If you’ve got a business, you’re strategizing ways to generate and convert targeted leads. After all, you can’t sell to a customer who has never heard of you. So where do you start? What’s the number one thing you need to do to get people into your sales funnel? Think traffic.
Come on Down!
In the pre-digital era, it was a matter of simply getting people to come into the store. Traditional advertising helped create brand awareness. Sales or seasonal trends would drive interest. Aside from mail-order catalogs and TV shopping channels, most people had to get themselves to the store before they forked over their cash.
The digital world has disrupted the traditional brick and mortar sales experience. It’s less about getting people physically to the mall for the sale than about getting them to your website. But, just like with brick and mortar, getting people to check out your site and is dependent on traffic, pure and simple
More traffic means more visibility. But in today’s crowded digital world, how do you stand out enough to garner the type of attention that will convert?
Not Just Any Kind of Content Increases Traffic
Brian Dean wrote a great blog about increasing traffic. (He’s a smart guy, you should check it out.) TL;DR? He narrows his focus to differentiate between great content and the right content. In short, Brian had a nutrition blog with great content. But traffic and sales were flat for him. Believe it or not, it clearly wasn’t the RIGHT content.
It’s true. You could be the most informed, most hilarious and most in-the-know blogger/content creator out there, but if your content doesn't resonate with your targeted audience, no one is going to care. It would be like trying to sell adult undergarments to Millennials or Viagra to children. (Let’s pause for a moment to relish in the potential horrors of those advertising campaigns!) And even if Viagra for kids hits all the sweet spots for grabbing a child’s attention (bright colors, happy music, cute cartoons), well, that’s just morally wrong so let’s stop there.
Get in Touch With Your Target Audience
Brian stresses the importance of Influencers in his blog. If it takes a village to raise a child (hopefully that Viagra didn’t market to), then it also takes a community of in-the-know Influencers to help promote products/content. Brian mentions that his rapid-fire content simply didn't fit the Influencers in his world. After some digging, he realized that they preferred articles that were more substantial in depth and length.
Once you determine what works for your Influencers, it’s time to execute your plan.
Take a Three-Fold Approach
Generating traffic requires a few outfit changes, but I have faith in your ability to pull it off.
- Put on your detective hat and start looking around your social sphere for Influencers who are appropriate to your needs.
- Next, climb into an armchair and perch your chin on your hand. It’s time to play psychologist. (You can still wear the detective hat, if you like.) Consider what makes these Influencers tick, how they digest their content, where they get it, what’s trending for them.
- Use what Brian calls “Share Triggers,” or capitalizing on what will make your Influencers look good. Influencers like being current with what’s cool and new; Brian calls it the “social currency” effect.
You will be amazed by how fine-tuning for your target audience will pay off for generating and converting leads. Keep an eye on your Analytics to compare before and after you’ve adjusted for traffic generation for the right audience.
A few other ideas to keep in mind is to make sure that your site has a good design (think custom) and easy to understand navigation. If the load time is too slow, you will have a high bounce rate. Furthermore, make sure all your contact info (phone numbers, too!) and that forms for sign-ups are available on every page. Your copy should have simple, powerful language. And, showing trust through customer testimonials and trust seals (Buys Safe, Better Business Bureau, etc.) reduces customer anxiety and friction.
Finally, have fun with it! Now, get out there and get some leads.
“Sale” by Flickr user Kevin Dooley, licensed under CC by 2.0.
“Shopping” by Flickr user Giuseppe Milo, licensed under CC by 2.0.
“Lego Creator – Detective’s Office (Progress)” by Flickr user Sarah_Ackerman, licensed under CC by 2.0.
“MOC-003” by Flickr user Mark Anderson, licensed under CC by 2.0.
“Lego I.T. Guy” by Flickr user bnilsen, licensed under CC by 2.0.