Is this a conversation you have had?
Your WordPress site is beautiful. Your photo looks great. Love the logo. Who is your designer?
Are you getting much traffic to your site? Not much? Sorry to hear that.
Unfortunately many businesses find that their website (that they paid a designer a lot of money to create) is not generating the results that they expected. And even more do not know how to create traffic flow to their site.
Before You Start
Before you decide how to drive traffic to your site, ask yourself a few questions:
1. How much traffic do you need? 10 visits a day? 10,000 visits a day?
When I started our site I did not know what traffic volume I needed to create a sustainable business. You have to think about your business model.
Is your website an aggregator of news and you derive revenue from on page advertising? Then you need to be a high volume website.
Or, do you deliver a high price, high margin professional service? Then you might not need much traffic volume.
2. Does the profile of your visitor match the profile of your paying customer?
I know that not every visitor to our blog matches the profile of the person who buys our services. Why do I know this? Because not everyone is as committed to investing in their health as much as our clients.
Many people know that they have health issues but are not willing to take the next step for several reasons: it requires both a time and emotional commitment to make changes to your health habits, and further, many people cannot afford our services.
My job is to attract more of the people who are willing to commit to change and have the financial resources to support the investment.
3. What are the most online sources for traffic?
You probably do not know the answer to this question until you start generating traffic to your site. Be open to trial and error. Not every online source will work for you and you probably do not have the resources or time to support every channel.
- What online media properties are most likely used by your audience?
- Do think that they are more search oriented or do they hang out on Facebook?
Test each of the major channels and settle into a strategy once you have more confidence in a particular channel.
One thing you can count on:
Original content, whether it is published on a blog (for search purposes) or on a social media outlet like Facebook, is essential to your strategy.
Original content distinguishes you on the internet and allows you to promote your unique story.
Which Internet Media Outlet is Best for You?
A recent study by the management consulting firm, McKinsey, confirmed that email marketing is significantly more effective than social media marketing when it comes to reaching and converting customers.
That has been our experience too.
Like many companies, we have a social media presence (we are more oriented to Facebook compared to other outlets) but the lion’s share of our internet marketing effort is put into email marketing and blogging.
The McKinsey study further showed that organic search was the best of every outlet that they measured. This is further evidence than the core of your customer acquisition strategy is to generate content that appeals to prospects and keeps Google engaged.
How to Choose a Blogging Topic
You want to choose a topic that allows you to distinguish yourself (through your point of view), promote your business, and allows you to build credibility with your readership.
Know Your Audience, Well
Your readership is more than a set of statistical demographics. Your readership possesses values, interests, and desires that motivate them and affect their life decisions.
If you understand those values, interests, and desires you will be able to communicate with your audience more effectively and move them to action.
For example, an organic farmer probably has a demographically diverse range of customers who hold a common set of values around management of the environment and their food source.
He should share with his readers the care and attention he takes cultivating his crop or managing his livestock. These are the issues that resonate with his readers and motivate them to come to his booth at the local farmer’s market.
Blog, Baby, Blog
The more frequently you blog, the more traffic Google sends to your site.
Before you panic and think you need to blog everyday, go back and ask yourself how much traffic you need to generate the business you desire.
We post every two weeks. At certain times of the year we will post once a week. We have learned that that frequency of posts works fine for us.
I love video and have found that video marketing allows us to get our message out very effectively. We also find we can turn out content very quickly with video.
Your Blog As a Resource
You are going to achieve the highest level of engagement and client loyalty when your blog becomes a resource for your visitor. A resource encourages discussion and interaction with your clients.
Our best source of topics is our readership. Every week we receive requests for more information related to last week’s posting. That’s engagement!
These are some strategies to drive traffic to your WordPress website. But before you start cranking, think about the type of visitor you want to come to your site.
Keep in mind that Facebook, Twitter, Google search and others are a means to an end. Your strategy should be to focus on attracting the customer who shares your values and will pay for your service or product.
This article is part of my Digital Marketing guide.