One of the biggest challenges we face as marketers is attracting the right traffic to our website. There is a common misconception among marketers, especially when starting out with a new system or methodology, that all traffic is good traffic. But that isn’t the case. Traffic can be an indicator that you are starting to see some results, but it's more important to look at additional metrics like visitor-to-lead conversion rates and lead-to-customer conversion rates.
When it comes to traffic, quality is more important than quantity. If you can confidently say that the majority of traffic you are driving to your website is converting into leads and then converting into customers, then that's fantastic. But in most cases, digging into your data will reveal that traffic isn't generating the results you thought it was.
There are some ways to attract audience :
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Identify Your Ideal Conversion Path
Before building out any plans or strategies for your website, it’s important to first understand how you want site visitors to engage with your site. If you are following the inbound methodology, the purpose of your site is provide value to your visitors which ideally leads to them converting into customers.
This is what that path may look like:
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Someone has a problem
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They search for answers online
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Your website comes up in search results
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They click on the link to the blog you wrote on that topic and read through it
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They click on the CTA on the bottom of the article leading to a premium content offer and convert on the form
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Develop a Persona-Driven Keyword Strategy
Once you have clearly defined buyer personas, you will be able to begin to brainstorm the content ideas and keywords that will resonate with them. You've already outlined what their pain points and challenges are, so what phrases would they type into a search bar to find the solutions? These are going to be part of your keyword strategy.
When we advise our clients on choosing keywords, there are three main criteria we suggest using:
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What is the monthly search volume? We like to see at least 50.
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What is the difficulty/competition? We like to see anything under .6.
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We have found more success targeting long-tail searches than short-tail. Long-tail refers to a phrase rather than just a single word. For example, "How to start a business blog" would be long-tail and "blog" would be the short-tail version.
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Start Blogging
Blogging is a proven marketing strategy that drives business results. Each time you write a new blog post, you're adding additional content to your site, and one more page is getting indexed by search engines. Google uses when a site was last updated to inform search rankings. Additionally, each blog post provides another opportunity for you to get found in search. And since your keywords are aligned to your personas, the traffic you're attracting should be the people you want. But, it isn’t going to happen right away. Consistency is key when it comes to blogging.
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You should be mindful of the platform that you choose.
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