Marketing Automation Archives

The success of your website depends on the quality of traffic it receives. Therefore, mixing and matching the right digital strategies can generate substantial website traffic. While you might deliver the best message, product, and service, it would mean little until you attract your target crowd regularly and reliably. Learning how to increase your website traffic is one of the best ways to achieve these goals.

1. Prioritise Content Marketing

Content remains king. This concept applies to all types of online content, including visual, video, and written articles, because engaging content keeps site visitors coming back for more. While SEO strategies can improve your site’s searchability and align with the crawlers to raise SERP rankings (search engine results page), you should also tailor your content to your readers’ interests.

2. Leverage Paid Ads

Paid ads are some of the most effective ways of getting your site across to your target audience. First, you should thoroughly research your target demographic before deciding on a paid ad platform. Identifying your audience’s interests, locations, and ages can help you pinpoint their most frequented platforms and increase your chances of engagement.

Also, consider the type of ads applied in your campaigns. While video ads may seem highly popular, market research shows that 49% of people click on text ads, 31% on shopping ads, and only 16% on video ads.

Similarly, you should have a systematic tracking method for paid ad metrics to ensure that the money you spend goes to good use. Regularly checking your paid ad campaigns helps you evaluate their effectiveness and re-strategise if necessary to optimise their impact.

3. Constantly Refine On-Page SEO

SEO provides a proven formula to connect your site content with your audience, and it usually has three components: on-page SEO, off-page SEO, and technical SEO.

On-page SEO refers to your website’s attributes, including meta descriptions, tags, well-positioned headers populated with keywords, and short paragraphs. The effectiveness of your SEO campaigns largely depends on the on-page SEO components. Therefore, managing on-page SEO as a set of living documents that require constant tweaking for the best results is essential.

For instance, combining evergreen and seasonal keywords can help you reach a broader audience, especially during peak seasons like the summer holidays. Also, search engines like Google tend to revise their SEO practices, so keeping up with the latest updates helps drive more traffic to your website.

4. Develop Effective Link-Building Strategies

Links make up a considerable part of off-page SEO. Internal and external links are the two main types, and both can help you improve site traffic in different ways. Therefore, applying each kind to your website might be advantageous.

Internal links facilitate the site navigation process for your audience. For example, clicking on an internal link on your blog may take your reader to a deep service page (i.e., pages that take four or more clicks for access from a home page) and generate website traffic for that part of your site.

External links bridge your site content with other websites and work well with search engine crawlers as part of technical SEO. Google rates the equity or value of an external link differently from an internal one, prioritising them for ranking purposes. The search engine also determines the usefulness and credibility of your website by assessing the quality of your external links.

You might consider external links similar to a peer-review article’s citations, supporting its content’s authority and authenticity.

5. Optimise Email Marketing

Email marketing is one of the most cost-effective marketing strategies for generating business revenue, with an estimated $36 for every $1 spent. This marketing type can be a real game-changer if you wish to generate website traffic from your target demographic, with a mailing list engaging and attracting constant traffic.

Periodic email newsletters can also help keep your audience interested in your offerings by providing exclusive tips, discounts, content, and tutorials that redirect your readers to your site.

An advanced mailer allows you to manage your mailing list easily and offers customisation features to give each email a personal touch, further driving engagement.

6. Keep Your Google Business Profile in Top Form

Your Google Business Profile represents your company’s online public image, and optimising it will help generate website traffic. For example, organic user searches on Google will turn up your Google Business profile, where potential site visitors will form their first impressions of your business.

While conventionally, site visitors and customers would navigate to your business home page to acquire more information, they will now turn to your Google Business Profile for the same purpose.

Consider including information that optimises your business reputation, such as high-resolution photos of your company and products, customer reviews, and valuable contact information such as operating hours and a link to your website, which directly generates website traffic.

Videos are also highly effective ways of introducing your business to potential customers, where studies show that 53% of customers want to see more video content from companies they support.

Closing Thoughts on How to Increase Your Website Traffic

Having an easily navigatable site is only half of the battle won. You will need to provide the guiding lamps that lead your most valuable audience to your winning content. Engage Digital can help you discover the most effective methods and tools to connect with your target audience without the guesswork.

Book a call with us to say hello to the Engage Digital team! Together, we will discover the full potential of your business’s marketing growth.

Marketing can be a complicated business.

What elements will give us the best results. Should we be posting to social media more regularly? How much should we spend on Google Ads? Is our website good enough?

As a growth marketing agency, we’ve tested them all and surprise, surprise, there is no one magic bullet. Even businesses within the same industry are faced with completely different products, opportunities and challenges.

That being said, over time we’ve narrowed our digital marketing approach down to a proven growth marketing formula, that we represent in our proprietary canvas. And from this model, we use comprehensive planning templates to analyse and deliver personalised tactics for our clients’ businesses.

There are many parts to our Growth Marketing Canvas and it’s defined over 3 discipline segments:

We’re continuously strengthening the Growth Pillars; improving the product offering, continuously tweaking a compelling Value Proposition.
It’s a step-by-step application of prioritised marketing tactics and campaigns across a Customer Conversion System (a sales funnel).
And it deploys a Technology Stack to build efficiencies, reduce costs and report on progress.

The Engage Growth Marketing Canvas

With all this potential marketing complexity though, I’m often asked where an organisation should start! What growth marketing parts should get the most attention? It’s like applying the Pareto Rule – what 20% of action will give me 80% of the overall results.

What if the key to future business growth and success lies in focusing on just the core marketing components and doing them well.

So, we’ve distilled our comprehensive Growth Marketing Formula down to just the 5 core ingredients needed to grow your business – execute these well and you’ll set your marketing up for success…

1. Understand your Customer

Ensuring you are targeting a willing, hungry and profitable audience is, without a doubt, the most important step of any marketing campaign.

Analyse your customer base and find out everything you need to know; What social media platform are they on? What their values are in life, what they watch, what they read, what issues do they face related to your industry and product.

Find out what your customers want and what moves them, before you go spend a lot of money marketing. Draw up personas for your top 2-3 customer groups – rank their importance and the share of marketing they should receive from you.

2. Define your Value Proposition

A value proposition is a clear statement of the tangible results a customer gets from using your products or services. It’s outcome-focused and stresses the value of your offering to the customer.

For [target customer] who [statement of the need or opportunity], our [product/service name] is [product category] that [statement of benefit].

What are our customers’ pain points and desired gains?
What key customer problem do we provide a unique solution for?

Hit people over the head with what makes you different.

3. Set a North Star Metric

Your North Star Metric is the metric that your company uses as a focus for growth.

This measure should be an indicator of the performance of our growth marketing tactics, not necessarily a KPI of the overall business. e.g. Spotify: Time spent listening. Uber: Rides per week.

To qualify as a North Star, a metric must do three things: lead to revenue, reflect customer value, and measure progress.

4. Attraction Marketing

It starts here – if you’re not drawing in a market then the rest of your sales funnel is starved.

Attraction is a critical part of a systematic, scalable sales system. You need tactics in place that are attracting quality leads to your content, website or location.

Fundamentals here include SEO and Google Ads but may also involve display ads and retargeting, emails to targeted lists, cold call outreach, social media, content marketing and PR.

5. Testing and Optimising

Rapidly iterate through experiments to optimise marketing throughout the funnel.

Use A/B testing to improve landing page conversions.

Apply incremental changes to Google Ad campaigns for continual improvement to Cost-per-acquisition over time.

Experiment with cold call outreach and compare performance to other channels.

Test at a low cost and scale the tactics that show promise against your North Star Metric and other KPIs.

While there is always room for fundamental leaps, much of the gains from growth marketing are marginal and incremental.

Run experiments, prepare to fail, pivot quickly, amplify successes.

Takeaways

Our 5-ingredient extract is a distillation of our wider Growth Marketing Formula. Its where 20% of effort will get you 80% of all possible gains. So, if time and money are limited then make sure your focus is on these 5 essential components of your marketing plan:

Understand Your Customer – target willing, hungry and profitable audiences.
Define your Value Proposition – define what’s in it for your customer, why should they buy from you?
Set a North Star Metric – the one measure that will define success – if it increases, your business grows.
Attraction Marketing – just one part but responsible for fuelling your whole sales funnel – no traffic, no conversions.
Test and Optimise – run experiments, prepare to fail, pivot quickly, amplify successes.

Category: Marketing Automation