According to MineWhat, 81% of customers use the internet to investigate possible products before making a purchase. The Acquity Group found that 94% of B2B buyers do the same thing. Not only are these customers researching, they also buy. By 2021, Statista expects global eCommerce to reach $4.5 trillion. Since we know that customers use the internet to find information about products and services, the importance of growing the traffic to your website becomes clear. If you want to make your business stand out online, we have some digital marketing ideas to get you started.
24 Digital Marketing Ideas to Drive More Traffic to Your Site
Digital marketing ideas to build your campaigns
Tip 1. Use data to guide decisions
The amount of information we have at our fingertips about customers, what they like, and how they behave online is incredible. The era at guessing about what customers want to see from brands is over.
To really get your customers to your website, you need to let this data guide your decisions. Analyze how people act when they land on your site. Look at where they go and how much time they spend. See how often they return, what encourages conversion, and where people drop out of the buyer’s funnel.
The more information you can gather about consumer behavior, the easier it will be to make concrete, informed marketing decisions. You will streamline your efforts and waste less time because you will know where your strengths and weaknesses lie and what you can do to improve.
Tip 2. Look at past marketing success for future ideas
The past can be a great indication of future success. Look at the data and information you gathered from past marketing campaigns. See what themes and types of content drove the greatest success.
By looking at your past marketing success, you will be able to see exactly what excites and interests your customers. You will be able to use this to generate ideas for new campaigns that build off your best ones. The insights will guide your efforts and provide you with more actionable ideas.
Tip 3. Integrate your marketing channels
Customers today expect to have a consistent brand experience across the different channels. A survey from SDL found that the majority of Millennials reported wanting to see a consistent experience from the brand regardless of the channel where they interacted.
To integrate your channels, campaigns should be designed in unison. For example, organic and SEO teams can target keywords and create content. Paid search can then promote the page before the keyword gains the natural traction. Meanwhile, social media and email teams work together to further promote the content created.
Having common goals and working together will create a united brand voice. When customers feel as though they know what to expect from you, it becomes easier for them to recognize and trust you. You will naturally drive more traffic as you build a following.
Digital marketing ideas to build your content
Tip 4. Talk to customers to generate content ideas
Your customers can be an excellent source of insight about their needs. Speak with your existing customers to learn more about their pain points and what encouraged them to purchase from you. Ask them about the types of answers they sought when they performed their research.
You can also think about the conversations that sales teams had with customers. Consider their concerns that they brought up as well as competitors that they considered. Use this information to drive content creation. You can address these questions and concerns with prospects earlier in the buyer’s journey, encouraging them to trust you further.
Tip 5. Look at social media for content ideas
Social media exists as the modern water cooler. People on social media discuss everything from their weekend plans to the latest products they bought. Great digital marketing ideas will tap into this potential.
With all the conversations on social media, it can be an excellent way to pick up on trends and interests of your audience. Look for trending topics related to your field. You might also find people discussing your brand in particular. You can pay attention to what they liked and did not like about your business.
Through social media, you will know what your audience discusses. You will know what interests them and what they would like to read about. Creating content and optimizing it for these important keywords can help you prepare for those who take their interest to the search engines. Promoting your content through social media will allow you to engage with those already having the conversation online.
Tip 6. Use keyword research for content ideas
The art of SEO has changed. People know that Google does not want to see content that has been stuffed with keywords and keyword phrases in a misguided attempt to rank highly. This material does not read well and provides a poor user experience. Any digital marketing ideas that encourage you to keyword stuff should be discarded.
Keyword research, however, still offers considerable value to users. This type of research lets you know exactly what people look for online and the number of people performing the search. You will be able to identify terms popular with your target audience. You can then create the content that interests them.
Since you know the number of people performing the search on average, you will be able to target specifically the high volume keywords. With organic efforts that focus specifically on keywords with a lot of searches, you will also improve the traffic to your website.
Tip 7. Create a clear path of content to bring users to the end of the buyer’s journey
The best digital marketing ideas will be the ones that help you coax your prospect from the earliest stages of the buyer’s journey to the end. Your content should naturally guide people through the journey until they convert.
This means that you want to carefully link your content and know what people want to see that will encourage them to the next level. For example, you might have a blog post written about a popular topic. You can then link to a landing page that has a gated form to access an eBook on a related topic. Through the landing page, you will capture the prospect’s email address. You can start sending them customized content to encourage them to make the purchase.
To drive traffic to your website, remember that you cannot write all top-of-the-funnel content. You also need to write material for those further on the journey, encouraging those return visitors to continue to progress.
Tip 8. Incorporate video into the site
Video has skyrocketed as a prominent type of content, and it offers some incredible statistics to back up its value as one of the best digital marketing ideas. HubSpot has reported that:
- By 2019, we expect video to dominate 80% of all web traffic
- Videos on landing pages will boost conversion rates by 80%
- Videos in emails will increase click-through rates by over 200%
Tap into this power by adding videos to your own content. Not only will it help you to draw more traffic, but you will also improve engagement with those who come to the site. Successful videos might focus on products and services offered, including how to get the most out of them. Many customers also appreciate other helpful or interesting information about the industry such as news, product comparisons, or even inside looks at your brand.
Tip 9. Customize content to the SERP
Many marketers find themselves thinking about organic search in terms of website listings. After all, earning one of the top slots for an important keyword on the SERP can be rewarding. If that listing hides below the fold because of prominently placed videos, images, or a Quick Answer, then it will not provide as much value for the site.
You want to create content tailored to the user intent. Look at the current SERP for your targeted keyword before you begin work. Look at the types of content that Google displays for that search. Check for the number of paid ads, video results, picture results, Quick Answers, and the organic listings.
Once you have this information about the SERP, you can then tailor your content creation to align with user intent. A search with highly ranked videos, for example, might motivate you to focus on video for this content. Tailoring your content will allow you to better align with customer needs and rank more prominently on the SERP, thus drawing more traffic.
Digital marketing ideas for your email campaigns
Tip 10. Segment your email campaigns
Segmented email campaigns allow you to send messages with a greater level of customization to the user. According to a survey done by MailChimp:
- Segmented emails will be opened 14.31% more frequently
- They will have a 100.95% higher click-through rate
- They offer a nearly 4% decrease in abuse reports.
Given these numbers, brands should see why working with segmented email is desirable.
There are many ways to segment emails. You can have different lists based on peoples’ locations, their ranking within their company, their type of business and business size, or even the weather people currently experience. If you sell suits and materials for a hot summer, you will likely want to avoid targeting those currently in cold climates.
Tip 11. Use email automation to reach customers at the right moment
Marketing automation provides a powerful tool for brands. Through marketing automation, you know you will reach out to customers at precisely the right moment. For example, if someone visits your pricing page and clicks off, you can have an automation system that will send them a message tailored to this situation.
Keeping track of all the different prospects and what they do on your website can seem overwhelming. Automation allows you to be confident that your prospects will receive the right message. All digital marketing ideas should help you tap into customer needs so that you can reach them with the information they need, when they need it.
Tip 12. Map out personas and the buyer journey to personalize content
Mapping content provides excellent insight into how customers respond to your material and what needs to be created. Take your buyer personas and walk their through the buyer’s journey. Note the topics they will likely want to learn about at each stage. See where your existing content fits into the map and your strengths at the various stages. Focus content development efforts on filling in any holes and learning how to link them.
You will be greater prepared to guide them through the journey. The content you create will also have a higher degree of personalization, as you will be developing it for a particular persona at a particular point in their journey. This will boost interest and traffic.
Tip 13. Make emails mobile-friendly
According to Fluent, 3 out of 5 consumers check their email on their phone and 75% say that they use their phones most often to check their email. If you do not design your email messages for these mobile users, you will be missing big traffic stream.
To engage these mobile users and encourage them to click through, remember the priorities of people on the go. Long, involved text will be difficult for them to read. Navigation buttons should be easy for them to push with their fingers. Videos and images should load quickly and be easy to see. Test your email on a mobile device before you hit send.
Tip 14. Keep emails aligned with the brand in style and language
Strong brand associations between different aspects of your marketing campaign will make it easier for your prospects to connect everything to your brand. Keep your brand messaging and style in your emails aligned with your other digital marketing content. If you want to create a reputation as a hip brand, a modern brand, or a high-class brand, for example, reflect this in your language.
A strong brand will naturally invite your clicks. People will know what to expect from you, and they will be more inclined to trust what you have to say.
Tip 15. Use creative and engaging graphics
According to HubSpot, the human brain can process visuals 60,000 times faster than text. Integrating images into your emails, therefore, can help you better engage and communicate with those receiving them.
An entertaining image that grabs the eyes of your recipient will help you capture clicks. Your readers will be more likely to open and engage with your message, which will therefore boost the traffic and ROI you see from the campaign.
Tip 16. Write headlines that people want to open
There are some types of email headlines that just scream, ‘spam!’ even if that was not your intention. Using excessive exclamation points, stars, and any other characters that are not regular text, will reduce open rates. People also do not like headlines that feature all capital letters.
Readers tend to not respond well to overly promotional emails, such as headlines that promote something as ‘perfect’ or ‘wonderful’. You also want to strike a careful balance between emails that specifically use numbers to quantify promotions or deals with emails that do not.
Think of email as a part of a conversation with your prospect. You want to build a relationship with them and address their concerns, not just blast them with the latest deal.
Digital marketing ideas for your PPC campaigns
Tip 17. Use PPC to test keywords before developing organic campaigns
PPC can be an incredible resource for your organic campaigns when used correctly. Use your paid marketing to test keywords for your organic campaigns.
Before you begin creating organic campaigns, create landing pages and ad copy for your intended keywords. You can then see how many customers click on your ad and then show an interest in your brand. You can gauge how well the user intent of those searching for this query aligns with your targeted audience.
You can look at traffic rates to see the value that this keyword can offer you. You will then be in a better position to build an organic campaign that taps into the keywords with the greatest potential for traffic.
Tip 18. Use PPC to target keywords that are difficult to rank for
In every industry there will be keywords that everyone wants for their organization. This makes these keywords very competitive and hard to rank for with regular digital marketing ideas. While you want to develop a strong organic campaign for these keywords, PPC can also help you achieve the attention you need.
Use a PPC campaign to target these keywords. Analyze the SERP to see what customers making these searches want to see. Then you can design your ad copy to target these keywords and make your ad look appealing to your prospects.
Tip 19. Use PPC to test landing pages before developing organic campaigns
As you create your PPC campaigns, work together with the organic team to test the content created. PPC campaigns can drive traffic towards the landing pages created for particular keywords. You can then see how these customers respond to your landing page. You will check your bounce rates and how long people remain on the page. This insight will let you know how well your landing page aligns with user intent.
Information about alignment can then be used to adjust campaigns to better target the right customers and create content that they want to see.
Tip 20. Maximize PPC campaigns by using negative keywords
With a PPC campaign, you have to pay money for the ads you run. Your digital marketing ideas should therefore make sure that your ad appears only for the right targeted customer.
Negative keywords let you specifically eliminate keywords that you do not want your appear. For example, you might want your ad to appear for ‘Washington, DC restaurant’, but you do not want to appear for ‘Washington, DC restaurant jobs’. Adding the term ‘jobs’ to your negative keyword list will help you create a better targeted ad. This ad will offer users on the SERP greater relevancy, and thus will drive higher-quality traffic towards your site.
Tip 21. Get more out of PPC by keeping keyword groups small and landing pages customized
As you build your keyword groups for your next PPC campaign, you will likely find it easy to just keep adding new keywords to your existing groups. This will be particularly true if the keyword appears at least tangentially related to other words in the group.
You want to focus on keeping your keyword groups small, however. Typically less than two to three dozen keywords. If your group starts to get too large, then your ad copy and your landing page will not provide the degree of personalization and alignment with user intent that you want.
Limit the size of your keyword groups. If they start to expand too much, split them into a few groups and create ad copy and landing pages that target these particular users on a more precise level.
Digital marketing ideas for social media
Tip 22. Tailor your posting schedule and content to the different social platforms
Your business likely has a social media presence on several different platforms. Each of these platforms has its own style and atmosphere. Material that appeals to your Facebook followers might not be appreciated by your LinkedIn followers.
Users also have different times for being active on the different social media platforms. Facebook users tend to be more active on the weekends, LinkedIn users during the work week during typical break times, and people go on Twitter around lunch time and then around early evening.
To get noticed on social media and effectively use it to drive traffic, you need to tailor the content you post and when you post it. Matching the atmosphere of the platform, the needs of your followers, and posting at the times when people will use the platform the most will drive the maximum amount of traffic towards your site.
Tip 23. Respond promptly to social media questions or concerns
People view social media as an opportunity to get to know brands on a more personal level, compared to the rest of your promotional efforts. Responding to followers on your platform can help you create a strong brand image.
When someone makes a comment on the platform, answer them quickly. Demonstrate the personal interest you take in your customers. This type of personalized attention will build trust, and thus drive people towards your site.
Tip 24. Use images in postings across platforms
The importance of images on social media cannot be understated. According to Buffer, tweets that contain images receive 150% more retweets than those without.
Buzzsumo also found that Facebook posts with images receive over twice the engagement of those without.
Find clever, relevant images that fit your brand reputation and the content. They will engage your readers and then drive more traffic back towards your site.
Building traffic to your site can help you boost conversions and ROI. To see greater success from your marketing efforts, incorporate some of these digital marketing ideas into your campaigns or hire a digital marketing agency to manage your digital content and marketing efforts for you.