KPMG Spark Blog
In business, nothing happens until there is a sale. With online marketing? Nothing happens until you deliver targeted traffic to your site.
You may be in the "right" niche and have a highly desirable product, but if you're not driving good, targeted traffic, it's as though your business does not exist. Even if you have only 10 visitors to your site per day, you can be successful if they are ready and willing to buy. This is better than 500 visitors who land on your site and immediately click away because they have no interest in what you are selling.
To find targeted traffic, the first step is to create a solid plan to drive visitors. You also need to set concrete goals, such as driving 1,000 visitors in 30 days. Once you reach your goals, you will gain confidence and momentum will begin to take over. The more traffic your site gets, the easier it will be to rank higher in the search engines, which will drive even more targeted visitors to your site organically.
To get these targeted visitors, think about who your ideal customer is, and then direct all of your marketing toward finding that customer. Remember that you're not trying to appeal to a lot of people, just to those most likely to be anxious and willing to buy from you.
How much does this person make per year? What are his or her problems and what kind of solutions are you offering? How old is he or she? Will your product appeal to both genders equally? What interests does he or she have?
When you are able to answer all of these questions, you will be working smarter, not harder. That's because (if you create a proper keyword strategy) the 1,000 targeted visitors who find you through search, are not the same as those who just happen to stumble upon your site.
Testing is important, so you should try as many different sources of traffic as possible and keep track of your results. Repeat what's successful and discard what's not.
The best traffic is organic evergreen traffic that finds you through relevant search keywords.
Look to get web traffic from other sources that will give you an excellent return on your investment. Many of the paid traffic methods, including social media, will deliver many targeted visitors that you can make a great deal more money than you would by spending on advertising.
Keep in mind that you don't just want to attract random traffic to your website. You want to bring highly targeted, ready-to-buy customers to your site. When you learn how to do that, you will have a successful business. That's where Facebook comes in.
Facebook arguably has the most detailed ad targeted platform. If you can think of a demographic, it probably exists. You can dial it down to religion, race, sex, interests, class, and even the websites users have visited.
A little creepy? Maybe. Effective? Definitely.
Use Google Analytics to find out more about your audience and try to double down on those who seem to be most interested in your products/content.
Don't forget to A/B test for potential clients who might not be visiting your site. There could be a surprise demographic out there who you just haven't tried targeting yet.
Not everyone is ready to make a purchase when they visit your site, but that doesn't mean they won't do so later. Maybe they just need more time to research or for a paycheck to come through. Whatever the case, you've got to keep reminding these targeted visitors about who you are, and why they visited your site in the first place!
Retargeting ads, target visitors to your site after they leave. Have you ever looked at a product on Amazon and then seen that very product pop up later as your browsing the web? That's not coincidence, that's retargeting!
Using tools such as AdRoll will help you target the people who have visited your site. Those who have visited your site are often easier to convert, as they already know a bit about your product and have shown interest.
Another way you can keep reminding visitors of your value is through drip campaigns. When someone visits your site, you'll want to offer a value add that entices them to give you their information so you can contact them once again.
Examples of Value Adds:
Of course, before you offer these things, you need to create a way to capture these targeted traffic leads. One way is by using SumoMe, a tool we've lauded before for being simple to use and giving marketers lots of customizable options.
Once you have these emails, create an email drip campaign that starts with value driven content, and progressively makes a harder sale.
Email 1: Welcome
Email 2: An Informative Blog Post
Email 3: A Case Study
Email 4: Buy Now
Email 5: Last Chance, Take 10% off Today!
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