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Content marketing is the creation and publication of original contents such as blog posts, case studies, videos, photos, etc.
If you are reading this article, you know that having a fully optimized website is the first step for online marketing, but if nobody can see it because it lacks visibility, it is a waste.
Being in the first results on search engines is obviously the most effective way of getting visitors on your website.
But when search engine optimization doesn’t allow your website to be on the first page of Google within a few months, this process can take time.
So, to compliment your SEO efforts, we are going to guide you on few innovative ways to drive traffic to your website.
According to your field of business, some of our tips will be more efficient than others. Feel free to adapt them as per your industry requirements!
Content marketing is the creation and publication of the original content.
It includes blog posts, case studies, videos, photos, etc. Its sole purpose is to generate leads, enhance the brand’s visibility and put the company’s expertise on display.
All marketing experts will tell you, content marketing has grown into the most effective strategy to gain visitors for any kind of business.
Its effectiveness in driving traffic is linked to the fact that good content is generally less “salesy” than advertorial. It gives consumers an opportunity to authentically engage with the brand without an obvious sales message disturbing the engagement.
Instead of just promoting your new product sale, try writing a more generalist blog article that gives knowledge and guides about your product industry and the qualities of your product.
By giving your visitor useful information and values rather than obvious advertising, you increase your chances of converting him as a client.
Moreover, you will soon understand that the more content you display, the more time your visitors will spend on your website.
For example, a website with just a homepage and contact page will receive a much higher bounce rate, limited page views and very little engagement,
whereas a website with an onsite blog packed full of good and engaging content is illuminating for a new visitor and encourages him to interact on the website to explore through its multiple other pages.
Also, content marketing is a strong and effective way to improve your SEO as unduplicated and high-quality content has a significant impact on search engine ranking (as we explained in our last article about Google’s algorithm).
Nowadays, people spend 30% of their time on social media.
By sharing fresh content on social networking sites such as Facebook or Twitter, you benefit from their huge audience and increase your chances to go viral. When it comes to getting good visibility, the social media benefits are proved.
Be sure to know which social media is the right one for your company’s digital strategy need and the kind of audience your company wants to target. If the huge audience on Facebook is more or less unavoidable, there are other social medias that can be at least as efficient when it comes to spreading your content.
For instance, sometimes underestimated by companies, even if its potential has been highlighted from its buyout by Microsoft, LinkedIn has proved that it is much more than just a platform to find a job. By posting your content on LinkedIn, you have access to the world’s largest professional social network.
Furthermore, the visibility competition is not as fierce as on Facebook or Twitter, it is a paradise for small and new companies. If you feel that your content fits the general atmosphere of the social network, be sure to give it a go!
However, in order to standout among the huge amount of content shared on social medias daily, you will need to be really particular about the headlines you use for your content.
Find the right balance between catchy, original and enigmatic.
You want to encourage the social media user to click on the link and read your content, but not at the stake of lying about the content itself.
Look at what your competitors are doing and inspire yourself from their successful headlines (you can use engagement statistics such as shares, likes and comments to judge and optimize).
After a few tries, you will be able to know what works and create your own kickass and virality friendly headlines!
When your online activities and website are just starting, it is highly rewarding to use your competitor’s visibility to gain new customers and traffic.
For each industry, there are influencers and website where your core target gathers. It might be a forum, the comment section of a company’s blog or a Facebook page.
Being connected to the different actors of your eco-system will help you appealing to your competitor’s customers. You should target websites and platforms that are posting content related to your niche, where try to make connections with the bloggers, the influencers and the audience.
The best way to do that is to comment and explain why people need to go on your website. Contributing to other websites is a great way to boost your traffic online.
It doesn’t mean that you should spam other websites with your links. It is all about finding the right balance between adding a useful comment to your competitor’s content and promoting your own.
Here is an example:
“I agree with your understanding of point A and B, however point C could be seen the opposite way. If you want to know more, feel free to check my article about it at www.mycontentisbetterthanyours.com”
In order to find good websites to comment on, we recommend using the awesome tool Semrush. In a few clicks, it allows you to find your main organic competitors websites.
These backlinks serve a double purpose because a page with a lot of backlinks tends to rank higher on search engines, as it is considered to be more relevant (see our article about Google algorithm).
While it might be seen as a time-consuming activity, its results are highly rewarding! Don’t miss it up!
There are plenty of advantages of a good newsletter.
You can connect with your ex-customers and inform them about your new sales and products.
Acquire an email database of potential leads and reach to them about your firm services or even maintain retention with your base by providing them news about the company.
E-mail marketing is not something new, it is as old as email inboxes. The longevity of its popularity is mainly explained by the fact that it is probably the most cost-efficient marketing tool.
You and I know that we receive countless emails each day.
And because you only have a few seconds to attract attention in the busy email inbox of your reader, getting traffic through emails might seem to be an impossible goal to achieve.
But by being creative, including a strong call to action and ensure that your email is well targeted, you will definitely start acquiring visitors coming through your newsletters.
More than driving traffic, newsletter have the ability to drive sales. When a recipient views your email, you have the opportunity to highlight a product, explain the benefits and connect them right away to a point of sales on your website.
Creating newsletters is easier than you might think.
Let’s finish with the most effective and direct way to drive traffic on your website: paid advertising.
The reason why it is so popular right now is because it allows you to showcase your content or your website to the right person, at the right place and at the right moment.
Wouldn’t it be wonderful if your website could be the first one displayed on Google when a potential customer is looking for a product that you sell? Isn’t it awesome that you can now reach to thousands and thousands of people that matches exactly your core target right on their daily social media feed in only a few clicks?
Paid search (Google Adwords) and social media advertising (Facebook Ads, Instagram ads, etc.) are excellent ways of attracting visitors and getting your website in front of new potential leads.
However, these paid strategies need to be constantly adjusted to suit your objectives.
Your first task will be to understand which platform is the most suited to advertise for your digital strategy.
Bear this in mind that each paid channel has its pros and cons, so if you are a newcomer on the online industry, we recommend starting with a smaller budget.
Play around, analyze your results, follow your statistics and optimize your campaigns accordingly. (Or directly contact experts such as StandOut marketing consultants who will guide through the whole process!)
Have fun trying out our tips and tell us about your results!
The more you will get into it, the more you will understand the importance of content creation. When it comes to online visibility, content marketing is the king and everything comes back to it.
If you enjoyed our article, please let us know in the comments! Be sure to subscribe to our newsletter (yes we do listen to our own advices) so you can be notified whenever our new articles come out!
Once you have improved your website traffic, you might find interesting to know how to increase the sales potential of your online store. Check out our article that gives you 6 ways to turn your website into a sales machine!
Now, the ball is in your court!
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