So, you have your big idea, your products or services lined up, ready for customers. You have your website up and running, your social media platforms created and looking great.
Now, with everything ready to go, your next step is trying to get some traffic to your site and your eyes on your brand.
4 Tried and Tested Ways of Driving High-Converting Traffic to Your Site
We thought we would unpack how other brands are driving traffic to their site and how they are getting their products noticed by paying customers. Remember, traffic is one thing, but traffic that converts is an entirely different kettle of fish.
So, what are some simple elements that you can start adding to your site, and easy methods to encourage people to visit and buy from your site? We took a look at some of the tried and tested ways.
Heightening Your SEO
SEO is critical for getting your site found on search engines. Google will regularly scrape your site to ascertain where to categorize your site and where to rank you in comparison to your competitors.
Let’s say, for the purpose of this article, that you are pet food and accessory retailer. You will need to include relevant keywords in your content on your landing and product pages.
Keyword research is incredibly important to ensure that you have the right ones on your site, enough times for Google to display you to potential customers. Not only do you have to have the common short and long-tail keywords, in this case, pet food, dog food, cat food, etc, but trending keywords and searches, too.
Keep in mind two things about content and SEO. Every time you change something on a page or on your site, Google will have to re-scrape your site. So, make the changes worthwhile to be ranked higher.
Secondly, do not overstuff your content with keywords. Google has been around for a while and picked up that sites were doing it. They will get you penalized and your rankings will drop. It will also be off-putting for your customers to read.
SEO, however, does not end with great, keyword-rich content on your site. You will need to optimize images, H1 and H2 headings, links, URLs, and your meta descriptions.
Page loading speeds need to be reduced and duplicate or broken pages need to be removed. If this is somewhat overwhelming, it could be worth your while to hire an eCommerce SEO company to assist with getting the basics right for your site to be found.
These experts will have the latest knowledge on search engine policies, making sure you slowly but surely reach the top.
Distributing Content To Where It Counts
Content not only plays a key role in your SEO efforts but draws your customers in too. It needs to be informative, entertaining, educational, and empowering.
You also need to ensure that it is distributed correctly to ensure that it is seen by your target audience. Create a content calendar that focuses on key dates in the upcoming month, and plot your discounts and specials.
Write and post blogs regularly and be smart about your posts. Helpful information like ‘6 Ways to Keep My Dog Healthy’ or ‘How to Exercise My Cat’ are informative posts that people will actively be searching for, which you can find with keyword research.
In the post, you can include links to the products on your site that ‘just happen’ to be on special.
You can then share these posts to your database via email and to your social platforms. Emails are a vital component of digital marketing, and still one of the highest sources of traffic to your site.
It is incredibly important to get the best email app to suit your company. Not only will it be easier for you to sync emails, and collate your contacts, but you can integrate most of your current apps to streamline your business and the way you work as well.
Sharing over social media opens up the visibility of the posts to a larger audience and allows them to share them with their followers. So, make sure that content is shareable and meaty.
Partnering with Affiliates
The next stage of content creation is to share it beyond just your platforms and contacts. Find affiliate sites that you can share your blogs and content to and develop partnerships with them for link-building exercises. This, as with content, works in two ways.
Firstly, you will be able to reach their audiences, which you would not have been able to do before. Secondly, this heightens your SEO. Google picks up link building and backlinking and uses it to determine the authority of your site.
So, if an authoritative site is linking to yours, you can heighten your rankings on search. The operative word here is authoritative. So, look for quality over quantity.
Reach out even further too. Consider getting in influencers to help extend the reach of your campaigns. As a start-up or small business, you are most likely not going to have much of a budget, so look at partnering with micro-influencers who are already in your field and have a solid following.
If they have a couple of thousand followers already, you will know that they are talking to your direct audience if you are in the same industry. So, in the case of the pet company, opt for a popular, well-known vet, or even a minor celebrity who is known to be an animal lover.
You are most certainly guaranteed high-quality content to be shared, and engagement to take place with your audience. Meaning more brand awareness for you!
Optimizing Your Landing Pages
We are going to tie this into what we mentioned in the SEO paragraph. Your landing pages are a vital part of actually getting your customers onto your site.
So, you will need to make sure that they are optimized to not only be found but to convert your visitor.
Images need to be web-optimized, which in essence means that they need to be high-quality, yet not too big to impact the loading speed of the page.
So, compress your images, and make sure that they are properly named with the right keyword for them to be found directly from the web. If your customer is looking for a ‘pink dog leash,’ for example, you want yours to be the first to pop up.
Next, get those H1and H2 Headings, Title tags, and meta descriptions right. This is the information that pops up on the search results and needs to be totally optimized for SEO.
Luckily for you, there are tools like Yoast that you can integrate into a platform like WordPress that can guide you along the way.
From the minute your customer encounters you, to the moment they receive their delivery, each touchpoint needs to be optimized.
The customer journey is certainly one of the most important things to focus on when mapping out your site and your marketing strategy. They will need to be surprised and delighted at each point to make sure that your customer will want to convert.
So, whether they are organically finding you through Google search, entering your website through email, or clicking on a social post, your brand needs to stick out.
Once you start optimizing each of these points, you will see your conversion rates increasing.