We all have an idea of how to generate traffic but, do we know how to generate the right traffic to our websites?
According to a study conducted by HubSpot, the two key challenges experienced by marketing professionals are how to generate traffic and leads to be able to demonstrate the impact of their marketing activities, the ROI. Therefore, in this article we are going to explain how to attract the right traffic and how to use the data to better understand your audience and create relevant content.
Before trying to generate suitable traffic, it is important to know who you want to attract. The creation of a buyer persona can help to identify the type of person that you are targeting. For example, the type of user that will surely read this article is someone aiming to attract traffic to their company's website, who has the challenge of managing multiple assets, and who wants to understand how to use data or works to ROI-driven KPIs. This person may also be known as a Digital Marketing Director. Once you are clear on the type of person you are targeting, you can do what you need to do to attract them.
Social networks generate traffic to a website from the very first post, and can be a key way to direct the ideal traffic. One way of generating this is through the use ofbuzzwords. People tend to click on the information that contains the key words that interest them or that are attractive. A crucial way of attracting the right traffic is through the use ofhashtags, since they broaden the scope of your message to those searching around the terms tagged. Finally, if content is relevant for the professionals in a given sector, they will share it with their own network.
References are often underestimated and overlooked, but they can prove very useful in generating high-quality traffic. The reason is that the link will come from a trusted website with the intention of finding your services. The more links you have from other websites, the more likely it is that you will have new users that become involved with your content, which in turn can generate more sales. One example would be links from product review websites, because their visitors already know what they want and are considering a purchase.
Paid search terms are a common method used by companies, but they are often set up but then never monitored thereafter. What we can be sure of, is that it is worth investing in the staff to implement and manage this type of actions, if you do not want to abandon the work to configure and create adverts. It is a highly effective way of directing traffic to your website with users who are looking for exactly what you are offering. If you also combine these adverts with landing pages with a well-defined objective, they will be much more efficient.
SEO and page searches can be highly effective if used together. Both for the creation of adverts and to write the text that appears in the Google results in an organic way, you will need to include keywords that the user is searching for. However, for the results to appear organically, it is not enough to incorporate keywords and attractive copy that invites users to click; you also have to take into account many other factors that, to a greater or lesser extent, will ensure that your URLs are situated higher or lower in the rankings.
Email marketing is an essential method to generate traffic that interests you, if it is done correctly. Obtaining the necessary permissions to be able to send content to your potential clients, thus creating a database, creates a great opportunity. If your content contains a hook, and it is visually attractive and relevant to those receiving the emails, you will bring them to your website.
The speed of a website is interesting because if you do not pay attention to this, any traffic generated will reach your site and then leave immediately. Having a slow website means that search engines cannot trace enough pages making your pages less visible and lowering your ranking in the search results. You can't reach your target audience if you are invisible.
The structure of your links is crucial and is related to the previous point. If you have a weak link structure, you may confuse Google's robots and you will finish in a lower position in Google search results. If you are not as visible, the quality and quantity of visitors to your website will be reduced.
After paying attention to the different ways of generating high-quality traffic, you will need to use the information generated by these steps. You will be able to determine what kind of content is more attractive and how people interact with the content that you create. This will allow you to use a process similar to that defined above and to establish some segmentsthat will help you to decide the type of content that you are going to generate once you have analysed the information generated.
You will also start to understand what your target audience needs, which will allow you to createtailored content, not generic content. The essence of content creation is to attract and report on what your business is offering. However relevant the content, the more likely it will be that you convince your audience to make a purchase.
The best way to evaluate your traffic is to monitor your conversions. For example, how many leads have been generated based on the new traffic flow that is arriving, how many pages people see before leaving and interaction with your content. Any traffic directed to your website can always be considered good traffic, with some value to your business.
Our advice is to follow the 7 ways of generating traffic, analyse the traffic that is generated by doing this, create segments/personas and aim to understand their needs, create personalised and relevant content for your audience and, as such, ROI will increase.
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