Organic traffic from Google is widely considered to be the holy grail of digital marketing, which shouldn’t come as any surprise when you consider that the big G processes an average of 40,000 search queries every second. This equates to 3.5 Billion searches per day! With studies showing that organic results attract significantly more clicks than paid ads (despite Google’s best attempts to camouflage the paid stuff), you can be forgiven for thinking that organic traffic is the be all and end all of online marketing.
But, whilst organic traffic is definitely an integral part of any online marketing strategy, you shouldn’t discount these three other significant sources of traffic for your website.
With recent studies showing that nearly one in four people worldwide use social media on a regular basis, you really cannot afford to ignore social any longer. Do note that luring users away from the various social network requires more than just hammering your various profiles with links back to your website. Publishing excerpts from useful content on your site (with a link to read more), running competitions (with the entry form hosted on your site) and sharing current promotions are just some methods you can employ to direct traffic from your social media channels back to your site.
YouTube is now the world’s second largest search engine (bigger than Bing & Yahoo combined), attracting a massive 30 million + unique visitors every day. To feature prominently in the YouTube results pages, ensure that the titles, descriptions and video file name of your uploads include relevant keywords, and don’t forget to add relevant tags. Doing so will also help your YouTube videos rank well in Google’s organic results, and score you a nice little rich snippet that can boost your click-through rates.
Directing traffic back to your website from YouTube has recently been made a lot easier thanks to a new associated website feature, which allows you to place a clickable link to your website within an annotation on your video. You can read more about how to set this up here.
It is widely held that attracting new customers will cost your business five times more than keeping an existing customer, and similar can be said for attracting visitors to your website. Rather than focusing all your efforts on attracting new visitors to your website, you should also implement strategies to encourage repeat visits.
Building a solid email database is a cost effective method of driving repeat traffic back to your website that doesn’t rely on 3rd party platforms like Google or Facebook to put your website in front of your audience’s eyeballs. In order to encourage your visitors to sign up to your mailing list, you can offer incentives such as discount codes, free gifts (e-books are a popular example), free shipping etc.
Just make sure that you’re not hounding your subscribers with spammy content and always remember to include an unsubscribe option to keep everything above board.