Making the decision to set up your own website, whether it be for professional services or for selling your own products; it can be daunting thinking about how to get people to visit your website.
We’re going to be looking at 3 strategies that can help you drive relevant traffic to your website from no cost to a small budget.
Organic SEO Driven Traffic The best and cheapest way to drive traffic to your online shop or website is through organic SEO. This is the traffic you receive through organic SERP (Search Engine Results Page) results. The higher up the search your organic listings are the better chance you have of bringing in organic traffic and lots of it if you’re on page 1.
The way you do this is through on-page SEO on pages such as your ‘about us’ and ‘product pages’, but the most beneficial way to drive traffic is through SEO driven blog content.
Google and other search engines are continually changing the way they rank content on their results. At the time of writing the best methodology when it comes to writing blogs is a cluster content method.
You can read more here on how a cluster content method can help you rank.
The basics of this method are that you create a hub of relevant content around one particular topic. These blogs are then interlinked to each other and all connected to one pillar page – much like a parent page. What this strategy does, is tell Google that you want to rank for whatever your topic keyword is, for example, ‘ecommerce’ and then the content linked to your pillar page supports this and shows Google that your content is informative and suggests that your blog is the authority on that particular topic.
This method has helped many businesses improve their organic rankings and therefore drove traffic to their blog. In turn, this creates brand awareness and then can result in an enquiry or sale.
Google Shopping Ads
The next strategy is aimed more towards ecommerce shops rather than service-based online businesses. Google Shopping can have an amazing ROI (Return On Investment), whilst still having a low CPC (Cost Per Click) to advertise your products. The cost is likely to be four or five times less in order to achieve a top-three position.
Google Shopping ads can help you get your products in front of the right audience and be at the top of search results, making your product the obvious choice for online shoppers. – Read more
For many businesses, a website is undeniably critical for reaching new audiences — and is often the first impression someone will have of your brand.
But having a website alone isn’t enough to reach and convert new customers. It’s equally vital that your website is well-designed, or you risk losing valuable leads.
Website design plays a huge role for a few reasons: First, web design can impact your website’s ability to rank on search engines for keywords related to your products or services. Additionally, web design can influence whether a user stays on your site once they find it.
And, lastly, web design will ultimately impact how many leads and prospects you’re able to convert into customers.
Good website design always begins with the question, “What is the main action we want someone to take when they visit our site?”
However, “good” website design can seem vague — what exactly do marketers mean when they say, “That’s an impressive website design”?
To uncover key design features you’ll want to include in your website in 2021 and beyond, we asked 285 people around the U.S. which elements they feel are most important for a company website.
1. According to 62% of those polled, including contact information on your website is critical.
Including contact information seems simple, but a lot of companies miss this. And it’s undeniably important — in fact, those surveyed rated “Contact Us Information” as the most important element you can include on your company’s website.
You’ll want to include the phone number, email address, or other contact medium you want people to reach you for sales inquiries — preferably in an easy-to-find location, like the header of the page.
Also, consider including a clickable “Email us!” CTA that either opens an email client or links to your contact form. And, speaking of forms, you might want to embed “Contact Us” forms throughout your site. Visitors don’t need to go on a scavenger hunt to find out how to get in touch with you. – ReadMore
“The real issue here is not, are conversion campaigns more effective than lead generation campaigns?
It’s that Facebook lead gen seems to exist on this spectrum where the more we focus on increasing lead volume, the more we run the risk of losing quality; vice versa, the more we focus on quality, the more we run the risk of losing volume,” explains Gordon.
While he was talking about Facebook advertising, this applies to any lead generation method. There’s always a trade-off between quantity and quality. But which one of them is more important?
Why You Should Stop Chasing Quantity and Focus on Quality Instead
You have probably heard the term “vanity metrics” before. These are metrics that do not have a direct impact on your bottom line.
They are called vanity metrics because there’s a temptation to focus on improving them just because it makes you feel good, not because it helps to increase your revenue.
Is the number of leads a vanity metric? It depends on whether they are qualified or unqualified leads. But what’s the difference between the two?
Qualified leads are your ideal customers: they know that they have a problem, they are aware that you are offering a solution, and they can afford to pay for that solution.
Unqualified leads are not your ideal customers: they may not be aware that they have a problem, they may be unsure of what you are offering, and they may not be able to afford the solution.
It goes without saying that qualified leads convert to paying customers at a much higher rate.
Moreover, they make better customers, since they tend to be less likely to ask for a refund, need less support, and are more open to your other offers.
Of course, an unqualified lead may turn into a qualified lead over time, whether through becoming more aware of the problem, or learning more about what you offer, or simply improving their financial situation.
“So what’s the harm in getting their contact details then?” you may be wondering. “Who knows, maybe they’ll end up buying from me eventually.”
But you need to consider the fact that you have limited resources. Your time, energy, and money are finite. So when you spend these resources on acquiring unqualified leads, you have less resources left to invest in acquiring qualified leads.
And since qualified leads convert better, this means that you are missing out on potential revenue.
In other words, unqualified leads are costing you money, which is something that you can’t afford if you are serious about growing your business.
Example: Noah Kagan Saved 47% on His Email Bill by Pruning His Email List
When Noah Kagan, the founder of AppSumo and Sumo, saw his MailChimp bill, it made him sick. “$700?! No thanks,” he thought to himself.
At the time, they had around 105,000 subscribers on their main email list. But on average, only 19% of their subscribers would open and 2.5% would click each email.
“This means MOST people are NOT reading our emails. And this is probably true for you, too,” explains Noah.
But email marketing service providers charge people by the total number of subscribers… So he decided that it was time to prune his email list.
He targeted “not active” subscribers that he defined as people who haven’t engaged with any of their emails in 3 months.
Noah ended up reducing his email list size from around 105,000 subscribers down to 72,000 subscribers. As a result, his email marketing bill went down by 47%, from $719 to $375 per month (savings of $4,128 per year).
“Your ego will be hurt going from 105,000 email subscribers down to 72,000 (like we did),” he says. “But at end of day, worry about results not vanity.”
This is a great example of how unqualified leads are costing you money: you not only pay to acquire them, you then pay to keep them on your email list.
It’s best to avoid acquiring unqualified leads in the first place. Of course, that is not always possible, but simply being proactive about qualifying leads can drastically increase lead quality. And that is going to have a direct impact on your bottom line. – Read more
Conversion rate optimization (CRO) is the process of optimizing your site or landing page experience based on website visitor behavior to help improve the probability of the visitor taking desired actions (conversions) on the said page.
In today’s world, online traffic is highly inconsistent. If you’re unable to get visitors to enter your conversion funnel in the first go, the chances of them coming back and performing the desired action are quite low.
This is nothing but an opportunity lost for your business.
The best way to improve your chances and get more conversions is by running effective conversion rate optimization campaigns.
A good conversion rate optimization campaign not only means saving high on your time, money, and efforts but also exploring new growth strategies that were unknown in the past.
In other words, conversion rate optimization helps you in understanding your website’s usability better while giving customer behavior insights and tips on how to make your UX better to meet your goals.
At a strategic level, conversion rate optimization or CRO is an ongoing process of learning and optimizing. Unfortunately, the “ongoing” aspect often gets ignored while discussing conversion rate optimization and it’s elements.
What are the 6 Primary Elements of Conversion Rate Optimization?
CRO is a comprehensive process that sprawls across a multitude of stages. A successful CRO campaign is the one that uses in-depth data to analyze results, runs multiple tests, tweaks content to make it more relevant to the visitors, and draws necessary conclusions. Throughout the journey of a CRO process, a marketer will encounter six primary elements that can be optimized.
Landing Page Design
Landing page design is the first and foremost element that defines the usability and success of a website. The more aesthetically designed a site is, the more traction it will get!
Let’s understand this using an example most of us may be familiar with. Assuming that most customers landing on any of Amazon’s product pages come with the pure intention of buying its product(s), understanding the importance of design in driving conversions (how it can make or break a deal for the eCommerce giant), is important. The giant has strategically designed each of its product pages so as to make even the minutest of details prominently visible to its customers. For instance, when on a product page, customers can instantly add the product to their cart by conveniently clicking on the “Add to Cart” button (in a color that’s prominently visible – Orange) placed right next to product information column.
How does this help? Orange is an intense color that complements the website’s white background making it easy for the visitors to identify and take the necessary action instantly.
Furthermore, the effective use of the white space to highlight the product’s features and smart use of large images on the left side of the page instills trust and quickly captures the attention of the visitors.
While a well-designed and aesthetically pleasing website can get more website traffic flowing on your site, words can verbally hook your visitors and convert them into potential leads. Writing relevant and engaging content that emphasizes the product’s persuasiveness can make the difference between visitors staying on your website and taking the necessary actions and visitors leaving your site without taking any action. Website copy can be further divided into two subsections:
Headlines are the first and foremost thing a visitor sees on your landing page. It typically defines their first impression of your business. If they do not like it, they’ll not scroll down and check the rest of your page. To ensure you’re on the right track, focus on the following things:
1. Formatting: Typically focusing on the font type, font size, and color to ensure it captures your visitors’ attention and is easily readable.
2. Writing Style: Keep the following things in mind:
Ask a question – e.g. Do you know email marketing can add 30% more revenue to your business?, How to find the products of your choice? etc.
Split your content into two parts – e.g. Internet marketing: what lies in store?
Address directly – e.g. Can you rely on content marketing?
Focus on the numbers – e.g. 10 ways to ensure email marketing adds to your conversions!
In either case, one should keep the headline short and to the point ensuring it talks exactly about what the product or service is about in a clear, concise manner. – Read more
Whether you’re a digital marketing professional helping other companies grow their online presence or an ecommerce website owner trying to boost your brand, there’s no getting around the importance of search engine optimization (SEO). SEO for Beginners
SEO is critical to boosting internet visibility, making it easier for potential customers to find the products, services, and knowledge they need online.
Organic keywords are one important cornerstone of effective SEO. This is a type of keyword used to attract organic search traffic for free.
If optimized correctly, there’s even the potential to rank for featured snippets — something that will help improve your click-through rate (CTR). Read on for an introductory guide to understanding organic keywords for SEO beginners.
Organic keywords are keywords used in SEO to attract “free” traffic. The “free” label is important because it sets organic keywords apart from pay-per-click (PPC) keywords used for Google Ads and similar platforms. The fact that organic keywords are free also makes them a cost-effective online marketing tool worth learning.
Affordability aside, organic search is a very valuable marketing tool. Google now processes more than 3.5 billion searches per day (that’s an average of about 40,000 keyword search queries per second).
If you can capture some of that organic traffic, you can boost your site’s visibility in a big way. The implementation of well-researched and carefully selected organic keywords can help you achieve this goal.
How Do I Find Organic Keywords?
There are a few ways to find organic keywords that are likely to help your website climb the search engine results pages (SERPs) of Google, Yahoo Search, Bing, and other search engines.
Below, we’ll walk you through a few options for researching and identifying organic keywords that will help drive your traffic to your platform.
Use Google Analytics
Google Analytics can help you identify which organic keywords drive traffic to your site. You can then leverage those keywords even further and maximize their impact. Landing page reports are one way to do this.
In the Analytics dashboard, select “Behavior” > “Site Content” > “Landing Pages.”
From there, you can click the URL slug (or enter it in the search bar). Then you need to go to “Secondary Dimension > “Advertising” > “Keyword.” Or, you can search in the mini search bar within “Secondary Dimension.” – Read more
Email Newsletter Ideas. Your email newsletter database is valuable. After all, these people signed up to receive your content. They must be eager to consume it, right?
And yet, the average email open rate in 2020 was 18%. That means less than one of every five subscribers you’ve earned looks at the content you send.
Some daily e-newsletter brands have found better success. Morning Brew, theSkimm, and The Hustle have risen to the top of the newsletter game with open rates approaching 50% and subscriber totals that make the rest of us green with envy. The Hustle built something so good that marketing software company HubSpot recently bought it in a deal valued at $27 million.
What does it take to get people who’ve already expressed an interest in your brand’s content to open and (hopefully) read it? Here are some lessons content marketers can learn from these email newsletter successes.
1. Don’t require a click
Morning Brew, theSkimm, and The Hustle newsletters are self-contained. Readers can consume and understand the topic without ever having to click to go to the brand’s website to learn more.
That may seem counterintuitive to marketers. Yet, if your content’s goal is to build a valuable relationship with your audience, it makes sense: Don’t make your audience work harder for your content than they have to.
Each newsletter also gets to the point quickly. For example, theSkimm boils its few-hundred-word feature story into a simple paragraph that appears at the end of the main article. Here’s one for the effect of the pandemic on women and mothers:
The pandemic has exacerbated flaws in the US system that’s let down women and mothers. And it’s continued to highlight racial inequities. Now, some lawmakers are taking initiative to address the problems lingering for decades.
By thoughtfully designing your e-newsletter with the audience in mind, you can better address varied reading habits. Create subheads and snippets for at-a-glance readers, and offer longer pieces and additional resources for in-depth readers. Keep in mind: Readers don’t exhibit the same behaviors every day. Someone may be short on time one day but have more time to read on another day. Or a topic may pique the interest of one reader but leave another less intrigued.
2. Craft custom subject lines – and be consistent
Even though they signed up to receive your content, few people will work to find it in a crowded inbox. Make it easier for them to spot your e-newsletter – put your brand voice and visual identity in the subject lines. A consistent look will draw the eye more than random words.
Both The Hustle and Morning Brew use emojis in their subject line. The Hustle chooses an emoji relevant to the content of the day. – Read more
Arguably, the most important webpages for any marketer are the search engine results pages (SERPs). These results are what return when someone searches for a particular query.
Marketers know these valuable results pages influence the traffic your site sees and, therefore, the long-term success of your business, so the goal is to get your website ranked as high as you can on these pages.
In this post, we’ll walk you through what you need to know about SERPs. Specifically, we’re going to focus on Google SERPs.
We’ll also go over how to optimize for key features so that you can improve your site’s click-through rates (CTRs) and earn more qualified traffic.
The SERPs are the pages users see when they perform a search on the search engine. These pages rank relevant results according to the search engine algorithm’s understanding of their relevance and usefulness.
Below is an example of the top of the SERPs for “best home organizers”:
Google processes more than 40,000 searches every second. This translates to an average of 1.2 trillion every year. When you pair that with the fact that the average CTR for the first position on Google is 28.5%, your search engine optimization (SEO) strategy should prioritize ensuring you rank high on the SERPs.
How Many Results Do the SERPs Have?
Search engines might rank thousands of websites for a particular query. Typically, only 10 organic results will appear on the first page of the SERPs. Many SERPs have even fewer than 10 organic results.
With limited real estate on the first page of the SERPs, it’s important to optimize your site to make it user friendly and informative to answer relevant queries.
What Are Some Common SERP Features?
As search engines have become increasingly sophisticated in their ability to understand queries and user intent. They have also developed SERPs that incorporate various features that searchers might find interesting and helpful.
The features that appear on a given SERP will change based on what the search engine understands as user intent and what device the user is using. For example, mobile searches might have different features than desktop search results.
You’ve likely seen a lot of the SERP features listed below, so take a look and think about which ones make the most sense for the keywords and content you’re trying to rank for.
A featured snippet can also be referred to as an answer box. In the featured snippet, Google highlights a portion of text from a website to provide a concise, direct answer to the user’s question.
This feature is useful when someone wants to uncover a direct answer and doesn’t need more in-depth information. – Read more
A marketer’s job isn’t done once a visitor converts on a landing page. Far from it. Even the landing page itself has more work to do before we can start giving ourselves a high-five for scoring a conversion.
And what about the leads that don’t convert?
Ignore them at your own peril.
As data-driven marketers, we’re keenly aware that most visitors won’t ever convert to a lead or sale. In some industries, conversion rates are as low as 1-2%. (See Unbounce’s Conversion Benchmark Report for details.) But that doesn’t mean the 98-99% of non-converters are worthless visits. There are many ways to improve your chances of converting more visitors over time—and squeeze more value from your existing landing pages.
To unlock the full value of a landing page visit, you’ll want to track what happens to each visitor after the page view, form submission, click-through, or phone call. Measuring and feeding this data back into your campaigns will improve overall results and your ability to optimize campaigns for higher ROI.
Sound like something worth trying? Keep reading, and I’ll show you three smart ways to do it.
Why YouShouldn’t Ignore Visitors Who Don’t ImmediatelyConvert …
As I wrote above, if your landing page converts at 2%, that means 98% of visitors aren’t converting on that particular session.
It‘s a mistake to ignore these non-converting visits. Sure, many will never convert because of a disconnect in the audience, offer, or timing. That’s life. There’s no such thing as a one-size-fits-all landing page. But taking a longer-term view, it’s very likely that some of these prospects will eventually:
Convert through other channels or sites not directly attributable to your landing page.
Convert offline via phone or at a brick-and-mortar location.
Convert after a longer consideration period.
Before you can start to take advantage of these longer-term converters, though, you need a better picture of where the visitors who do convert are coming from.
To see the full picture of conversions with multiple touchpoints, take a look at the Google Analytics Multi-Channel Funnels report, which shows the variety of interactions that occur before a conversion. To find this report in GA, open the “Conversions > Multi-Channel Funnels > Top Conversion Paths” report.
The example report below shows that paid search contributes many more “assisted conversions” than “last click conversions”:
See how many conversions have direct, email, or organic search touchpoints after a visit to a paid search landing page? Those return visits likely come through different landing pages. Even though the paid search landing page did not generate the eventual conversion, data from conversion paths can help inform strategies to reach and convert visitors later in their journey.
Now that you’ve got a sense of where conversions are coming from, follow the three tips below to use your data wisely and put your landing pages to work.
Tip 1: Measure offline interactions generated by landing pages.
Businesses with physical locations or an offline sales channel can use landing pages to highlight their products and services to visitors from paid search and paid social channels.
But marketers have to be a little more creative with measuring performance if the ultimate goal is to generate phone calls or store visits. Taking this step is worth it, though: it’ll give you a fuller picture of how your campaigns drive business. – Read more
Growth is crucial to survival for any business, and to grow your business means that you need to find more leads.
The goal for business growth is to maintain the current client pool while expanding your brand awareness and sales.
Leads are crucial for future growth, and capturing new leads doesn’t have to be time-consuming or costly.
So how do you build your reach, find new leads while maintaining your current customer pool?
The answer is by targeting local leads.
Leads Are Important, Finding Qualified Leads Is Crucial
This guide will help you develop the right strategy to discover new local leads with proven methods for generating high quality leads for your business and keep your marketing efforts cost-efficient at the same time.
There are two types of marketing leads; those are known as cold and warm leads.
Cold leads are those that are unfamiliar with your product or offer and may not be searching for your product.
On the other hand, a warm lead is one that is familiar with your brand and is already in the process of considering a purchase of the type of service or product that your business offers.
Warm leads are considered higher quality then and are referred to as a qualified lead. Our guide will discuss how to create warm leads by focusing on the location they may live, work, and play.
The benefits of focusing on a local lead are that you are targeting individuals in a specific geographic area, making them aware of your brand and offer, and moving them from casual shopper or visitor to your website and store to active sale.
In other words, you’re creating a warm lead to follow up with and to make your product or service offerings.
The 7 Methods To Get More Leads And Increase Sales
1. Localized Lead Magnets
A lead magnet is the process of getting a customer’s information in response to an offer or something of value. In other terms, lead magnets are a form of compensation for contact information and engagement.
Lead magnets should be attractive to your potential customer, and in exchange for your offer, they trade their information for your product. Focusing your lead magnet to a highly targeted individual will lead them toward your sales process, otherwise known as a sales funnel. – Read more