Don't put all your eggs in one basket with websites and traffic generation. Many businesses create their website and rely solely on search engines such as Google to carry their entire traffic generation campaign.
There is definitely more than one channel or source of traffic generation that you should be using to ensure that your page is getting the views that you want it to, and focusing on just one or two of the sources is a sure way to fail. By using six or seven sources, you are ensuring that you get more exposure and traffic to your site. The customer journey is incredibly important for generating traffic, and you need to ensure that you are sending out the right information, at the right time, through the correct channel to get the visitors that you want.
Here are seven of the most effective sources of traffic generation that you should be implementing in your marketing campaign:
Organic search SEO
The first thing that you should do is optimize your website for Search Engine Optimization. Landing pages, headlines, sub-headings, URLs, links and metadata should all incorporate a keyword that is being searched for. Ranking well in organic SEO is often a long-lasting result and is entirely worth the lengthy amount of time and money that you likely spent on your website in order to get it ranking highly on Google or other search engines.
Paid search SEO
Another way to get a good search engine ranking is to run a paid search SEO campaign. PPC and SEO go hand in hand and integrating both of them into one campaign is the most successful way to navigate search engine ranking. The obvious difference between organic and PPC campaigns is that PPCs (pay per click) are adverts that are paid for. While organic search SEO has a long lasting ranking impact (but take a lot of work and money to get there) – PPCs have a pretty immediate effect – ads can be up and running in the same day that you decide to do pay for them. A combination of both organic and paid searches is the best balance for successful traffic generation.
What is referral traffic and how can you use it to improve your traffic generation? Simply put, referral traffic is traffic that is coming from external websites and that is driving visitors to your site. This is done when another company or blogger likes what you write or sell, and includes a link back to your page in their website or blog post. To improve your referral traffic is quite difficult but not impossible; create original interesting content that others will share and write reviews or mention other companies and place their link in your site – it is more likely to be reciprocated should you use your site to promote other’s referral traffic too. It is a handy source of traffic generation and can be incredibly effective if you get it right.
Social media is perhaps the fastest growing traffic generation channel in the world right now, and with millions of people using social media every day – that shouldn’t come as a surprise. Create engaging and original content that people will want to read and share on social media and you will get Facebook shares and likes, retweets, Youtube subscriptions and pinned on Pinterest. It is also a great way to create person-to-person interaction with your clients and to create a loyal customer base. Social media is a huge aspect of building your brand online, and getting large amounts of followers is a key way to generate traffic to your site.
Email marketing is one of the most effective traffic generators and your company should be investing time and money into developing an excellent email campaign for your site. Email campaigns are most successful when email segmentation is used, as they ensure that you are getting the correct information to the right people at the right time, thus increasing the open rate and clickability of your offering. Email marketing is a great way to increase sales and conversion rates on your site. It is great for engaging with current clients, as well as finding new ones.
A direct entry is when someone enters the URL of your website straight into the browser of the search engine. This means that they have come across your website somewhere else, copied it and entered it into the browser - this could be as a result of advertising, word of mouth or referrals. It is not all that common but it is a great channel for traffic generation.
There is no singular source that is the best traffic generator, but it is entirely dependent on the industry you are in and the stage of the customer’s journey. Hubspot’s sources report is a great way to check which one of your sources or channels is working most effectively for you.
At Rise + Shine, we use an inbound marketing approach to help companies attract their ideal customers by creating and implementing successful lead nurturing campaigns. If you would like to know more about lead nurturing and ways to get a better lead conversion rate for your company: