How to get Targeted traffic for free?
In one of our previous articles, we discussed the importance of targeted traffic as it really improves your website’s profitability.
Honestly, I would eagerly pay for such benefits, but there is a way to get them for free.
Only today! And only for you!
...well, just kidding. In fact, always. It only takes a bit of commitment and some efforts.
In this article we will discuss how to increase the inflow of targeted traffic on a constant basis.
Before you take any decisions, you should know where you are, which users engage with your websites and in what ways, and what you want from them.
The analysis consists of two parts:
- Marketing analysis and segmentation. This doesn’t have to do with the website itself, this analysis is focused on your products, business model, business goals, and on how you understand your target audience. We discussed this in the article dedicated to getting targeted traffic from social media.
- Website traffic and user behavior analysis. The better you know who your users are, where they come from, how they navigate your website, what behavior each target group demonstrates, the easier you will get insights on how to attract more. We discussed the usage of Google Analytics to research and increase your targeted traffic in another article.
To get more targeted traffic, you should figure out what segments of visitors (characterized by source, medium, entry page, and other target group-specific criteria) perform the best, i.e. actively engage with your website and convert at a high rate. These are for sure targeted visitors, and to drive more of them for free, increase the no-budget activities that have already attracted them and think of expansion ideas like publishing same messages in more channels of the same kind.
You should also figure out segments that underperform, i.e. either engage with your website well but leave without conversion, or convert well, but there are only a few visitors of this kind. For these groups, figure out what blocks them from the desired action and try to variate the marketing activities in small steps and analyze feedback.
Most of all it is important to understand who these people are, i.e. to associate them with one of your predefined target groups (or create a new one if the actual traffic reveals you some opportunities you didn’t think about).
Highly targeted offers
Some people say: how do I know what specific color they are looking for, what purpose they are going to use my product for, what circumstances they are in when opening my website… There are too many variations, so I shall better describe my product in general terms, so it fits everyone.
In such moments, remember Coca-Cola. This brand is famous for regularly launching new products that fail miserably one after another, always leaving one product the champion. Even oil is not as much of a one-size-fits-all product as Coca-Cola. Everyone drinks the same Coke. Or do they?
A few years ago, the brand launched a campaign with named cans. You could come to the store, look at the fridge and see Coke cans with people’s names on them. And if you name was common enough, chances were that you would easily find a can with your name on it. Believe it or not, people were SELECTING Coke cans to buy one with their name on it! Sales were soaring for as long as people were having fun with the hype. Of course it could not last long.
But if Coke can capitalize on segmenting their audience by first names (!), just imagine in how many ways you can do the same.
You don’t have to create a special landing page for every eye color, every age, every sexual orientation (some sources mention as many as 46 LGBTQIA+ orientations), although some maniacs make hundreds of landing page variations.
Instead, use what you have learnt from your Analytics. Who are the users that enter your website, surf around it but exit without a purchase? What GA parameters characterize them best? Make an audience on the basis of this segment, create a designated landing page for them, and start seeing them convert!
Content is -ing
Offers addressing your visitors’ needs are good, but without relevant infotainment the experience is incomplete. It’s like getting married with a stranger whom you have not even talked to.
As much as your products, your content can help people with their objectives. No, they won’t pay for your content. Instead, they will engage with your website and return for more, which will improve your positions on the search result pages and attract more users.
Moreover, in most cases insightful content helps users only with minor questions, and to fill their actual need they still have to buy your product, thus your content motivates them to convert.
Additionally, educating your audience through content is beneficial in a bunch of ways. First they are grateful for useful information and insights. Second, they understand more and stop calling you to ask you silly questions. Third, they are now qualified to promote your solutions to other people, even without becoming your customers themselves. To enhance these effects it makes sense to engage in discussions with them in comments below your articles, answering their questions, appreciating their comments, etc.
Do the on-page SEO
When targeting unique traffic, you should make sure your content is easy to find, otherwise you will only get applause from the 2 and a half users who have bothered to search down to the very bottom of the Google search result page:))
On-page SEO means that you arrange your texts, your headlines, page titles, descriptions, and keywords so that they clearly guide the search engines as well as users and help them understand what your content is really about.
Incorporate the keywords and phrases that your target visitors most search for (which you can research using the Google Trends for example) and that are relevant to your content and products. Double-check your texts for grammatical errors and split it into paragraphs that are easy to read.
Last but not least, take care about implementing sharing plugins on your website. Any page should be easy to share across the social media.
Use the Social media
We have already discussed the benefits of targeted traffic from the Social media and how to generate it in another article. Social media is a brilliant free source of targeted unique traffic to your website, although in many cases you will find it beneficial to convert users from social networks there without dragging them to your website - it depends on your website specifics and whether it offers opportunities unavailable on the social platform. Social media users often share content they consider useful, thus attracting even more targeted users to your website.
To sum it up, we have discussed the most important ways to get targeted traffic for free. Remember, these tools work best together, and the starting point should always be analytics.