Managing a business website can be challenging as you need to develop a good strategy to convert visitors into qualified traffic with users who are genuinely interested in your product or service.
And that goes for both cases, be it an institutional website or an e-commerce. Here, Digital marketing can help you, with some techniques involving content creation, SEO, paid media, and even social media.
Do you want to know how this works in practice? So, stay tuned to this article and answer their questions!
What is qualified traffic?
First of all, anyone who visits your site is generating traffic, but here we are talking about rating, so you can understand how users who visit your site and have already shown interest in your offer (leads or potential customers).
After all, the Internet is democratic, and visitors can be on your site for a variety of reasons, not necessarily focused on shopping. In the same way Before becoming a qualified visitor, that user has the possibility to compare options, prices, analyze the reviews of other clients is much more!
What do you need to apply to your strategy!
We’ve come to the moment to identify what will make a difference to your site in generating qualified traffic. Check!
How about organic reach? Count on SEO
If you are looking to save costs, SEO is a determining factor. For that, your pages must match your proposal, that is, it is necessary to do a good analysis of what terms will be used in each product, model and on the website as a whole. One tip is to bet on the SEMrush platform!
These keywords will be used in all highlighted fields, in Titles, HTML of the website and descriptions.
When creating content, it is worth using header tags (header tags) such as H1, H2, H3, etc., in addition to optimized images and videos. And don’t forget to use internal and external strategic links to increase your authority.
Ok, but does it all depend on the writing? Not! A good user experience requires a website with a responsive design and without slowness.
Do you see how important SEO is? This is the best way to generate traffic, because you must strive to target and nurture your target audience. However, this happens in the long term. term, Be patient!
Content marketing will be your fuel
This strategy will be essential on your site, either to generate organic or paid traffic! Content marketing consists of create and disseminate relevant content, to get qualified visitors and convert them into customers.
Therefore, it is linked to the SEO that I talked about earlier, since by using optimized writing, time is saved in the strategy.
After all, does it only include text formats? Not! See some examples below:
- videos: create a channel on YouTube and explore this format that promises to be the main traffic on the Internet for years to come. You can bet on videos of the products, behind the scenes of the company, reviews, among others;
- Podcasts– Audio is an incredibly easy format to consume;
- ImagesAdvertising on social media relies heavily on visual appeal, so focus a lot on that content.
OBS: An editorial calendar is worth having to plan and organize your next steps!
Invest in paid ads
You can choose from various online platforms when it comes to advertising your store. Follow the main ones!
Not for nothing is it still the best bet to get qualified traffic, Google is the main search engine in the world!
To advertise, the focus here is again on keywords, which will be the “bait” for the user to search for something similar to your business.
The power of Facebook Ads is based on its segmentation, based on people’s behavior and interests. It works for both local and international businesses.
You can conquer your target audience by region, age group, gender, job, marital status, educational level, among others.
This is the biggest surprise when it comes to digital marketing for e-commerce, because is the platform with the best ROI. It belongs to Facebook, so the campaigns are managed in a very similar way.
Here, the advice is Review the platform features to ensure you get the most reach with the lowest CPC. (cost per customer).
We made it to the second largest search engine, second only to Google. The video platform promises to grow much more and become the main content format, so it is worth inserting into it.
The most interesting thing about YouTube ads is that you can choose to pay only when customers watch the full video.
The highlight of this platform is the ability to find high-level business, so the value is usually more expensive, but you have the guarantee of reaching a more qualified audience.
Bet on interactive formats
The consumer is more demanding, so betting on differentiated materials is essential. Here, Interactive formats like contests and giveaways are good practice., because in addition to stimulating interaction with the company, it is also a way to gain the trust of your target audience.
The easiest way to run a giveaway is through social media, which will help boost these channels.
Make relevant associations
According to data from The influencer marketing hub 2020, about 50% of consumers decide their purchases after reading a positive review., and 6 out of 10 YouTube subscribers bought something that their favorite channel was talking about.
When the person we trust is considered an expert on a particular topic, we are talking about influencer marketing. The idea is to get this influencer to recommend your brand or products on your channel.
To do this, choose the influencer correctly, with loyal followers and an audience similar to your niche. But don’t make the business interaction too obvious, it will undermine your credibility and drive people away.
Do you have a physical store? Geolocation can help
Who said that physical stores cannot grow with the help of the Internet? Geolocation will be your greatest ally, since your business will appear at the right time and for the ideal person, during your journey in traffic. I’m talking about “Google My Business”, Which is used to position your store on Google Maps and generate organic traffic.
Another tip here is the Waze Ads, which offers paid advertising in its application. If you are interested, you can consult our e-book on the subject.
How to measure qualified traffic?
We have reached a crucial point, as there are several metrics to consider, but you must be careful and avoid vanity metrics, as they are not relevant to your business. In the end, If the goal is to increase sales, it is important to keep track of monthly site visitors to assess their performance..
Qualified traffic can be measured in the long term, by tracking two key metrics, find out what they are:
Visitor-to-Lead Conversion Rate (VTL)
Also known as traffic conversion rate, this is a metric that indicates the percentage of visitors who became leads, in a certain period of time. This is calculated by dividing the number of visitors who convert to leads by the number by the total number of visitors and then multiplying by 100.
For example: if you have a website with 20,000 visitors in a month and 800 of those visitors convert to leads, your website will have a VTL conversion rate of 4%.
Drive to Customer Conversion Rate (LTC)
Here, we have the sales conversion rate, which indicates the proportion of potential customers who convert to customers in a certain period of time. It is calculated by dividing the number of new customers your site gets by the number of leads you received in that period and then multiplying by 100.
Example: If your site got 800 new leads last month and sold 320 of those leads, your site has a 40% LTC conversion rate.
Therefore, Tracking your VTL and LTC rates can help you understand the strengths and weaknesses of your strategy.. If you have a high VTL rate and a low LTC, you may need to optimize your marketing efforts on personalized communication with potential customers. If not, you should consider setting up your site’s marketing funnel to prioritize getting more leads.
Ugh, I hope you liked it! I realized that generating qualified traffic doesn’t have to be a challenge in your business, right? By following these tips, I am sure that good results will emerge! Now, how about you take a look at our article on organic traffic?