We’ve gone through some cost-effective ways to advertise your business and we’ve also gone through some ways to improve your business blog…now it’s time to dive into how these methods tie your overall strategy to boost your local web traffic.
There are 3 different strategies to consider when you’re figuring out where exactly your web traffic is coming from. These 3 strategies include:
1. Paid Media
2. Owned Media
3. Earned Media
When used together, you’re leveraging 3 separate ways to keep the flow of local web traffic constantly coming your way.
Let’s get down to it…
Paid media includes all the banner placement ads, Adwords, and pay-per-click (PPC). These ads are made to drive additional traffic to your business’s website. However, before you can even begin to implement a paid media plan, you have to first think back to what you’re doing about your SEM (Search Engine Marketing) strategy.
Without a plan in place, using banner ads, Google Adwords, and PPC can become costly and ineffective. First, you need to think about which keywords are the most relevant to your business.
For example, are you a pet groomer? What types of services do you offer? Some of the best keywords for you might include: groomer, dog groomer, dog grooming service, pet services, etc.
When a potential customer is looking for more information regarding a dog grooming business, they’ll mostly likely type in some variation of the above keywords. Once they hit search, Google (or any search engine that they’re using) will come back with a list of their best results, ranked from most relevant to least relevant. With paid advertisements, your ad will sit atop all those ranked searches.
It would look a little something like this:
Owned media includes everything that you create, from your website, to your blog content, to all your social media posts. Owned media is extremely important for your business because it gives you the power to control your messaging, implement your search engine marketing, and presents an avenue to garner free advertising for your business. Once again, think back to your SEM plan. The content that you put out for your audience should be relevant to your business.
Website: Your company’s website will be home to everything you’re looking to relay back to your customers. This content would include general information about your business (Are you a spa? Are you a salon? What kind of services do you offer?), the business operating hours, contact information, and location. Your website should reflect all of this accurately and clearly.
Content: Businesses, today, have been leveraging the use of business blogs to help drive additional traffic to their website. Content marketing is an effective way to capture the attention of your target audience and provide them with added value. Some of the best customers are the ones that you’ve built trust and a relationship with. Content marketing helps to build that.
There’s a direct tie to content marketing and your search engine marketing strategy. The more relevant content you push out, the greater the ranking of your website.
Social: Social media has evolved into more than just a “social” medium. It has become the standard for businesses when it comes to their marketing efforts. With the combined billions of Facebook, Twitter, Instagram, Pinterest, and Linkedin users around the world, it’s no wonder that businesses have capitalized on their audience potential.
Earned media is everything that a business receives in reciprocation to what they offer, both online and offline. Earned media includes:
· Social media mentions
· Social media shares
· Blog comments
· Social media reposts and retweets
· Positive reviews (Yelp, Google, Yahoo…)
This is where you see the results of all that hard work you’ve put into writing your content. Your social shares, reposts, retweets, comment discussions, and mentions all add to your local web traffic.
Just think back to the last time you a read an article. Did the author reference another article or post? Did you happen to click on it out of curiosity? That’s the dream. That’s what you’re looking for. You just snagged a new audience segment, one that you wouldn't have reached otherwise.
Combined, these three strategies are meant to help boost your local web traffic. Have you tried out any of these strategies? Leave us a comment below and tell us your story!
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