You’re a heavy equipment manufacturer that sells directly to end users and dealers. You have a slick B2B website and social media accounts, but no internal marketing team with the know-how or time needed to manage the many details of digital marketing. You have some traffic, but most visitors bounce away within seconds, and you have no idea what to change to entice them to stay.
And shouldn’t that be someone else’s job?
There are many layers to managing your digital marketing effectively and that can get overwhelming. It helps to take it small pieces, so here are a few things you can do on your own to increase traffic:
1. Content Strategy:
Add a blog to your site
People who visit websites need a compelling reason to stay and return. The multiple return visits are the ones that have the highest potential to convert to a sale. Use a blog to give your visitors valuable content such as seasonal product maintenance tips, in-the-field uses, safety information, or how to make more money with your product. Let other members of your team help with writing and have a voice. And don’t forget that ever-important call to action to collect their email so you can get them into your sales funnel.
Don’t have a content marketing funnel? Don’t worry, start here, we’ll cover that later.
Share content on social media
Each social media channel works in its own unique way to tell your company story, and used together they can help you build a powerful brand presence online. Use your social channels to share snippets of your blog content, infographics, checklists, short videos, and more with a link to the full content on your website.
Add fresh content often
If you update your website with blog posts, news articles, white paper downloads, and new product information more frequently, search engines will index your site more often. Try to add new content every week.
2. Search Engine Optimization
Know your target keywords
A strong keyword campaign recognizes your competitor’s keywords and their ranking, as well as your own. Doing a competitor SEO/keyword analysis is imperative to building an effective campaign for yourself.
Include target keywords in all content
Work your keywords into all of your content including blog posts, web page headlines and body copy, infographics, and whitepapers. Be sure to also include keywords in your social media posts and get comfortable with using #hashtags, which allow people to follow and search keywords on the web, and helps you build your audience.
Clean up your metadata
Your website pages, titles, tags, content, meta descriptions, and overall structure must include target keywords. If any of these elements are missing, duplicated, or filled with the wrong information, Google essentially ignores your website.
3. Budget for paid online advertising
To give your traffic an extra boost, you should also target paid advertising with those same keywords.
These are a fast, measurable, and flexible, way to jump to the top of search results – and much more quickly than you’ll get there relying solely on SEO. A strong SEO plan is essential for the long haul, but adding in pay-per-click advertising helps you get more clicks from search results than your competitors.
They might seem old school, but they offer a wide reach and are published on most online properties. These ads can be video, photo, gif, interactive, games, or plain text.
I hope this high-level look at how to drive traffic to your website gives you a starting point on the path to effective content marketing.
Give us a call, we’d love to help you get the most out of your digital world!