The Ultimate Guide to Increasing Relevant Traffic to Your Website
Pol Cousineau, CPA (Quebec)
President of The Digital Navigator
An increase in traffic to your website is good, but getting relevant and organic traffic is more beneficial to your business. Having traffic pertinent to the company you own allows a more narrow and specific audience.
What good is your business if nobody knows about it? You will always be asking yourself how to drive more traffic to my website? If your family, friends, and a small community are the only ones who know about it, then it’s high time that you put your online business into high gear and get noticed.
However, getting the word out about your business is more than just creating a website. You need to figure out how to drive traffic to your website and how to increase traffic to your website. Your overall goal should be to get relevant and organic viewership. What good is a relatively high influx of traffic to your website if no one intends to buy your product or avail of your services at some point?
The Digital Navigator can help you manage this process and teach you how to drive traffic to your website and how to increase traffic to your website
How to Drive Organic Traffic to Your Website?
The most important step is to begin with an end in mind.
Quite a paradox, right? It’s essential to set an end goal or objective; otherwise, the rest of the strategies you create will not work out. You must always have an objective that you are working towards to achieve your ultimate business result. If your overall goal is determining how to drive traffic to your website, this is how you start.
It’s essential to consider which products and services to sell throughout a campaign. From there, you can trace your steps backward & figure out actions that the customer needs to make to purchase your products.
A few steps that you can take right away:
Offer an outstanding value proposition.
Create a clear explanation of the value of your product
Uniquely persuade them to purchase your products/ services and not those of your competitors.
It would be best to convince them that your products/services are the solutions to their problems.
Say, for example, if you’re a coach for public speaking. Consider: what is going to be your end goal? You would want people to get one-on-one coaching with you. With that goal, you can trace your steps & figure out a killer value proposition through each marketing stage. Don’t just stop at offering a personalized 30-minute live coaching online plus a free eBook as that’s been overdone. You need something that could set you apart from other competitors.
Steps on how to increase traffic to your website
Find the best assets for your campaign.
Your digital assets can include infographics, articles, audio interviews, podcasts, mini-courses, etc. Determine which of these assets work best for you and your team. To do so, we recommend you focus on the medium that comes naturally to you as the foundation of your digital marketing strategy. This is a great way to learn how to get website traffic.
Real-Life Example Continued:
For example, the personal coach for public speaking can create a digital traffic campaign by completing a short video lesson. You could also put your services into writing. Engage potential customers with the article that you have. You could also leverage visuals when promoting your business as visuals get more engagement.
The goal here is to find the quickest and most effective way to get people to avail themselves of your services. Map all the assets you and your team are comfortable using. This will help develop a more effective digital traffic campaign that gets better results in less time.
Build your Promotional Page
You will need a little persuasion to get users to click that “Checkout” button on your website. If you create a promotional page where you can showcase all those digital assets, you will have tremendous success. The promotional page can be gated wherein a user is required to give his contact information so that he can access your content. Or, you can choose the publisher model by using ungated content.
Whatever method you choose to work with, always remember to find a way to get their contact information. That’s why you’ll likely use a mix of gated and ungated content. You could provide inline forms or exit intent pop-up forms. You could put conditions on the sidebar or at the bottom of the articles.
It would be best if you also made sure that all technical aspects are functioning well. The page should load fast, have no errors on the page, no coding errors, and the page could be accessible through mobile phones and tablets.
A Passive Approach to Getting Traffic
Setup a Facebook Campaign
Facebook advertising uses what I call the hunter model, while organic search engine traffic is the gardener approach to sales. Hunting benefits your business by bringing relevant traffic and leads on demand, while gardening creates a foundation that keeps paying dividends day after day after day. Using this method will be an indirect way of figuring out how to drive traffic to your website.
For your Facebook campaigns to be successful, you need to have the right objective. Your ungated content pages can have an objective that leads to an increase in Landing Page Views.
Your gated content, such as a squeeze page to register for a checklist download, could also begin with an objective that optimizes Landing Page Views. After that, you can just add in a conversion campaign objective with Lead Conversion Events. You could either do that after the traffic campaign or do it simultaneously.
Using this mixed campaign objective strategy, you should regularly review your budget to pivot from your Landing Page Views to your Lead Conversion Events objective. I recommend your budget be sufficient enough to trigger a minimum of 100 events per week (landing page views, lead conversion events, etc.) to get optimal results.
In doing Facebook campaigns, you must make sure that the Facebook Pixel is properly installed for page view on all pages. You’re probably wondering what the purpose of a Facebook Pixel is. Facebook Pixel is a code placed on your website. It gathers data that help you keep track of conversions derived from Facebook ads. It also helps you optimize ads, build a target audience for future ad campaigns, and recapture people who already purchased from your website.
Don’t go all out on your budget on the first day of your campaign. There’s an optimization period wherein Facebook shows where your campaigns have stopped learning. From there, you can add more to your budget in increments. Don’t be too quick to increase the budget as it might mess up the entire campaign. If you have less than a hundred conversions in a week then expect sub-optimal results in the conversion campaign.
Where do you start to optimize your ads?
Work from a “good enough” ad copy rather than doing multiple ad copy tests to get the perfect words. It will yield better results if you start testing multiple creatives such as different images and videos. Let your creative juices set in and experiment with the images. Be as visual as you can get so people are attracted to your copy.
Slice and Dice Your Content in Multiple Formats
Repurpose your content in various formats. You can create an article from a video you made. You could also make a mini-series of the video you just created. Not only that, you can attract potential customers by creating an infographic based on your video. You could also come up with a webinar that persuades people to get your product or services.
Plan your communication and follow-up strategy
You got the leads and their contact information. Now, what’s next?
You need to keep your communication lines open with the users. You can have an automated email follow-up campaign to give them more value.
You could also use a “Thank You” page, which promotes the next step of your marketing campaign. You can suggest that they call you or schedule a consultation, create calendar notices that remind them to attend the event they registered for, or even promote an enticing paid product or service.
There are resources accompanied in this article and I encourage you to use them. Or better yet, schedule a consultation with me and I’ll help you map out the right campaigns to get relevant traffic for your business.
All of these tips and lessons will help you learn how to drive traffic to your website. However, you can take the time to learn more from The Digital Navigator to discover a more detailed way and learn how to drive traffic to your website from the experts.
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