Your website is new, and it’s beautiful. Anyone who browses through it loves its accessibility and easy of use. Congratulations!
There’s just one tiny problem: no one actually visits it. Have you ever spent time planning a perfect party, only to have guests cancel left and right? Building a great website that doesn’t get much traffic can feel like that.
The problem, of course, is that you’ve invested a lot in your website. After all, it is designed to be the centerpiece of your marketing efforts. That means you need to spend as much time on the after-launch strategy than the build itself.
Don’t hope that if you build it, they will come. Instead, put a plan in place that makes sure they actually will. These 10 steps can help you get there.
Kids don’t learn to swim without floaties. So why would anyone launch a website without quality control measures in place? Before anything else, you have to set up your reporting infrastructure.
Setting up the reporting backend helps you determine potential problems, but it also allows you to track your marketing goals. We love using Google’s Data Studio, which helps you track important metrics in dashboards that visualize the information for easy digestibility.
That set up takes a bit of time. Make sure you know what goals to track from the beginning, including key performance indicators like:
Once you know your core website performance goals, you can set up a suite like Data Studio to track them on an ongoing basis.
Next, start thinking about your sources. The most obvious match there is social media; it accounts for about 4% of total web traffic, and you can control it instantly. If you don’t already have a well-oiled social media machine, now is the time to start building it.
That starts with selecting the right network. Match up the average demographics of top networkswith your ideal customers, and choose the best overlap(s). Then, build a strategy tailored to that network.
Speaking to business buying agents on LinkedIn, for instance, will be very different from reaching young adults on Instagram. Build an active presence with regular posts that don’t just promote your website, but subtly build that promotion into content that provides actual relevance to your audience.
As you build your own presence, you can also branch out. Find a social media influencer within your target audience and work with them directly to spread the word, brand recognition, and your website among their followers.
Engage with a social media influencer to help spread brand recognition to their followers.
Traffic only matters if your website can actually stand up to it. While you begin to build awareness on social media make sure that your technical backend will hold up as that traffic increases. That includes:
Some of these steps are natural. Others will take more time to fix. All of them are absolutely vital in making sure that you rank well on search engines, and your audience actually enjoys their experience on your website.
Don’t be afraid to look beyond what’s right in front of you. Yes, building your own traffic sources matters. But why not put some external context behind it?
That means performing a competitive analysis. Identify businesses closest to you, not just in terms of the product or services but also in the type of audience they tend to attract. Then, find their online presence, and begin your sleuthing.
Instead, dive in deep to actually analyze the report details including their exact traffic sources, keywords used, and more. That way, you don’t just duplicate their efforts, but draw unique insights that help you stay one step ahead of them and crush your competition.
Link building is a delicate balance. You can’t just spam your website link everywhere and hope to get clicks. In fact, doing that actually crushes your rankings on search engines. Put simply, Google sees through the crap of unethical SEO practices.
To avoid that problem, you can take more strategic steps to make sure that your backlink strategy actively increases your web traffic. Some options include:
You can start on an even simpler level. Perform Google searches for your company and set up Google alerts for any media mentions. Then, reach out to anyone who mentions your business but doesn’t actually link to you to get that backlink.
You might have heard about the importance of business blogging. Almost half of B2B marketersactually consider it to be the single most important marketing tool, and consumer-based companies are not far behind. You need to find the right keywords. Then, you need to publish content your audience actually wants to read. Now, you have a reliable traffic generator on your hand.
At the same time, blogging is also a long-term strategy. Generally speaking, content marketing doesn’t start activating for at least six months. And that’s only if you publish regularly, at least four times per month.
The lesson is clear: start blogging as soon as you have the opportunity to do so. Build a strategy that accounts for the typical questions your target audience may have about your product category or industry. Then, promote that content on your owned channels, especially email and social media. If the blog posts are valuable and relevant enough, the traffic will come.
Never ever underestimate the power of video marketing, even (and especially) when it comes to traffic generation. Did you know that YouTube is actually the second largest search engine in the world? Together, we watch more than 1 billion hours of videos on the site every single day.
If you post the right videos, you will get your share of those views. And if you are just strategic enough, those views can turn into valuable web traffic. Here’s how you do that:
Public relations is much more than just getting an article placed in the newspaper. If you have something newsworthy to tell potential customers, explore its possibilities. Pitch your own stories through innovative means, or hire a PR firm to take care of that step for you.
One of our favorite tools to work with in this area is Cision PRWeb. It helps you not just post your own news releases, but get them published in a variety of media. Include relevant links to your site, and you get both backlinks and actual traffic. PRWeb reaches more than 1 million visitors and 30,000 journalists every month, and the platform is easily scalable as your business grows.
You might have heard of Quora. At the very least, you’ve seen it in Google search results. The popular website gets more than 300 million monthly unique visitors, thanks in large part to its straightforward Q&A mechanism.
It’s almost too simple: someone asks a question on almost any imaginable topic, and anyone with an account submits an answer. Users then vote for the most relevant answer, which immediately gets immense viewership. If you happen to have that answer, and the question is popular, traffic to your website is almost guaranteed. The process consists of steps like these:
Then, keep going. Perseverance is absolute key. The more high-volume questions you answer, the more upvotes you’ll get, and the more those votes translate into views and web traffic.
Many of the above initiatives require little more than planning, some expertise, and a lot of time. That doesn’t mean you can’t spend money to increase your web traffic. In fact, it should be one of your major marketing budget items. After all, more than 2/3 (68%) of all web traffic comes from digital ads.
In other words, you have to develop a comprehensive advertising campaign. Start with a Google search campaign, exploring keywords that are relevant to your audience and will generate enough traffic in the Keyword Planner tool. Then, start spreading your net. Fish in as many ponds as possible.
Facebook, Instagram, LinkedIn, YouTube, and a variety of other platforms offer comprehensive advertising solutions that you should at least explore. Target ads specifically to your audience, drawing on their interests, demographics, pain points, and behaviors. Start spending small amounts on a large amount of channels. Measure your efforts to understand what works, focus your budget there, and optimize your messaging over time.
Building a comprehensive, multi-channel advertising campaign like this can be complex. Develop a marketing campaigns calendar that gives you an overview of what ads are running where and when. A project management app like Asana can also help you track your efforts in building, measuring, and adjusting these campaigns on an ongoing basis.
Through the above tips, you can build a sustainable strategy that actually gets traffic to your website. But all of them take time, and some of them will require budget. So why not supplement these tactics with some quick hitters that further build your traffic generation? Consider:
All of the above looks like a lot of work. And we’re not going to lie: it will be. Building a great website is an awesome start, but it cannot be successful if you don’t also build the follow-up plan. Once you’ve built it, you need to put the necessary measures in place to ensure traffic.
That means spending time, resources, and money. But it can also means partnering with someone who knows what they’re doing. We specialize in helping our clients amazing amounts of traffics, using strategies like the above and more. This case study on how we helped BOLD VAN achieve a coveted #1 Google search rank position is just one example on how we can build up businesses like yours.
Do you want to see how much traffic your business might be missing out on? Enter your website and contact info, and we’ll send you a comprehensive report filled with actionable advice on how you can get started. Let’s work together to make sure you’re getting the most of that beautiful online presence you’ve built.