How do you know what to focus your marketing attention on if you don’t know what’s driving traffic to your site? Often we focus on “social media” or “digital marketing” as the driver of traffic and hopefully business. But do you know what’s driving your site’s traffic? Do you know what channels are converting into business?
1.Google Organic Search
How are you focusing your content around what your audience wants to know? Have you installed the latest SEO plugins and are you utilizing them with best practice techniques? SEARCH IS KING. How is your business driving organic search results? How can you improve your results?
2.Direct Links (regular visitors)
How engaged is your regular audience? Do you know their goals and aspirations with regards to your site’s content? What is your regular reader looking for? What is their age, education, and political bias? Does knowing these things about 20% of your audience change your approach to content creation? How are you feeding your most loyal followers? What else can you offer them?
3.Facebook
Ah, the much-maligned Facebook. Yes, they have killed organic reach. But that should not stop you from pushing your content on Facebook. Getting your audience to engage with your site on Facebook is a great idea. People may be more comfortable commenting on Facebook. And to the 3% of your followers that Facebook actually shows your content you might actually get a few clicks.
4.Twitter
I work hard on Twitter and am getting smaller and smaller results. They are rejiggering their algorithm and trying to figure out how to make money. But, it’s still a channel to pay attention to. Twitter is the only platform I can use at any time of day to generate 20 – 30 reads immediately. I don’t spend much time building my Twitter following anymore. And I never pay for Twitter ads, because that’s not how social media works.
What other drivers do you have in your mix? Email? Pinterest and Instagram?
Build a solid online marketing strategy and then know your numbers. My marketing agency Fluent Social can help.
John McElhenney – let’s connect online
@jmacofearth & Google+ & Facebook & LinkedIn
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