Get More Traffic: Create A Traffic Generation Campaign For Your Website

Create traffic generation campaigns for B2B & B2C websites that attract your ideal customer target, to start the process of achieving your marketing & sales goals.

Learn to design traffic generation campaigns for B2B & B2C websites that attract your ideal customer target, and map the buy cycle through to the sales funnel.

Getting started with a traffic campaign is all about defining how well your current campaigns are working or not working. Do you know what your visitor stats are in numbers and bounce rate? What about your visitor to lead conversion ratio?

How To Build Traffic Generation Campaigns With Content Marketing

Here's Where Traffic Campaigns Fit In The Pipeline

It starts with a problem-solving offer. Any idea how effective your offer is? (You do have an offer, don't you?)

If you don't know what your current website performance is, it's going to very difficult to measure increases in performance. We suggest you invest in marketing automation software to track visitors and compile some baseline numbers.

Before we create a website traffic jam of new users, we need to know what kind of traffic we should be attracting. This fits in nicely with our roadmap/car metaphor.

Your business goal is to create customers to generate more revenue, and operationally do that at the least cost: make money and save money. Getting more traffic is going to help create more customers.

You will have drafted a content marketing strategy that maps out the priorities for your business. Click through on that link to review that material if you haven't already.

You should have also worked with Sales to develop an "ideal customer" profile. This target profile can be further refined by persona and segmenting. They are the high-value customers every business relies on to drive growth.

Every tiny thing about your traffic campaign needs to be laser focused on that ideal customer. There's no sense in wasting resources on unsuitable candidates that are going to jam up the website.

It's your content that drives the success of your campaign. The best planning isn't going to work if your ideal customer has a look and discovers your content is weak, or incomplete, or worse, off topic to their needs.

Your traffic offer and call to action must reflect your positioning and value proposition. Branding the content with your brand voice supports your unique market position - which in turn makes your content unique and one-of-a-kind. Having branded, differentiated content means your competition will never be able to copy or steal your content - and that's no small accomplishment.

Using branded content also establishes your leadership and value to the traffic you attract, and by a careful use of brand voice and context, you can make your content appeal directly to your ideal customer. It's like a flower to the bee. When your website become so attractive with fantastic content -- your ideal customer can't resist the visit.

Campaign Mini-Strategy

You will have a detailed analysis, from your content marketing strategy (start with positioning) of the ideal customer target, a keyword and keyphrase list, and a number of essential research details indicating what the ideal customer needs and wants are. You'll also have an intimate knowledge of your business positioning and how your branding supports that unique, differentiated perspective your positioning offers the ideal customer.

Armed with the above, it's time to build out your first traffic generating campaign. At the risk of repeating the obvious, we're trying to reach strangers whom have no knowledge of your business or brand, and the objective is to get them to click through to your website.

We begin building a campaign by defining the scope and objective. The objective is to drive new traffic. You will know by what amount once you have your website statistics.

Scope is a little more difficult: how valuable is this traffic? The answer is probably that this is the pool from which any new customer will be created from - so, important.

Another factor for determining scope is budget. That is going to be a factor of visitor to lead conversion ratio and lead to sale conversion ratio for a final count of traffic volume to sales volume. You'll soon discover how much traffic you need to create 1 customer (make a sale). Depending on the average value of a sale, and the potential upside for traffic generation, you have a working hypothesis for a budget allocation.

We need to list what the conversion objectives are for the campaign. We have 4 very broad tactical options for traffic:

• organic search,
• editorial coverage,
• PPC ads,
• and email.
• (In that order from most effective to least.)

Because you *NEED* traffic, you elect to go the route of PPC ads on the search engines. PPC ads are the fastest method of driving traffic to a website, provided the offer is attractive to your targeted ideal customer.

We'll run through the details of creating a sample traffic campaign using PPC ads as the primary tactic.

We know we want traffic, but then what? Directing an expressway of traffic to your website isn't very productive if you haven't got a strategy for dealing with them. We also know the goal of the traffic is to convert them to a lead ASAP in our pipeline, which means disqualifying traffic.

Campaign Creative

What do you have to do to get all that traffic. It's about becoming the most trusted and attractive resource for your ideal customer. Once you've established that worth, then each additional content message adds to the cumulative effect of attractiveness.

Your creative is going to be dictated by your positioning and brand. It doesn't work the other way around. Click through on those links to investigate those topics.

Positioning is what provides your business with a unique offering, and a unique difference in the marketplace. Your uniqueness in turn allows you to have a point of view and perspective none of your competition has.

For example, let's look at an SEO firm that needs to attract new customers. They decide to offer an ebook about the benefits of SEO services. I'd say the major problem with that is there's maybe 1,000 firms doing something similar.

Your brand is also going to affect your content creative. If your brand is fun and about taking chances - I doubt your content creative is going to read or look like a corporate Annual Report.

The focus of your traffic attracting creative is that ideal customer whom keeps popping up every time we talk about content. You see, we have to write to our audience, and that's our audience. Failing to write to them bores them. And a bored website visitor leaves and never comes back.

Because traffic generation is about getting new people - your creative should focus on solving problems in a new way, the way your business does.

Traffic generation content creative start to become mildly interesting when It focuses on outcomes, not process. No one cares how you get the job done, they only care about the end result.

We recommend our clients produce high-level, outcomes-based offers, which explain it's possible to get x and easy too. Traffic generation content campaigns are the fastest way to attract highly targeted traffic predisposed to investigating your website.

You may want to explore the pages about big idea creative and content writing.

Call us today to get your "Customer 1st Content Marketing Campaigns" for Marketing & Sales efficiencies & achieving increased revenues. We'll get you started. You'll see results.

Toll-free North America 1 (877) 949-2726 for Content Marketing Campaigns.