Looking for more Traffic & Conversion? Don’t try to shortcut by burning cash for clicks
You spent a fortune building a website and, after a few days, it’s not yet converting as you were hoping. You posted 2 links on Facebook and Twitter and almost nothing happened.
You generated 15 visits with a disastrous Bounce Rate of 94%. And most probably, the 6% who stayed was actually your mom. You are not alone.
You will then feel the urge to burn some cash on Paid Ads.
Generating qualified traffic is a full time job
Getting people to visit your site and convert didn’t get over-easy because of the internet. You will still have to give your best effort to get reward.
Like too many Marketers I’ve met over the last 5 years, you hope that buying clicks from Google Ads, Facebook, Taboola, etc. will shortcut your life towards conversion. That’s wrong. Instead, you will build awareness on how your Brand interrupt your Audience when they’re looking for something else.
Focus now!
Getting relevant traffic is a focus-minded task. Every day, you have to engage with the relevant audience on topics linked to your offer. You can’t simply post leads towards your offer, expecting a conversion. As per Gary Vaynerchuk’s advice, you should jab multiple times before you go for the right hook.
Ok, but what should I actually do then?
You should build a Content routine that focus not only on the Quality but also on the promotion of it. Usually, a Content routine looks like this in our agenda at LR Data Science:
- We decide on the topic/search term with a minimal research (SEMrush’s Keyword Gap, Google Search Console, Google Trends). The topic should answer an user questions like ‘How can I generate a Soundwave from a YouTube video’)— 15 minutes;
- We write a 300 words (150 new ones, 150 reused) article about how our offer can address the topic — 3hours;
- Onsite Marketing: we make sure the article is accessible from our home page and has all the SEO markers to green (you can use Yoast on Wordpress for this) — 15 mins;
- Offsite Marketing: we post the article direct link on the main social platforms that are relevant with the content. They are plenty now, you can use Pinterest, Twitter, LinkedIn, Facebook, Mix, Digg and many others. They will provide backlinks to your article, telling the Search Engines bots to index your new content — 30 mins. Clear example: I can link this very story to the Savon d’Alepe content we wrote on Sebio.be;
- Social Engagement: chose your preferred platform and engage with people talking about the topic. Wherever you are, a quick search on the topic should highlight related discussions. I suggest you engage in discussing before pushing people to visit your new link. This part is the most time consuming, but it’s also the best way to get relevant qualified exposure -2 hours.
If you’re good at math, you noticed that this whole process took 6 hours. After a few times doing it by yourself, you’ll be able to sufficiently document it so you can delegate it.
I don’t have the time for that…
If you’re good at managing your Brand’s finance, you will also calculate the cost of this operation to something around 6 x 15$ (90$). The ROI of these 90$ will be the best you can get. Not only the conversion rate % will be way way higher than paid ads, but you will also build your Brand Equity and a string foundation to your offer.
Also, note that those written, published and engaged content will continue bringing relevant traffic for the years to come. With Paid Ads, it stops at the exact moment you stop burning you cash.
So if you don’t have the time to write, publish, engage, do it at least twice and find someone you can do it for you. If it’s not possible, whatever industry you’re in, there is no hope your Brand will become something. On the contrary, if your Startup gets noticed by an audience or by tools like Novable’s Startup Scouting, you will be able to raise funds and sales more easily.
You can find great examples of Brands that were built on organic effort. From iopool’s Pool App hike in Sales to the Time To Act Band success on Spotify, they all went from completely unknown to large awareness in a few weeks, thanks to their Marketers focus and countless effort.
