I confess. I strongly dislike the term “targeted traffic” but I used it in this headline. It’s a term that people understand. But it’s so overly used that it makes me cringe. Now that that’s out of the way, you probably want to learn how to “drive targeted traffic” to your brand since…y’know, you clicked the headline and all.
The thing is, driving targeted traffic is more than just driving traffic for the sake of it. It’s about telling your stories and being the real you to bring in more business (in addition to everything listed below). This doesn’t happen overnight. But it’s fun and profitable when done right. Here are a few things that make the most impact:
1. Create Content Google Loves
Instead of doing more marketing, do less. And create high-quality content instead. Here is why:
When you think of your business as a media company, you learn to tell better stories. Better stories connect with your customers. When you connect with your customers, you drive more targeted traffic – which often generates more sales for your business.
The thing is, we’re all media companies now. And Google rewards the fearless media companies who create compelling content. You’ll want to connect your Google+ Authorship to your blog posts for maximum impact. While Google+ is relatively new, the concept is not a new approach. It’s simply looking at content from a different perspective.
2. Cut to the Core of Your Brand
When you cut to the core of your brand, and focus on being the real you Google will love you (really love you!) Google wants you to be more authentic, human, and real.
I’ve always been into co-creating and ‘content marketing’ (even before the term got trendy). But I had one huge caveat: I was too intimidated to put myself out into the world. As an Idealist, I’d watch and observe what others were doing. I listened and explored what worked for them. And sought knowledge on how I’d someday do it myself – when I got the guts.
I joined masterminds. Read. Researched. Thought deeply. And cared way too much about what people thought. Of course, I still care. But I’ve learned to evolve. Because I realized that when you cut to the core of your brand, it becomes less about you. And more about the what you offer the world.
Cutting to the core of your brand drives targeted traffic in an authentic way. It puts the focus on offering value to your customers. And giving back to your community. And that’s a beautiful thing.
3. Build a human brand
Building a business requires loving what you create. But it also means showing the sometimes messy, human side of your brand. But just how messy do you need to be? Here’s a story:
During my trip to Austin for the SXSW Interactive conference, cronut creator Dominique Ansel dished out his world famous cronuts at a midnight gathering. The line wrapped around an entire floor of a hotel, down a flight of stairs, and out the front door down the block. While I didn’t get a chance to taste his cronut, I somehow got a great view of Dominique handing people hisdessert. So, I watched peoples reactions as they received his dessert.
One woman got so excited (and probably nervous) when she made it to the front of the line that she dropped her cronut on the floor. Everyone gasped as the cronut crashed to the floor, its creme splattering everywhere.
It was a mess. But it was so human. Everyone who was nearby quickly helped clean up the mess. And after we decompressed from the horror of the dropped cronut, we shared mutual empathy for that (embarrassing) moment.
As a chef, Dominique knows what creative freedom looks like. It’s messy. It’s real. And a big part of creative freedom is owning up to situations where you lack control. He politely smiled, helped with the clean up, and moved on. That’s what being human is about. It’s letting go and accepting the humanity that comes when you embrace your realness.
4. Consistently Create Content
To drive targeted traffic, you’ll need to consistently create high-quality content that is relevant and useful for your audience. Being relevant and useful tells Google that you’re authoritatively participating in online conversations. Whether you post your articles only once a week or five times a week, consistency is key to building an audience. And earning their trust. And yes, this also means that you’ll ‘drive targeted traffic.’
5. Know Your Approach with Your Audience
According to Pew Research Journalism Project, if your audience is directly visiting your site through a desktop, they’ll view roughly five times as many pages per month (24.8 on average) as those coming via Facebook referrals (4.2 pages) or through search engines (4.9 pages).
This means that how your customers access your site matters. But it also means that you can’t control how your customers enter your site. What an amusing paradox, eh?
Embrace the paradox by understanding why holistic marketing continues to matter. It’s not just about short-term tactics. But it’s instead where your story, customer experience, and strategy collide.
It’s using Search Engine Optimization and Human Engine Optimization to tell your story across all relevant media channels. Your approach with your audience is about search engines and real humans who are genuinely interested in what you have to say.
6. Use visuals
Visual storytelling is an evolving sensation. So you’ll want to breathe into the notion that your media will perform better when your content has a visual element. Understand how visual media works, and build out your content on the right media platforms.
Just last week, Getty Images announced that they’d make millions of images available to embed on blogs, social media, and websites. You can now embed images with the click of a button, free of charge for non-commercial use. Non-commercial use means that you’re not using the images to promote your business, promotion, or service. This opens up the experience of visual imagery to individuals and brands who want to tell their story through the use of captivating images.
7. Inspire your audience
Let’s say you start watching a new television show that you love. You’ll probably talk about it with friends, family, and on social media – not just because you’re entertained, but because you want to share your thoughts with others. You want to inspire others to see what you see. It’s only natural.
The creators of House of Cards know how to inspire their audience. And it’s one of the many reasons that the show generates so much buzz. But it’s nothing new. When you create captivating, inspirational content, it’ll get shared. It’s as simple as that.
Many people get confused and think that the Internet is a whole new approach to entertainment. But it’s more simply a shift in mindset. It’s about using entertainment to rise to a higher vibration. The digital sharing capabilities of today allows us to transcend and reveal a truer consciousness within our humanity. Use it wisely.
If you’re interested in learning more about how to create meaningful media that drives targeted traffic to your brand, sign up for my course by clicking here.