Driving Website Traffic and Increasing Sales: 3 Powerful Ways
Online marketing is becoming more and more competitive as companies spend increasing time, energy and resources to reach out to new clients on the web. In order to drive website traffic and increase sales, firms use sophisticated techniques, especially when marketing to other companies. With intelligent planning, marketing strategies drive a wave of users to targeted sites.
1. Attract an audience
Driving website traffic is a necessary first step to converting leads and increasing sales. A couple of channels many marketers use to attract an audience are banner ads and Google Adwords. When using Adwords, more spending usually leads directly to more traffic. Companies that utilize this technique should carefully monitor their spending and notice which keywords deliver more traffic and sales conversions or leads. Companies can then slowly optimize their keywords to get the most from their ad spending.
Social media marketing is another popular way to attract audiences that drive traffic to your website. Businesses use Facebook, Twitter, Instagram and YouTube, among others, to broadcast their product and marketing message. These platforms have exploding usage numbers and allow for a large, focused and passionate audience.
Companies seek educated customers with specific needs. Accessing a larger audience does not necessarily lead to more sales. Instead, a more targeted effort is required. For this reason, attracting an audience needs to focus on the right websites, channels and keywords. Marketing agencies with the right knowledge and experience help to narrow down these channels and optimize ad budgets.
2. Move on to inbound marketing
Inbound marketing is more and more popular as a focused alternative to outbound marketing. The key for inbound marketing is to provide valuable content to the consumer and allow for easy lead conversion. Rather than simply broadcasting a message, you want to provide a key nugget of information or content.
For example, an ebook is an extremely popular form of content that can be easily downloaded. The educated business consumer may have an interest in your content and the need to download your ebook. As an example, see the following steps of inbound marketing for an architecture firm:
1. An architecture firm provides an ebook about green building techniques that interests a consumer or business (maybe a contractor) who has the need for this information.
2. The ebook landing page asks the website visior for information, like their name, company and contact information in order to receive this quality content. The visitor fills out the form and receives the offer.
3. The visitor's information goes into a database where they can be nurtured in future campaigns or entered into a lead nurturing workflow.
As leads are nurtured and reach a threshold in which they are ready to be approached by sales, your sales team will have A) warmer leads to follow-up with, and B) will have more talking points based on the content the lead viewed or downloaded.
Make sure you are integrating SEO into your inbound content strategy. As your content becomes more and more popular you will see your search engine rankings rise, ultimately leading to more traffic, more conversions and the potential for more customers. Using this technique, companies can create an efficient cycle where creating the content once provides more and more customers.
On the other hand, customers look for more content based on the newest information. Companies should keep on the ball by providing more and different types of information. Popular new content types include podcasts, blogs, long-form articles, video demonstrations and even computer code. By providing more and more content, companies can continue to drive more traffic and customers to their site.
3. Get return on investment
In all cases, businesses must also carefully monitor their return on investment (ROI) on marketing dollars. This is a challenge for many businesses that can't decipher which metrics are key to business success and which are fluff metrics. More and more companies are now hiring outside firms with the systems and platforms in place to execute on the best ROI. CRM integration helps to optimize spending even further. For more information on marketing ROI, check out this resource.
How do you increase web traffic and sales at your business? Let us know in the comments below. Looking for website lead generation strategies? Check out our ebook 25 Must-Haves for Driving Web Traffic & Increasing Sales or connect with Milwaukee inbound marketing firm, Accelity Marketing.