Can you grow a client’s website traffic by relying on a single marketing channel? Many businesses end up doing this without really giving it much thought; they get immersed in a particular tactic or platform (whether Google, Facebook, YouTube, or their blog) and don’t necessarily adapt their approaches as new opportunities present themselves.
If you want to help your clients reach more of their ideal target audience, however, it’s better to use a variety of channels to promote their products or services. This blog dives deeper into why traffic diversity is essential. It also looks at the various platforms you can use to grow visitors and leads to your client’s websites.
Why is traffic source diversity important?
There are several compelling reasons to diversify your clients’ web traffic sources, starting with the disruptive nature of marketing tools and platforms.
Reason #1: It’s risky to put all your proverbial eggs in one basket
You can never anticipate when a platform update will unhinge your entire marketing strategy. When you diversify your clients’ marketing efforts across channels, you are less vulnerable to disruptions that may occur on any single platform.
For example, many sites lost their Google ranking during the infamous 2012-2013 Penguin and Panda updates. Several small businesses were hit hard by these updates and bewildered when they lost their search ranking overnight.
More recently, Google announced its plans to phase out third-party data tracking by 2023. Once again, the playing field has shifted for anyone relying on third-party data to understand and track online user behavior to develop relevant, targeted ads. Similarly, at any time, platforms like Facebook can change their algorithm, impacting how, where, when (and even if) paid and organic content is presented to the online users you are trying to target.
Reason #2: You have to be where your audience is most active
People have many reasons for going online, and they use different platforms to meet these needs. For instance, they may search on Google to find a quick answer, use LinkedIn for business connections, explore Instagram (IG) for specific products or services, connect with friends on Facebook, and so forth.
Each platform also appeals to a different demographic:
- Twitter is popular with the 25-35 age group.
- IG resonates with even younger users, 15-25 year-olds.
- LinkedIn’s audience is more business-oriented.
- The majority of Pinterest users are female.
To generate the most traffic and leads, you need to get your brand name and content in front of as many prospects as possible. Using diverse channels helps you increase your online visibility by targeting users according to their search needs and online platform preferences.
Thoroughly research social media demographics to find and target the platforms where your ideal customers are most active.
Reason #3: Not all marketing channels are equal
Depending on your industry, budget, goals, and marketing know-how, you may want to leverage specific channels more than others. Different platforms have different costs associated with using them and require different skillsets for setting them up and analyzing their data correctly.
Reason #4: Different sources broaden your data sets
You can get a more extensive range of insights and results when relying on multiple traffic sources. The more channels you utilize, the more diverse data you can collect and analyze, helping you better understand your audience and plan your future marketing strategies accordingly.
Different channels and strategies for growing traffic
Some of the more effective marketing models you can use and combine to increase your traffic and conversions include paid advertising, social media marketing, email marketing, and content marketing. Let’s take a closer look at some of the benefits of each.
1. Paid Advertising
Setting up paid ads and campaigns on Google, Facebook, Instagram, and other platforms is well worth considering. Combined, paid search advertising and search engine optimization (SEO) can help you grow traffic and acquire more quality leads for your clients.
Some advantages of pay-per-click (PPC) ads, specifically, are as follows:
- Traffic is almost instant. While content marketing and SEO take time to attract traffic to your clients’ sites, paid ads can start driving traffic to their campaign landing pages or online stores in a few short minutes after they’ve been set up.
- Paid ads are highly targeted (for now, at least). You can target ads based on online users’ location, age, interests, income, and other relevant criteria to help attract quality leads with a higher chance of converting.
- You can leverage long-tail keywords to stretch the budget. If your budget is limited, you can identify the long-tail keywords your clients’ target audiences use for their online searches. For example, a keyword phrase such as “dentist” is a very competitive and expensive bid. However, a term such as “pediatric dentist in Cleveland” is not nearly as popular. Depending on your clients’ locations and types of business, you can find affordable and niche long-tail keywords to target.
- You can add negative keywords for more precise targeting. Negative keywords help you avoid wasting budget on terms your clients’ customers aren’t searching for online. The negative keyword “free” will exclude searchers looking for free items, for example. If a client is selling new products, you can exclude terms such as “used” and “refurbished” to avoid targeting users looking for pre-loved items.
2. Social Media Marketing
An active social media presence can help build brand equity and grow trust among online users and followers. Social media is an excellent channel for telling your clients’ brand stories, one carefully curated post at a time.
Social posts on LinkedIn, Twitter, IG, or Facebook can link to a client’s website to help grow traffic. You can also use their Facebook Business accounts or LinkedIn Business Pages to monitor industry-related Groups for topics and trends. Creating relevant content to help your clients join the online conversation as an industry expert can help generate leads.
3. Search Engine Optimization
Search Engine Optimization (SEO) is the process of improving the rankings or visibility of your site on search engine results pages (SERPs). While SEO tactics might be more complex to deploy, the results gained from SEO far outweigh the challenges.
The benefits of a well-implemented SEO strategy are many.
- Conversion rates are typically higher from organic (SEO) traffic. A person using a search engine to search online intends to find an answer; they are actively looking for a solution that addresses their needs or concerns. This ‘something’ could very well be the services or products your clients have to offer. If a user clicks on one of your client’s web pages linked in their search results, the likelihood of converting is much higher because the results match their actual search intent. Have a look at FirstPageSage’s conversion rate benchmarks to see how SEO performs against other traffic channels in facilitating conversions.
- Optimizing your website for SEO translates to a positive user experience. Online user experience (UX) has become even more critical of late, especially when attracting and retaining leads. UX should be a byproduct of any earnest SEO strategy aimed at helping users find the information they need online. A website optimized for search contributes to a positive user experience and helps support a businesses’ broader marketing activities.
- SEO is more cost-effective. While SEO is by no means a free service, it is one of the more cost-effective channels for growing traffic to your clients’ sites. A significant consideration for SEO is the time and effort needed to see results. SEO is a longer game than other marketing types, so costs must be averaged over time; they can fluctuate depending on required SEO activities and the necessary hours to implement them.
4. Email Marketing
Email marketing is a powerful tool for engaging with and retaining new and repeat customers. It can also be combined with content marketing, social media, and paid advertising campaigns to grow your client’s website traffic.
Let’s look at the top benefits of email marketing.
- Email is another cost-effective way to stay in touch with customers who have already shown an interest in your client’s offerings. Newsletters and email drip campaigns can be used to send highly personalized and relevant messaging that educates prospects, nurtures leads, rewards existing customers, and grows conversions, all at a fraction of the cost of other marketing activities.
- Email marketing also delivers a higher return on investment (ROI) than other digital marketing channels.
- An email database enables direct contact with existing subscribers to keep a client’s brand front of mind. Email subscribers don’t have to search online, visit a website, or view a social media post to learn more or be reminded about your clients’ products or services.
- Email is also a simple way for your clients to drive traffic to their websites by including clear calls to action that encourage clicks on links that redirect readers to a relevant web page.
4. Content Marketing
Creating and sharing informative and relevant content that addresses online users’ needs is one of the best ways to grow traffic to a website. Your client’s content should help educate their audience and enable them to establish their authority in their industry.
Content marketing involves more than the content you create, however. It also includes an overarching strategy for where and when to distribute that content to reach an online audience. The various distribution channels listed above are all included in a content marketing strategy.
Your clients’ content strategies may include the following content types:
- Ebooks, Case studies, and white papers
- Articles shared on third-party sites such as Medium
How does content marketing help you increase traffic?
- An effective content marketing strategy supports your SEO efforts. When you rank in online searches because your web content answers users’ search queries, you generate more organic traffic to a site.
- A content marketing strategy that uses paid ads helps your clients position themselves where their content will be seen and also allows them to send traffic to your website.
- It’s effective for lead generation. For example, your clients can capture prospects’ email addresses in exchange for a downloadable eBook or when they register for an upcoming webinar.
Don’t forget the impact of customer service
Businesses often overlook their customer support and sales teams as critical role players in their lead generation and lead nurture activities. It’s not the SEO specialist, paid media expert, or email marketer who deals directly with potential or existing clients; it’s a sales or customer service representative.
When done right, effective customer support (offered throughout a customer’s lifecycle) can help:
- Build strong relationships, establish trust, and manage brand reputation. Many customer reviews describe the quality of customer service received, proving that the multiple touchpoints your clients have with their customers (both on and offline) are just as important as the quality of their products and services.
- Increase web traffic. Support emails can include links to a website, product page, and other relevant content to encourage click-throughs.
- Collect additional user data and learn more about target audiences. Your clients can track which issues are most frequently raised with their customer support or sales teams to improve services and offerings. Polling customers on their experience with support or sales staff is an effective way to learn even more.
Important considerations for web traffic
Traffic generation is undoubtedly one of the keys to growing your clients’ businesses online. However, traffic growth alone won’t necessarily help your clients achieve the results they want. Instead, it is essential to focus on the quality of traffic visiting a site and implement strategies that will attract, engage and retain your clients’ ideal target audiences.
- Focus on quality traffic. Simply increasing traffic volume doesn’t necessarily help your clients generate leads and grow conversions. They need targeted traffic, visitors who are genuinely interested in their offers, who can benefit from their solutions.
- Learn as much about each client’s target audience as possible. Creating buyer personas can help your clients identify and target visitors most likely to become customers.
At the end of the day, what counts is what happens to the traffic visiting a client’s website. Do they convert? For more on this, read our blog on how to accurately measure marketing performance to support your clients’ business objectives and decisions.
Alternatively, contact SiteCare today to find out how we can support your agency clients with our SEO, Lead Generation, or WordPress Maintenance and Support services.