Web traffic growth is the elusive white whale of the online marketing world. Despite all the available content online about “the best search engine optimization (SEO) practices” and “how to optimize your Instagram advertising,” it always feels like meaningful audience growth is just out of reach.
Cultivating web traffic is a common frustration among marketers and business owners everywhere. Thankfully, there are a few simple things you can do to help supplement your e-marketing practices and boost traffic to your site.
1. Get Personal With SMS Marketing
SMS marketing, or business texting, allows businesses to connect and interact with customers via text message. With SMS marketing, you can send customers promotional information, marketing messages and even logistical information such as invoices and delivery updates. It’s an easy way to engage with customers on a more personal level.
SMS marketing is cost-effective, quick and easily accessible. Some of today’s popular direct-to-consumer brands are using SMS to bring their customers back over to their websites, and many have reported stellar results.
There are tons of ways to use business texting as a part of your marketing strategy. Try using an SMS service to promote new items and sales promotions, prompt customers to leave product reviews or even make it easier for customers to respond to survey questions. Text messages create a higher sense of urgency than other forms of communication, so customers may feel more inclined to take action.
Just don’t get too text-happy — SMS marketing should be used as a tool for engaging your customers. Avoid sending “check-in” messages or overwhelming your customers with too many texts. Business texts only work if you’re not blocked on your customers’ phones.
2. Use High-Value Resources In Your Blogs
People don’t visit websites without a good reason. One of the best ways to drive qualified traffic to your e-commerce website is to create a high-value resource page that is so useful to your target audience that they love to go back to it and share it with friends. A great example of this is HubSpot’s “Resources” page, which offers everything from email signature generators to customer satisfaction survey templates.
On your blog, include links to high-value resources from businesses that you look up to and wish to collaborate with. These links should be informative and helpful to your customer base. It may seem counterintuitive to provide customers with links that take people away from your website, but in the long run, your efforts will pay off in spades.
When you include high-value resources on your website, you’re providing your audience with a useful and informative tool that they can refer to whenever they need it. Not only does this provide you with more traffic, but you’ll also earn favor in the search engine result pages (SERPs).
3. Repurpose Your Old Content
As fruitful as it is to create new blog articles, creating meaningful content is time-consuming as well as hard on the imagination if you are the sole creator. This isn’t to say you should stop — because you shouldn’t. But when you spend that much time creating great content, repurposing it in multiple formats makes sense.
Start with the content that already generates lots of traffic. From that content, infographics and videos are great options, but you can also create e-books, downloadable checklists and even quotes for social media.
Before you repost your old content in any form, make updates to keep it timely and accurate. Replace broken or outdated links, and do the same with any old statistics you referenced. Updating your content is a great SEO tactic because Google pays attention to whether your content is valuable and relevant, so it can help to increase your e-commerce website traffic.
4. Consider Micro-Influencer Marketing
Technically, influencer marketing (IM) was around long before the internet, but it has taken on a new form since the rise of social media.
You don’t need a colossal marketing budget or A-list contacts to take advantage of influencer marketing. Plenty of small brands and startups can benefit from teaming up with micro-influencers with smaller followings (under 100,000). Micro-influencers have better-targeted audiences and higher engagement rates than influencers with followings that number in the millions.
Just be sure to do some research before engaging any influencers. This is the internet, after all, and not everyone is who they say they are. Be aware of fake followers, and make sure you’re working with an influencer who’s honest about their metrics.
These four tools have been a mainstay for me in my work as the vice president of marketing for Red Stag Fulfillment. SMS (text message) communication about the delivery status of packages helps us to build customer trust; micro-influencers are a great resource, especially for niche marketing; and I have created a program of updating and republishing older blog posts, allowing me to maximize my resources while conserving my marketing budget.
The most powerful hack, however, is providing high-value content. By creating resources that answer the questions people ask most often, I’ve been able to greatly increase the visibility of our company. Great content lets us punch above our weight in SEO.