A website or an online store can be seen as the very foundation of an online business presence. But no matter what efforts you invest to put in place, its existence in itself is not enough.
Once you have created a plethora of great content for your site or have included all your products in your online store, it’s time to share it all with the world. But what are the best ways to attract traffic to your site? You are about to find out.
1. Quality content
We can not really forget where it all begins! And everything starts with your content. Content marketing, or content marketing, is no longer just a buzzword describing something you should do. It’s something you already do, right? No?
The cornerstone of your online visibility is content of the highest quality: if your content is not worth reading, then there is no point in getting traffic to your site! So you need to analyze your audience thoroughly and understand what kind of content your visitors will be interested in.
Depending on your area of activity and your operations, you can choose from the following:
- Blog posts and articles
- Guides and white papers
- Investigations and their results
- Publications on social networks
- Informative and educational videos
- Customer case
- User-created content, such as ratings and reviews
Make sure your content is easily accessible through a search function or different types of filters. The design of your page should suit you: it should not be excessively complex, nor be organized around an infinite loop of sub-pages. That it remains simple, aesthetic and more than anything, functional! Do not hesitate if you want to use bright colors and complex design, as long as you make the essentials: a page that is attractive, not intimidating.
There are many tools available to analyze your audience and discover their preferences. Use Google or Clicky Analytics to monitor the traffic on your site. How long do your visitors spend on a page? Which page receives the most visits? Find out what kind of content is most effective, and produce more. And watch at least this data:
- Unique views
- Unique visitors
- Average time on each page
- Traffic sources (among your sources, which attract visitors to your site?)
These steps seem simple, but according to findings, 40% of marketers consider content production to be one of the biggest challenges when it comes to marketing automation.
But there are many ways to facilitate content creation. Using a content calendar is the first step: it allows the development of an annual plan for your content. Articulate your calendar around holidays, events, exhibitions and other important times of the year, create a documented strategy for your content and follow it.
The second step to creating the world’s easiest content is improving your old content. You can always update it, rework it, extend it.
Cool. Lie. Improve!
You can also take a look at topics addressed by others, and write your own articles on it. Just make sure your content is better and more relevant!
Another valuable indicator of the performance of your content: the shares. Monitor how and where your content is shared.
Quality content is absolutely crucial: it’s the number one aspect to work on, even before tackling the different tactics to attract traffic.
But, you can imagine, it’s not exactly enough. There are many other things to consider to increase the traffic of your website.
Newsletters and email marketing are an extremely effective method to attract traffic to your site. We can think of the outdated email … but the reality is very different!
As the year 2020 approaches, email is still the marketing tool offering the best ROI (or return on investment). A relatively small investment can bring you a lot of traffic and high-quality leads, which will translate into sales.
But the modern world is saturated with emails: to detach you from the masses, you will have to do things right. If you decide to get started in email marketing, start by taking the time to weigh your options thoroughly and carry out all the necessary research.
The very first thing required for effective email marketing: a vast list of email addresses. You should start with the most obvious: your own customers. Then you expand your lists in various ways. Collect contacts in any of the following ways:
- Subscription form to your newsletter (and check that it is possible to join your list of subscribers absolutely everywhere)
- Exhibitions, conferences and other events
- Download guides or white papers
- Sign in to a mobile app
- Wi-Fi connection
- Login or payment on the online store
- Club Membership Form
- Remember that any login, registration, request or contact is an opportunity to expand your subscriber list.
If your email marketing is good, you have every chance to really stand out from your competitors. Spray and pray, which involves bombarding emails while praying for good results, is not good for you or your brand. This is where segmenting and marketing automation is useful. A marketing automation tool is required to reach the right people at the right time with the right content.
3. Social Networks
Install your business on all relevant social networks, and start sharing! Sharing articles and other content on Facebook and LinkedIn is a technique that has been proven to attract traffic to your sites. But the possibilities are not limited to this: social networks create new ways to reach new audiences! Thus, an online store can share on Instagram a photo that opens a direct window to buy the product.
Here’s what to do:
- Optimize the content you share for each platform.
- Use the correct image size.
- Keep your descriptions short: it is imperative to avoid the appearance of this abominable button “More …”
- Use a social networking tool (like Buffer ) where you can schedule your posts in advance. In this way, you can afford a day – and why not a month – without taking care of your posts. Just browse through your content, and take your pearls out of the closet. Why, for example, do not put back to work this fantastic blog post shared a year ago? Just plan to take it out next week!
4. Paid advertisements
Modern marketers are not content with trusting organic flows of interested visitors. They are also embarking on the world of paid advertising.
Pubs have the power to catch a visitor on two occasions. First when he is looking for something in particular. But also, thanks to the targeted advertising, in its daily use of the web.
Here is a list – not exhaustive – of paid advertisements at your disposal:
- Google Ads
- LinkedIn Advertisements
- Facebook ads
- Instagram Advertising
- Advertisement Twitter
- If a visitor is looking for something in particular, you will need to use the appropriate keywords for your ad to appear.
Google ads work exactly that way. Their algorithm is constantly evolving, but the general principle remains the same. You need to win the auction, have great keywords and relevant content to get good results, both organically and with your paid advertising. A tool like the Google Keyword Planner can help you find the right keywords.
Google Ads can be intimidating with its plethora of features. But an integrated tool makes it much more affordable and easy to use.
5. Search Engine Optimization (SEO)
While paid advertising is a great way to generate traffic, it is not your only solution. We also recommend that you optimize SEO, which is simply essential: it determines the position of your website in search engine results.
And in terms of SEO, the very first thing to do is to have a technical collaborator who understands the importance and who is able to implement it as it should. Among the important questions to ask, do not neglect the URLs! Are your URLs taken directly from the title of your page? Is it possible to change them? And what about meta-descriptions? Titles? Redirections?
As a rule, a long and ugly URL is bad. A short and pretty URL, it’s nice.
Long and (very) ugly: https://www.nigerianwiki.xyz/category/content/blog/texts/16-06-19/blogpost8458397
Short and (very) pretty: https://www.nigerianwiki.xyz/how -to-optimize-for-search-engines
And for an effective SEO, it is also essential to ensure the following points:
- The main title or page title starts with the most important keywords
- The main title or page has the tag html
- Secondary titles or categories have the tag html
- To increase the time spent on your site, make sure you have images, videos, graphics and other multimedia content
- Insert your most important keywords in the first 100 words of the page
- Use the appropriate keywords, descriptions, and titles in your content
Another essential SEO factor is the speed of loading your site. Google punishes slow sites. And while doing so, Google also punishes sites that are not optimized for mobile devices.
SEO is even more important if you are in the middle of redesigning your site. Be careful that your redirects work!
6. Link building
Attracting visitors to your site requires time and effort. And often, creativity. Sharing links yourself is one thing, but doing it effectively often requires you to be present on many different channels, such as Twitter, Facebook, blogs and forums.
And then, doing your own promotion is good, but others must do it for you too! This means getting links to your content on sites other than your own. These links are called backlinks. They are a real guarantee of quality as if they were testimonials saying: “Wow, it is excellent, this content!”
The link building dates back to the early days of Google. Their very first link analysis algorithm was called PageRank and was responsible for bringing order and discipline to this scattered entity we call the World Wide Web. Google still uses PageRank, which counts the number of links that a page receives, but also their quality.
The shares do not appear as if by magic. You will have to work on it permanently.
And when someone shares your content, make sure they use the right link. If so, great! But if not, then ask them very politely if it is possible to do it.
Find people and companies who write for an audience similar to yours. Send them a courtesy email asking if they would like to share your content if you share theirs.
There is nowadays a huge amount of great content to help you get started in link building and sharing on social networks. And it’s a very good reason to visit these sites, right?