Your website is one of your most valuable marketing assets despite what some “experts” would have you to think. And rule #1 of assets is they should assist you in generating revenue. That’s why we have them.
The essential ingredient to make this happen is that your website needs traffic. Traffic from the type of potential clients who would benefit from and need what you offer. If your website just looks good and provides information, it’s like having a new Tesla without the powerful battery charged for running it, for taking you anywhere you want to go. It has no real substance or benefit, other than style. But more importantly, it’s not providing a return on investment.
Traffic to your website is a fully charged battery to generate revenue for your business. The great thing about it is that it can work for you while you sleep, while you service your clients while you spend time with your family. In this digital age, that is not only possible but should be expected as a savvy entrepreneur.
This brings viewers to your offers, or the first step of your sales funnel to begin the client journey.
It’s fine to want your website to look good and provide information, but this should not the primary goal if you want the thriving business that I know you do.
To leverage your website as an income-producing asset, it should have solid traffic that ultimately will provide a return on investment in the form of sales.
There are three ways to get traffic to your website. When you nail these 3 ways, your business rocks with new opportunities and sales.
The first is social traffic.
Social traffic is accomplished by getting engagement for your content that generates traffic through social media platforms or forums. For example, you post on Instagram or LinkedIn, viewers like your content, then go to your website to check out your services. You create a blog on Medium. The reader agrees with your observations and goes to your site to find out more about your business. The key is to focus on the type of content that generates engagement and interest in your business and brand. For example, I use aspirational posts, tips, information about sales and marketing which are popular with my audience. The key is to test, track, and double down on what’s working in your content strategy. By paying attention to the key metrics, you will start to get a sense of what resonates with your audience. Keep in mind that social traffic requires a commitment to post consistently and a time investment to create winning content to see good results.
The second way to drive traffic is through search.
Of course, I’m talking about Google. You can secure a spot in the Google search results through blogging high-quality content and using relevant keywords that relate to popular searches. For example, let’s say you create a blog titled, Your Most Important Business Deductions. Then someone goes to Google and puts in a search for ‘what are the most important business deductions.’ By having these keywords attached to your blog you increase your chances of a higher ranking in Google. Better yet, if your blog shows up on the first page of the search results, then you boost the likelihood of people clicking the link to the blog on your website. Studies show that most people don’t scroll past the first page. Another strategy for search is helping Google find your website based on the keywords you assign to your website pages. This process used to be more labor-intensive, but with WordPress plugins like Yoast, it’s easier to get set up, or for businesses that have the budget, I recommend hiring an SEO (Search Engine Optimization) professional. If you don’t use WordPress, many of the popular website builders such as Squarespace & WIX have lots of support to get you going. Full disclaimer: SEO is a long-term strategy that doesn’t happen overnight but can be worth your investment of time and resources when done right.
The third way to drive traffic is through paid – LinkedIn, Facebook, and Google ads.
Now before you scrunch up your nose because of all the free traffic that you’ve heard can be achieved here me out. Yes, you can still get “free traffic” or organic reach. That’s what I’ve shared in the other modes of traffic. But, the trends show that organic reach on social media platforms is statistically harder to come by. This means more time and effort to see results. Many consider Facebook a pay to play platform as compared to 5 years ago, including me. This is why paid traffic has become the go-to for many businesses, including mine and my clients. I still get traffic through the other 2 methods, but I use and recommend paid traffic when you have something tested and validated to offer, and you want to get results quicker. Think about launching a new service or offer or lead magnet.
Our strategy at Bright Effects is using social traffic for testing interest and validating ideas. Using paid traffic to ramp up and put it into overdrive.
For best results, I highly recommend learning how to manage paid traffic or hiring a professional who has a winning history with getting results. You can waste a lot of time and money if you don’t know how to create, manage, and optimize paid traffic.
I recommend a combo approach for many businesses with a different allocation across all 3 (i.e., 30%-social, 40% traffic, 30%-paid). Allocations will vary depending on business goals, ICA, offers, and the stage of your business. What’s important is for you to make traffic a priority.
It works when you work it!
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