Photo by Austin Thistle
From Jane Lucas
No matter what business you are in, there is a lot of competition for website traffic. When looking at web traffic, a few factors come into play: Are you B2B or B2C? Maybe you have a specific niche like real estate or finance.
We understand that when you post content on your social media and website, it may appear like you are not talking to anyone. And we know that consistency is one of the most important factors, but what’s next?
Contents.
It is the content of your content that makes an impact. Understanding what your audience needs from you and the style in which they need it is key.
Many short-time business people cannot consume a 3,000-word blog post – no matter how interesting the topic. However, what if you can lump it into one downloadable 2-page bulleted list? Bingo.
Once you understand your audience and identify their weak points, where they are online and what media they are consuming offline, you are 50% there.
So what can you do to excite your readers and create content that is shared and engaging?
value
Create content with value.
If you’re sharing an Instagram post of a house entry, or maybe your morning coffee – where is the value to the reader? Maybe you’ve put together a whitepaper and it just isn’t downloading as hoped. Ask yourself:
Does it give the reader any value?
See all metrics across all platforms and on your website. See the content that performed best and highlight the value that was offered to the reader.
Even if you have high performing content on a regular basis, this is an exercise well worth the time.
Once you have an area of the most read, shared, and used content, create a point-by-point set of value marks for all future content.
If new content doesn’t meet the criteria, don’t post it.
SEO
If your content is getting all of the value marks you’ve described, but still isn’t getting any traffic, it’s time to take a look at your search engine optimization, or “SEO”. SEO is a marathon, not a sprint, but it is the foundation for regular, qualified traffic.
The SEO basics are easy to understand, but if you dig further into the metrics, behaviors, and content gap analysis, it’s time to think about it Ignite Digital best SEO company. Professional SEO companies employ software that can perform tasks faster, understand the numbers, and optimize your website.
The effects of SEO are long-lasting, but it takes time to build a steady stream of qualified readers.
plot
What is the next step for the customer? Did you give them something to do? Your calls to action go a long way in encouraging activity.
You can use your social media in the same way and encourage those who engage with your content to take action.
Use your calls-to-action to encourage readers to consume more content, access downloads or product pages. Since they are on your website, they are already interested in your offer. Give them something to do.
And those are the three words that drive website traffic spikes that lead to conversions: value, SEO, and action.
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