Targeting Traffic

How to attract the right traffic to your site

December 18, 2017

When it comes to attracting traffic to your website, your goal should be to attract the users you believe are the most likely to purchase your services or products. Although it’s always nice to have a large number of users visiting your site, it’s really of little use if they’re not going to purchase from you. To attract the right end user, you’ll need to have a general idea of who your customers are and their interests. Of course, you can never appeal to all of your audience in each piece of your marketing, but having a general understanding of your end users will make your job far easier when trying to attract them. For instance, if your audience are almost all retirees, it’s not going to be wise to try to appeal to them on a platform such as Snapchat. If your audience are mostly young adults, however, Snapchat would be a great place to promote your product and brand.

Surveys and questionnaires are timeless methods of helping you build up an image of your target audience. If you’re having difficulty getting people to fill in your surveys, simply offer a small incentive such as a 10% off code for their next order. What it costs you now will be made up for in the long run when you’re able to run more targeted, and therefore more effective, marketing campaigns.

Once you’ve researched your target audience and have developed an identifiable portrait, you can begin to plan your marketing strategy. Digital marketing, including Search Engine Optimization (SEO) and Pay-Per-Click (PPC) advertising allow you to pinpoint potential customers and create campaigns which will only be seen by particular demographics or by those with interests in a particular subject. Traditional advertising, such as radio or newspaper promotions can be effective for businesses offering a local service, such as a restaurant or tradesman, but does not allow the freedom to target particular niches which digital marketing offers.

Another advantage digital marketing can offer is that it can fit budgets of all sizes. Start-ups of all sizes can launch campaigns and set maximum price thresholds, rather than having to pay relatively large sums of money up front. By targeting particular niches, you’ll be able to study and analyze each campaign to see what works and what doesn’t, in order to continue refining your campaigns until you find the most effective. Eventually, you’ll find the ads that are giving you the biggest return on your spending. Once you’ve launched your first campaigns, it’s important to keep track of how well they’re doing. You don’t want to be funding an ad campaign that isn’t converting into a purchase for you; fortunately, the flexibility of online ad platforms means that you can easily edit and even stop then within a few clicks.

Although many business owners attempt to create ad campaigns themselves, it’s often much more time and cost efficient to utilize the expertise of professionals who’ll be able to guide you through the process, and use their prior knowledge to create the most effective ads possible.