Driving traffic to your website can be hard and there are so many strategies to consider that it can be overwhelming to decide on which route to go down.
At Statement, we are big advocates of content marketing and when we used it as a strategy alongside social media, it went a long way to increasing our traffic. We also did not use any form of Google Adwords or social media adverts so all of our traffic was organic and unpaid for.
So here is a breakdown of the process we undertook to hopefully give you some inspiration on how to increase your own traffic to your website and eventually increase your business sales!
Looking at Google Analytics
When we had a look at Google Analytics, we compared the period between Jun 28 to Aug 27 with the period between Apr 28 and Jun 27 and the results were very positive. The amount of new users visiting our site had increased by nearly 97%!
When we were looking at specific pages and blog posts, it became even clearer just how much of a change had occurred.
The blog, ‘Our search for the perfect design agency project management software’, was published in December 2013 and before our strategy change, it was receiving relatively low views - around the 35 mark as you can see below.
But since we implemented more social media strategies and more content, the views have increased by around 128%.
This was evident with some of other old blog posts as well, like the one below: ‘Mind the Gap: How can Wakefield Survive in a London-centric Economy’ published in March 2014, which had increased visits by 111%.
It’s also interesting to see how our content marketing strategy has helped with search engine traffic. We decided to look at our acquisition statistics (how and where we got people to our website) and it was a pleasure to see that our organic search traffic had increased by nearly 150%.
This basically meant the amount of people finding our website from sites like Google’s search results had over doubled.
Whilst 60 days seems like a long time, it’s only 2 months. When tracked over longer periods of time, it becomes more and more apparent that content marketing is successful. We’re excited to look back in a year’s time and see just how much has changed but for now, how did we go about achieving this?
The Importance of a Content Marketing Calendar
One of the first steps was to re-visit our content marketing calendar. Now if you haven’t got a content marketing calendar, they don’t need to be complicated or fancy. All they really do is let you plan ahead and keep a clear eye on what’s coming and what you’ve already done.
It all goes back to the idea of if you fail to plan, you plan to fail. It’s a cliché saying but it’s true. At Statement we always work with clients to plan in a thorough manner, whatever the project, because we acknowledge how important it is to plan and monitor.
In our calendar, we made notes of the following:
- When is the publish date?
- Who wrote the first draft? Who proofread it? Did anyone give a second proofread?
- Which of our services does it relate to?
- What kind of audience is it targeted to?
- What keyword research has been done?
- What other marketing activity is being done?
- What is the next action - do we need a proofread or is it ready to be published?
Having all of this information available to see about each blog post allowed us to get a good grasp of our content strategy. It also helped target our content to specific audiences, to make it more relevant.
The Importance of Consistency of Content
One of the major changes to our content strategy from the previous approach was that we increased the frequency drastically. Before the change, posts were generally published twice a month.
Now two posts a month isn’t necessarily a ‘bad’ frequency. If you’re posting once a month, that’s also fine. One quality blog post every two months is also fine. But it goes without saying that the more quality content you have, the more traffic you’re likely to have.
To start our new content change, we published a blog post daily. Every day we had a new guide or informative post on our website. We definitely started to see an increase but it soon came apparent that creating five blog posts every week was starting to take a toll so when it started to become too much, we narrowed it down to three posts a week.
That was still plenty of content for our audiences to find and read and definitely contributed to our increase in traffic.
The Importance of Variety in Content
Another big change was the introduction of video. It’s a no-brainer that video is a lot more engaging than a normal text post. Some people are just visual learners and prefer to take in information through watching something rather than reading something.
We created a YouTube channel and uploaded all of our videos there and also embedded them into our posts.
The increase in traffic came from the fact that people were much more inclined to share videos on social media than they were to sharing normal blog posts. If they saw that a blog post included a video, it was generally more popular.
If you’re wanting to mix up your content strategy, videos may be the way to go. Along with videos, you could try podcasts, slideshows or eBooks. If you want more ideas, here is a list of various different types of content you could produce on your blog.
Should you re-design your blog or website?
Another thing we experimented with was the design of our blog section. Beforehand, it was very simple and basic and the engagement was a little low.
To increase the traffic further, we wanted to make sure that the design was attractive and engaging so that people were likely to read more blog posts and share with others. To do this, we added:
- Social icons, so that people could find us on social sites but also share our blog posts on their social profiles.
- Categories, so people could filter our blogs and find ones which were just on the topic of ‘digital marketing’ or ‘business’ or ‘wakefield’ etc.
- Newsletter sign ups, so people could opt in and get a monthly marketing update sent straight to their email inbox with our newest blog posts.
- Blog preview images, so that when users were reading a snippet of a blog, they also had a representative image to make them much more likely to click through.
It’s important not to underestimate how an engaging blog design, and website design in general, can have an effect on your website traffic. You want people to have a good experience so that they are likely to return and share with their colleagues and clients.
How Social Media was Important to Increasing Traffic
As a final mention, social media played an important role in directing users right to our website. We promoted all of our blog posts as soon as they were published on Twitter, Facebook, Google+ and some on LinkedIn. We also used relevant hashtags so that people tracking the relevant topic could also see the content - that way, even people who weren’t following us on social media would visit our website and read the blog.
We also re-promoted very old blog posts that still had relevance, such as ‘5 Things to Look Out for When Choosing a Design or Digital Agency’. Even though it was published in late 2013, it was still useful and relevant to our audience. So by promoting this on social media, and others like it, we had an extra income of traffic.
Struggling to increase traffic?
If you are struggling to increase your traffic then digital marketing is something to consider. Content marketing can be a huge asset to a website and when accompanied with things like social media, email marketing and search engine optimisation, you can have a very positive increase in visitors - which, when done right, will eventually turn into sales and enquiries.
If you want to discuss with us further on how we could help you increase your website traffic then don’t hesitate to send us a quick message and we will happily get back to you as soon as we can.