Websites are brands’ 24/7 marketing hubs and often responsible for making the company’s first impression. Organizations invest significant time and resources in writing, designing and building their websites and it is important to ensure this critical online marketing channel is getting in front of the right audiences. Here are a few ways to drive traffic to your website.
A robust opt-in list for email marketing can be among a company’s greatest assets. Having a pool of people who have some level of familiarity with your company who could potentially be either clients or referral sources can help to tie marketing to sales and lay the foundation for generating measurable and meaningful results.
When crafting your email marketing campaigns, focus on being succinct, engaging and driving action. Whether you want people to register for a webinar, attend an event, subscribe to your blog or watch a video of a recent presentation, make the ask compelling and drive traffic directly to the area of your website where they can take the suggested (and requested) action.
Social media marketing
Social media is also a powerful tool for driving website traffic. The inherently shareable nature of social content allows your blog posts, news articles, videos and the like to become exposed to new audiences, laying the foundation for growing your online communities. Given the rapid speed at which social content is shared and consumed, it is important to share your blog posts and other thought leadership assets on multiple occasions. Try tweaking the copy of your social updates to showcase various tips, insights and value propositions – and sharing the information at various days and times of the week – to drive as much traffic as possible. It is also important to consider paid social media marketing channels such as LinkedIn Sponsored Content and Facebook Ads for website clicks/conversions to help drive traffic to your website and online thought leadership assets.
Guest blogging for online media outlets, industry trade associations and/or contributing guest posts to the blogs of strategic partners and/or referral sources in your network can also help to drive traffic to your website. In many instances, you are able to link back to your website in the bio that accompanies your post. In addition, the organization’s for whom you are guest blogging are likely to share your posts through their own marketing channels which, again, helps to not only drive website traffic but grow your audience.
Search engine marketing
While organic (unpaid) efforts can play a significant role in driving qualified traffic to your website, there are also paid online marketing channels, such as Google AdWords, which allow you to engage audiences who are searching for content around (a) topic(s) that are relevant to your business. This keyword-driven approach can be useful for highlighting specific products and services. As with all marketing efforts, paid online marketing efforts should be integrated with other marketing channels to ensure consistency of message and alignment with overall marketing and business goals.
To maximize the effectiveness of your website as a 24/7 marketing hub, it is important to have a mechanism in place for consistently driving traffic to your content. When developing a strategy for driving traffic, focus on crafting compelling calls-to-action that underscore the importance of clicking through to your content and answer the pervasive question facing your online audiences – what’s in it for me?
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