You plop down at your computer on a Monday morning for a quick look at your website’s traffic.
Let’s say you’re using HubSpot’s analytics. You click the “sources” report for your business website and BAM! Your website traffic is so damn high that you nearly spit out your coffee.
You feel like throwing a parade!
But don’t strike up the band just yet. (If I could make that weird record-player-stopping-abruptly sound, I would, so instead I’ve included a link because the Internet is cool like that.) Don’t ignore one piece of critical information: sales leads generated.
Whether “good” for your website equates to 50 hits or 50 million, all that traffic is virtually useless if it’s not being ushered through your inbound marketing funnel. It’s not “good” if people are visiting, poking around for a few minutes, and leaving without taking action or at least giving info.
You could increase website traffic if you pump money into PPC advertising or boosted social posts. But if you need high quality website traffic, there’s a roadmap to get there (or rather a roadmap for buyers to find you).
Build High Quality Website Traffic With Inbound Marketing
Inbound marketing is a specific take on content marketing, which involves crafting media to promote a brand across multiple channels. Major brands like Coca-Cola, Whole Foods, and Nike are outstanding at this.
But let’s have a closer look at LEGO. In today’s world, it’s essentially a media company that happens to make building blocks for kids. Every LEGO movie or storyline partnership with the Star Wars and Marvel comic brands are actually huge pieces of content intent on advertising to the masses.
(Click here for several more examples.)
Inbound marketing is more educational. Every buyer has a journey, and they are set on making an informed decision. Of all consumers, 80% do at least some online research before buying. That number increases to 94% for B2B consumers.
Makes sense. Who wants to be wrong? Worse yet, who wants to be wrong and spend money doing it?
As an inbound marketer, your job is to help them study along their journey from:
- Awareness that they have an issue
- Consideration of how to solve it
- Decision on doing business with a certain company
Tackle this by producing remarkable online content and leveraging it through multiple online media channels to find your ideal buyer (a fictional character called your buyer persona) wherever he or she “lives” in the digital world. There’s a legion of options:
- Social media
- And much, much more
Most people start with blogging as a base, using other methods and channels to supplement, optimize, and recycle content. Your goal is to craft material educating the buyer on anything from FAQs or industry trends to specific services or products your buyer seeks.
Companies that blog 16 or more times per month attract 3.5X more web traffic than those that blog 4 times or less per month. Combine blogging with social promotion and SEO (because 93% of online experiences begin on search engines), and you’ll be much more likely to attract your target buyers to your site to take action.
High Quality Content Drives High Quality Website Traffic
Buyer’s today crave a nurturing relationship. Inbound marketing is a soft, comforting blanket of information.
Whether your model is B2B or B2C, bombarding people with annoying ads and other intrusive forms of marketing just doesn’t work. Most people will literally ignore you.
Don’t believe me? Chew on these numbers of ignorance, my friend.
- 82% ignore all online ads (do you have Adblock Plus yet?)
- 73% ignore banner ads
- 62% ignore social media ads
- 59% ignore search engine ads
In more traditional advertising:
- 37% ignore TV ads
- 36% ignore radio ads
- 35% ignore newspaper ads
What does that mean for traditional advertising? It can be a fool’s errand, often times with a hollow promise of ROI. What’s more, the annoyance makes people avoid your brand like they’d avoid an awkward conversation with an ex in the grocery store.
You want to be a stud, a casanova, the George Clooney of branding, the Don Juan of content. You want to be memorable. You want them to never want you to leave.
You need to be an inbound marketer. It turns “meh” website traffic into the high quality traffic your company needs.