Interestingly the total number of Retail Sales online is not as high as you think. It’s actually between 7 and 8% (at August 2015). I’m guessing you thought it was a lot higher than that.
So figuring out how to get traffic to your website in today’s world takes a lot of time and an awful lot of money. Thankfully the Digital Marketer has done all the legwork and shared with us what works and what doesn’t work.
There is no such thing now as a traffic problem. It’s now about Engagement. Traffic has become a commodity. If you want traffic you can go to the shop and buy it.
Your focus should be on:
- An Offer
- Customer Acquisition
So now there are 2 ways to get traffic
- Buy It (PPC, FB, Banner Ads, Sponsored)
- Earn It (SEO, PR, Viral, Blogs)
Believe it or not FREE traffic is expensive. It’s expensive because it involves your TIME and effort promoting your content to prospects. Prospects want to get value from you before they buy, so here’s the trick. When doing paid Facebook marketing looking to attract cold traffic, send them to your blog first then remarket that audience to your offer. Like this:
COLD TRAFFIC – CONTENT FIRST PIXELED AUDIENCE – LEAD CAPTURE – TRIPWIRE
Your content should also be:
Informative – sharing value, building trust
Entertaining – keep it light hearted to let them get to know your personality
Retargeting leaves pixels on the prospects PC from visiting your website. This is the FUTURE of traffic.
The goal is not to convert but to indoctrinate, engage and amaze.
Set the Pixel
This then gives you the opportunity to follow up. Retargeting is a form of owned media. People come to events from a pixeled audience. Then you can segment your list.
Facebook Custom Audiences
Create an audience for each category of your business, include current blog posts and use keywords to assure future posts will be categorised.
For example: Create an Audience and name it, eg: Blogging. Then on Website Traffic, choose “people who visit specific web pages”
Facebook will then build this audience for you. (as will Google, You Tube, etc).
The biggest lesson here is: Who has the most people pixeled?
So now when working out your marketing spend, it’s all about CPP (Cost Per Pixel).
- Create your Custom Audience – this gives you basic information
- Install the Pixel
- Retarget the full funnel
** FUTURE OF SEO, now being replace by VXO ***
Old way of SEO – Is it real?
VISITOR Did they click it?
XPERIENCE Did they read it?
OPTIMISATION Did they engage?
How does Google know? Google recognises good valuable content pages using these measurements:
- Click through rates
- Scroll rates
- Time on page
- Bounce rate
… and remember – the BACK button is your enemy!
Click through rates
Page Titles must sell the click. The Meta Description must sell the click. Star ratings draw eyeballs and trust.
WordPress plugins to recommend,
If you have video it shows up in the search. You must also have good hierarchy on your website (WordPress naturally has good hierarchy).
Google knows how long you stay on a page, the longer the better.
WordPress plugins to recommend: Scroll Top and Bottom
Time on Page
The key now is to have really long pages. It’s not unusual to have really long blogs – typically 3000 to 5000 words with plenty of images and also videos.
The speed with which pages load is now becoming increasingly important. Slow load pages means lost traffic.
WordPress plugins to recommend:
Cloudflare – this hosts all your images on Amazon servers to save load time.
Also MAXCDN is good, albeit a paid for service.
Wpsmush.it will take your images and make them smaller.
Grammar and Spelling
Google hates fake content, and those people who believe they can “work the system” by mis-spelling words will be marked down for doing this.
Enter your content into www.grammarly.com this will fix all your typos. Also Hemmingwayapp.com will dumb down your content.
- Quality links
- Relevant images – with relevant names
- Social shares
- Author Authority
What do you think? What has worked for you? I’d love to hear your feedback. Of course, if all of this becomes overwhelming, please get in touch. We’d be delighted to help.