5 Ways to Bring in the Right Traffic to Your Landing Page
With website traffic, you have the spam bots, the curious visitor, and the interested visitor. Although having curious visitors can help with your brand exposure, they aren’t there to buy from you. They may just want to learn from your thought leadership.
The interested visitor is who you want to see come to your landing page. They’re not there just to acquire your eBook for education, such as what the curious reader would do. These visitors are more likely to convert on your landing page because they’re sales-ready.
How do you get the right traffic to your landing page? These 5 approaches can help.
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1) Social Media Outreach and (Paid) Promotion
Reach out to influencers.
Influencer marketing is the fastest-growing online customer acquisition channel, according to a Tomoson study. The influencer marketing return on investment is high, and the acquired customers are more valuable. This is an opportunity for your business.
You can bring in those qualified leads when you contact influencers for assistance. They have a massive audience that you can tap into to bring in traffic to your website.
Depending on what offer you have behind your landing page, you can customize how you reach out and what you do with your results. Influencer outreach can be via social media or email. These are the most effective and popular platforms for this.
When you engage with influencers, keep in mind how your relationship can be mutually beneficial. What are you offering in return? It could be as simple as mentioning them in your content or linking to their website. Whatever it is, be sure you tell them what they get from helping you.
So, how do you find the right influencers for your purposes? The most important factor to consider is their audience. You’re looking for qualified visitors to your landing page – people who are most likely to not only convert but also buy from you.
Next, what are the best ways to reach out to influencers, and what tools out there can assist with this? Some of the best methods for influencer outreach are:
- Find their email address and social accounts using a tool like Rapportive.
- Build email templates and track opens using HubSpot’s free CRM tool.
- Organize your outreach efforts with a tool like Buzzstream.
Promote employee engagement.
Your employees have untapped potential to bring in qualified traffic to your landing page. They each have various networks of their own. If they’re a cultural fit to your brand, they can be powerful advocates.
To get your employees to participate, you need to make the process easy for them. The faster they can participate, the more likely they will. They are busy with their own roles, so don’t waste their time if you want their help.
It may help to give your fellow coworkers a progress report to help motivate them. If you see an increase in qualified traffic, make sure you’re telling everyone.
A great way to make that final push for employee engagement is to get an executive, preferably the CEO, to send the request out to everyone instead of you. Employees will feel more compelled to participate when they receive the request from an executive staff member.
Your existing fan base has incredible power. They’re your word-of-mouth source. They are advocates for your brand, and they can spread good messages to others in what’s likely the most powerful approach possible.
Why is word of mouth marketing (WOMM) so valuable?
The simple answer: people trust other unbiased people way before they trust a brand itself. They trust consumers who have bought and used the product.
To take full advantage of WOMM for your landing page, you need to turn your gated offering into something that sounds natural to the everyday person. Make it shareworthy between social media users, not overly promotional in nature.
Make your request appealing by offering something in return, such as a social mention. A referral program is also a great approach to getting WOM going. You have several options for how to get your audience engaged in word-of-mouth.
Social media is all about expression and communication. Brands can either be praised through these platforms or torn down by criticism. It’s essential that you tap into this opportunity by giving your fans and followers the power to promote your gated offering for you. The more they feel empowered, the more likely they’ll want to help.
Make the choice between advertising and organic promotion
It can often seem difficult when trying to determine whether you need to invest in social media advertising when promoting an offer on your website. On Facebook especially, your organic reach is significantly limited thanks to Facebook’s Newsfeed algorithm, but does that mean an unpaid approach is hopeless?
While Facebook and other platforms do prioritize in their feeds, organic reach isn’t over. It’s all about how you share your offer. For example, using images or running contests are great ways to increase your organic reach. When you want qualified traffic to visit your landing page, tailor your social media posts to how they’d best be received. You can discover this by experimenting with image posts, videos, and other content types.
However, sometimes you simply need to give your posts a bit of paid power. Social media advertising can significantly improve your results because you can tailor your reach to the users who would most likely be qualified and ultimately convert. It’s all about whether you set up your ads correctly or not.
2) Advertising in Google AdWords
While social media marketing is hot these days, you shouldn’t ignore the power of search engine advertising. This still holds strong influence in how you’ll get qualified visitors to your landing page.
The biggest reason why you should pay for search engine advertising is:
People still use search engines to find solutions to their problems.
When you have a gated offer that can solve a person’s problem or need, you can truly benefit from advertising through search. People are using specific keywords to find answers, and your offer can show up at the top of the results page when you pay for that exposure.
Google is the top search engine in existence, so using its AdWords platform for that exposure boost may be your best bet. AdWords can bring great results when you know exactly what you want from it and how you’ll get to that point. This means you need a goal and methodology.
You also need the skill to create the most optimized ads out there to appeal to the right audience. This includes your ad copy in particular. You’re trying to convince people to click on your ad to go to your landing page, and you want it to be the right people. Your ad copy will get you exactly that when created effectively.
Google AdWords is a complex system, but with the right instruction, such as this Convince & Convert guide, you’ll reap the best rewards from your efforts. As long as you know your target audience, the qualified visitors you want to see convert on your landing page, you’re on your way to success.
Whether in-person or online or both, your next event is an opportunity for driving relevant visitors to your landing page. When handled correctly, events can be a huge trigger for qualified visitors to act on your landing page’s call-to-action.
Starting with in-person events, such as industry trade shows, you have options for what you can do to generate qualified leads from in-person encounters. You may want to create a promotion for booth visitors that’ll involve converting on your landing page. Or, better yet, if your landing page offer is relevant to the event, make it easy for booth visitors to access it on their mobile devices via a QR code.
If you’re hosting a webinar, don’t forget to tell attendees about your landing page offer at some point during the presentation. Show them how to find the landing page or provide the URL in the slides. Or, include both.
If your event incorporates both in-person and virtual attendees, you’ll want to make sure both types can access your landing page easily. One of the best ways to get both types interested in your gated offer is to promote it with the event’s branded hashtag. If you don’t have a designated hashtag, make sure you’re including event buzzwords instead. Live tweeting during an event is a great way to involve everyone, whether they are physically at the conference or not. It’s also a great way to promote your landing page offer to a larger, yet still relevant, audience for free.
4) Blog Posts
Your blog is an effective place for promoting offers through your calls-to-action (CTAs). Each blog post you publish should include multiple forms of CTAs to attract your readers. You can include anchor text CTAs, which have proven to be most effective for the HubSpot blog. You can read more about their research in this blog article.
Your blog article should also have visual calls-to-action, which can be located within or after your content. These CTAs should be capable of appearing differently for your various visitor types. You can base this on the visitor’s stage in the buying funnel.
With these CTAs, however you choose to set them up, they should be personalized and relevant to the readers you want to see proceed to your landing page. They should target the visitors who are likely to convert and be sales-qualified.
Using your blog to target leads involves more than just CTAs though. You also need to produce the content types that will attract your best audience. With the right research, you’ll understand what your target audience is looking for from you. Use what you know to get the right audience to visit your blog content. Then, you can optimize your calls-to-action.
5) Email Campaigns
Email marketing, when done correctly, can help you turn your valued subscribers into sales-qualified leads. It’s mostly about what you say and how, but it’s also important to focus on this email essential: the call-to-action. If you want people to go to your landing page, that email CTA must be very convincing.
First and foremost, your email needs to be personalized to where the recipient is in the buyer’s journey. If the email is irrelevant to them, they will more likely unsubscribe then convert on your landing page. Make sure you’re creating emails that are designed for conversions. These 5 email campaign ideas can help you with this process.
Writing a marketing email that has everything it needs to get the right recipients to act can be a challenge. You have all the different email components to optimize, but the good news is: email marketing is especially effective compared to other methods. You just need to put in the necessary effort to make it work for you.
When you use email marketing to contact your existing database, you increase the likelihood of these valued recipients taking the next step toward a sale. Use your landing page as a way to gauge their interest level. With a highly targeted email, you’ll see more sales-qualified leads convert on your offer. This is your goal.
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To increase qualified website traffic, you have these 5 options and more. It’s all about your capabilities and what you’re offering behind that landing page. Don’t force it upon people but rather explain the benefits and value to them. Make it clear how your offer can help them, and you’ll see more people act.
Now that you’re familiar with these methods to generate leads from your landing page, what has worked for you? Would you add any approaches to this list?
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