Need to build an email list? Have a sales page you want to convert? I’ll show you how I quickly drove site traffic for organizations like Waldorf Astoria and Towne Centre 6 theatres. It’s quite simple actually, the real challenge is retaining that audience for future business. That’s why I will point out how to drive the right traffic. This will allow your efforts to live beyond one campaign.
Facebook and Instagram
Getting started, you need a product people want. Consumers need a reason to visit your site. Do you have something informative and useful, or a service they see as valuable? Whatever it is, it has to be attractive in some way.
Once you come up with an incentive, the quickest way to drive traffic is with an ad. If people aren’t necessarily looking for your product or know you exist, Facebook and Instagram can definitely help. It’s like running an ad on TV. You target a particular group, educate them about your product, and help them understand why they need it. This is as simple as saying “The future of power is solar. Train for a career in Renewable Energy”. This is a Facebook ad from Everglades University. You may not have known there was such a program, but if targeting the right audience, an ad like this can drive highly qualified leads to your site.
But don’t stop there. Create multiple ads and target different groups. After testing several versions of your promotion, choose the most effective ad and put your chips there. This is something you can’t do with TV.
Google and Bing
A good way to attract the right customers at the right time is by using search engine marketing. Say you’re a baker, and someone has a wedding coming up. They may search for “red wedding cakes” or “pastries for my bridal shower”. If you do some keyword research, you can find the right audience for your business and have a great chance of converting them. 80% of people who search online use a service within 5 miles of their location. For local businesses, this is an advantage. Getting your search ad in front of customers can quickly drive traffic and sales. But you want to do more than that… You want to drive repeat business. So make sure your web pages are highly optimized for conversions, and when you do make the sell, give them an awesome experience they’ll never forget. This will trigger word of mouth and repeat business.
Many companies get a jump start by adding an influencer to their campaign. Do you know anyone that can influence your target market? This is Nike sponsoring Michael Jordan or a feature on Oprah’s favorite things list. Influencers can drive traffic for you in no time. All you need is a mention. Maybe you can partner with a website or a leader in your industry. But usually, influencers want something in return. This can mean money or some other favor. So if you know someone that can potentially give your brand a boost, ask them to publicly vouch for you… You’ll start seeing traffic flow in no time.
What if I don’t want to pay?
We live in a nothing is for free world… However, if you don’t want to pay with money you’ll probably have to pay with time. Building an audience organically can be tedious, and you never know when Facebook or Google will update their algorithms and kill your efforts. But if you’re looking for quick free traffic, try posting images and videos that trigger emotions like happiness and pride.
Chipotle was able to do this with their “Back to the Start” video. It depicts the life of an ethical farmer who industrialized his company in order to gain more profits. Later he had a change of heart and made his farm more sustainable. The video can be seen below.
Or you can go for funny. People love things that make them laugh and share them quickly.
So if you can create videos and images with viral potential, you can quickly drive a lot of traffic to your site.
The reality of the matter is, to get fast traffic, you have to pay. Otherwise, you have to get really creative and go for something viral.
When advertising on Google or Bing, you need an authoritative website to get the most bang for your buck. This is where SEO comes into play. Web authority comes from having a high ranking page. You can check your page rank here. Organizations with less authority have to pay much more for top positions. And there’s no guarantee that your ad will show on the first page of search results.
However, if you’re advertising on social media sites like Facebook and Instagram, all you have to do is target the right people with the right ad. SEO is not a factor, although it’s better you have a well-optimized page for higher conversions. But to get things going quickly, social media ads can work magic. Especially for a site with a low page rank.
In my experience, social media ads work best to drive quick traffic that converts. I’ve used this method on the most poorly designed sites. Your second best option may be an ad on Google or Bing. Influencers can also give you a quick boost. If featured on Oprah’s favorite things list, you’ll definitely see a spike in web traffic. But influencers are the most expensive way to get attention. And the last option is viral growth. If you are aiming to drive traffic organically with a viral video or image, you’ll probably save money but lose time. And you never know if your content will go viral or not.
If featured on Oprah’s favorite things list, you’ll definitely see a spike in web traffic. But influencers are the most expensive way to get attention. And your last option is viral growth. If you are aiming to drive traffic organically with a viral video or image, you’ll probably save money but lose time. And you never know if your content will go viral or not.
So again, social media ads may be your best bet… They’re cheap if done right and the return on investment is high.
So if you want quick traffic, go for the ad. Otherwise, you’ll need time to build your audience and create incentives to send them to your site. This can be challenging since social media sites and search engines are designed to make you buy ads. Free traffic just isn’t the reality today, unless you pay your dues… But then again, all is possible.