search engine optimisationAttracting web traffic to your site is all well and good, but if visitors are not engaging with your content or buying your products, your marketing efforts are all for nothing. To be successful online you need to attract relevant traffic.

Here are some tips.

Target longtail keywords for SEO (but don’t go crazy)

Ranking well in search engines is obviously the best way of attracting relevant organic search web traffic. There is no better matchmaker that user intent. But with Google’s Hummingbird algorithm still failing to hit the mark in searches, marketers need to get a grip of semantic text.

The Google Hummingbird algorithm understands the context of content which means using longtail keywords stand a better chance of meeting direct matches than standalone keywords.

Identify the pages in Google Search Console which are getting some impressions for relevant long tail keywords but are not yet ranking well, or for which you are not getting clicks.  Expand the content on these to target these terms and be more relevant.  Utilise internal linking to add further signals to these pages.  Study the content on those pages and consider why they are not deemed highly relevant by Google so that you can improve upon them.  Do some searches on the keywords in the list in Google Search Console (Google Webmaster Tools) using tools like SEMRush to expand your keyword set using related terms and their Keyword Magic tool, which will help with a gap analysis.  Over time you should start to a) rank better for the terms in the list in Google Search Console b) start to rank for related terms on the same topic in the target page, because you are adding more value for search engine users interested in the specific topic of the webpage.

Join social groups on Facebook and other platforms

Gone are the days of befriending anyone on social media platforms to clock up the number of potential targets. Social media networking requires careful analysis and patience to attract followers that have a genuine interest in your brand and products. Join dedicated groups and actively start off conversations and join in with other streams.  Facebook have recently shared that groups are where the engagement is and that Facebook business pages are less so. 

Therefore, you need to get boots on the ground and build advocacy within groups dedicated to particular topics which meet the offering you provide as a business for users.  Find out where you audience goes and become part of the natural conversation.  Your team should be involved, particularly if they have subject matter expertise in particular topics which will be of interest the Facebook group members. 

How can you help members of these groups to meet their informational needs?  That is the key.  Be helpful.  Do not be spammy.  Not only will you be likely to be removed from Facebook groups if you try to spam the members.  You will also build yourself a bad reputation amongst potential customers.  So, keep it natural.  Be helpful.  Talk to the correct target segment audience

Be alternatively social

Whilst Facebook and Twitter continue to increase conversion rates, online users are gradually steering away from some of these popular platforms in search of social networks where they can choose the type of content they want to engage with. New sites like Quora and Reddit allow them to choose which content they want to read and provide marketers with a ready-made audience. 

There are also now hugely active communities on Instagram, Tik Tok, SnapChat.  For Business to Business you cannot beat Linkedin.  Think again about where your audience hangs out.  What is the purpose of a particular platform?  What is the medium of choice on those platforms?  For example, Instagram, as we know, is all about images.  So you need to ensure you are well armed with engaging images and videos. 

Use something like Canva to quickly and easily create attractive posts for each of these social platforms, carefully considering the messaging for each platform’s audience.  You would not give the same message to an audience on Linkedin as you would to an audience on Facebook for example, which tends to be much more informal, and traditionally a B2C market. 

Consider too the lesser know platforms such as live streaming environments.  Twitch.tv has recently seen a surge in users.   It’s particularly a favourite of the likes of gamers who share their screens with their followers, and sometimes publicly too.  Huge tournaments have been known to take place on platforms like Twitch.

Be active on forums

Forums are a great way for you to show off your expertise. Online users that cannot find answers they are looking for through search engines inevitably post questions on forums. Be on hand to give the best detailed answer and you will be starred as the best responder which anybody visiting the site will note. Forums typically rank well in search engines as well!

Write for industry magazines

Talking of showing your expertise, contributing to online magazines in your industry pin you out as a specialist in your field and increase your chances of attracting relevant traffic.

Give an interview

Interviews are becoming a popular way for marketers to curate content, either in written format or YouTube videos. You may be asked to give an interview on the back of a guest post you write for an industry magazine as suggested above, but if not, there is nothing stopping you from devising your own and making it look as though you were interviewed by an independent party.

Email marketing

Email marketing campaigns still prove to be useful providing you can get your message past spam filters. Responses to emails are always from interested parties.

Stage a conference

Organising a conference in your local community is a good way to score business. Obviously you need to attract interested parties in the first place, so a conference will only work if there is a large target audience for your industry, but again, conferences set you apart as an expert in your field and customers look for trust and authority – especially if you work in a professional field.

Exhibitions

Setting up a stand in industry exhibition is another great way to attract relevant customers, particularly if you can make your set-up stand out from the crowd. Use eye-catching visuals and put on demonstrations or case studies to show people what you can do rather than telling them.

Special offers to existing clients

If previous customers have been good enough to leave contact details you have a ready-made target audience that may be interested in other special offers you have for them. However, be sure to conduct detailed consumer analysis. Shoppers do not tolerate misplaced ads these days and are quick to unsubscribe.

For inbound marketing campaigns to be successful online, you have to know where and how to attract an audience that is genuinely interested in your brand and products. Rather than trying to pin the tail on the donkey, you will improve your chances of increasing conversions by finding prospects that are more likely to purchase.