When learning about inbound marketing, you might be thinking: “so where does social media fit into...
From implementing technical SEO to crafting tongue in cheek social posts, there are many ways to attract more visitors to your website—and more qualified visitors at that.
Note: this isn’t an exhaustive list of marketing activities that will boost website traffic. Instead, these are some simple, overarching strategies sure to make an instant impact, as well as a noticeable difference in the long term.
- Search engine optimisation (SEO)
- Paid advertising
- Social media
- Guest blogging
- Adopt an inbound approach
1. Search engine optimisation (SEO)
SEO is how you can increase the visibility of your website in search engines like Google, Yahoo! and Bing. In turn, SEO is a big deal when it comes to boosting website traffic.
It’s well known that whoever sits in position one of Google’s search pages ends up monopolising the term. On average, position one enjoys between 26-32% of all clicks, meaning roughly one in four searchers head straight for the top link.
Even so, ranking in any other position on page one means any overspill will fall to you. But miss that all-important search page and your content will likely get lost in the endless sea of other, similar search results.
SEO is a broad, ever-evolving practice, complex enough to afford entire teams dedicated to its art. Yet, if you don’t have the time, knowledge or resources to practice SEO at this level. Don’t fear.
Here are some of the most basic and simple 'quick fixes' anyone can make to their site:
- Fill out the meta tags on all your web pages to tell Google what each piece of content is about
- Conduct keyword research to make sure all content creation is in line with SEO
- Set your sights on Domain Authority (DA) as a key performance metric, measuring the strength of your website in its digital neighbourhood
- Link out to other authoritative sources to build a network of links and association with industry experts
Also read: The DEFINITIVE list of SEO myths
2. Paid advertising
Paid advertising helps you attract visitors to your site by creating paid clickable ads that direct people straight to you.
If you use PPC (pay-per-click) with a search engine like Google, you can use Google Adwords to choose keyword phrases relevant to your site and services. When someone types that specific keyword into Google, your ad will appear and when a visitor clicks on your ad, they'll be directed to your website.
PPC is a helpful tool for getting started with your online marketing.
It takes time for your site pages to appear and rise in search engine rankings so with PPC, you can steam ahead and help people find you. This means, in an ideal world, you'll practice both paid advertising and search optimisation side by side to secure both short and long term success.
Also read: PPC: What you need to know before you start
3. Social media
You either love it or you hate it—but either way, you need it. Social media helps get new visitors to your website and creates a conversation with potential customers via the platforms they frequent the most.
The most popular social media platforms are always changing. For example, in the last year, we’ve seen image sharing platform Snapchat make way for video sharing platform TikTok.
However, some social media mainstays are Facebook, LinkedIn and Instagram if you just want to get to grips with the basics.
Ultimately, the accounts you invest in will depend on your buyer personas.
For example, interior design companies might set their sights on Pinterest due to its inspirational aspect. Personal brands, on the other hand, might find a friend in Twitter for its ability to effectively share thoughts, ideas and experiences.
Whichever accounts you choose, make sure you use them regularly to share new blog posts and promote your business as consistency is key when it comes to social media success.
Also read: The best answers to “Why do I need a social media strategy?”
4. Guest blogging
By guest blogging, you can help lead traffic back to your website via other, similar online outlets. To do this, find relevant blogs that write about similar topics and contact the website owner to ask if you can write a blog post on their behalf.
If they accept, you can get a blog written and posted on someone else’s website. If their readers like your work, they may be intrigued enough to visit your website as a result.
There are many benefits to connecting with other bloggers in your niche—both from a visitor and search perspective. By being featured on various websites around the web, users are more likely to stumble across your website.
From a search perspective, providing a backlink to your website on relevant anchor text can help you rank for a keyword and become more associated with a given phrase. A win-win for you.
Also read: How often should I blog for boosting business?
5. Adopt an inbound approach
If your website is filled with valuable information, visitors are more likely to take action, return to your website in the future and recommend your company and its content to others.
This is the essence of HubSpot’s inbound marketing theory.
Inbound marketing is an approach you can take to every website-related activity from designing helpful website navigation to creating informative, entertaining and engaging content.
Out of every strategy on your list, we think this is the most transformative.
While this sounds obvious coming from an Elite HubSpot Partner, our client’s success is a testament to this, as well as all of the other high-achieving inbound marketers out there.
To develop or sharpen up your inbound marketing skills, we’ve created some inbound marketing templates. You can use this pack as a starting point for improving your website’s traffic before moving on to the other best practices on this list.
Download your free pack below.