Do you want more website traffic? Of course you do. But don’t worry — this post wasn’t meant to lure you in with a bold promise only to withhold the “secret” in exchange for a few hundred dollars. There isn’t really a secret to getting more traffic, or a hack that, if implemented, can instantly multiply your numbers. Instead, everything relies on some measure of time, effort, and/or money to see results.
That being said, if you already have decent traffic numbers — I’ll say, arbitrarily, 30,000 visitors a month or more — there are some strategies that allow you to leverage the visitors you’re already getting to earn even more traffic. You can think of this as a kind of slingshot effect, leveraging momentum and forces that already exist rather than demanding new effort or investment to get things started.
These are just some of the tactics that allow this to unfold:
1. Referrals. One of the easiest ways to spread love for your brand is to institute a referral program. There are many ways to do this, and no “correct” way, but the basic premise is always the same; reward your existing visitors for encouraging other people they know to visit your website (or even better, buy from you). For example, you could give your customers a unique referral code which, if used by a new customer, entitles them to a discount or special promotion. Or, if your business is smaller or is primarily B2B, you could ask your customers directly to mention you to other potential customers they may know.
2. Shareable content. You could also leverage your existing traffic as a springboard to get more visibility for your most shareable, potentially viral content. There’s no surefire formula for viral content, but it’s usually simultaneously practical, entertaining, and surprising for a wide, but targeted audience. Take your best work and promote it to your existing fans through social media, email, and any other channels you have, then ask your followers to share it even further. If your timing is right and you have a bit of luck, that initial wave of shares could be enough to take your content on a viral tour.
3. Social engagement. Engaging with followers on social media, whether it’s in one-off conversations or a question-and-answer thread, is always a good way to generate more visibility. Every time you respond to or address an existing follower, you’ll expose your brand to all the people that follower is connected to. You’ll also earn a higher likelihood of getting shared, and you’ll demonstrate how valuable your customers are to you. It’s a win-win strategy that doesn’t take much time to execute, even on an ongoing basis.
4. Rewards for daily check-ins. You can also drive more traffic by encouraging more repeat visits from users who are already interested in your business. The best way to do this is by offering some kind of reward for daily check-ins. Apps often do this by providing in-app content or unlocking various rewards, but you can accomplish the same goal on your website by offering discounts or promotions, or even by publishing a new piece of content every day.
5. Collaborate. You can also consider collaborating with known influencers, producing content together or participating in a guest post exchange (i.e., you’ll produce content for their blog, and they’ll produce content for yours). Because you already have decent traffic numbers, influencers will be more likely to engage with you, since both of you will benefit from getting exposure to the other’s circle of influence. Plus, you’ll build new links, which can boost your authority and improve your search rankings. The trick is to come up with a proposal that’s mutually beneficial; most influencers won’t waste their time with someone who’s just trying to exploit them for more visibility. Make sure your pitch leads with a clear benefit for your intended target.
6. Target long-tail keywords. If you already have significant traffic coming in, you won’t be hard-pressed to target head keywords, which generally yield far more traffic (but are also far more competitive). Instead, you can work to diversify your search rankings by targeting long-tail keywords, which are longer, and far less competitive at the cost of lower search volume. To do this, you’ll need to develop content that answers extended user questions, or otherwise includes and addresses complex keyword phrases. Your existing audience members will find value in your new, niche-focused content, and you’ll expose yourself to newer, sparser pockets of your target demographics at the same time.
7. Nurture audiences with email. Finally, consider launching an interactive email marketing campaign to keep your existing fans interested and give new fans a platform to get more familiar with your brand. Collect email addresses via an on-site signup, and make it a central priority when you optimize your site for conversions. Then, follow-up with valuable emails that people want to read, including interesting content and special offers.
If you’ve already made it past the initial hurdle of generating some website traffic, your efforts should turn toward scaling, rather than raw generation, and the bigger your audiences grow, the more effective these tactics are going to be.
Every new audience member you have engaging with your brand and sharing your content is another outlet for your own expansion, so start viewing your visitors not just as potential customers, but also as tools to extend your range of influence even further.
For more content like this, be sure to check out my podcast, The Entrepreneur Cast!