Connect with us

PPC

Why (& How) to Set Up Conversion Paths in Google Analytics (Successfully!)

Published

on

Why (& How) to Set Up Conversion Paths in Google Analytics (Successfully!)

Tracking your customer’s conversion paths helps you understand the journey your customers take before converting. Knowing this journey is critical as it shows you the areas to focus on to increase and accelerate conversions.

So what exactly are conversion paths and how do you track them? Keep reading to learn how to create successful conversion paths in Google Analytics so you can generate more leads and sales.

Table of contents

What is a conversion path in Google Analytics?

A conversion path is a series of actions a new website visitor takes before completing a desired action on your site, also known as a conversion. This action can be a form fill, a button click, a purchase, and more.

For example, suppose one of the goals on your website is to generate leads through an ebook. In that case, a conversion path will illustrate a connected channel of clicks that website visitors take to submit their contact information.

Here’s an illustration of some common conversion paths:

Image source

Conversion paths typically include a landing page, content offer, and a call to action button. You can also include thank you pages in your path.

Why are conversion paths important?

If you want to improve conversion on your website, you need to know what’s leading to those conversions. And since customers often take several actions before converting, it’s important to know the ins and outs of those behaviors.

Let’s dive deeper into some of the reasons why tracking conversion paths is so important for creating and maintaining a marketing action plan.

  • Know what’s working and what’s not. Knowing the behavioral paths of your leads and customers helps you to identify which campaigns and touchpoints are working so you can focus your budget and resources accordingly. For instance, you may notice that more of your users’ conversion paths start from PPC ads than your social ads so you can allocate more budget to PPC to boost your sales.
  • Identify bottlenecks in your funnel. Conversion paths help you to see where there are leaks in your funnel. For instance, you can see if there’s a drop-off for a particular offer, perhaps due to a bug, a tracking issue, or because an improvement is needed (such as to be more mobile-friendly, to have fewer fields, etc.)
  • Better understand your audience. You can also get insights into factors like location, income status, and gender to get a better feel for your target audience. For instance, you may notice a high cart abandonment rate among users in a particular location. You can look to see if the issue is a lack of localized payment methods, which you can improve on to better customer experience and boost conversion rates as a result.
  • Simplify campaign reporting. Finally, clear conversion paths allow you to easily gather metrics across channels, which helps you analyze your cross-channel marketing performance more accurately and boost your ROI.

How to set up conversion paths in Google Analytics

Now that you know the importance of conversion paths, it’s time to dive into how to set them up successfully in Google Ads and Google Analytics.

1. Set up your conversion tracking

To make use of conversion paths in Google Analytics, you of course need to establish what your conversions are. Depending on what marketing strategies you’re using, you can do this through Google Ads conversion tracking and/or through Google Analytics goal setup.

In Google Ads:

  • Go to Tools and settings > Measurement > Conversions
  • Click on +New Conversion Action.
  • Click on the Website
  • Input your website’s URL
  • Click on Scan

google ads conversion tracking setup

Next, you’ll set up your Google Tag, as shown below, then input the tag name and select the destination accounts.

conversion paths - google ads google tag

Set up your goals

You’ll also need to set up goals in Google Analytics. With GA4, this setup will be different, but for now, here’s what it looks like in Universal Analytics.

Click Admin on the bottom left corner.

1675190330 738 Why How to Set Up Conversion Paths in Google

Click on Goals

google analytics conversion path goals

After that, click on the custom option to set a new goal and add your goal description and details. Your description entails a name and goal type, as shown below.

google analytics conversion paths goal setup

Though there are four key types of Google Analytics goals you can choose from, your desired conversion action will determine your goal type.

  • Duration: These track how long users stay on your site before leaving, which you can use to track engagement.
  • Destination: These goals track when a particular page loads on your site as a way to track a conversion. For example the thank you page that triggers after an email newsletter signup or a thank you for your order page.
  • Pages per visit: These goals track the number of pages web visitors navigate before leaving your site—which can also be a helpful SEO metric.
  • Events: These goals track user interactions that Google does not typically record, like PDF downloads, button clicks, outbound link clicks, or even downloading a pricing quote for businesses like VoIP service providers.

After filling in your goal details, click on the value button to set your goal’s monetary value (we show you how to set conversion values here). Click “verify” and save.

Set up an attribution project

To use the conversion path report in Google Analytics, you must first create an Attribution project. Go to Explore> Conversion Paths, and then follow the prompts to set up your project.

google analytics new attribution project

Once you have your project set up, you can now create a conversion segment.

Create a conversion segment

Go to Conversions » Multi-Channel Funnels » Top Conversion Paths. Then click on Conversion Segments.
conversion paths google analytics - top conversion paths

Click on Create New Conversion Segment. The new segment can define your users from a particular geographic location, who buy a particular line of products, etc.
1675190330 518 Why How to Set Up Conversion Paths in Google

Define and name the new conversion segment. This ensures that your Google Analytics and your Data Studio show the same reports.

Click Apply then Save

Doing this will create a new conversion segment and also apply the segment to your conversion path report.

Now you’re ready to go!

Understanding the Top Conversion Paths report

With your conversion paths set up, you can now use the Multi-Channel Funnels report in Google Analytics to better understand your marketing attribution. This report will show you which channels contributed to a conversion on your site, such as organic, direct, paid, referral, and more.

To view these paths, go to Conversions » Multi-Channel Funnels » Top Conversion Paths
google analytics top conversion paths report

Pro tip: Set the date range to the last three months. Remember, the time lag to conversion can run into days or weeks, so set your date range for at least the last three months. This is also often enough time to gain actionable data.

Understanding the Assisted Conversions report

Within the same tab in Google Analytics is another attribution modeling tool called the Assisted Conversions report.  Assisted conversions for a given channel are all the channels that assisted or led to conversion but weren’t the final interaction.

For instance, say a user scans a QR code for app download but decides not to download the app immediately. Later, they download the app through a link on your social media. While the social link tap is considered the last-click conversion, your QR code played the assisted conversion role which may not be accounted for by the conversion metrics.

The flowchart below illustrates assisted interactions further.

google analytics assisted conversions

Image source

It’s important that you understand assisted conversions to identify marketing channels that introduce customers to your product. Then you can tailor your marketing strategies to ensure you attract quality leads from these channels and boost your conversion rates.

By understanding assisted conversions, you can also attribute values to paths and clicks in the line that made way for the final conversion, such as referral links, ads, etc., as shown in the report below.

google analytics assisted conversions report

Doing this not only helps you understand the role of various assisted conversion channels but also goes beyond the last-click conversion to provide a clear picture of your campaign performance and the general customer journey.

Get your conversion paths set up today

Conversion paths in Google Analytics enable you to track user activity on your site and analyze your campaign’s performance, giving you insight into the best performing marketing channels. These insights then help you to allocate your resources accordingly and identify optimizations to boost your conversion rates.

About the author

David Pagotto is the Founder and Managing Director of SIXGUN, a digital marketing agency based in Melbourne. He has been involved in digital marketing for over 10 years, helping organizations get more customers, more reach, and more impact.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

PPC

45+ Inclusive Holiday Marketing Ideas (+Examples!)

Published

on

By

45+ Inclusive Holiday Marketing Ideas to Shine Bright This Season

Diverse and inclusive marketing should be something you aim for year-round. However, it’s all that much more important during the holiday season as the more “traditional” holidays like Christmas and Thanksgiving take the spotlight.

There’s nothing wrong with celebrating these holidays and incorporating them into your marketing, but there are other groups and events that individuals in your audience appreciate.

inclusive marketing holidays - holiday marketing calendar example

A marketing calendar like this can help you plan your inclusive holiday marketing. 

That’s why we’ve rounded up over 40 inclusive holiday marketing ideas and examples so your business can shine bright this season.

Table of contents

Jump to inclusive marketing ideas for…

Inclusive November holiday marketing ideas & examples

To kick things off, check out these inclusion-focused marketing ideas for November:

Native American Heritage Month

If you’re hoping to incorporate Native American Heritage Month into your diversity, equity, and inclusion efforts this season, you’ll be in good company as The Library of Congress, National Archives and Records Administration, National Endowment for the Humanities, National Gallery of Art, National Park Service, Smithsonian Insituation, and the U.S. Holocaust Memorial Museum all regularly pay homage to this November monthly observance.

Native American Heritage Month is observed annually every November, and it celebrates the contributions the first Americans made towards the growth of the United States. It also honors and reflects on the struggles indigenous American people have endured.

native american heritage month tweetnative american heritage month tweet

Image source

National Day of Mourning

A historically accurate description of Thanksgiving would include the reality of its damaging impact on Native American people, which is why we have the National Day of Mourning every year on Thanksgiving—to remind us of the pain Native American people have gone through, and still may be feeling today.

Here are some ideas for ways your business can pay its respects to Native American Heritage Month as well as the National Day of Mourning:

  • Amplify the voices of Native Americans by handing off your Instagram account to a Native American in your community for a day-long “takeover.” They can then go live on your stories or share posts about what Native American Heritage month means to them.
  • Loop Native American Heritage month and the National Day of Mourning into your Thanksgiving messaging by sharing more concious content around the holiday’s impact on Native American people.
  • Check out the free Native American Heritage Month resources on the U.S. Small Business Administration website. There you can find statistics to share, lists of Native American-Owned businesses to partner with, and more.
  • Spread awareness using a social media hashtag. The official hashtag for Native American Heritage Month is #NAHM.

inclusive marketing ideas - example native american heritage month linkedin postinclusive marketing ideas - example native american heritage month linkedin post

Image source

National Adoption Month

There is always a lot of messaging around family during the holiday season, which makes it particularly important to stay mindful of those with non-traditional families. National Adoption Month, celebrated every November to bring awareness to children in foster care, provides an opportunity for this. Here are some ways to incorporate it into your holiday marketing campaigns:

  • Avoid using traditional parent roles in your holiday copywriting, like “mom” and “dad” which may make your audience members who don’t have that type of parental figure feel excluded.
  • Adjust your content to be more sensitive to those with different family structures. For example, instead of promoting an event as a “family fun day,” try “friends and family fun day” or “festival fun day.”
  • Highlight a superstar adoption story in your business’s community. If you have an employee, friend, or community member who was part of an adoption process, ask to share their story to showcase how they inspire your business during this month and beyond.
  • Raise awareness about adoption within minority groups. For example, did you know that adoptions done by LGBTQ+ couples only became legal in all 50 states just a few years ago in 2017?

inclusive holiday marketing ideas - example instagram post for adoption monthinclusive holiday marketing ideas - example instagram post for adoption month

Image source

❤Find the right words for your inclusive holiday marketing copy using our free guide to emotional copywriting complete with over 130 words and phrases for marketing with emotion.

Day of the Dead (November 1-2)

Day of the Dead, also known as Dia de los Muertos, is a Mexican holiday that honors the soulds of the deceased. It’s a two-day celebration that starts every year on November 1 and carries into November 2. This colorful and fun holiday is believed to open the passageway between the real world and the spirit world in traditional Mexican culture, so many people of Mexican descent feel they can connect with their loved ones who have passed during this time.

Nearly 20% of the U.S. population is of Mexican heritage, so you’ll likely have audience members who celebrate Day of the Dead. Make your Mexican audience members feel included in your holiday marketing with these ideas and examples:

  • Share fun facts or hold a virtual trivia event centered around Day of the Dead to spread the word about the holiday’s traditions.
  • Decorate your store or office with traditional Day of the Dead skulls, flowers, and more. Be sure to snap a picture of your temporarily updated decor so you can share it on your company website or social media platforms.
  • Honor those who have passed. Have you or an employee ever lost a friend or loved one you’d like to commemorate? Day of the Dead is the perfect opportunity to do so! You could share their story on social media to give your audience a more personalized perspective of your business.

inclusive holiday marketing ideas - example day of the dead office decorationsinclusive holiday marketing ideas - example day of the dead office decorations

Image source

Forget-Me-Not Day (November 10)

Having been around since World War I, Forget-Me-Not Day happens annually on November 10 — right before Veteran’s Day on November 11. Forget-Me-Not Day is meant to honor and remember wounded soldiers who have become disabled due to their time fighting for our freedom.

The number of veterans who carry the weight of service-related physical and mental hardships is very high. In fact, counting only wars from 2001 and beyond still amounts to about 1.5 million veterans in America with a service-connected disability. While wounded veterans should be remembered every day, here’s how your marketing can honor them on Forget-Me-Not Day:

  • Donate your time, resources, or (if your marketing budget allows) money to a local Veteran’s organization or shelter.
  • Be mindful of your veteran (and civilian) customers who have a disability by focusing on your website accessibility. Take time to ensure your site is easy to navigate regardless of what assistance someone might need. If you’re not sure where to start, check out this complete website accessibility checklist.

inclusive holiday marketing ideas - example forget me not day instagram postinclusive holiday marketing ideas - example forget me not day instagram post

Image source

Women Entrepreneurs Day (November 19)

Only four out of every ten entrepreneurs in the U.S. are women. Women Entrepreneurs Day, occurring annually on November 19, aims to change that.

This inclusive holiday is much needed, as America is still far behind other countries in terms of women entrepreneurs. In comparison, women represent 50% of entrepreneurs in Latin America and the Caribbean. Here’s how your business can make an impact with this holiday:

  • Share surprising statistics about women entrepreneurs through an email marketing campaign or social media post. These are sure to engage your audience while spreading awareness. You can find plenty of diversity, equity, and inclusion in marketing statistics here.
  • Partner with a woman-owned business. You could cross-promote one another in-store or online, and offer samples or discounts on each other’s offerings.
  • Support the Women’s Entrepreneurship Day Organization. Also known as WEDO, this organization acts as a hub for Women Entrepreneurs Day. On its site you’ll find many ways to elevate your marketing for the day, including events you can attend, ways to donate, custom hashtags, surprising statistics, inspiring stories, and more!

inclusive holiday marketing ideas - women entrepreneurs day marketing example inclusive holiday marketing ideas - women entrepreneurs day marketing example

Image source

 

Transgender Day of Rememberance (November 20)

Transgender Day of Rememberance occurs annually on November 20 to honor and remember transgender people who lost their lives due to anti-transgender violence. It started in 1998 in memory of Rita Hester, a transgender woman who was stabbed in Allston, Massachusetts that same year.

This inclusive holiday is important to acknowledge because, sadly, these acts of violence are still occuring as 2020 was the most violent year on record for transgender people. Your business can become a transgender ally on Transgender Rememberance Day and beyond with these ideas:

  • Donate or volunteer to a local LGBTQ+ organization.
  • Spread awareness and acceptance by openly sharing your allyship on your website, social media, local listings, and more.
  • If you have an employee, family member, friend, or community member who is openly transgender you could ask their permission to highlight their story in an email send or social post.
  • Amplify transgender voices by resharing public speeches, posts, and more from transgender people. You could even handing off your “mic” by allowing a transgender person in your business’s community to do a social media takeover.

inclusive holiday marketing - transgender day of rememberance exampleinclusive holiday marketing - transgender day of rememberance example

Source

Inclusive December holiday marketing ideas and examples

Here are some December marketing ideas that will help you to embrace diversity and inclusion:

Rosa Parks Day (December 1)

Rosa Parks Day is celebrated twice annually, once on December 1 and once on February 4. This inclusive holiday is to, of course, honor civil rights hero and leader Rosa Parks.

The Rosa Parks story is one no American citizen can forget, as she bravely did not give up her seat to a white passenger after a long day of work on December 1, 1955. This action jumpstarted the Montgomery Bus Boycott organized by E.D. Nixon, Dr. Martin Luther King, Jr., and other civil rights leaders at the time. Here’s how your business can observe Rosa Parks Day:

  • Encourage your audience to educate themselves on Rosa Parks and the Civil Rights movement by sharing with them your favorite books around the era. For example, Rosa Parks herself wrote a couple of books, including Rosa Parks: My Story and Quiet Strength: The Faith, The Hope, and the Heart of a Woman Who Changed a Nation.
  • Partner with a black-owned business in your community and run a joint campaign themed around civil rights and standing up (or sitting down) for what you believe in.
  • Run a Rosa Parks-themed giveaway. There is a Rosa Parks museum at Troy University in Alabama. You could entice your audience to enter to win free tickets to the museum or do a full-on sweepstake by offering a complete trip to tour the museum.

inclusive holiday marketing ideas - rosa parks day example instagram postinclusive holiday marketing ideas - rosa parks day example instagram post

Image source

Human Rights Day (December 10)

Inclusivity means making sure all types of people feel like they belong, regardless of race, religion, gender, sexual orientation, abilities, etc. That’s why Human Rights Day (occurring on December 10 each year) is the perfect holiday to incorporate into your inclusive marketing this season.

Human Rights Day was created by the UN in 1948 to proclaim the rights everyone is entitled to as a human being “regardless race, color, religion, sex, language, political or other opinions, national or social origin, property, birth or other status.” Show your audience you support the rights of all people with these Human Rights Day marketing ideas:

  • Attend a human rights event and share a recap of your experience with your audience to inspire them to do the same. There are plenty of political summits, cultural conferences, and more held on Human Rights Day, so simply being present at an event in your community can spread awareness and inspiration.
  • Create a shareable, public playlist of your favorite songs about human rights. There are plenty of inspiring songs your audience will want to listen to, so you could simply build a quick list on a platforms like Pandora, Spotify, Soundcloud, and more. Be sure to include your business name in your playlist’s title so that your audience will think of your brand as they listen. As a bonus, you could have the playlist play for the day in your store or office, and share a quote from one of your top songs on social media.

inclusive holiday marketing ideas - human rights day example linkedin post inclusive holiday marketing ideas - human rights day example linkedin post

Image source

Hanukkah

Also known as the Festival of Lights, Hanukkah is an eight-day Jewish celebration. The dates of Hannukah change each year as it starts on the 25th day of Kislev according to the Hebrew calendar. Hanukkah traditions include lighting a menorah, exchanging gifts, and enjoying cultural cuisine like latkes (potato pancakes). Over 5% of Americans celebrate Hannukah, so here’s how your business can take part:

  • The best part of any holiday? The food! Try sharing a traditional Hanukkah recipe on various marketing channels.
  • If you’re decorating your office or store for Christmas, stay mindful of those who celebrate Hanukkah as well by including a menorah, dreidels, and more in your display.
  • Use our Hanukkah Instagram captions for post inspiration.
  • Play off the eight days of Hanukkah by writing a blog post or email that shares eight tips or eight top products for your audience to check out.

inclusive holiday marketing ideas - hanukkah email tips exampleinclusive holiday marketing ideas - hanukkah email tips example

Image source

Speaking of email, do you have your annual holiday customer appreciation email written? If not (or even if you do), don’t miss our heartfelt holiday email templates.

Kwanzaa (December 26 – January 1)

Kwanzaa is a seven-day African American holiday that occurs annually from December 26 to January 1. Each day of the celebration is dedicated to the following seven cultural principles: unity, self-determination, collective responsibility, cooperative economics, purpose, creativity, and faith. Work the values of Kwanzaa into your inclusive holiday marketing plan with these ideas:

  • Focus on one of the seven Kwanzaa principles and share with your audience how your business strives to embody it. For example, you could incorporate unity or collective responsibility into your video marketing strategy by giving your audience a behind-the-scenes look at the teamwork of your employees.
  • As you decorate your store or office for Christmas and Hanukkah, be sure to include Kwanzaa as well. For example, each day of Kwanzaa requires one of seven candles to be lit — which are in an arrangement called a Kinara. You could add a Kinara to your decor, or include other Kwanzaa decorations like traditional African crops such as ears of dried corn and more.
  • Try out any of these Kwanzaa Instagram captions.
  • Add a twist to one of your products or offerings and refresh it for the Kwanzaa season by changing its name or colors.

inclusive holiday marketing ideas - kwanzaa product positioning in an example emailinclusive holiday marketing ideas - kwanzaa product positioning in an example email

Image source

Inclusive January holiday marketing ideas and examples

Some of the “bigger” holidays may be over by the time January comes around, but there are still plenty of diverse holidays you can leverage in your inclusive marketing strategy this month:

National Braille Literacy Month

January is Braille Literacy Month because Louie Braille, the creator of the braille system, was born in January. This monthly observance is meant to bring awareness to those who are visually impaired. Here’s how your business can take part in National Braille Literacy Month:

  • Audit your website for visual accessibility features and optimize where you can to cater to your visually impaired audience members.
  • Share fun facts about the braille system to entertain your audience while spreading awareness of the need for braille literacy. For example, did you know that Braille is primarily created by just six dots? And, there are separate codes used for music, math, walkways, and more!

inclusive holiday marketing ideas - example braille literacy month facebook postinclusive holiday marketing ideas - example braille literacy month facebook post

Image source

Dr. Martin Luther King Jr. Day (January 15)

Dr. Martin Luther King Jr. Day occurs on the third Monday of every January to commemorate his birthday on January 15. It’s no secret that Dr. King played one of the most impactful roles in American history as he helped lead the civil rights movement. In fact, this holiday is also often called Civil Rights Day, since Dr. King had such an influence on the civil rights movements during the 1950’s, 1960’s, and beyond. Dr. King’s legacy still resonates today as we continue to strive for equality across the nation. Celebrate Dr. Martin Luther King Jr. with these ideas:

  • Share an inspiring story or quote from Dr. King’s life to celebrate his work with your audience.
  • Lead by example by embodying Dr. King’s principle of peaceful protest. Is there a cause in your community or industry that you feel passionate about? Hold a peaceful in-person or virtual event to discuss the topic with your brand’s community members.

inclusive holiday marketing - dr martin luther king jr quote feature on social mediainclusive holiday marketing - dr martin luther king jr quote feature on social media

Image source

National Religious Freedom Day (January 16)

National Religious Freedom Day is celebrated each year on January 16 because the Statute for Religious Freedom was signed on January 16, 1786. This statute created the base for the core principles our country still stands by to this day, and guaranteed freedom to practice any desired religion is one of the privelages Americans rely on. Show how your business cares this holiday season by implementing these Religious Freedom Day marketing ideas:

  • If you’re using stock photos on your website, social media, Google Ads campaigns, and other marketing materials, try to ensure you’re using diverse visuals to embrace religious freedom. For example, you might try to include images of women wearing hijabs, or men wearing kippahs or yarmulkes. We share more tips on inclusivity in advertising here.
  • Join a National Religious Freedom Day online discussion to share the religion you practice and encourage your audience to do the same. If you don’t currently practice any religion, that’s okay too! Acknowledging the norm that everyone’s religious journey (or lack thereof) is different will be the point of this inclusive marketing idea. Plus, you’ll be building your brand community as you foster an open discussion with your audience.
  • Educate your audience on their religious freedom rights by sharing out resources on laws and regulations relating to religious freedom.

inclusive holiday marketing ideas - religious freedom inclusive holiday marketing ideas - religious freedom

Image source

💡 Make the most of these inclusive marketing holidays with our guide to the 30 best ways to promote your business year-round.

International Day of Acceptance (January 20)

International Day of Acceptance is fairly new as it was established back in 2010. It was created to foster social acceptance for those with disabilities. International Day of Acceptance happens every year on January 20 and reminds us that people should feel comfortable to be who they are regardless of their varying abilities. Here are some inclusive holiday marketing ideas you can leverage on this day and beyond to make your audience feel more accepted:

  • Promote a new product or service offering that’s tailored to the needs of those with disabilities.
  • Share helpful resources for your customers to educate themselves on disabilities, acceptance, and allyship.
  • Spread the word of this inclusive holiday on social media with the hashtag #dayofacceptance and implement the symbol of acceptance (a wheelchair intertwined with a heart) in your creative elements.

inclusive holiday marketing ideas - acceptance day instagram post inclusive holiday marketing ideas - acceptance day instagram post

Image source

Chinese New Year

Many people assume the holiday festivities end on December 31, but the Chinese New Year keeps the celebrations going since it happens shortly after, between January 21 and February 20 depending on the Chinese Lunar Calendar. The public holiday will last for seven days, but celebrations can go on for 16 days.

Try out these Chinese New Year celebration ideas:

  • Share the Chinese zodiac chart on your website or social media so that your audience can check out what their own chinese zodiac would be. For example, 2023 will be the year of the rabbit. Perhaps it will be a special year for some of your customers whose birth year aligns with the rabbit!
  • Use our New Year’s Instagram captions to publish engaging and thought-provoking posts.
  • Partner with a local Chinese-owned business and offer a special deal to patrons of both your businesses during Chinese New Year.

inclusive holiday marketing ideas - chinese new year marketing exampleinclusive holiday marketing ideas - chinese new year marketing example

Image source

Make your holiday marketing more inclusive this year

It’s super important to recognize beliefs and perspectives other than our own and to give a voice to minority groups—and clearly, there are endless ways you can demonstrate diversity, equity, and inclusion during the holiday season. So be sure to use these inclusive marketing ideas and examples as inspiration to ignite your own holiday promotions.

To recap, here are the holidays and observances we covered:

  • November
    • Native American Heritage Month
    • National Adoption Month
    • Day of the Dead (November 1-2)
    • Forget-Me-Not Day (November 10)
    • Women Entrepreneurs Day (November 19)
    • Transgender Day of Rememberance (November 20)
  • December
    • Rosa Parks Day (December 1)
    • Human Rights Day (December 10)
    • Hanukkah (changes annually)
    • Kwanzaa (December 26 – January 1)
  • January
    • National Braille Literacy Month
    • Martin Luther King Jr. Day (January 15)
    • National Religious Freedom Day (January 16)
    • International Day of Acceptance (January 20)
    • Chinese New Year (changes annually)

If you’re looking for more resources on growing your business during the holidays, check out these posts:



Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

PPC

5 Quick & Easy Ways to Get More Referral Traffic (+Examples)

Published

on

By

5 Quick Tips to Increase Referral Traffic

Search engines (mostly Google) are still the 800-pound gorilla when it comes to generating clicks to your website. But ignoring referral traffic from other sources like directories, social media, and other websites would be a huge mistake.

This is especially true as younger audiences increasingly search for businesses on social media and as referral traffic increased from 3% to over 10% of total traffic for the average website in 2022.

referral traffic growth year over year

In this guide, you’ll learn the most popular sources of referral traffic, how it helps your business grow, and what you can do to get more clicks from places outside of search engines.

Table of contents

What is referral traffic?

Referral traffic refers to traffic coming from a link on a site that’s not your own. If you clicked the link we added to the introduction of this guide, the website you landed on would count your visit as referral traffic.

By comparison, the other common website traffic sources are search and direct traffic. Search traffic comes from visitors clicking on search engine results. Direct traffic is from visitors that go directly to your website, like if they type your URL into their browser.

Examples of referral traffic sources can include:

  • Social media apps like Facebook or X (formerly known as Twitter)
  • Online directories like Yelp or Angi
  • Just about any non-search engine website like a blog post

👋 Need to get more website visitors? These 25 ways to increase traffic to your website will help you attract interested buyers in droves!

Why is referral traffic beneficial?

If you want to grow your business, attracting more referral traffic is an important step. Here are three reasons why.

Generate more potential leads

At the most basic level, increasing referral traffic means increasing the number of potential customers who visit your website.

But it’s not just more people coming in through your virtual door. It’s people that found you by actively clicking a link that interested them. So if the backlink they clicked is relevant to your website, those visitors have a high intent to learn about, and maybe purchase, what you sell.

Get more traffic from search engines

Backlinks from high-quality websites are a signal to search engines that your website is trustworthy.

Referral traffic - Graphic showing main SEO ranking factorsReferral traffic - Graphic showing main SEO ranking factors

Backlinks are still an influential search engine ranking factor, as shown in this graph from FirstPageSage.

As your backlink profile and referral traffic grow, you’ll land on more search engine results pages and generate more traffic from them.

Reduce your reliance on Google

Google is a fantastic source of traffic. But relying too much on a single source is dangerous—especially as Google’s constant updates can greatly affect your traffic overnight.

Referral traffic - Headline from search engine journal about Google volitilityReferral traffic - Headline from search engine journal about Google volitility

Headlines like this one from Search Engine Journal show why it’s important to diversify your website traffic sources.

As you diversify your sources of referral traffic, you gain more control over the success of your site. If one source, like search, takes a hit, you can buffer the dip with more traffic from another source like directories.

5 ways to get more referral traffic

So generating more referral traffic is important. But how do we go about getting more of it? Let’s dive in.

1. Get listed in online directories

Online directories are like the phonebooks of the digital age. People look to websites like Yelp, the Better Business Bureau, and Angi (formerly Angi’s List) to find the services and business they need.

Referral traffic - screenshot from YelpReferral traffic - screenshot from Yelp

Yelp is one of the most popular business directories, but there are dozens of others that will help increase your online footprint.

Ideally, you want exposure on as many directories as possible. But you also want to make sure that your information is current, so no one gets frustrated trying to reach you. You can even optimize your listings with things like images, service descriptions, and reviews.

🚨 Not sure if your directory listings are up to par? Use our free Listings Grader to instantly check your listing information across 20+ top online directories.

2. Submit guest posts

Guest posts are a great way to build up referral traffic. The idea is to reach out to websites that want content, and offer to write a blog post in exchange for the backlinks they provide.

It’s best to focus your guest posting efforts on sites that are related to your business, which means your content will be in front of a relevant audience providing top-notch referral traffic. If you can set up a regular guest posting schedule, all the better, because that allows you to keep your referral traffic from those sources steady over time and increase traffic to your website.

3. Write press releases

Press releases are a quick and easy way to get a wave of fresh traffic from referring URLs. It’s a great idea to do a press release for an event you’ll be hosting or to announce milestones like executive changes, earnings releases, acquisitions, and product launches.

Referral traffic - Press release from a breweryReferral traffic - Press release from a brewery

A press release is great for promoting new products or events while generating valuable referral traffic from the publications that pick it up.

But to be honest, if you are paying for a press release, you can write about pretty much anything and pretend it’s newsworthy. Some businesses even send out press releases whenever they get a new client.

4. Get active on social media

Social media sites are also natural contenders for bringing in referral traffic. Plus, there are several options to fit your brand and audience.

Facebook, for example, is fantastic for an older audience and organizing events. TikTok caters to a younger crowd and lets you show off your video flair. And of course, there’s LinkedIn, if your target customer is of a professional mindset.

No matter which social media platforms you choose, make sure your posts have a clear call to action that leads people to your website. That’s how you drive referral traffic from social media apps.

Referral traffic - Instagram post from Accessible Community Referral traffic - Instagram post from Accessible Community

Depending on the platform, you can add CTA links, buttons, or text in the caption.

5. Create link-worthy content

If you want to catch backlinks and increase the traffic you get from other websites, you need the right bait. In this case, we’re talking about content that other websites want to link to.

Here are a few types of content that writers and marketers love to link to:

  • Original data: Statistics from a survey or data your app captures
  • Infographics: A roundup of statistics or a visual presentation of a process
  • Opinionated blog posts: A fresh take on a common question in your industry

Once you’ve created your backlink magnet, share it with publications and thought leaders in your industry so they can link back to your site.

Referral traffic the easy way

Referral traffic is an important source of new potential customers. As search engines get more finicky, and more people search social media platforms, referrals will be an even bigger factor in your success online.

As you think about how to get more website visitors from more places, remember these five quick and easy ways to get more referral traffic:

  1. Get listed in online directories
  2. Submit guest posts
  3. Write press releases
  4. Get active on social media
  5. Create link-worthy content

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

PPC

5 Quick Tips to Increase Referral Traffic

Published

on

By

5 Quick Tips to Increase Referral Traffic

Search engines (mostly Google) are still the 800-pound gorilla when it comes to generating clicks to your website. But ignoring referral traffic from other sources like directories, social media, and other websites would be a huge mistake.

This is especially true as younger audiences increasingly search for businesses on social media and as referral traffic increased from 3% to over 10% of total traffic for the average website in 2022.

referral traffic growth year over year

In this guide, you’ll learn the most popular sources of referral traffic, how it helps your business grow, and what you can do to get more clicks from places outside of search engines.

Table of contents

What is referral traffic?

Referral traffic refers to traffic coming from a link on a site that’s not your own. If you clicked the link we added to the introduction of this guide, the website you landed on would count your visit as referral traffic.

By comparison, the other common website traffic sources are search and direct traffic. Search traffic comes from visitors clicking on search engine results. Direct traffic is from visitors that go directly to your website, like if they type your URL into their browser.

Examples of referral traffic sources can include:

  • Social media apps like Facebook or X (formerly known as Twitter)
  • Online directories like Yelp or Angi
  • Just about any non-search engine website like a blog post

👋 Need to get more website visitors? These 25 ways to increase traffic to your website will help you attract interested buyers in droves!

Why is referral traffic beneficial?

If you want to grow your business, attracting more referral traffic is an important step. Here are three reasons why.

Generate more potential leads

At the most basic level, increasing referral traffic means increasing the number of potential customers who visit your website.

But it’s not just more people coming in through your virtual door. It’s people that found you by actively clicking a link that interested them. So if the backlink they clicked is relevant to your website, those visitors have a high intent to learn about, and maybe purchase, what you sell.

Get more traffic from search engines

Backlinks from high-quality websites are a signal to search engines that your website is trustworthy.

Referral traffic - Graphic showing main SEO ranking factorsReferral traffic - Graphic showing main SEO ranking factors

Backlinks are still an influential search engine ranking factor, as shown in this graph from FirstPageSage.

As your backlink profile and referral traffic grow, you’ll land on more search engine results pages and generate more traffic from them.

Reduce your reliance on Google

Google is a fantastic source of traffic. But relying too much on a single source is dangerous—especially as Google’s constant updates can greatly affect your traffic overnight.

Referral traffic - Headline from search engine journal about Google volitilityReferral traffic - Headline from search engine journal about Google volitility

Headlines like this one from Search Engine Journal show why it’s important to diversify your website traffic sources.

As you diversify your sources of referral traffic, you gain more control over the success of your site. If one source, like search, takes a hit, you can buffer the dip with more traffic from another source like directories.

5 ways to get more referral traffic

So generating more referral traffic is important. But how do we go about getting more of it? Let’s dive in.

1. Get listed in online directories

Online directories are like the phonebooks of the digital age. People look to websites like Yelp, the Better Business Bureau, and Angi (formerly Angi’s List) to find the services and business they need.

Referral traffic - screenshot from YelpReferral traffic - screenshot from Yelp

Yelp is one of the most popular business directories, but there are dozens of others that will help increase your online footprint.

Ideally, you want exposure on as many directories as possible. But you also want to make sure that your information is current, so no one gets frustrated trying to reach you. You can even optimize your listings with things like images, service descriptions, and reviews.

🚨 Not sure if your directory listings are up to par? Use our free Listings Grader to instantly check your listing information across 20+ top online directories.

2. Submit guest posts

Guest posts are a great way to build up referral traffic. The idea is to reach out to websites that want content, and offer to write a blog post in exchange for the backlinks they provide.

It’s best to focus your guest posting efforts on sites that are related to your business, which means your content will be in front of a relevant audience providing top-notch referral traffic. If you can set up a regular guest posting schedule, all the better, because that allows you to keep your referral traffic from those sources steady over time and increase traffic to your website.

3. Write press releases

Press releases are a quick and easy way to get a wave of fresh traffic from referring URLs. It’s a great idea to do a press release for an event you’ll be hosting or to announce milestones like executive changes, earnings releases, acquisitions, and product launches.

Referral traffic - Press release from a breweryReferral traffic - Press release from a brewery

A press release is great for promoting new products or events while generating valuable referral traffic from the publications that pick it up.

But to be honest, if you are paying for a press release, you can write about pretty much anything and pretend it’s newsworthy. Some businesses even send out press releases whenever they get a new client.

4. Get active on social media

Social media sites are also natural contenders for bringing in referral traffic. Plus, there are several options to fit your brand and audience.

Facebook, for example, is fantastic for an older audience and organizing events. TikTok caters to a younger crowd and lets you show off your video flair. And of course, there’s LinkedIn, if your target customer is of a professional mindset.

No matter which social media platforms you choose, make sure your posts have a clear call to action that leads people to your website. That’s how you drive referral traffic from social media apps.

Referral traffic - Instagram post from Accessible Community Referral traffic - Instagram post from Accessible Community

Depending on the platform, you can add CTA links, buttons, or text in the caption.

5. Create link-worthy content

If you want to catch backlinks and increase the traffic you get from other websites, you need the right bait. In this case, we’re talking about content that other websites want to link to.

Here are a few types of content that writers and marketers love to link to:

  • Original data: Statistics from a survey or data your app captures
  • Infographics: A roundup of statistics or a visual presentation of a process
  • Opinionated blog posts: A fresh take on a common question in your industry

Once you’ve created your backlink magnet, share it with publications and thought leaders in your industry so they can link back to your site.

Referral traffic the easy way

Referral traffic is an important source of new potential customers. As search engines get more finicky, and more people search social media platforms, referrals will be an even bigger factor in your success online.

As you think about how to get more website visitors from more places, remember these five quick and easy ways to get more referral traffic:

  1. Get listed in online directories
  2. Submit guest posts
  3. Write press releases
  4. Get active on social media
  5. Create link-worthy content

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending