Traffic isn’t a bad thing, when it comes the marketing. In fact, the more traffic you generate, the better your results will be. The one major caveat is that you want to drive the right type of traffic to your site.
Please keep in mind, traffic strategies are part of the third step, media, of your overall marketing plan. The three steps in marketing in order are: market, message, and media. It is critical the first two steps are completed, prior to diving into media and the strategies below. If you haven’t completed the first two steps, I recommend reading our three part marketing series.
“You Talkin to me?...”
“5 Steps in Choosing the Right Media…”
The following is a list of nine strategies to driving more traffic to your website and your business. Please keep in mind your target market, your message, and your resources such as, money and time, as you read through this list, so you can decide which sources of traffic will work best for your agency.
1. Pay Per Click or PPC Ads: These are leads that find you when prospects click on targeted, pay-per-click ads. The two major PPC platforms are Google and Facebook. Keep in mind, PPC ads are expensive, especially for highly competitive industries like insurance.
However, if you choose to utilize this route, you can set up this channel by purchasing ads directly on Facebook and Google Adwords, or using services such as Bidvertiser, Advertising.com, CJ.com, and more.
Let’s first discuss Google Adwords. In 2017, Google generated an estimated $95.8 billion in global advertising revenue. The ads placed on Google’s platforms are shown in three primary places:
Google search sites: These ads display on Google Search and related properties like Google Maps and Google Play.
Google search partners: These ads display on websites of Google “search partners,” which are search-related websites not owned by Google.
Google Display Network: These ads display almost everywhere: websites, apps, YouTube, Gmail, etc.
The second major PPC platform is of course Facebook, with an estimated $28.17 billion in global ad revenue in 2017. Facebook offers different types of ad options.
Standard Facebook Ads: Facebook offers ads for Mobile News Feed and Desktop News Feed, as well as ads that show up in the right column of the page. You can also purchase Instagram ads as part of Instagram through Facebook.
Promoted Posts: This advertising technique promotes or “boosts” a particular post. This tactic works well when you only target those who have liked your page or their friends.
Keep in mind, Facebook changes its algorithm constantly. So, what works today may not work tomorrow.
Tips to keep in mind with PPC ads:
- Set a budget: As mentioned before, these ads can get quiet expensive, so it’s imperative not to stay within your allotted budget.
- Split test your ads with different copy, images and offers. This allows you to test what’s working and what’s not.
- Call to action: Tell readers exactly what you want them to do. “Get a quote now” or “download here” are examples of call to action.
2. Partnerships/Affiliates: These types of leads are driven to you when prospects receive marketing messages about your products or services from another business or advisor. You can set up this channel by partnering with someone who has a list of leads or clients that match your target market.
Things to keep in mind:
- Focus on quality and not quantity. Make sure the partner’s business matches your target market. You don’t need a bunch of unqualified needs, but rather fewer high quality leads that you can convert easily.
- Return the favor: Promote to your clients and prospects your partner’s business, or provide commissions or finder’s fees (allowable by law) for sales you generate from your partner’s leads.
3. Organic Search Traffic: These are “free” leads that find you by searching for keywords and finding links to your content, such as, your website, blog, Facebook page or YouTube.
This channel can be set up by making sure your website, blog posts and other owner media are filled with consistent keywords that are relevant to what your target market should know about your business.
- Create content on topics that your target market is interested in or may search for.
- Avoid technical search terms and use ones that your prospects may actually use.
4. Guest Blogging: These leads are generated when prospects find you by reading your article on a familiar blog that links them to your website.
You can set up this channel by finding blogs your target market reads and offer to write a guest blog that adds value to that audience. Your guest blog should demonstrate knowledge and thought leadership, and should not be aimed at self-promotion. Not only will the readers be turned off, the blog owners will most likely not allow it.
- Encourage readers to comment to increase referral traffic, boost legitimacy and engagement.
- Place inbound links within your bio and within the content of the article itself to your website.
5. PR / Press Releases: PR leads are generated when your prospects find you by reading a press release or a news article linked back to your website. You can up this channel by submitting a newsworthy press release on sites like PRWeb or PRNewswire with a link to drive readers to your website.
This is a great opportunity to share something exciting about your company, such as, a key hire, new products, or partnerships.
6. Social Media: These leads are generated through your social networks like Facebook, Twitter, Pinterest, LinkedIn, etc., when prospects share or like your content, or by following you on those sites themselves. This channel can be set up by creating accounts on your chosen social network and posting valuable, relevant content on a consistent basis.
- Make sure to incorporate social sharing buttons on your blog posts and websites so it’s easy for readers to share your content with their network.
- Find ways to encourage sharing and comments to increase visibility on posts.
- Similar to blogs, ensure the majority of your content valuable and interesting, intermixed with occasional promotion.
7. Podcasting: These leads are driven from podcast on iTunes, blog, or social media, and when listeners subscribe to it. This channel requires a bit of commitment, due to the time it takes to do it consistently. However, this isn’t too different from your blog, and can serve as a replacement or complement to your blog.
You can set up this channel by recording high-quality content aimed at your target market, then publishing them in audio and/or video formats.
- Use a separate domain name dedicated to your podcast, and make the title, website and individual podcasts keyword-rich.
- Be consistent (as much as time allows): Post podcasts on a consistent basis, ideally weekly or biweekly.
8. Television and Radio ads: These leads are driven through commercials you pay to air during TV or radio programming. Although this can be a costly proposition, TV and radio ads can be fruitful if you know your target audience watches or listens to certain channels or programming.
This channel can be developed by creating high-quality ads and working with either an advertising agency or your local broadcast station or cable provider.
Research, experiment and find the sources that work best for you and your situation. Every agency is different, so take the time to explore what will work best for you. As you work through these strategies, please keep the following in mind:
• Don’t rely on a single source of traffic to drive your marketing funnel
• Don’t try to master multiple forms of traffic at one time. While you do want to be thinking about multiple sources of traffic, you want to implement them one at a time.
• Don’t rely solely on free traffic sources. Free traffic strategies might not be enough to
get the right leads. Paid traffic strategies put your website in front of potential new customers, but make sure you set a budget and stay within it.
• Do stay consistent. Whether it’s a blog or social media posts, consistency is the key. It’s better to do one per week vs. five per week then disappearing for months.
• Do treat this as part of your overall business plan. Remember to keep working on the business and not just in the business.