You are a startup and want to create a niche market of your own. You researched and found that you need an online presence, so you design an awesome website. And now, you want to drive traffic to your website that will impact your revenue. Analyzing traffic data is a great way to understand the metrics of your website and results of content marketing initiatives.
How do you drive more traffic?
There are two ways to increase traffic, organic (SEO) and Pay-per-click Ads (PPC). Pay-per-click, also known as cost-per-click, is an internet advertising model used to drive traffic to your websites. Whereas, SEO is the process of getting traffic from organic or natural search results on search engines. PPC Ads are displayed above, below and to the right of the organic results, as below:
Which one to choose depends on your business model, objective (long term or short term results), and budget. PPC shows instant results which can generate visitors as soon as you run your Ads. It can instantly increase your ROI. According to Kidneypunch, 50% of people arriving at a retailer site from paid ads are more likely to buy than those who came from an organic link. But once your budget dries up, so does the traffic.
Unlike PPC, SEO strategies are more dependant on content, how well are the keywords scattered, backlinks and metadata, etc. SEO delivers more reliable and sustainable results which are more important to your business in the long run.
Having said that, search engines are constantly finding ways to update their algorithms, so that searchers get the most relevant content complying with their needs. Hence, your SEO strategies also need to adapt to the search engine updates to maintain rankings. According to Haymaker, 85% of clicks resulting from a search are on the organic links rather than the paid ads. And Low Blow states that 86% of web searchers trust organic SEO listings more than sponsored/paid PPC listings.
Now that you understand how SEO impacts web traffic, we will look at various content marketing tips to grow your traffic.
Create a company blog :
Google prefers ranking websites with more pages over others, so you need to increase your pages. And how do you do that? You create blogs and put posts on them. Not to mention, at a consistent rate.
Nearly 40% of US companies use blogs for marketing purposes, and businesses that blog have 55% more website visitors. HubSpot increased the traffic to their blog by 2512.5% in a year.
As mentioned earlier, not only should you produce new content, but you need to do it at a regular rate. Search engines show search results with the latest posts. A blog with a high volume of continuously generated new content will not only drive more traffic but in turn increase your ROI.
How often should you blog? Research shows companies that published 16+ blog posts per month got almost 3.5X more inbound traffic than companies that published between 0–4 monthly posts. Each additional blog post can increase your overall blog traffic by about 18.6%.
You need to write blog posts that are informative and truly helpful to your customers, sharing your thoughts on what is currently going on in your industry.
You might want to keep these things in mind while writing a blog post.
- Frame catchy headlines. It is known that 80% of people will read your headlines.
- Create your own unique content because rest 20% will read the rest of your content
- Use more Infographics
- “How to” posts serve as clickbait
- Create CTAs. Without them, you will have a hard time to convert visitors into leads
Create quality content :
Creating original content is not a choice anymore. Google’s algorithm now punishes people who copy others’ content, as was the case with ezine, Mahalo and Business.com.
Let your content talk to your reader, on more practical lines. In a study by Dr. Jonah Berger and Katherine L. Milkman, it was found that practical content is 34% more likely to go viral.
The length of your content impacts the way readers interact, that is because content that provides worthwhile, meaningful, lengthy information on a subject is far more likely to be read and shared.
- Use relevant keywords in your content. Understand your primary keywords through tools such as Google Keyword Planner or KeywordTool.io.
- Secondary keyword: Long tail keywords are the perfect way to structure the body of your content.
- Validate your topic ideas: You want to ensure that you are creating content for people and not for search engines. Use tools like Buzzsumo, Quora, and Google Trends to research and validate your topic before you start writing.
Rich visuals in your content :
Creating rich visuals in your content should be your priority going forward because visuals are catching the trend.
According to Social media examiner, marketers rate visual content as the second most important type of content next to blogging
The top pick was blogging (38%). Visual marketing was close behind (37%).
Visuals should complement the content and if possible, talk better than your content because 65% of us are visual learners.
A large percentage (74%) use visual assets in their social media marketing. Visual content is picking up the pace and it’s time you started off with some.
As mentioned earlier, use Infographics which is a B2B content marketing tactic. It had the biggest jump in usage to 58% in 2016 against 50% previously.
Leverage social media:
Collectively, the top 8 social networks drove 31.24% of overall traffic to sites in December 2014, up from 22.71% the same time last year. This seems to be a lucrative effort to those marketers who are investing huge bucks in social media.
As on September 2017, Facebook ( 2010000000 monthly active users) remains the most popular social networking site followed by Youtube and Instagram.
Hint your readers to share your content socially by using social media plugins, for instance, when a reader highlights a sentence you can use a pop up of “Tweet This”, persuading the visitor to share your content. But use social media buttons in your content in a place where they don’t distract the attention of the readers
ConstantContact results shed light on how frequently you need to post on social media;
Facebook: Low volume/ high value network, 3-10 times per week
Twitter: High volume/ low value network, 5 times per day
LinkedIn: Low volume/ High value network, 2-5 times per week, aim for more formal and technical content
Google+: Low volume/ High value network, 3-10 times per week, use relevant keyword to increase ranking
Pinterest: High volume/ High-value network, 5-10 times per day, Large and quality images
Content marketing tips are as profitable as they are leveraged. Let us know which of these you are already using by leaving a comment below.