Everybody wants more traffic their site.
The trouble is that not all traffic is going to be of equal value. In fact, unless you discover how to attract exactly the right type of visitor to your site, the chance that you are going to see the results you expect are pretty slim.
Thankfully, there is a process that you can use to attract the right type of traffic and in today’s post, I’m going to share it with you.
1) Create Buyer Personas
Do you know who your ideal customer is? Do you know how they make buying decisions? How much money do they have to spend? What is most important to them in the buying decision?
Knowing the answer to questions like these is all part of creating a buyer persona. You must ask yourself questions that help target your ideal customer. Some key question areas are:
- Profession and seniority level
- What issues do they need solved?
“Having a well-defined persona can help you build a better marketing plan in the long run and help you target your marketing campaigns and offers to the right groups of prospective consumers. At the end of the day, personas put a face to your customer and help you identify their needs and wants.” – Hubspot
Identifying these criteria will give you a clearer idea of who exactly you are looking to attract to your website. If you don’t know all the answers to these questions right away, be sure to take the time to research them. A well-defined buyer persona will allow you to tailor your message and content to reach these key people.
If you possess a good understanding of your ideal customer and their wants and needs, it will be easier to craft marketing messages that are more relevant and powerful. @Holly_Hanna
Want more help with creating a buyer persona? Check out these 10 tips for getting it right.
2) Identify Where Your Ideal Customer Can Be Found
After creating your buyer persona, you will have greater insight into how you can best reach your customers. Things you need to understand include:
- where your customers spend time online
- where your customers go to get information on products or services they are interested in
- which social networks your ideal customers frequently use.
Add this information to your buyer persona. You’ll use it later to promote your content where your customers are likely to see it.
3) Develop Valuable Content for Customers
Less than 5% of website visitors will convert on their first visit to a website. So how can you keep them coming back?
- Use your research to build lead nurturing programs targeted at your different buyer personas
- Reach out to each buyer persona group in a personalized way providing valuable content in the way they are most likely to respond
- Learn how to measure the conversion rates for your website and modify your content as needed
Always produce content that adds value to the customer. As part of developing your buyer persona, you should have a clear idea of the types of challenges faced by your target customers and how your company can help. This knowledge will give you insights into what information your customers are looking for, and you can tailor your content to answer these questions.
4) Promote the Content Where Customers are Found
In step 2 you identified where your ideal clients spend time online. Next, you developed quality content designed to provide valuable information or solve your customers problem.
Now, you need to promote your content in places that your customer is likely to see it. Your ideal customer is more likely to respond to your content if it’s found in the online channels that they already use regularly.
Engage potential customers in conversations that highlight your expertise in the industry, your services, and products. Work to develop a relationship with your potential customers and establish trust and rapport.
As customers come to trust your company and view you as an industry leader, the odds of them becoming paying customers continues to increase. The marketing efforts of your company will be more effective and you will see higher conversion rates.
To learn more about how to maximize your site conversions, download your free copy of 25 Website Must Haves below.
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In additional to engineering, she has worked as a teacher, coach, and marketer. She enjoys pulling from her diverse background as a part the Groove team.
When not working, Liz loves spending time with Trent and their daughter, rock climbing, playing volleyball, and practicing yoga.