You have a website, maybe you even have had it up and running for several years. But with this month’s sales decline you determine that you should crack open the proverbial book titled “Google Analytics” and look at what may potentially be going wrong.
[It’s important to note that if your traffic has dropped but your conversions remain consistent you may not necessarily have a problem. Review your analytics data for more insights.]
Then it hits you as clear as a summer day in California. In Open Sans; on the Google Analytics home page, your website traffic is drearily low. You have been producing content, you have webinars, you have some referral traffic. You seem to be checking off all of the standard marketing check-boxes for what you should be doing. But where is all of the continuous website traffic?
Traffic doesn’t just flood your doorstep because you put stuff out on the internet (although wouldn’t that be nice)–you need quality and timely curated content to shuttle people to where you want them to be on your site. You need to be able to relate and provide the audience a “why” to keep returning.
At the end of 2017, many marketers still believe that content is king and paired along with business intelligence tools it is the most important item in a marketers arsenal leading into the new year. In Forbes post, “5 Trends Marketers Need To Prepare For In 2018” author AJ Agrawal states that Contextual Marketing is on the horizon for 2018.
Traditional interruption advertising is designed to distract from the consumer’s task at hand, but contextual marketing seeks to match it. Consider the way Facebook’s algorithms track users’ behaviors in order to prioritize showing them content they will find relevant; this keeps users engaged and coming back for more. Contextual marketing is driven by the insights afforded by big data, including market and customer analysis and predictive analytics; understanding the context in which consumers seek to engage with your brand can help you determine customer intent and drive conversions.
Contextual Marketing isn’t just for email campaigns and advertising, you should be utilizing it on your website as well. A great example of this is GoPro. GoPro understands their customers and why they are buying their products. GoPro customers are adventurous and want to showcase their experiences to the world and are putting videos up on social sharing sites where a larger audience can experience them as well. In many cases, videos are going viral online. GoPro is getting great free advertising around this but they also spur enthusiasts back to their website by showcasing videos from other GoPro users and awards around top content creators. So they create a wheelhouse of attracting new prospects and keeping the current customers happy and engaged with their product.
This is a great example for GoPro with hundreds-of-thousands of units sold. But what about an SMB or MM type business that sells software in a B2B space? If website traffic is low how can you increase your visitor count and prospect pool?
A few recommendations:
- You don’t always have to start from scratch. If you have a piece of content that users enjoyed and it is still relevant re-review it for as a fresh update. Potentially change the format; if it was part of an email campaign or blog turn it into a video or webinar series and promote real-time interaction.
- Know the keywords in your prospects verticals. What are the top 25-50 search terms within those categories? What keywords can assist you in acquiring traffic short-term/long-term? What are prospects talking about and interacting with? Your Adwords team should know a lot about this topic. If they don’t, utilize tools like SpyFu to help you perform keyword research. Or tools like Buzzsumo or Ahrefs which allow you to grow your search traffic by understanding “top pages” that drive visits to the website.
- Utilize infographics. People are more likely to social share and spend the extra time reviewing your unique content than reading about it. A great example of this is Jomer Gregorio’s infographic “Contextualized Content Marketing in a Nutshell (Infographic)”
- Utilize contextual marketing and smart content when a person enters your site through a partners website. For example, you can showcase a custom message that says, “Welcome! We Value Our Partnership With X. Take 20% Off Our 2-Year Subscription Service -Click Here-“
- Join the blogging community. Write, research, share, and participate in other community members blogs to grow your presence and direct traffic back to your site.
When you know and understand your customers you can create great contextual marketing and rake in the website visitors week after week. High visitor count doesn’t always equal sales but paired with smart content you are sure to get your business out of the sales slump and back on track.
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