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Ask Doris - Website Traffic
helen • November 1, 2022
Increasing Footfall
“What will drive traffic to my website?" MB
Dear MB
There are many ways in which you can increase the footfall on your website.
Some of which would require upfront and ongoing costs and others tactics would be more organic.
Examples of both include:
- Advertising - do your research before you rush into pay per click advertising campaigns. Google offer a wide range of online tools to investigate the usage of keywords relevant to your business. Both Google and social media channels provide wizards and guidance on advertising via their platforms. If you are dabbling for the first time in this area and you are looking to do this yourself rather than engage in a professional to support you then the biggest piece of advice I can offer is research and set a budget! Believe me it can end up being an expensive campaign otherwise! If you do go down this route then ensure the advert clicks through to a valid website page and that you respond and follow up on enquiries received.
- E-marketing - sending regular newsletters and e-shots out to your GDPR compliant database with latest news of your products and services or up to date news can help remind your contacts of your business and can increase traffic to your website. Content should be relevant and only sent to those who have subscribed to receiving marketing messages from you. Ensure you give people the option to unsubscribe or update their communication preferences with your business.
- Social Media - use the right social media channels that are most appropriate for your target audience and post engaging updates with clear call to actions (CTAs) and don't neglect to engage with your community and work on increasing your followers per channels.
- Website - depending on the platform your website has been created in, there should be options available to the administrators of the site to incorporate search engine optimisation (SEO) tactics when they are updating the site or adding content. This is background work and not visible for the visitors of the site but should still adhere to best practices. Regular fresh new content should be added to the website and can be in the form of blogs, articles and updates on services and products. Remember to write content with your end user in mind and not the search engines. Trying to be too clever and trying to 'beat the search engines' algorithms can be considered against the guidelines and your site could be penalised.
- Marketing Materials - be consistent with your messages and what you are including across all your printed and digital marketing materials. So many times I see businesses not include key contact information on brochures, email footers and letterheads. Make it easy for people to find you by signposting clearly and for pdfs, e-shots and emails, ensure the links are clickable.
To send your marketing question into Ask Doris - The Marketing Agony Aunt email info@marketingdoris.co.uk
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