According to HubSpot's State of Inbound 2017, "marketers today find generating traffic and leads to be their biggest challenge". There is already a multitude of tactics to implement for B2B SaaS companies to generate quality traffic and leads on their site. As this list grows, and as strategies change it becomes increasingly difficult for marketers to excel across the board.
So we decided to put together two posts detailing some of the key levers you can pull when increasing website traffic and lead generation are at the top of your priority list. Part 1 (which you are actively reading) covers the how to's of increasing traffic because without it there is no lead generation. In Part 2 we'll dive into some ways to build a B2B website that converts those visitors and generate leads.
Start Blogging on a Regular Basis
A blog is a long-term marketing asset that will bring traffic and leads to your business. It introduces you as a thought leader in your industry and allows you to earn people’s trust. Marketing data clearly shows that blogging is a critical piece of the inbound marketing methodology and directly correlates to better business results. B2B companies that blog get 55% more visitors and 67% more leads than those who don’t. At New Breed, we were able to double our blog lead generation in 6 months.
That being said, blogging for the sake of blogging won’t dramatically transform your marketing. Your blog has to be well-optimized and promoted, and most of all, rich with content. The frequency of blogging plays an important role in this equation, too. Companies that blog 20 or more times in a month see the biggest return in increasing website traffic and leads.
Practice Search Engine Optimization
Aligning search engine optimization with your blogging and overall content marketing strategy is critical to being found on search engines like Google, Bing, and Yahoo. When creating impactful content for SEO, consider what long-tail keyword you want to target for on-page optimization. You can optimize the post around this keyword by incorporating it into your title tag, URL, meta description, anchor text, and page content. Once you have a fully optimized piece of content, make sure to use off-page SEO tactics to share it online, build links to your site, and increase your domain authority.
Expand Your Reach with Social Media
It was not that long ago when it used to be difficult, if not impossible, for companies to reach a wide target audience without paying for it. The game has changed in this regard with channels like Facebook, Linkedin, and Twitter enabling business to promote their content. Social media can be leveraged to attract both new and returning visitors to your site, and foster relationships by starting one on one conversations with customers and prospects online.
Invest in Paid Search
While SEO is the BEST way to rank at top of search engines like Google, Bing & Yahoo, paid search is the quicker and easier route.That being said, paid search should not be considered an alternative to SEO, rather it should complement your SEO efforts and fill in the gaps. Pay Per Click (PPC), or Cost Per Click (CPC) tools like AdWords, and BingAds give marketers the ability to control, test, and optimize the content that is displayed in search engine result pages while directing visitors towards relevant landing pages.
Use Retargeting to Bring Visitors Back to Your Site
If you have ever wished for a second chance to convert someone that visited your website, then remarketing is for you! Retargeting (sometimes referred to as remarketing) ads are those pesky images on the edge of your browser that have been following you around online from all of the websites you’ve visited in the past. While these ads may seem intrusive, they have proven to be highly effective. With retargeting, not only can you serve ads to people who visited your website, but you can create segments of people who visited specific pages, performed certain actions, or fit into particular demographics. For example, you could choose to target anyone between the ages 25 - 34 who visited your pricing page but did not convert.
Target Your Buyer Personas with Paid Social
The final piece of the paid advertising puzzle, paid social, is growing the fastest due to it’s potential to be the most targeted and effective channel. Social media is perpetually collecting data on its users which makes it more potent every day. This makes paid social an extremely valuable tool for segmenting and targeting potential customers. Marketers can use information on users’ ages, demographics, web histories, trends and location to essentially build their buyer persona and serve them highly relevant ads.
Host A Webinar for Thought Leadership
Most people would rather listen to a subject matter expert and ask them questions than read through a piece of content. Hosting a world-class webinar has all of the benefits of blogging in terms of thought leadership and trust, but they take it to the next level. They help you understand your target audience, create business relationships with potential customers, and cement your authority within the industry. Webinars can also be used an avenue to partner with other companies which can give you access to their customer database.
Tying it all Together
Increasing website traffic may never leave your priority list, but it doesn't have to be a constant challenge. Marketers that invest their time into these strategies will be setting themselves up for success. Once implemented, the maintenance required to keep them running smoothly will become easier to manage over time. This will enable you to identify opportunities to make iterative improvements for continued optimization.