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How to Diversify Your Marketing Traffic Sources and Why You Should

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Traffic is the currency of our digital world—the more traffic your website gets, the greater chances you have of making money, building brand connections, and persuading past customers to shop again. However, it’s easy to get stuck in a rut, driving traffic from just a few sources, any of which could dry up and leave you with nothing. 

For example, while organic traffic is critical, relying solely on visitors from search engines like Google is dangerous. “Google is continually updating and refining its search engine algorithms, [so] by investing too heavily in Google, all it takes is one mistake, penalty or algorithm update for your organic traffic to crash,” suggests Brett Bastello, SEO manager of Inseev Interactive, CIO.com.

Like a stock portfolio, you want to diversify your traffic sources so you can drive more traffic, set yourself up for long-term success, and capture as many potential customers and leads as possible. Not everyone is searching online or active on social media—some people may be avid podcast listeners or prefer receiving coupons in the mail. Diversifying allows you to reach all of those potential customers. 

Plus, with a steady stream of traffic that you can rely on, you’re able to be innovative and take risks with your marketing, which the modern consumer demands. 

Look past social media and Google Ads and consider how the following ideas can help you drive more diverse traffic, improving both your online presence and business as a whole.

Invest in Multimedia

Our digital-focused world continues to lean toward multimedia. In fact, 85 percent of U.S. Internet users watched online video content on various devices in 2018 and those numbers are projected to grow, according to Statista.

Not only do people love consuming video, but multimedia content allows you to reach every corner of your audience. With social media, that audience reaches far and wide and their preferences for connecting with your brand varies, which dictates whether they click through to your website or not. 

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As you consider investing in multimedia, remember that video is only one of three major elements of multimedia. Create content that reaches everyone within your audience using video, audio, and text:

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  • Video includes webinars, tutorials, interviews, and live streams. Invest in video and repurpose the content for your landing pages to drive even more traffic. Optimizely reports that that video content can generate 66 percent more qualified leads per year and a 54 percent increase in brand awareness.
  • Audio includes podcasts, testimonial clips, and audiobooks. If you’re not sure whether audio is important, consider that 69 million Americans listen to audio content on a weekly basis, which is 60 percent of the U.S. population. You don’t even need to start a podcast to take advantage: consider radio and podcast guest spots.
  • Text includes the typical content, like blog posts, white papers, and reports, but also includes surveys, quizzes, infographics, and flowcharts. Blog posts that contain an infographic yield 178 percent more inbound links and 72 percent more views than all other posts, reports Hubspot.

Go Digital with Print

The marketing world has been abuzz with talk of print marketing, both for B2B and B2C, because it still works. Major organizations are creating their own print magazines while small businesses are seeing more and more success with direct mail. 

While 68 percent of consumers report tossing mail from a brand or retailer they’ve never heard of, 76 percent of households discuss mail from brands they’ve shopped with before and 66 percent discuss mail from a brand they’ve never heard of if the category is of interest. 

The key is optimizing these print materials—whether it’s a B2C magazine or B2B return client mailer—for driving web traffic, which is surprisingly easy to do. If print is new to you, use these three ideas from Jason Frueh, founder of MyCreativeShop:

  • Include a shortened URL to a website that uses dynamic elements to personalize the product options based on [customers’] location. Once there, you’re more likely to keep them on the site longer with personalized or interactive content like this. 
  • Include a QR code that takes [customers] to a unique landing page specific to their location, gender, or other demographic that you’re able to identify and segment. Be sure to tag the landing page so you can track traffic appropriately. If this feels so 2005, consider that nearly 10 million households scanned a QR code in 2018.
  • Send birthday mailers with a QR code or link that takes [customers] to your site with an exclusive birthday deal. Just make sure they know there’s a birthday deal on the other side of the click to get entice them to take the action.
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Bring Guest Posting into Your Strategy

Guest posting provides a wide range of benefits, including driving brand authority in your niche and industry. Guest posting, when done right, can also drive traffic back to your site, both directly and indirectly. While links to your site are more visible to your audience when placed within guest posts—which can drive traffic—this technique also improves SEO. Boosting your backlink profile, you increase organic traffic, driving traffic over time.

Many notable companies and business leaders have expanded their online presence and traffic metrics from guest posts. 

  • Danny Iny, owner of Firepole Marketing, built a seven-figure business and a monthly pageview reach of 23,000, “one guest post at a time.” (Smart Business Revolution)
  • Leo Widrich, co-founder of the BufferApp, acquired 10,000 new users in just nine months by writing 150 guest posts that were published on major websites in the tech industry space. (Search Engine Watch)
  • Entrepreneur Neil Patel, who used guest posts to scale his business QuickSprout, calls this one of his most “treasured” and “successful” inbound marketing tools. (Neil Patel)

If you already create high-quality, keyword-optimized content, you’re ready to get started with guest posting. To get the rest right, check out this guide, How to Boost Your Backlink Strategy  With Guest Posting.

Don’t Overlook Email

Email marketing is so much more than sending email blasts whenever you have a new product announcement or seasonal sale. In fact, email marketing can be a valuable source of traffic when done right, which means considering every type of email—from content-based emails to event-triggered emails.

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For example, GetResponse found that the average open rate for trigger-based emails is 44 percent versus just 20 percent for newsletters. What’s more, the average click-through rate for triggered emails is 10.39 percent, compared to just 2.84 percent for newsletter emails.

The key element: timing and relevance. You can leverage this insight to drive more traffic with trigger-based emails, while also getting more from content-based or product-based emails. Keeping the content seasonally relevant or segmenting messages based on audience demographics, can help you drive more traffic from those emails, allowing you to create a well-rounded email strategy.

Diversify Your Traffic Sources

Don’t rely solely on Google or social media to drive traffic to your website. Diversify your traffic portfolio to ensure that you enjoy a steady stream of traffic, no matter what happens with one platform or another. Don’t forget that you can repurpose content to stay active within all of these channels—spending less time and money to achieve the same results. In the end, you’ll enjoy greater peace of mind as you test new trends and innovative ideas.

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HOWTO'S

How SEO Works in Digital Marketing

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Search engine optimization (SEO) is an integral part of digital marketing.

SEO helps with brand discoverability. When done right, SEO can create the most consistent and by far the highest-quality traffic source which doesn’t require on-going maintenance.

Yet, SEO is usually the most isolated part of the marketing. Whether it is an in-house team or a third-party service that’s delivering your SEO campaigns, it usually exists on its own without really communicating goals, progress or results to the whole company.

This creates silos that can lead to poor results and even reputation crises.

How does SEO work in digital marketing and how can a business make it work better?

What is SEO?

SEO is a collection of tactics (content, technical, link building, even website security and usability) that ensures that your website is easy to understand for search engines.

Basically, it ensures a machine knows that your page will be easy to find to a human being who is looking to solve a related problem.

Search engine traffic is one of the highest-quality traffic for many reasons:

  • Unlike PPC (paid) traffic, it doesn’t require an ongoing investment to keep coming
  • Unlike social media traffic,  it doesn’t require an ongoing work to keep coming
  • Unlike social media traffic, you are not interrupting people’s browsing. Instead you give them what they were actually searching for.

In other words, it is consistent and it converts well. No other digital marketing tactic beats that.

Apart from driving direct traffic, search engine optimization helps build brand awareness by increasing your brand’s organic findability.

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Keep Your Whole Team Aware of Why SEO is Important

The great thing about today is that everyone understands the value of ranking high on Google! Sadly, however, many folks only know that they “need SEO” without having really understood what that means. 

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SEO these days is too hard for a digital marketer to do alone. Many SEOs find themselves in situations where an executive will simply come down and go “Why are we not ranking well for ‘dingwobble’?” 

Keep working hard with teams for them to understand how they contribute to the SEO process:

  • Product Marketers who are responsible for the business, personas and messaging understand that SEO is critical to driving the bottom line revenue numbers they are looking at. Part of the persona developing process should be the development of the “digital persona” – what websites and search terms are these people looking for? This helps the product marketer when it comes time to develop messaging, as that is going to be critical for developing the content, so the right search terms better be there!
  • Field Marketers responsible for the campaigns need to know how SEO fits within their campaign, how it in fact is core to our demand generation, and how to make sure to keep the campaigns integrated.
  • Marketing Communications is creating the content, so SEO should very well be top of mind for them, as the content itself will be critical in impacting how successful SEO will be.
  • But that’s not all! Often, other groups are creating content (Press Releases, Blog Posts, Presentations, etc.) that also end up on the web and impact SEO. Whether it’s Corporate Communications, Investor Relations or even Legal teams, working with them is critical.
  • IT manages the infrastructure and can be very critical to the technical aspects of SEO.
  • Sales and customer support teams are at the forefront of marketing talking to your future and current customers, so they need to be involved in the SEO strategy. Creating relevant content goes beyond keywords. It needs to address real problems and answer actual people’s questions, and your client-facing teams will be your best source of inspiration here.  
  • Executives also care! While they can’t often influence the day-to-day of SEO, they will care a lot about the bottom line, to which SEO contributes.
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Educating all of these people about SEO helps empower them, as well as position yourself, the SEO, as the subject matter expert who is not just someone back-office who gives very little visibility into the black box of SEO, but someone who is actively educating and contributing to the organization’s success.

Review and discuss common KPIs early and often to make sure everyone knows what victory looks like to the team.

Additionally, SEO should be a solid part of any project launch as it impacts every stage of product positioning. From choosing a business name to choosing a website builder, your initial efforts should be driven by SEO best practices.

What is the key to SEO success in a constantly changing environment?

As a practitioner of SEO, I believe that you need to look to ensure you are looking at both developing yourself in both depth and breadth of knowledge. A key danger in the name of being informed or being a part of the SEO community is spending all your time debating tactics and practices rather than testing them. 

Additionally, SEOs as with all employees need to look outside their field to stretch and learn how to be more well rounded. This could mean learning to code, or educating yourself in some other area of the business you work for.  This will expose you to ideas others may not have.

As a manager of people, success is really about diversity of expertise. Who you hire and the kind of people you hire will be far more valuable than much of what people invest in with regards to SEO programs. You have to have people who can roll with the punches and develop a skill for self-management and personal growth. 

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Finally, I think knowing what your real goals are in having an SEO program are the key to long term success. The reality is you may get more traffic, but if that traffic is not from qualified leads and generates real revenue then the benefit may be very little. Having well defined goals and metrics will also help you avoid chasing algorithm changes and focus on the big picture.

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Conclusion

SEO is the most essential long-term digital marketing strategy but to make it really effective, you need a knowledge team that is well-integrated into the company’s life. Good luck!

Ann Smarty

Ann Smarty is the brand NINJA at Internet Marketing Ninjas as well as the founder of numerous startups including MyBlogGuest, MyBlogU, ViralContentBee, TwChat and many more.

Ann Smarty has been an online marketing consultant for 10 years providing high-quality digital marketing consulting through her services and courses (both free and paid).

Ann Smarty’s content marketing ideas have been featured in NYtimes, Mashable, Entrepreneur, Search Engine Land and many more. She is known for her indepth tool reviews, innovative content marketing advice and actionable digital marketing ideas.

Source: Ann Smarty

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