Attracting Web Visitors With Inbound Marketing

Modern society is all about instant gratification. We want what we want right away and we don't want to wait for it. While there are plenty of strategies out there for building traffic, these web visitors will eventually slowly drift away.

Every website needs a reliable means of drawing consistent traffic. Once you do have people coming to your site, you can then engage and nurture them. We will discuss lead nurturing in later chapters, but let’s answer a big question first: How do you get people on your website in the first place?

The answer is, of course, with Inbound Marketing!


Tactics for consistent traffic

At this point, you should be more interested in building consistent traffic than just "traffic". You should have a decent inflow of new inbound marketing leads. You can then convert them to customers with time.

You also want to appeal to your current customers, urging them to make repeat visits to your website. By building a base of loyal repeat customers that’s always being augmented with new potential customers, your company will thrive.

The following tactics will help you build the consistent traffic you need.


Search Engine Optimization (SEO)


Search engine optimization is a constantly-evolving beast. Essentially, what those three little letters boil down to is how visible your site is in search engine results. When a lead searches for keywords related to your business, you want to be not only on the first page but you want to be first result that appears at the top.

Google's algorithm is always changing; what works this year might not the next year. Shorter-form content was once preferable. Now it’s longer content that dominates modern search engine metrics.

Here are a few universal SEO tips that will take you in the right direction:

  • Stay local when possible. By writing locally, you might seem like you’re snubbing your broader audience, but that’s not what you’re doing at all. The more locally you try to write, the higher your site could show up on Google page results.
  • Encourage sharing when possible. If customers read one of your articles and like it, they should be able to share it through social media, email, and other ways as well. These external links are currently pleasing to the Google algorithm; that’s good for you!
  • Organize your content with headings and subheadings. Incorporate keywords into these naturally. Headings let the keywords stand out, which can help your SEO standing.

Content Marketing

Content marketing and SEO often overlap. The tactics you employ for your content marketing strategy could boost your SEO. That’s great for especially busy business owners who don’t have much time to devote to either.

Even though SEO is solely algorithm-centric, you can't forget who your audience is. These are people, real humans, just like you. They have problems that your products or services can solve. As much as keyword optimization is handy for SEO, if it doesn’t help the human reader, rethink your content strategy.

Every company is expected to have a blog these days. Yours is no different. You need to keep at it, updating the blog weekly or semi-weekly. By creating an editorial calendar, you’ll always have blog content in the pipeline. This way, even if there’s a holiday or a personal emergency, you know you’ll have something to publish. Better yet, you can plan your content to fit the theme of these special days well in advance.

If a company hasn't updated its blog since 2016, that has probably negatively affected your perception of them.. After all, if the company doesn't have content to post on their blog, you begin to wonder if they really care about their customers. An updated and maintained blog is one of the first steps to getting repeat website visitors.

What should your blog posts be about? You might want to study your customers’ pain points or do keyword research. This will uncover the most relevant topics that should resonate best with your audience.

Once you know what you’re writing about, you should start thinking about the length of your posts. As mentioned, the current Google algorithm favors longer content. That means the days of 500-word blog posts are long gone. Even 700 words is too short.

Instead, you should aim to write 1,500 words as a baseline. It’s okay to write as much as 2,500 words and sometimes even 3,000 words if the article requires it. Remember, though, you’re not writing just to write or fill a word count requirement; fluff will dent your SEO efforts.

You want to write actionable, interesting, educational content that’s providing a genuine value to the reader.


Social Media

One of the most commonly-used methods of attracting web visitors is through social media. Now, this is a two-part strategy. First, you have to get curious leads on your social media page. Then you have to redirect them to your website - either to your blog, your landing pages, or your pricing/checkout page.

If you thought Google was changing SEO algorithms a lot, then you would be shocked to see how frequently Facebook does it. As we discussed in our landing page guide, Facebook's algorithm has been updated in 2018. Today, posts from businesses are on the backburner. Instead, posts from family and friends are more likely to be on the top of a user’s newsfeed.

That doesn’t mean you should give up on Facebook. The content you post to your Facebook Business page must be more engaging right from the start. We’re talking viral images and video and re-posts of your blog posts.

Your social media feed shouldn’t solely be used for self-promotion either. If you see a post from a fellow marketer that could benefit your readers, share it! Said marketer may share your posts too in the future for the same purposes.

Like your content marketing strategy, social media is only useful for attracting web visitors if you post often. According to an infographic from 2017 on Louise Myers Visual Social Media, the most recent data suggests that you should post on Facebook thrice every week. Myers said users may be more receptive to your posts very early in the morning (6:30 a.m.) and later at night (8:30 p.m.).

If you’re more of a Twitter person, you can post way more often. You may tweet daily five times, but you can also do as many as 30, or even 50 tweets in a day. The challenge with a high frequency of tweets is keeping the content unique.

While these recommendations are backed up by data, they may not always work for you. What you want to avoid, more than anything else, is annoying your customers by posting too often. You also don’t want to be a ghost and not post often enough.

A word of caution though: As a part of Twitter's crackdown on fake accounts, they're closing accounts that post similar or same content at a very high frequency. It makes them come across as bots and Twitter is actively banning these accounts.


Outbound Marketing Campaigns


Our last recommended tactic for driving more web traffic is using Outbound Marketing. We already covered outbound marketing earlier in this guide. With this, you’re the one who’s doing all the reaching out. You might opt to make cold calls or send cold emails. You could even go old-school and try radio and TV ads or even newspaper ads.

The problem with outbound marketing campaigns is again, you risk annoying your audience. Inbound marketing tactics often convert better. Your potential customers want the opportunity to do their own research. They want to look at your website, read your blog, and scroll through your social feeds. They want to price your products and services and read reviews. Then they’ll decide if you’re right for them.

With outbound marketing, they don’t get to do all that work. They’re essentially making a decision on the spot about whether they’re interested in you or not. Most of the time, it’s “not.”

That’s not to say that you should abandon outbound marketing campaigns entirely. These should be used sparingly, though. So, a healthy ratio of outbound marketing techniques to inbound marketing initiatives is advised.


Conclusion

Before you can build a relationship with your customers, you have to have customers. That starts with attracting curious leads to your website. If they’re interested in your products and services, they might sign up for your newsletter. Some might even make a purchase, be that a small introductory offer or your core offer.

The above tactics will help you drive more traffic in the form of leads and repeat customers. Whether you’re only getting a little traffic or none at all, try these tactics and see what helps you accelerate your business growth.

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