There's no point in investing time and money in digital marketing and content creation, whether it's social media. blogging, video, podcasting or digital information products, unless the traffic you drive to your website is targeted.
Time and time again clients push for us to help with SEO to get them onto the front page of Google, create podcasts, videos or written content all with the specific aim of “getting more traffic”.
Whenever we sit down to talk data all the questions are about “hits” or “page views” instead of looking at the most important data: conversion rates.
You're online to find users who come to your site specifically looking to engage with the services you offer. Random traffic, no matter how impressive the number of visitors you're getting, is more often than not not worth the clicks.
Your goal is visitors to your site that arrive and find your services or products irresistible because they fit exactly what they are looking for is your goal.
Developing Your Strategy for Targeted Traffic
If you set out to create content to just “go viral” or make people aware of your business site, you risk investing all your resources in attracting visitors to your site who do very little except click in and click a quickly way.
So instead of jumping straight into content creation develop a comprehensive strategy for targeted traffic. After all, your ability to generate targeted traffic will have a direct impact on the success of your business.
Three Essential Targeting Steps
Step 1: Spend time researching the needs of your potential customers.
Step 2: Make sure you have a rock solid, comprehensive understanding of who your client is and how she searches for your products, skills, services. Get to this stage and you become irresistible to your customer in all your digital marketing.
Step 3: Audit your website and digital marketing to assess whether you're actually targeting and full-filling those needs. If you identify weaknesses, such as not providing clear evidence that you can fulfill those needs or products that do, you will then be able to adjust your site and take the right kind of action to rectify this.
If you can't afford to get a professional to audit your site, think through it from the point of view of a customer. Ask yourself questions like:
- does the site tell me what it's about within two seconds or less?
- does the site clarify your unique selling point easily?
- is the site easy to navigate ?
- is the site branding consistent with the message you are trying to put across ?
- can I find what I came here to find in the first place ?
First and foremost the design of your website and the key messages and call-to-actions visible on the site should be made according to the needs of your targeted audience. It it's not visitors to your site will bounce away almost instantly.
The Bottom Line
You want to get visitors to your site who are the most likely to take the desired action you're after, whether it's contact you about your services, buy a product or sign-up for your newsletter. Every stage of your digital marketing strategy should be geared towards capturing the attention of those visitors who are most-likely-to-buy and catering your site and your content for them.