Still thinking about strategies on how you could be driving more qualified traffic to your site without spending more money?
After reading several articles from influencers such as Neil Patel, Jeff Bullas, Brian Dean and digital marketing blogs such as Hubspot and KissMetrics, I came up with a short list of easy to implement action steps you could be taking for getting more targeted traffic.
Number 1: Know thy audience
Before even thinking about starting a blog, you should ask yourself who you will be writing your blog for. It might seem like an easy question, but it is key to define the tone of voice, style, and level of complexity your blog will have.
Are your future blog readers already familiar with your topic’s jargon? Are they beginners or looking for more advanced lessons? Are they looking for a business style or for a more friendly approach?
The more details you’ll be able to give when describing your ideal reader, the more successful your blog will be. Consider answering yourself questions such as age, level of education, financial means, aspirations, pain points could give you a better chance of attracting the right audience.
So, what could you do to learn more about your potential audience?
Here are few ideas:
- Spend time on similar sites to learn more about the strategies that already established sites are successfully using (a quick Google search should give you plenty of sites to browse)
- If you think of addressing beginners or experts in the field, remember to focus on sites specifically designed for them
- Engage with their audience to learn more about your potential customers:
- Learn about your competitors’ weak points that you could eventually cover
- This is the key point – Identify the gap in the field and build your site around it
Number 2: Start creating content that fills your niche gaps
After 2-3 weeks spent browsing industry-related sites, you should have a better idea of what others have already found and the strategies they have already implemented. Hopefully, you’ll have engaged with potential customers, found a possible gap in the field on which you could build the new foundations of your site. Now, it is time to think about the content you could be generating. As said in the previous paragraph, you should focus on topics that have not been covered yet, have not been covered in depth or have been addressing just a specific type of audience.
Independently from your topic, audience, style, language, consider:
- Supporting your statements by including accurate data and references
- Writing no less than 500 words (here’s why)
- Approaching the topic as you were solving someone’s problem
- Presenting your concept as a list of key points
- Posting your most successful blogs on Medium and Flipboard
Here are few tips on what types of content you could be generating:
Step 3: Promotion, promotion, promotion
After researching into your field and producing new content, it is time to spread the news. All your efforts will be useless if you don’t get visitors coming in at a steady pace. If none knows about your easy-to-follow webinars on how to master French for business meetings, or your infographics about the benefits of long walks in the park, you will never get traffic. The days of “You built it, they’ll come” are over.
Here are few simple steps you could be taking to promote your content:
- Go back to the blogs and forums you have been engaging with in Step1 and add links that point back to your site.
- The links must be relevant to the site’s main topic
- The links must add something to the site’s content
- The link must be added as part of the conversation; for instance, write a brief comment and then add a URL back to your site as a way for users to “find out more…”
- Use social media for digital marketing. To make things easier, take advantage of automation platforms, such as Buffer and SocialOomph to help you manage, automate and track your marketing efforts.
- Connect with groups, brands and social media influencers. Reply to comments, offer advice, be friendly and polite, address criticism calmly and always offer something positive to the community.
Step 4: Set up a landing page
Landing pages are generally referred to as pages on which your users land. From a marketing viewpoint, landing pages are “standalone” pages specifically designed for a single focused objective. Landing pages are generally designed to drive users to complete a specific action, that is “to convert”.
All the landing pages fall in one of these two categories, Click Through and Lead Generation (also referred to as Lead Gen or Lead Capture pages).In the first case, websites use that type of landing page to “warm-up” the visitor to make a purchase. The page shows the advantages of purchasing or signing up. Clicking the page will bring the user to the shopping cart page or the registration form.
A Lead Gen page is a landing page specifically designed to capture people’s details. In exchange for contact details, the user will receive some form of promotional content such as free e-books, discounts or free trial. These landing pages are ideal for collecting vital information from users in order to adapt the future strategy on their answer. Questions you might ask include:
- Personal information such as email, type of job, location
- Keep into consideration your type of business, questions might change
- Specific questions regarding interests, issues, worries…everything that helps to create a better image of your audience
- Ask them directly for feedback. Show appreciation by offering a small token in return (even a Starbucks gift card can make the trick).
Step 5: Offer something extra
Now that you have regular traffic coming in, it is time to offer them a reason to stay and come back for more.
By now you should already have generated enough good content, which includes images, text, infographics, videos, links, supporting data and CTAs. In short, by visiting your site people should realize that you provide content that either solves their problems or “scratch an itch”. Now, it is time to turn an occasional visitor into a recurring one.
The best way is to offer them a bait such as:
- Free downloads when they land on your page
- Badges and certificates when they complete specific actions
- A dripping campaign to move people further down the sale funnel
- Offers and discounts to loyal customers
- Special offers promoted through emails, social media, and landing pages