5 Strategies Proven to Boost Web Traffic

5 Strategies Proven to Boost Web Traffic

If you’re looking at your website traffic for the month and are disappointed by it, know that it doesn’t have to be this way. No matter what your product, service, or industry, there are things that you can start doing today to boost web traffic to your site. 

 

These 5 strategies are proven to boost web traffic and can help you turn around those disappointing numbers.

Write More Content

More isn’t always better, except that it is, especially when it comes to content on your website. The equation is simple: more content = more keywords used = more opportunities for searchers to find you. 

 

We can complicate that a little by adding that your search engine ranking will increase the more you use keywords in unique instances in your content (i.e., the more blogs and pages you have on a subject, the higher your ranking for the related keywords).

 

While average blog content length is between 500 and 800 words, we’re finding out that the optimum content length for blog posts is actually much longer—think in the thousands of words. Digital marketing influencer Neil Patel says that the best blog content (most shares, most engagement, etc.) is actually 3,000 to 10,000 words.

 

But aren’t people’s attention spans shrinking? I thought no one read anymore?

 

Here’s the deal: people aren’t necessarily reading all of your content. They’re skimming it. The more content you have, the more they’re going to get out of it, since they’re only seeing and digesting less than a third of the words on the page. 

 

Plus, it establishes authority for your organization—the more you have to say about something, the more it seems like you know what you’re talking about. 

Get Active on Social Media

Social media is one of the best tools for reaching potential customers and leads. Everyone (or nearly everyone) is using at least one form of social media, if not several. 

 

For those reasons alone, not to mention the advertising, sharing, and engagement capabilities of these platforms, social media is a critical part of any digital strategy, and for increasing traffic to your website.

 

So, first of all, have a social media presence on all of the platforms that are relevant to your industry, whether that be LinkedIn and Twitter or Instagram and Houzz. Ensure that your website URL is in your bio (Instagram, Twitter, and Pinterest) or in the designated profile field (Facebook, LinkedIn, and Houzz) so that people can find it. 

 

You should also be using your social media to promote your content. Share your blog posts across your social media channels so that followers and their followers can read, like, and share them. You can also refer users to relevant content when they have questions about your company, products, or services. Those shares will bring users directly to your content on your site, boosting traffic.

Use Mobile-Friendly Design

Mobile-friendly design or mobile-responsive design is web design that accommodates different types of devices and different screen sizes, as well as the differences in the way that internet users interact with websites on different devices. 

 

A website with mobile-friendly design will have pages that adapt to various screen sizes, ensuring that design elements and text scale to the appropriate size for the screen they’re displayed on and that text, buttons, menus, etc. are readable and usable.

 

Additionally, internet users searching on mobile are going to have different behavior than those using computers. They’re less likely to read long content (scrolling thumb is realllll) and they’re also less likely to complete long forms. 

 

So, you may want to consider how your content presents to the mobile user, as well as shortening or autofilling forms. 

 

Over 60 percent of searches are performed on mobile devices, and, according to HubSpot, 63 percent of people expect a mobile-responsive website design. What this means is that website visitors want to view your site on their tablets and smartphones. If they can’t, you’re going to lose their attention and they’ll navigate away from your site.

 

More to the point though, mobile-friendly design is crucial if you want to boost web traffic. Why? 

 

The answer won’t surprise you: Google’s algorithm. 

 

Since 2015, Google has been using mobile-friendliness as a ranking signal for mobile searches. In 2016, Google began mobile-first indexing, meaning that rather than the desktop version of sites being what the algorithm uses to determine the value of the content to the user, mobile pages are indexed first. 

If your site isn’t mobile-responsive, you’re going to be penalized by the Google algorithm, which will affect the volume of traffic to your site. Click To Tweet

Use Google Ads

People are using Google all day, every day, everywhere. 

 

That means that people, all day, every day, everywhere are seeing Google ads. And that’s why they work. 

 

Google ads are a simple, comprehensive, and targeted way to reach your desired markets and direct them to your website and landing pages. Whether through paid search or the Google Display Network, Google ads can drive traffic to your website.

Write Guest Blogs

Guest blogging is the practice of writing blog posts that are featured on other blogs in your field or industry. 

 

You might be thinking, Why should I write content for someone else’s blog and boost their SEO and web traffic when I could post it on my blog? 

 

Well, guest blogging:

  • Builds credibility—By being invited or allowed to guest blog, you’re having other industry professionals vouch for your knowledge and experience. 
  • Reaches new audiences—The site you’re guest blogging for might have a greater or slightly different audience than your blog, and by writing a guest blog, you’re reaching a new audience for whom your products and services are relevant.
  • Gets your site a link—The site you’re guest blogging for is going to include some information about you, the guest blogger, and your organization. This will include a link to your site (or it should!). Google takes into account the number of inbound links to your site in search engine ranking, and higher search engine rankings equal more web traffic.
  • Doesn’t preclude similar content on your own site—Obviously, you can’t just copy one of your existing blogs and send it to another site as a guest blog, or they’ll get penalized for duplicate content. But what you can do is write on the same subject as a guest blog you wrote on your own site. Make sure the wording and formatting are fresh, but the ideas conveyed can be reimagined and posted.
  • More content to promote on social media—just because it’s not on your blog doesn’t mean you shouldn’t promote it through your social channels. Your followers may find the content interesting and useful and choose to engage with it and with your company. 

 

While you’re at it, you should have guest bloggers on your blog as well. The benefits of guest bloggers on your site include:

  • Building credibility by linking to other, credible industry professionals
  • More content and unique instances of keywords
  • Outbound links to reputable, relevant sites
  • Social sharing of the content by the author, amplifying your social media activity

 

Tried everything and still not seeing a traffic boost? Let’s chat. Inbound marketing is our thing, and we’re experts at driving the right, qualified traffic. We’d love to see how we can help

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What’s the Difference Between Sales and Marketing Strategies?

What’s the Difference Between Sales and Marketing Strategies?

The goal of every business is to sell something to someone. Whether it’s a product, service, or information, the business has something that it provides to its customers, for a price. For that reason, it seems like the point of sales strategies and marketing strategies are the same—to sell that thing. But in reality, the purposes, goals, and methods of sales and marketing strategies differ, by necessity.   What is the difference between sales and marketing strategies, and why does that matter to your company? 

What is the purpose of marketing strategies?

Marketing is what you do to reach potential future customers. It can be outbound marketing, which entails pushing your product/service/message to your audience through things like advertising, or inbound marketing, which includes bringing people in through content strategy and search engine ranking. At any rate, marketing’s purpose is to get your information in front of possible clients. To accomplish those things, marketing teams strive to:

  • Reach target audiences through various forms of marketing, including social media, PPC, content, and more, tailored to those audiences’ unique needs.
  • Provide visitors and prospects with information about your company’s products and services that is tailored to their stage of the buyer’s journey, their goals and challenges, and their specific pain points.
  • Provide the sales team with marketing qualified leads (MQLs).
  • Analyze and evaluate marketing efforts for effectiveness and return on investment (ROI).
  • Provide reports and analytics on the ROI of marketing efforts to relevant stakeholders.

What are the goals of marketing strategies?

As you can see, the goal of the marketing strategy isn’t to make sales. Particularly in the B2B world, there aren’t many cases of a person seeing an ad and deciding then and there to buy. Instead, it’s to reach potential customers and raise their awareness of your products, services, and company, and the benefits of all of those to them.

Marketing practices are designed to support sales, but not make them, necessarily. This is because not every visitor to your website or company in your target market is a good fit for your company/product/service. This could be true for a variety of reasons, such as they’re not far enough along the buyer’s journey to make a decision, their budget, or their pain points.  Leads that aren’t a good fit, for whatever reason, aren’t leads—they’re a waste of your sales team’s time. Click To Tweet

They’re not going to answer calls or email, and they’re going to (pun very much intended) lead you on. Good marketing filters out those bad prospects and provides the sales team with leads that are vetted, a.k.a, MQLs.

What is the purpose of sales strategies?

It seems like the goal of any sales strategy is pretty straightforward: make sales. While that is a goal, sales strategies are so much more complicated than that. Sales teams are tasked with managing relationships with prospective customers and guiding them to a purchase decision. In order to do that, sales teams must:

  • Connect with leads and prospects through various sales practices, including quote requests, pitches, demos, etc.
  • Provide prospects and leads with information relevant to their pain points and needs that helps them make a decision about purchasing your company’s products or services.
  • Determine whether marketing qualified leads (MQLs) are ready or eligible to become sales qualified leads (SQLs).
  • Guide new clients through the purchase process.

Why do sales and marketing strategies need to align?

Because if they don’t, you’re wasting time, money, and resources. You’re going to have a low ROI on both your sales and marketing efforts, and you’re going to be missing out on potential leads, sales, and revenue.  

Your company needs alignment of its sales and marketing strategies to be truly effective. In fact, according to Hubspot, misalignment between marketing and sales can cost companies 10 percent of revenue per year, or more If you consider the goals of marketing and sales strategies, even though they’re different, they’re in support of a bigger, common goal: increasing revenue. Click To Tweet   Aligning sales and marketing strategies can result in 36 percent higher customer retention, 38 percent higher sales win rates, and up to 208 percent more revenue from marketing efforts.

How do sales and marketing strategies work together?

How exactly your sales and marketing teams begin working together and collaborating on strategy is going to be unique to your situation. 

Sales and marketing alignment looks different for a company with already established in-house sales and marketing teams than for a company with no marketing team at all (or no marketing team, yet—we can help with that!) or for a company with sales and marketing teams spread out across various locations.

To align your sales and marketing efforts, communication between your sales and marketing teams is crucial. This ensures that sales has input on the kinds of marketing content that will be useful, that common goals are created, and that everyone is speaking the same language and understanding each other’s terminology. 

How can a CRM help sales and marketing strategies align?

Something else that’s necessary for cohesion between sales and marketing is that both teams are using the same tools and technologies effectively. Customer relationship management software (CRM) is one of the best ways to facilitate easy communication between sales and marketing teams and to move leads through the marketing/sales funnel. 

We are Hubspot Gold Agency Partners, so we’re pretty partial to Hubspot’s CRM, and it has some great features that enable quality sales and marketing alignment. These include intuitive communication, defined MQLs and SQLs, and useful, relevant analytics and reports, among other handy tools.   

Sales and marketing strategies have different goals, but when you put quality strategies from both teams together, you can see some seriously positive results for business growth. If you’re looking for help building quality sales and marketing strategies we can help

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Web Design Best Practices for Home Builders

Web Design Best Practices for Home Builders

There are some general best practices for modern web design, which you may already be aware of. But there are also some web design best practices for home builders to implement in their website design to ensure that their sites are reaching their ideal clients and converting them to leads. 

 

Images of Your Homes—Front and Center

Beautiful homes are going to be what’s compelling to your prospective clients, so put high quality, professional photography of some of your best homes right in front of their noses. 

 

Images of gorgeous homes are going to be attractive to your website visitors, since what they want to see, and ultimately, what they want to purchase, are gorgeous homes. 

 

Good photos of the homes you build should be the center of your design, and your content should support that, rather than the other way around. Plus, images are easy to share on social media platforms, which is the new word-of-mouth.

 

Social Media Integration

Ensuring that your site integrates social media can increase the buzz about your homes and can make your site more user-friendly. People are going to want to share images of your homes via social media.

 

Make sure that you not only have those attractive, high-quality images, but also social sharing buttons. Instagram, Pinterest, Facebook, and Houzz are all possible mediums that visitors might use to share your photos.

 

Additionally, if your company is on any of these social media platforms (and it should be, especially Houzz!) they should be integrated into your site so users can easily navigate to your company’s profile on any of those platforms so they can engage with you there.

 

Mobile-Responsive Design

Any site in 2019 needs to be mobile-responsive. More than 60 percent of all web searches are done on mobile devices, which means that there’s a big chance that your website visitors are looking at your site on a smartphone, tablet, or other small screen. 

 

If your site is difficult to navigate for mobile users, you’ll miss out on a lot of valuable mobile traffic. Google penalizes sites that aren’t mobile-friendly, and mobile-friendly sites are easier for users to share, getting your name in front of more potential future clients.

 

Quick Loading Time

Since people are going to be visiting your site on mobile devices, on the go, a quick load time is essential. While your visitors are going to want to see gorgeous images of your homes, they don’t want to wait for tons of pictures to load.

 

If it takes more than 3 seconds (just 3 seconds!) for your site to load, more than 50 percent of visitors will navigate away from your site to somewhere else. Click To TweetKeep them on your site and off your competitors’ with a design that facilitates quick loading. 

 

Explain Who You Are and Why You’re Different From the Competition

If there’s something you can do to ensure that your site isn’t just generating leads, but quality leads, it’s to explain who you are, what you do, and why your company is different from the other home builders in your area. 

 

Your niche and market need to be clearly outlined on your website. If they’re not, you’re going to miss out on calls from your ideal clients—and get a bunch of calls from people who aren’t good fits for the homes you build, such as people outside of your location or looking for a home that’s not in your price range. 

 

If you’re a luxury home builder in the Grand Rapids area, make sure you specify that clearly on your site in a place that’s impossible for site visitors to miss. 

 

Calls to Action

Calls to Action (CTAs) are crucial design elements for home builder sites. Why? Because you want visitors to your site to take action… by getting in touch with you. CTAs make it easier for people to do just that. 

 

CTAs are usually bright-colored buttons that invite website visitors to click on them. They usually have text that asks a user to do something specific, like “Request a Quote” or “Schedule a Consultation.”

 

Landing Pages

Landing pages are pages where a visitor “lands” after clicking on a CTA or a digital ad. It restricts their navigation options and allows the visitor to complete a form with their contact information in exchange for information that you provide them.

 

That information needs to be something of value to your visitor, to make giving you their contact info worthwhile. Things like ebooks and guides offering information about “How to Design Your Dream Home” or “Everything You Need to Know About Home Design,” motivate visitors to convert by completing the landing page form. 

 

Landing pages are a critical design feature for home builder websites because they can help you:

  • Convert qualified visitors to leads
  • Direct visitors to information relevant to them
  • Build your authority and credibility by providing valuable information to visitors
  • Track where visitors are coming to your site from
  • Capture analytics that you can use to determine marketing ROI and optimize your digital marketing efforts

 

Check out this blog for more information about optimizing landing pages.

 

Outline Your Homebuilding Process

Also, explain your process. Prospective home buyers are going to want to know how you build homes, how long it takes, and what else they should expect before they will put down any money on their new home. 

 

Outlining your process right on your website is transparency that your clients will value, and it can head off a lot of the initial questions you frequently receive from interested parties. Click To Tweet

 

Don’t Over-Focus on Content

Content definitely matters, on any site, and we’ll always say that, but content shouldn’t be the centerpiece of your home builder site. Images and calls to action are going to be center-stage on your site, so don’t write 2,000 word essays for each and every page.

 

Using good SEO practices and keyword optimization are essential, of course. But long blocks of text are going to turn away site visitors who don’t need to read in so many words that you build homes—they need to see what your homes look like, and know how to request a site plan or pricing. 

 

As a home builder, your website is your digital portfolio—it’s what potential clients look at to see if your houses are what they’re looking for. If you don’t have a stunning website that’s image forward, let’s chat. We can build you a site that’s not only beautiful but also functional. 

 

And if you’d like to know more about our experience with home builders and real estate developers, be sure to check out the case study below:

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Why Your Landing Pages Aren’t Converting

Why Your Landing Pages Aren’t Converting

You finally have an up-to-date website, ongoing PPC campaigns, and an accurate Google business listing. Your inbound marketing strategy is tight. The leads should be rolling in, right? But for some reason, your landing pages aren’t getting the results you hoped for. Why aren’t your landing pages converting?

You’re Not Using Any

You need landing pages if you want visitors to your site to become leads. Very few people are going to find your site then go to your contact page, find your phone number, and give you a call.

A landing page directs visitors to your form and the content that is relevant to them, rather than just the homepage of your site, where they may or may not navigate away. Need more convincing? Here’s why your B2B manufacturing website needs landing pages.

You Allow Visitors to Navigate Away Before Converting

Effective landing pages have limited navigation options—they are either nonexistent or hidden. This is to keep people on the landing page so that they complete and submit the form, providing you with their information. If your landing page has your website’s complete navigation bar accessible, some visitors will click away to other pages of your site and never convert by giving you their contact information.  

Your Form Doesn’t Capture the Right Information

If your form doesn’t ask for the right information, you might not get as many conversions as you could. If your questions are too invasive and ask for highly personal information, visitors might not be comfortable completing and submitting the form. If you’re not requiring the most basic contact information in the form, like name and email address, you might not even be able to get in touch with your converted leads at all.

For your purposes, capturing the right information is important to turning the leads you do convert into qualified leads. If you only ask for visitors’ names and email addresses, you won’t be able to segment them effectively, and therefore provide them with content that is highly relevant to them and their stage in the buyer’s journey.

Consider also asking for their company name and their role or position. In order to help you determine the effectiveness of your various ad campaigns and calls to action, you might even consider asking how they heard about your company/product/service.

Your Content Offer Isn’t Worth Converting For

Ever tried to sign up for a free trial of something and then immediately been turned off when the site asked for your credit card information? Same.meme-when-you-sign-up-for-free-trial-and-it-asks-for-a-credit-card

If visitors to your landing page don’t think that your content offer is worth converting for, they won’t give you their personal information. Make sure that your content is relevant to the visitors you want to convert.

You should also make sure that the content is unique and valuable enough to get visitors to convert. It needs to be something that visitors want to take with them and reference later—otherwise, they’ll look for it elsewhere, where they don’t have to give up their contact info.  

If you’re serious about implementing effective content offers and landing pages, get in touch with Evenbound. We’re a growth agency with proven results in lead generation and marketing ROI.

Want more info? Check out our Smartass Guide to Inbound Marketing for slightly hilarious tips on what not to do to grow your inbound marketing strategy.

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Amp Up Your Email Marketing Strategy: Use Segmentation

Amp Up Your Email Marketing Strategy: Use Segmentation

You know by now that you need to be using email marketing. Maybe you even have a monthly email newsletter that you send out to clients and prospects.

That’s a great first step, but there’s more to email marketing than just setting up a MailChimp account. If you’re ready to step up your email game to become truly effective with your email marketing campaigns, it’s time you learned about segmentation.

What is Email Segmentation?

Email segmentation involves separating your email list into groups based on their characteristics. Click To Tweet There are two primary ways to segment your leads, by buyer persona and by stage of the buyer’s journey.

  • When segmenting by buyer persona, this means separating your various customer types. Say your company is a building supply company, you might have several different buyer types, such as contractors who buy from you wholesale and homeowners who are buying supplies for a DIY remodeling project.
  • When segmenting by stage of the buyer’s journey, you’ll need to separate current customers from leads, and separate your leads into marketing qualified leads (MQLs), which are leads who are interested in your product or service, but who aren’t ready to commit just yet, and sales qualified leads (SQLs), which are leads who are further along in the buyer’s journey and closer to making a purchase.

Why Segment Your Email Campaigns?

It’s crucial that you segment your email campaigns if you want them to be effective. Why?

Because without segmentation, your customers and leads aren’t getting content that is relevant to their needs. Instead, they’re getting information that is targeted to someone else at a different stage in the buyer’s journey, or they’re getting information that is just too general.

Your customers and leads are only going to be truly compelled by content that is specifically tailored to their pain points and where they’re at in the decision making process.

Delivering Relevant Email Content

And what happens when your email content isn’t relevant? You probably already know this one: it doesn’t get read.

Instead, it gets deleted, or worse, the recipient unsubscribes from your email list, and you’ve lost the ability to reach that customer or lead.

Think about it, if you’re planning to purchase something, but you’re still in the decision-making phase of the buyer’s journey and are still deciding on whether you need a product or not, getting messages like “Buy Now” and “Schedule a Consultation” aren’t going to appeal to you—you’re more likely to be interested in more information on the product and the manufacturers or retailers. An email that gives you that information, rather than pushing you to make a purchase is going to be much more welcome and effective.  

When it comes to email marketing segmentation, remember: different leads have different needs. Click To Tweet

And that means you should be segmenting them into different lists and providing them with specific, relevant content for their buyer persona and buying stage. For more on amping up your email marketing strategy, check out B2B Inbound Tips: Using Email Marketing Effectively and 8 Bad Email Marketing Habits that are Killing Your List.

And if you’re really ready to improve your email marketing strategy and bring in more leads, get in touch with Evenbound. We’re a growth agency with proven results in both email and inbound marketing.

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