So you have built a website, you have launched your business, but you have had a grand total of 4 visits to your site in the last month, 3 being you and 1 your mum. You have built it, so why is no one visiting? This is one of the biggest pains of starting your business, and a real sticking point for new business owners. They were told that an amazing website would get them loads of new customers. That’s only partly true. A great website, and by that I mean one that converts people (traffic) into buyers (and most websites don’t do this well), is only ever as good as the amount of people (traffic) that visit the site. It could be the best converting site in the world but if no one see’s it, it’s completely irrelevant.
So how do you get more traffic to your site? You drive them there.
Traffic is never a problem, you just have to buy it. This in a nutshell is, marketing, you drive people to your site so they can become buyers. You invest £10 in and if your website does its job right you get £100 out the other end.
If I told you that if you give me £10, I’ll give you £100 straight back, what would you do?
You would keep giving £10, as many times as you could right? At least I hope you would.
That’s what good marketing is.
But still people have a mind block, they don’t want to invest that £10, or they have tried something in the past and it hasn’t worked. Perhaps you spent £100 on ads and it got no new potential buyers (leads) and you made nothing back. In which case yes, that was an expense.
Don’t get me wrong, there are free ways to drive traffic, and you should be doing these too. Paying for traffic allows you to drive people to your site on demand.
So I thought I would put together this guide to explain the many areas you can drive traffic from, some of the mistakes I see people make and some tips to make sure you do it right.
The Mistakes Small Business Owners Make When Marketing
- Trying to be all things for all people. You have heard it before, if you aim for everyone you end up hitting no one. If you message is too broad, no one will resonate with it.
- Not driving enough traffic. If you are trying to sell a high value product, then spending £5 in marketing is not going to get you results.
- Dabbling in 17 different “marketing” ideas, not actually properly implementing 1.
- Not creating engaging content
- Not having a system to capture leads and guide them into buying
Where You Can Drive Traffic From:
There are loads of places online that you can drive traffic from:
- Pinterest (great if women are your target market)
- Banner ads on other websites
- Email lists
- and many more
Which one should you use? Well, that depends.
Tips For Driving Traffic To Your Site, That Are Likely To Buy
The key here is “likely to buy“. You can spend a lot of money driving traffic to your site, but if the people coming are not the right market, or don’t need what you are offering they are never going to buy.
You need to know exactly who your ideal client is. You need to make sure that your ideal clients, and only your ideal clients are seeing your ads. That way every time someone clicks on of your ads you know they are a potential buyer, or at least may need what you are offering.
So first up….
Define your perfect client. Male or female, age, income, house value, interests, where they live, are they married, do they have kids. Why this much detail? Because when you go to set up ads you can pin point these people
If you are thinking, but my business serves several different markets, I want to target several people, thats fine, but you still need to know exactly what those demographics are. Specify each of them. Why? Because for example, men and women buy for different reasons. The language you use to tell a man about a product will be different to when talking to a woman. Even talking to a 65 year old women compared to a 25 year old woman will be different, even if the product is the same. If you make a generic ad trying to target both, it won’t work, as no one will resonate with it.
If you know where your target market spends their time, then you know where to show up….literally.
Are the on Facebook? Yes! (everyone is on Facebook, ok well almost everyone). Then Facebook Ads are a great option. I would recommend starting with Facebook Ads. It’s one of the easiest ways to get ads set up and driving traffic to your site.
Don’t sell the thing! Sell the result.
What problem does your product or service solve? What result does the customer get? That’s what you sell. So again this comes back to knowing your ideal customers. What pains and problems do they have, and how can you solve it for them.
For example, a sports therapist, doesn’t sell a massage, they sell back pain relief. No one wants the massage itself they want the result it brings. Even if you go for a relaxing massage, you go because you feel relaxed and rejuvenated afterwards. Make sense?
Even if you sell bikes for example, why does someone buy a more expensive bike? It because its lighter, has a better gear system, better wheels etc? No. They buy it because they want to go faster!
What result does your product or service give?
And again be specific with this! Not a broad result, the more specific you get the better.
Use Engaging Content
It doesn’t have to be just straight ads to a sales page, in fact thats often not the best way, shouting buy my s*&t, especially to people who have never been to your site before (cold traffic) doesn’t convert. They don’t know who you are, they don’t trust you yet, why would they buy from you. A great way to build trust is to provide engaging and useful content to your audience.
For example, the bike shop, could write blogs on how to improve your bike set up, or training tips on how to improve your times etc etc. You then become the expert. When they are ready to buy a new bike you will be the place they come to.
Write engaging content then use that to drive people to your website. When you become even more ninja with your marketing you can even target people who have visited certain pages of your site with specific ads. Ever noticed that when you go on a site, and all of a sudden their ads appear all over your Facebook feed? Or the product you looked at but didn’t buy on Amazon now pops up everywhere? Yes you can make this happen, but this is a topic for another day.
Where To Start With Online Marketing
As I already said, Facebook is the easiest place to get started. The targeting on Facebook is fantastic and it guides you through the process. Check this short video out if you would like to be walked through the process of targeting, and boosting posts on Facebook – just click here.
As I said one of the problems I see is people getting overwhelmed and trying to implement 15 different things and ending up doing none of them. So focus your attention on one platform at a time.
For example, Facebook –> write content, post to your Facebook page, boost it to your target market. If you do this at least once a week, you will be driving traffic to your site who are interested in what you sell.
Capture Their Details
You have probably seen this before, the free download that requires your email address. You should most definitely have something of high value to offer to visitors to your site in exchange for their name and email address. Why? Because most people won’t buy from you on the first time seeing your website, especially if what you sell is high price. But when you get their email address you can start building a relationship and offer even more value to them. You should also make it really easy for the visitors to see and get access to this. Whether it be a banner in the sidebar or perhaps at the bottom or even within the blog post. Give them the opportunity to explore more. Tell them where to go and what to do next.
- Define your ideal customers
- Pick one platform to implement first, e.g, Facebook
- Write content to engage leads – Focus on the result
- Drive ideal clients from platform to your content.
In the next part of this series, I will dive in and show you how to create a website that converts, and I’ll even show you how you can do it for a fraction of the cost of hiring someone to build a fancy site for you.
If you have read this far and got value from this then I would love to here from you, leave me a comment below saying hi. Also if you are committed to taking your business and life to the next level then I encourage you to download the 10 10 10 Plan, just click here, or the image below. In order to live a truly fulfilling life you need to get clear on, and be working on, all areas of your life.