Do you know that feeling? The feeling of disappointment when you’ve spent too long building, critiquing, redesigning and advertising your website, only for the traffic to plateau once again. Perhaps it’s not your product or the content that’s having this effect. There are a few smart ways to source targeted web traffic and increase your conversion rate.
Efficient businesses now place their content on the web where their customers will actually engage with them. This is known as ‘hyper-targeting’, you need to get to know your customers, warts and all and position your content in places that are of interest to them. As I mentioned in a recent post, ensuring that your content is well presented and attention-grabbing is highly important too, but how do you source targeted web traffic?
Below we’ve outlined a few tips to get you started for a fairly inexpensive campaign:
Befriend a Blogger
One option to source targeted web traffic is by getting exposure on a relevant and complimentary blog. A number of blogs welcome guest authors and if a large number of your key audience have subscribed to this blog, then you’ve a great chance of sourcing very targeted and highly relevant referral visitors for your own site and social properties.
Usually blogs have limited contact details listed on them but if you feel that it is well suited to your product and target customer, either submit your request in the contact form or try to find the owner of the blog on Twitter.
PR Your Business
This strategy is more time consuming but could be a free way of increasing your traffic to a targeted audience. There are now a number of ways of researching which publications/ blogs/ forums your key demographic engages with.
- Twitter is a great starting point as you can see which topics or hash tags your target audience most engaging with. This insight will enable you to firstly create topical content, but also to seed it on websites where your customers are most likely to find it.
- If your business already has a Facebook page, you can see who is engaging with your brand and see which other Facebook pages these customer like. You can then either look to advertise on those business’ websites or if you’ve created a potentially “viral” piece, such as a funny video, send this to the website so that they can share it with their readers.
- The other method for researching is by holding a good old fashioned customer focus group, this could provide you with a real insight as to where to place your product.
By sending your products or content to key publications/ blogs that your customers read, this will heighten the chances of your target customer seeing your brand. These publications/ blogs may also provide a link back to your website at the end of the article, which will aid your SEO efforts.
Don’t Forget Search
2013 brought with it the launch of a new algorithm and the old SEO techniques aren’t the key anymore. The new algorithm rewards websites which produce quality content and reprimands the “content farms” by giving them a low page ranking (websites which generate duplicate content with too many adverts).
This algorithm is all about creating trustworthy, original and unbiased content. Key words aren’t completely redundant but now it’s all about thought leadership and positioning your business as the experts in the field. If your page still isn’t reaching the top spot, you could use AdWords to boost your page ranking. This will give your potential customers more opportunities to reach your website in a simple, but slightly more costly way.
The main aim of pulling together a targeted web traffic campaign is to increase the probability of purchase when customers reach your landing page. If you can combine well placed adverts or PR with a usable, non-cluttered website and great informational content then your conversion rate will be well and truly optimised.