4 Advanced Ways to Drive Traffic to Your Website with Online Marketing

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The following excerpt is from Robert W. Bly’s book The Digital Marketing Handbook. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound

When you’re trying to attract more visitors to your site and standard sources of traffic are failing you, it’s time to take your efforts to the next level. Try these four methods for increasing the volume of site traffic.

Content Marketing

Content marketing gives you dozens, if not hundreds, of creative ways to focus on the core problem your business—or a product—solves. It includes online articles, blog posts (including guest blog posts), infographics, ebooks, white papers, case studies, and audio or video productions.

Content marketing is effective. In fact, it generates three times as many leads as traditional outbound marketing but costs 62 percent less. So what’s the secret to content marketing? Adding value to everything you create. If you’re not sure how you can add value through content marketing, ask your existing customers or list members what kind of content would be helpful to them.

The key to content marketing success, according to Jim Yu, the CEO of content marketing firm BrightEdge, “is to present the right content to the users at the time they need it in an engaging manner, across all channels they visit.” And be sure you’re publishing frequently and consistently. If you cover one topic, publish at least once a week. If you cover two topics, publish at least twice a week. If possible, publish every day on the content categories that will attract the right audience.

Influencer Marketing Campaigns

Influencer marketing is marketing that focuses on using key leaders to drive your brand’s message to the larger market. Rather than marketing directly to a large group of consumers, you instead inspire, hire, or pay influencers to get out the word for you.

Why choose this strategy? It’s effective for over 80 percent of marketers who’ve tried it using social media influencers. And customers acquired through this channel are retained at a 37 percent higher rate than those acquired through other means.

“Influence will lead marketing efforts by 2020,” says Ted Coiné of TalentCulture. “It’s the most effective form of ‘advertising’ there is, and…