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35 Unique Ways to Increase Your Website Traffic

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35 Unique Ways to Increase Your Website Traffic

When it comes to web traffic, the more, the merrier.

Part of your job as a marketer is to come up with new and inventive ways to drive more eyes to your site. This has a couple of big benefits for any business, including ramping up brand awareness and sales as well as growing your email subscriber list.

The connection between web traffic and overall email marketing success is a big one, with the more visitors that you can bring to your site equaling more opportunities to sign them up for your emails and make stronger, more impactful connections. 

We have lots of advice on how to capture contacts once they make it onto your site, but how do you get them there in the first place? Keep reading for 35 creative ways that you can increase website traffic, then get to work tracking visitor behavior so that you can put website forms in optimal spots.

How to Track Website Traffic

Before we get into the specifics of how to increase website traffic, let’s go over how to figure out where you already stand.

The first thing to be aware of is that there are three basic types of web traffic:

  • Paid traffic – Web traffic that comes from paid ads, such as pay-per-click campaigns and sponsored social media posts.
  • Organic traffic – Web traffic that comes from earned clicks, specifically unpaid search engine links.
  • Referral traffic – Web traffic that comes from a link to your site on another web page.

There’s also email traffic, which is web traffic that comes from links in your email marketing outreach.

All of these types of traffic are important, though you may not rely on all of them equally. For example, some brands may devote a huge chunk of their marketing budget to paid traffic, while others prefer to focus more on organic and in-house opportunities like blog posts and emails.

There’s no wrong or right way to prioritize where your traffic comes from (it’s all about what works for your specific brand, budget, and objectives). There are, however, some best practices for tracking it.

Probably the best — and most popular — web tracking tool is Google Analytics. Not only does Google Analytics give you a snapshot of how many visitors are coming to your page and what they’re doing once they get there, it also makes it a cinch to see where that traffic is coming from.

There are other web traffic tracking tools out there as well, including both free and paid platforms. These include SimilarWeb, Bitly, and Open Web Analytics.

Digging into your data around web traffic is essential, both for knowing where you stand and for knowing what strategies are working out the best for your brand. With that in mind, let’s look at what those strategies might be, with unique ways to increase web traffic and bring more visitors to your page and more subscribers to your email contact list.

35 Ways to Increase Website Traffic

More traffic is always a good thing. Check out this list of traffic-boosting tips and find some new ideas for helping make your site the place to be.

  1. Invest in SEO. The top three Google search results get 75.1% of all clicks. Put time, effort, and money into an SEO strategy so you can be one of them.  
  2. Get social. Stay active on social media to increase engagement and followers and promote content on your website.
  3. Build backlinks. Partner with other publications to share your insight and content on their page — and get a link back to your site in return.
  4. Include internal links. Keep attention once you’ve got it by using internal links to drive visitors to other important, informative pages on your site.
  5. Update your website. Make sure that you’re constantly adding to your site with new posts and pages. This will ensure your site continues to grab and hold the attention of visitors and bring them back for more. 
  6. Run contests and promotions. Run a giveaway that requires people to visit your website in order to submit an entry.
  7. Write guest posts. Publish original content on sites like Medium to reach a bigger audience and get them interested in what you’re doing.

Mark Schenker from The Glorious Company, a copywriting and content marketing agency, uses a guest-posting campaign to get valuable backlinks back to his site. Mark uses anchor text that corresponds to keywords his agency wants to rank for, such as “copywriting agency” or “content marketing agency.” 

Using keywords effectively will help the content you place on these sites rank higher in search results, which increases the likelihood that searchers will click on the content, read it, and click the links leading back to your site. 

  1. Pay for ads. Set aside some of your budget for PPC ads and other paid search opportunities.
  2. Include calls to action in your emails. Aside from just sharing information, use your emails as a place to encourage (and maybe even incentivize) visits to your site. Even though your emails are being sent to people who have already opted in to receive them, people share emails with their colleagues and friends who may not already be subscribed. 
  3. Connect with influencers. Invest in an influencer marketing strategy by having micro or nano influencers share your products, services, and content, sharing your brand with their fans.
  4. Get reviews. Ask existing customers to leave reviews for your company through sites like Google and Yelp.

But don’t stop there. Do what Marco Maric from Clockify, a time-tracking software, does and tie this approach in with your SEO strategy. They read every customer review and tailor their content strategy to target the specific problems and use cases their customers are talking about.

By focusing on customer issues and needs, they’re able to ensure the content they create capitalizes on the right keywords and is informative and helpful to their audience. 

  1. Host a webinar. Put together a webinar and host both the signup and the link on your site. Consider partnering up with another brand on the endeavor to tap into their audience too. However, make sure it’s a brand that has a similar audience base as yours, so the new leads you acquire are qualified and interested in what you have to offer. 
  2. Write an ebook. Publish an original ebook on your site and gate it, so people have to provide their contact information in order to download it. Make sure you include a box to opt-in to your emails or provide a disclaimer that explains they’ll automatically be opted in. Promote it on your social channels, so it gets more exposure. 
  3. Join Facebook Groups. Aside from just general Facebook posts, join one or more groups to connect with a new audience of potential site visitors.
  4. Lend expertise. Make yourself available as an expert commentator for blog posts and articles and get your name — and a link to your site — in more press. 
  5. Apply for awards. If you’re hitting it out of the park with content or products, apply for awards that increase brand recognition and authority.
  6. Publish press releases. Spread the news on company updates through syndicated sites like PRWeb and PR Newswire.
  7. Post to LinkedIn. Use LinkedIn as a platform to share original content, as well as company news and other relevant info.
  8. Test your website. Double-check you’re not putting forward any unintentional barriers to better web traffic, such as slow loading times or broken links.
  9. Try out video marketing. Produce original videos and then share them (along with site links) on YouTube and other social media channels.
  10. Get in on trending topics. Use a site like Buzzsumo to find out what your competitors are talking about and then create content that adds your own voice to the conversation.
  11. Become part of the community. Join communities like Reddit, Quora, and public Slack groups and find and engage with more of your target audience.
  12. Update old content. Breathe new life — and new search potential — into existing posts by updating old content with new keywords and links, as well as more up-to-date information. This will help that contents’ ranking so it can generate more site traffic. 
  13. Get rid of duplicate content. Search engines don’t like when you have multiple posts on the same topic, so merge them into one master post instead.
  14. Find guest contributors. Make it easy for others to write for your site or contribute to your content. They’ll almost certainly share that link with their own audience which will increase exposure and cast a wider net for your efforts. Try creating a co-branded opportunities page where people can contribute thoughts and input or pitch content for your site. 
  15. Start a podcast. Podcasts are becoming increasingly effective tools for outreach. Start your own, or apply to become a guest on an existing broadcast.
  16. Create surveys and polls. Send surveys to your audience or create polls on various topics to help you comprise data that others will find useful. Proprietary data is great because people can’t get it just anywhere else, and they’ll not only share it but link to where it came from in their content. 
  17. Make technical website improvements. Search engines, as well as visitors, prefer websites that work better and faster and that are more accessible for all users. Make sure your site is optimized and loads quickly, as that will create a pleasant user experience which can encourage repeat traffic. 
  18. Don’t neglect voice search. More and more visitors are conducting searches through voice assistants like Alexa, so ensure your keyword and content strategy is optimized for voice search.
  19. Grab that featured snippet spot. The featured snippet on Google — a.k.a. position zero — is a great place to be. Answer questions and focus on your keyword strategy in order to get there.
  20. Optimize your emails. Web traffic is crucial for email marketing and vice versa. Segmenting your audience and sending out a regular newsletter are two of many ways you can be sure to attract people to your content and links.
  21. Create automated email workflows. Connect with your audience when you’re most likely to grab their attention, such as when they first subscribe to your emails or when they abandon their cart.  
  22. Run a referral program. Incentivize referrals so that your current happy customers bring others to your page.
  23. Post a Twitter thread. Turn content into a shareable Twitter thread, with links to your site throughout.
  24. Attend conferences. Network in-person to put a human face to your brand and forge connections that encourage web visits.

Pick and choose a few things to try off this list, then tweak as you go based on what’s working. Then as your traffic grows, you can take targeted steps to turn that traffic into email growth — a win-win on all fronts! 

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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