The 5 most effective ways to drive traffic to a site

The raison d'être of a website is to draw potential customers and help generate leads. This can be achieved by an intelligent mix of strategies that include paid advertising, SEO, social media, and email marketing.

Website traffic is the lifeline of every business. More visitors to the website mean greater number of prospective customers coming across one’s products or services, which, in turn, will generate more sales. Hence, driving larger traffic to a website is really a no-brainer for businesses looking to make a name for themselves in the market.

For small- and mid-sized business owners, a website is an essential extension of their business itself, and for some, such as the online stores, it is the actual business. After achieving a pixel-perfect website, it’s important for businesses to divert their attention to drive substantial traffic to it.

Here are the five most effective ways of bringing traffic to one’s website:

1. Leverage paid advertising

Most of the strategies to drive traffic are free, requiring dedicated and consistent efforts and time. Towards this end, a strategy that can be more effective, easily measurable and provide quick results comparatively will be investing in paid ads. These include pay-per-click ads, social media ads, display ads and video ads. Pay-per-click ad campaigns will allow one’s brand to be at the top of Google search results whenever a search towards that end is carried out.

Social media ads such as Facebook ads are cheaper and allow brands to set highly-specific parameters like demographics, age, behaviour, location and interests so that ads are shown to the intended audiences. Display and video ads are visual ads that can be shown on third-party websites.

2. Implement good SEO strategies

Search Engine Optimisation (SEO) is the process of increasing the number of visitors to a specific website by ensuring a higher visibility for the site on the list of results given out by a search engine. Both on-page and off-page is an essential aspect of a successful website.

Backlinks, or creating links to other websites that can lead visitors to one’s website, especially are quite valuable for SEO as they represent ‘vote of confidence’ for search engine giants like Google. For SEO that drives positive results it’s important to ensure that the website and content are updated and relevant to those seeking one’s products or services. Appropriate keywords, captivating meta descriptions and valuable, catchy content are the deal-breakers in SEO.

3. Be social

In the current digital era, a business can’t afford to not be on social media platforms. Globally, the usage of social media for marketing has doubled. One needs to be on social networks like Facebook, YouTube, Snapchat, Instagram and Twitter to reach out to their target audience. 

No matter who the target audience is for a business, they are bound to be on a social network somewhere. The right way of connecting with them is through creating content specific to one’s industry or products so that it can draw followers in. Even for a niche market, one can find a following with consistency and premier quality content.

Also, using the right hashtags is equally important. People have become very selective about the content they consume and hence, they are resorting to hashtags as a way to filter and streamline the influx. Using hashtags smartly will enable businesses to target the right audience so that they are directed to their websites.

4. Invest in affiliate marketing

Affiliate programs allow brands to attract more traffic by tapping into other people’s users. Companies can publish their content on other websites and pay a commission on the sales generated.

This way they can earn positive word-of-mouth for themselves. The pay-outs are made only when a genuine sale is made, which means there’s minimal risk involved.

An affiliate program, once set up, can be left to go on autopilot so that one can focus on other aspects of their business. To get started, one must draw up a list of the best affiliate programs and then decide which can be appropriate for the purpose.

5. Use email marketing

Email marketing continues to be an effective channel for driving traffic to a website. It’s come a long way since the times of promotional blasts that were quite pesky for many customers. However, now email marketing involves building a well-thought-out sequence of newsletters or blogposts that can lead to more sign-ups that can forge long-lasting relationships.

In fact, even the basic and most primal welcome email is much improved than the old-school transactional kind. In its simplest form, email-marketing is a great option for showing off one’s latest blog post or for informing customers about an upcoming sale. 

Summing it up

Just creating an attractive website and waiting for the right audience to chance upon it won’t suffice. The competition is tough. Businesses need to adopt strategies to grow traffic on their websites. It’s important to focus on one’s target audience and quality of content to drive relevant traffic and get amazing results. 

(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)


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