideal client profile that tells you demographic information, typical challenges, and goals. Then understand what kind of content they want to see that aligns with that, and where they typically go to find it.
There are many different ways of getting people to your site, but here are 8 tactics to get you started:
#1. Promote content on social media
If your business isn’t investing time and effort in social media marketing, you’re missing a great opportunity to reach possible contacts. Almost half of the world’s population uses social media, so no matter what your business does, and who your target audience is, you’re sure to reach potential customers.
This doesn’t mean that every channel is right for you, though. LinkedIn is best for B2B businesses, and while Facebook isn’t popular amongst Gen Z, TikTok certainly is.
Social media is often used as a search engine, (54% of social browsers use social media to research products before purchasing), so it should reflect your brand in its best light. Use it to promote your blog content or any other content marketing pieces like video or infographics.
In order to create a social media page that people want to follow, it needs to be about more than just your content. Engage with industry content, such as relevant articles or news items that your followers may find useful, to establish yourself as a worthwhile page to be following.
Grow your followers by interacting with other accounts, sharing other accounts’ content, and using relevant hashtags so that your page can be found by a wider audience.
#2. Sponsor your social content
When you’ve found a social media channel that works for you, expand your audience by promoting content, which means running paid ads.
When doing this, you can specify who you’d like your ads to reach, usually based on demographics or behavioral factors. For example, ‘women aged 18-25 in New York who like cooking’. Using your ideal client profile is important here, to help you be specific when choosing an audience, and creating content that they will find relevant enough to click on.
#3. Run a webinar
With many of us now working from home more frequently, online events like webinars are rising in popularity. Demand is growing, and there’s always space for more great content in your topic niche.
When creating a webinar, start with the content. Webinars can be discussions, Q&A sessions, or a simple presentation structure. Thinking back to your target customer, consider what kind of content they might be looking for, and what questions they want answering.
Webinars stand out when there’s a great speaker involved, so if you can bring someone interesting within your industry on board to participate in the webinar, it can help raise awareness and attract registrations.
Getting people to your site should be easy if the content is great, although you can attract even more visitors with follow up email marketing with links back to your website.
#4. Create free tools
Getting people to your site means understanding what your audience is looking for and what questions they might have. Then, provide a way to help them find the answer.
Examples of tools are calculators for financial services, ‘fit finders’ for retailers, or assessments for software or development companies.
Free tools work because they bring your target audience directly to your site, and, when well-aligned with your target audience, you can provide not only the answer but a solution with your product and service.
#5. Build a newsletter list
A newsletter allows you to communicate on a regular basis with your audience, whether it’s daily, weekly, or monthly. For people to subscribe, you need to provide valuable and useful information. Typically, it’s a mix of useful industry content, news from relevant sources, and of course, your own content marketing which points to your website.
To build your list, share your registration form on any of your marketing channels. You could include a link during an online event or webinar, promote it on social media, or make it a CTA (call to action) in your marketing content.
The key to building your list is to promote the benefits of your newsletter when you promote it. What makes it stand out from all the rest? Making the frequency of your newsletter send, and the topics you’ll cover clear upfront is also important so your audience knows what to expect.
Use marketing tools that automate this process, pulling in your new contact data, sending it to your email platform so they can be enrolled in your newsletter lists straight away.
#6. Attend and speak at events
Industry events are a great way to raise awareness of your brand. Find out what kind of events your audience attend, and how you can participate.
It may be that you just attend and network with other delegates. But, if you have the budget for it, most events have sponsorship opportunities, allowing you to exhibit or sponsor a section of the event as a partner.
Speaking at events is a great way to build an audience. When putting your slides together, build some content around a page on your website so that the audience is compelled to check out your site.
An example could be referring to some research you’ve done, talking about a great interview on your blog with a thought leader, or discussing a case study that provides detail to back up your talking point.
#7. Competitions and contests
People love free things! Running a contest allows you to draw people to your site so that they can participate.
Promote the prize and the competition details on your online channels, and ensure you use an online form embedded in your website to capture their details.
#8. Online Quizzes
Online quizzes are a great way to raise awareness of your brand and get people on your site because of how well they perform on social media. Buzzsumo revealed that the average quiz is shared nearly 2,000 times.
The title is key so that people click on your site. A compelling quiz is one that either answers a question or provides value.
Quizzes can be just for fun, raising brand awareness, or they have a goal of lead-capture, which involves collecting an email address, usually before the results page.
The most important thing to consider when creating strategies to get more website visitors is, ‘what’s in it for my audience?’
In summary: provide enough value with your content so that clicking onto your site is compelling and find channels that put you in front of the right people.