Traffic – or visitors – is the lifeblood of online marketing. Without visitors, there are no sales. With no sales, you have no business.
You can pay someone to do the work for you – a professional SEO will do an excellent job of promoting your site and getting a steady stream of traffic to your site.
You can also buy traffic for as little as $5 for 1 million hits, from sites like fiverr.com, but I strongly recommend against this option as the methods of generating the traffic could do long term damage to your site, and any way the traffic won’t be targeted traffic – the visitors won’t really be interested in your products or services, and even if they were why would a data entry clark in Bangladesh want a plumber in Shirebrook?
So, how do you get the right people to visit your site, and by right people I mean your target audience who currently have a real need for your company’s products or services, without spending a fortune?
Well, one solution is to find out what their needs are when they come to you as customers. What is the problem, what questions do they have? By identifying these specific needs your can find their pain point and figure out how to attract them to your site. By answering their questions for free you will generate web traffic and give the visitor a reason to look further around your site. “But wait” i hear you cry (yes, iMacs are that good that I really can hear that) “if I give away all my secrets, no one will buy anything!”. Good point, but not necessarily true, let me explain.
I love old Volvos, and my old 240 had blown a fuse. I’d not had the car very long, so I didn’t know where the fuse box is. No problem, it’s either somewhere in the engine bay, in the glove box, or under the dash. Only it wasn’t. So what did I do? Googled it of course – and waddya know, the fuses are in the column of the drivers door, in a secret compartment. I found this out from a website that sells fuses and lightbulbs, they had a blog post all about fuses and electrical problems in Volvo 240’s. After I finally located the fuse box (it was an Swedish manual for the car, and they meant the column on the drivers side in Sweden, but it tok me a while to figure that out! Anyway, after I found the fusebox and the blown fuse what did I do? Went straight back to the site that helped me so much, the site was still open, and ordered the relevant fuses, and some spare bulbs for good measure.
So you see, that free advice resulted in a sale. Bingo.
So what questions and problems do YOUR customers need you to solve? You should have a pretty good idea by the products and services they need. Help them out, give advice and become their go-to expert on that subject, and they will always look to you for advice, and therefore purchases of either products they need or your services when the task in hand needs an expert.
In order to get these people to your site, you will then need a website or blog that you can edit yourself. You don’t have to spend money, WordPress, Tumblr and Weebly can provide you with a blog for free, and you only need word processing skills in order to get up and running, you can even do it all from your smartphone. The tricky bit is writing the content for your blog posts.
When you have decided what your blog post is going to be about, the first thing to do is to find out if the subject has any interest online. I do this my using keyword finder tools, like Google’s Adwords Keyword Finder, or as I have a WordPress website I use Yoast and Squirrly to help research keywords. I could write reams and reams about keywords, but I’ll keep it short for now – try and identify longer keyword phrases that have the most traffic, but are medium or low competition. Add local phrases in as well, if you are wanting local traffic, for example ‘How to mend a puncture – Nottingham’s best bike shop shows you how’
The attached image shows the results when I was researching this blog post. Although the traffic is very low, I stand a good chance of ranking highly for the term “generate website traffic”. I know that the few visitors I get will find value in my post and want to read more. If they take my advice and feel like they have done ok, but want a professional to take over and generate web traffic for them, hopefully I will be their number one choice. The fact that I rank well for a low traffic term will also help the rest of my site, boosting the rest of the site in the rankings.
If you need help in designing a website or blog that you can post on, or in creating and adding content, contact a professional web designer or content marketing specialist. Don’t to forget to add lots of images to illustrate your subject, especially if you are doing a ‘how to’ blog post. Incidentally, adding ‘How to….’ to a researched keyword makes it a long tail phrase with potentially lower competition, good eh? Even better, do a video to accompany your post and add it to You Tube, with links back to your site. Aim to add a few pieces to your blog every month, or a couple a week if you have the time and can think of good subjects, and promote them through your social media channels to bring people back to your site. Take lots of photos on the subject and publish them on Facebook, and put links back to your blog post.
It may seem like a lot of work, but in truth you only need to find a few hours a month to maintain a blog, aim for quality not quantity. Adding content to your website has a great many positive effects for SEO and before long you will find a way for your site to dominate in your niche.
Jeff Guest is a website designer and SEO in Nottingham. He makes responsive WordPress websites for his lovely customers and shows them how to get the best out of them.