A digital marketing gauge of increasing leads and sales through online traffic.

If you have a website, you want to drive online traffic to it. What good is a website if no one is looking at it, right? In this blog post, we’re going to be focusing on five ways you can drive online traffic to your website, but first we want to talk about what makes traffic valuable, and why this is important to your digital marketing efforts.

What is valuable online traffic?

Depending on their budgets and efforts, some business owners find that they can drive high amounts of traffic to their site through a simple PPC campaign or social blast. But without data-driven strategy, that traffic might not be valuable, and may actually do more harm than good for your site.

Let’s say you drive 1000 visitors to your website, but only 10 or 15 of them are actually interested in your brand, content, or product. Those interested visitors may browse around your site, read some of your content, and possibly even convert to a lead or make a purchase. That’s great, you got a handful of leads and gained some new loyal readers! But those other 985 visitors who weren’t genuinely interested in your content or product are likely to leave the site quickly without browsing or converting. This can negatively impact your bounce rate and conversion rate, and can be a waste of your digital marketing budget.

Valuable traffic consists of individuals who are in your target audience and are interested in your content and products. Instead of driving a ton of visitors to your site who aren’t going to convert, here are five ways you can target the right audiences and drive valuable traffic to your site that will help you generate leads, increase your conversions, and improve your ROI.

1. Search engine optimization (SEO)

Search engine optimization and organic traffic data on two smart phone devices.

Professional search engine optimization is vital for any business that wants to generate valuable, relevant traffic consistently and continuously. There are many different elements to SEO and it is a long term investment, but the results and ROI are worth it.

With proper, strategic, professional SEO your site will earn a high-ranking position on relevant SERPs (search engine results pages) on Google and other relevant search engines. When prospective buyers search for products or services similar to yours, your front page placement will get their attention and drive them to your website.

To really make the most of your SEO and organic search traffic, be sure to include local search in your SEO strategies. If you have a business location or offer services in a specific area, optimizing for local search will help you appear in local-specific searches (i.e. “pizza near me” or “renovation companies in Miami”) generate valuable traffic from users in those areas. Local SEO strategies include creating and optimizing directory profiles, and optimizing your site for location-based search terms.

2. Paid advertising

The Google Ads logo on a smartphone screen.

Paid ads are a great way to quickly drive online traffic to your website. With Google and other search engines, you can run a pay-per-click campaign that targets specific keywords and search terms, so your ads show up when a buyer searches for a product or service like yours. A professional data-driven strategy will ensure your ads show up on the front pages of relevant SERPs, and with engaging ad content those ads will gain valuable impressions and clicks that drive online traffic to your site.

You can also run paid ads on most social media platforms. These ads are typically in the form of sponsored or boosted posts. Whether it’s a text post, a photo, a graphic, a video, an audio clip, or a link to a page or post from your site, you can pay to amplify this post for a designated length of time. Similar to PPC ads, you determine your budget and bid strategy, and the social platform amplifies your post to your target audience based on your ad spend.

Paid ads are a great way to reach members of your target audience who are searching for or engaging with content relevant to your brand, and drive that valuable traffic to your site.

3. Content marketing

Another great way to drive valuable online traffic to your site is through content marketing. The most common form of content marketing is blog posts. Choose topics that are relevant to your industry, interesting to your target audience, and give you opportunities to sell—a great way to do this is by focusing on common pain points that your prospects may experience and explain how your product is a valuable solution.

With professional content marketing, your blog posts can be optimized with keywords to help improve your SEO and drive more organic traffic to those posts. You can also repurpose your blog content by using your posts as scripts for videos and podcast episodes, or create infographics with the key points.

Blogs and other forms of content marketing give your audience a reason to visit your site even if they aren’t ready to make a purchase, because you’re offering them valuable information that benefits them. They can also share that content with others, driving more traffic to your website.

4. Organic social media

Paid ads on social media are an excellent way to reach more users and targeted audiences, but organic social media is also a great way to drive online traffic to your site. Creating relevant, relatable, and engaging content to your social platforms is a great way to increase engagement on those platforms, build relationships with your prospects, and increase interest in your brand.

If you have a blog on your website, you can post a snippet from your latest blog post to your social platforms with a link to read more. If you host a podcast or record vlogs, you can share a preview with a link to where that episode is hosted. You can also post questions, polls, or other content that encourages comments and engagement on the platform. The more you engage your audience on these platforms, the more likely they are to engage with you and become more interested in your brand.

Building organic followings on your social media platforms with audiences who are interested in your content is a great way to increase your brand awareness and then drive that interested traffic to your site for conversions.

(If you want to learn how to grow your brand with social media, check out this blog!)

5. Email marketing

A business owner holding an envelop.

If a prospect or customer has visited your website and shown interest in your content before, you want to make sure that you have a way to bring them back to your site when you have fresh content or a new offer. Building an email list and utilizing email marketing is a great way to drive valuable traffic to your website, because that list consists of individuals who are already aware of your brand and are definitely interested in your content and products.

Sending out an email to loyal readers to let them know about your latest blog post or newest promotional offer can quickly boost your traffic, and because you already have a relationship with these readers, you have a better chance of earning/maintaining a healthy bounce rate and conversion rate.

We can help you drive valuable traffic to your website.

If you’re ready to increase your traffic with valuable visitors that will help you generate leads, conversions, and revenue, contact us today. Our digital marketing experts will evaluate your current initiatives and help you strategize and implement data-driven SEO, paid ad, content marketing social media, and email marketing initiatives that will drive the most valuable traffic to your site.