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Step-by-Step Guide to Improve Traffic to Your Website

Increase Your Website Traffic

Let’s begin by busting the most common myth about SEO: it’s hard. That’s what most people will tell you.

SEO is not hard. It’s just incredibly time consuming – and the decisions you make on day 1 will come back to haunt (or reward) you on Day 180. On average, it takes about 180 days before you see results on your relatively new website, provided you’ve been keeping at it non-stop. This is where most businesses fall behind. They just don’t have the time, resources, or manpower to handle every single facet of SEO.

What is the Goal of a Search Engine?

The basic premises behind search engines haven’t changed much from two decades ago: it’s all about providing value to users.

To this end, Google (and Bing) have been pushing towards ‘natural’ language and are getting increasingly good at detecting the dynamics of written (and spoken) language.

As a result, search engine algorithms are always updating and changing, often without giving you any heads up. It’s often left up to the ‘internet gurus’ to figure out the Krabby-Patty secret formula (except there isn’t one). It’s always been about the user experience.

If your website can provide value to prospects (with good user experience and quality content), you’ve won 90% of the battle right there. The other 10% relates to basic optimization – stuff that free plugins automate for you without requiring any coding knowledge.

So what are the best SEO techniques you can use to generate quality traffic that actually converts? Here is our step by step guide to get you started.

Step 1: Identify Your Audience

Before you can start creating useful content, you have to know who you’re writing for. Who is your audience? This is an important step that is often overlooked by businesses. As a rule, don’t waste time writing for an audience that doesn’t care about your content.

Here’s an example.

“I sell mechanical keyboards and my audience likes to read about all things related to different types of switches, keyboard designs, maintenance, and new tech. Therefore, the content I should write must address these audiences. If I write content related to video games, for instance, that will not be relevant to my audience and they won’t pay attention to me.”

In this brief self-reflection, you’ve identified 3 things:

  1. You sell a particular product
  2. You identified what your audience wants from the product
  • You have identified content that you should avoid

Knowing your target audience will dramatically change what you write about and how you go about writing it. This is the best way to boost traffic from your target audiences.

Ask yourself the following 3 questions to know more about your audience:

i) Who are my customers?

This may be easier to answer if you’ve already been in the industry for a while. Either way, you should know what industry work in, their job title, their typical age group, their interests, and what they like to do in real life.

By answering these questions, you can create a more authentic profile of your ideal customer and create content that addresses their needs.

ii) What Pain Point Does My Product Solve?

Your product and service should address their pain points. What is the number one major concern for your audiences in your niche? What are your solutions? The content you create should address these pain points and solutions.

iii) What makes me different than my competition?

This is an important question because it lets you define your distinct selling points. In a competitive niche, it is very important to set your self apart from the crowd and use your differences to your advantage.

Once you have answered these questions, you should have a reasonable idea about who you’re writing for.

Step 2: Address Each Stage in the Customer Lifecycle

With the knowledge of your target audience, it is now time to construct the lifestyle stage for your product. A lifestyle stage lets you know ‘where’ your customer is in the buying cycle:

Here is a simplified version of a generic buying lifecycle:

Awareness stage – Most people begin their journey here. They get to know your product or your company for the first time and become aware of your solutions.

Content solution – Let your audience know who you are with a blog post found in a search, social media interaction, or even word of mouth advertisement.

Consideration stage – This is the stage at which they are doing their research and are possibly considering your competitors as well. They know of your existence and their pain points but are not ready to convert just yet. At this stage, if you can create content that addresses all their concerns, you’ll help them decide in your favor.

Content solution – Create evidence that you are both knowledgeable and trusted in your niche. This is done through blogs, e-books, case studies, and YouTube videos.

Purchase stage – This is the stage at which they are narrowing down their options and actively planning a purchase.

Content solution – Discuss with your target audience the value of your product and that it is worth their investment and time. This is usually done through free trials, detailed product/service benefits, and testimonials.

Retention stage: The final stage at which they have converted to paying customers. Now the challenge is to have them coming back for more.

Content solution – Convince audiences that you can offer more in terms of valuable products. This is done through email marketing, social media marketing, Facebook groups, and YouTube videos. Try to get them to subscribe to your email newsletter for the best results.

As mentioned above, each stage needs a content strategy of its own. The goal is to create highly informative and engaging that targets the buying lifecycle of the customer.

Step 3: Targeting the Right Keywords

In order to verify that your target content is relevant t your audience, it’s time to do some keyword research. This should be easy with free and paid tools. You can either SEMrush to find relevant keywords related to your niche or check out what established competitors are doing.

Our favorite free SEO tool is Google’s Keyword Planner.

Simply insert your keyword and it will show you how many searches that keyword has. You can put in “Sustainable energy practices’ and see how many times that phrase is being searched for. If it doesn’t have a high enough search volume, we would recommend searching elsewhere.

Beyond Google’s Keyword Planner, there are several online tools (free and licensed) that let you perform keyword research. Top tools include Ahrefs, SEMrush, and Moz. The price for a license to use these tools can be pretty steep, but the end result is worth it. However, if you’re on a budget and need a more temporary solution, there are free alternatives available.

Some good tools to start with include:

  • WordTracker.com
  • KeywordTool.io
  • UberSuggest.com

Pro tip: Use long tail keywords to focus on a more niche audience.

Step 4: Learn How to Make Powerful Titles

Now that you know who your customers are and their buying lifecycle, it is time to start writing content. Start by brainstorming ideas for powerful titles. A good headline will ensure your marketing strategy succeeds. By contrast, a bad headline could completely derail your content marketing strategy.

The headline should be simple yet engaging. Its purpose is to get people to read through the first sentence of the blog right until the very end. The headline should grab the readers’ attention so they can focus on your content. It is important that the headline directly correlates with the content of your post.

Here are a few simple rules for headlines:

  • Make it unique
  • To the point
  • Create a sense of urgency
  • Make it useful

Pro Tip: Optimize Title Tags

The title tag is the part of the blog that Google uses to learn what your page is about. Try to use your target keyword in your title tag. Make sure to keep it short though because Google only shows around 50 to 60 characters on the search engine results page. Make sure your keyword fits as naturally as possible. Don’t know what to do about keyword research? You may want to hire SEO services that specialize in keyword-optimized content strategies for you.

Step 5: Improve Your Website Experience

Website design directly ties into user experience and can play a pivotal role in SEO and conversion efforts. The website should make it easy for visitors to find the information they need so they can move on to the next step in their buyer’s journey. If your website experience isn’t up to par, no one will read your content.

Here are a few tips for website design:

  • Use a simple menu with clearly listed categories to make site navigation easier.
  • Use a color scheme that influences buyer behavior. Don’t know the first thing about color psychology? Simply check-in with your competitors and see what design and color they’re using. Use that as a base point (but don’t copy and paste it!). If it’s working for them, there’s no reason it won’t work for you.
  • When writing content, use headings to help users navigate through the content they’re looking for. Use H1, H2, and H3 headers to make reading easier. No one likes going through an endless wall of text.
  • Improve the website speed by minimizing the size of your pages, buying a faster server, using cookies, and optimizing website code.

Website experience brings us to our next step: making it mobile-friendly.

Step 6: Ensure Your Website is Mobile Friendly

It’s official. Over 57% of web traffic worldwide came from mobile users. This means that businesses can’t afford to alienate these users.

Google now prioritizes mobile responsive sites in its search results.  Many website developers and builders offer mobile-friendly options. It’s completely free in most cases. A responsive site adapts based on the user’s device and screen size without throwing the website design out of whack!

You can test if your website is mobile-friendly by vising Google’s official links here.

Most users prefer to browse on their mobiles from the comfort of their beds – switching to a desktop is too much work. With the average online user having an attention span of less than 8 seconds, you’re asking too much.

Step 7: Leveraging Social Media Presence

Google officially stated that they don’t consider your social media presence to rank your website. This doesn’t mean they won’t rank your actual social media profiles. It’s an SEO trick that has baffled many webmasters for years – to focus on social media or not to focus?

Search engines take your presence on social media very seriously. If you have Twitter, Facebook, and Instagram pages, you’ll notice it won’t take long for them to get indexed right alongside your website. This kind of branding matters and is invaluable.

Bonus points if you get listed on places like TrustPilot, SiteJabber, Clutch, and Crunchbase. Every single one of these pages contributes (indirectly) to your SEO and helps build up trust among consumers.

Remember, most of your social media pages demand constant attention from you. This means generating the content, responding to users, replying to negative reviews – and managing brand reputation in general.

Wrapping Up

To conclude, here’s what a decent content strategy should look like:

  • Identify your target audience
  • Create a customer lifecycle relevant to your audience
  • Identify target keywords related to your niche (use long tail keywords)
  • Optimize your website for your target audience (including mobile)
  • Write at least 1500 words of high-quality, original, fresh content
  • Spread it on social media to soak up as much attention as possible
  • Profit!

It may be worth your while to set up a free consultation with professional content writing services for a thorough audit of your website.

Step By Step Tutorial: Actionable Ways To Implement A Marketing Strategy

Marketing has always been a story of the eras: from mass marketing to digital marketing, and now data-driven marketing, it never stops—even in the wake of a pandemic this digital product design firm can make a huge difference to your business.

A carefully thought-out marketing strategy can make or break your business; it’s what guides your brand positioning and overall marketing efforts, ensuring you target the right audience for your brand.

A successful marketing strategy provides an actionable way to measure the status and success of your initiatives, goals, and objectives. A marketing pioneer of the 19th century, John Wanamaker, is famously quoted to have said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Unfortunately, this statement still rings true for many B2B companies as they fail to create marketing strategies supported by quantitative and qualitative research.

Keep in mind that if your strategy lacks a clear value proposition based on buyer personas and customer research, it won’t move your business forward. If you haven’t taken the time out to fully plan and map out your marketing process, you won’t be able to take advantage of your market niche, and eventually risk falling behind in the industry.

However, a good marketing strategy isn’t all that you need; you also need a strategic marketing implementation plan that translates your strategy into action.

What Is A Marketing Implementation Plan And Why Do You Need It?

Studies show that 71% of marketing professionals are typically convinced that their marketing strategy is effective. So, why is it that almost a third of marketers are unsuccessful?

It’s estimated that 50–90% of well-formulated marketing strategies fail due to poor execution. While there are many reasons behind this abysmal failure rate, experts believe that the main reason is that marketers aren’t prepared for the strategic challenges they came across during implementation.

Here’s an exhibit featured by the Harvard Business Review that shows how marketing strategy and implementation are co-dependent:

The exhibit clearly indicates how poor implementation can disguise a good marketing strategy. The worst part is that business failures that result from poor implementation are often intractable due to the difficulty in identifying the exact cause of the problem.

Therefore, businesses need an implementation plan that can turn their marketing strategy into real-life actions and goals: tasks, projects, responsibilities, and deadlines.

In simple terms, an implementation plan brings your marketing strategy to life. Instead of merely residing on paper, the strategy is translated on day-to-day calendars with actionable goals and objectives.

A successful implementation plan indicates:

  • All the activities/tasks that need to be implemented
  • Which team members will be responsible for implementation?
  • The location and time of implementation
  • How will the implementation be done?

Here are some ways other marketers can benefit from a clear implementation plan:

Expectations around Deadlines are Clear

Nearly 60% of marketers don’t use project management software for scheduling, task delegation, tracking goal progress, etc.

Without a person or tool tracking the project goals, it’s easy for tasks to slip. This especially happens when certain projects take a while to yield results, such as content marketing.

Without a proper marketing implementation plan, it’s easy to push back less-priority tasks and get distracted with tasks that are more urgent.

It Builds Task Ownership and Accountability

“I thought you were supposed to do that.” Perhaps the most dreaded eight words you can hear from a team member.

With a marketing implementation plan, the executive breaks down the marketing plan into individual tasks and workflows. Responsibilities are issued to team members, and as they are assigned, team members learn how their task completion impacts everyone else’s work.

In addition to instilling a sense of ownership in employees, a well-formulated implementation plan keeps the managers and executives from micro-managing everything, which is often unproductive and impractical.

It Gives You a Roadmap to Follow

Have you ever reached the end of the quarter and wondered why so many of the tasks you had initially planned never reached fruition?

Perhaps you wanted to double down on social ads and email marketing, or even create a company podcast, but something or the other always got in the way.

This is the perfect example of why you need a marketing plan: to turn your long-term plans into clear processes. This is often in the form of:

  • Checklists and task templates
  • Marketing workflows
  • Marketing Kanban board
  • Or scrum sprints as part of agile marketing

How To Implement Your Marketing Plan In 7 Steps

Now that we’ve discussed the importance of an implantation plan, let’s talk about the steps you need to take to turn your marketing strategy into a reality.

Step 1: Set The Right Expectations

Keep in mind that marketing isn’t a quick fix; it might take around 6–12 months before you start to see actual returns of your marketing efforts.

Your first step should be to make sure the stakeholders and the team are on the same page in terms of expectations and deliverables. This will eliminate unwanted pressure on the team and allow the executives to set a proper budget and timeline for iterations and experiments.

It takes time and effort to build a steady audience, generate demand, achieve customer loyalty, and gain momentum, especially considering the competition in the digital arena and evolving consumer demands.

Plus, marketing results in today’s age come in the form of social shares, traffic, sales conversions, leads, revenue, webinar attendees, etc., which can make it twice as hard to gauge results and determine the exact return on investment.

Therefore, the more honed in your marketing strategy in terms of audience, messaging, and goals, the more accurate your predictions.

Step 2: Determine Your Talent Resources

You need to identify resources that can help you achieve your goals based on your business offerings, the metrics you want to hit, and the revenue you’re aiming for.

Here are some talent resources you may need:

  • Project management: Figure out whether you need a project manager or will project management software suffice?
  • Technical skills: A web design and development team and perhaps SEO services that can help you maximize the outreach of your marketing campaign and attract targeted traffic to your site.
  • Social media management: Online reputation management, scheduling and creating content, managing replies and comments, leveraging each social platform
  • Graphic design skills: An infographics team, experts for banner creation, visual charts, customized photos, etc.
  • Content creation and marketing: A team dedicated to website content creation and building authority and credibility in the community with SEO-optimized blog posts, guest posts, landing page copy, etc.

Once you’ve made a clear plan of the kind of skill sets you’ll need to make your marketing strategy a success, you can secure these resources in one of two ways:

  • Outsource to consultants or agencies: By outsourcing specialized campaigns to seasoned professionals, for instance, a digital marketing firm, you can focus on improving your business offerings.
  • An in-house team: If you plan to bring experts on board, make sure you structure your marketing team and cover long-term bases, like design and writing, which will likely expand over time.

Step 3: Determine the Software Resources you’ll Need

Finding the right toolkit and software may need some trial and error, but it will eventually contribute to your efforts in terms of efficiency and enhanced productivity.

Here’s what you may need to add to your marketing stack:

  • Content management system
  • Project planning and management software
  • Email marketing and social listening tools
  • Video hosting
  • Tools for marketing automation
  • Analytical tools to track progress

Step 4: Communicate The Plan.

Once you’ve put together your marketing team, be sure your marketing strategy is documented and communicated with every team member. This will allow your team to understand the big picture and target the right audience with the right level of effort.

Make sure the team understands how the plan fits with the business’s goals, objectives, policies, and priorities. They should be aware of their role in the implementation process, and how it contributes to overall business success.

Both horizontal and vertical communications are essential in linking together activities and people involved in implementation.

In addition to communicating your plan with the core team, brief the rest of the company about your initiatives, goals, and efforts. This will help boost morale and make your entire company feel like they’re a part of what’s happening.

Step 5: Build a Workflow and Timeline for Each Task

Now is the time to create a detailed project timeline, if your marketing strategy didn’t already include one.

In this step, you’ll take each objective, break it up into tasks and deadlines, and place it on the team’s calendars.

An easy way to go about this is to develop separate workflows for each kind of content you wish to create.

  • Map out all the tasks that need to be completed
  • Try to reduce the steps in your workflow by combining similar tasks into a single project
  • Clearly define the steps for each task using action verbs
  • Make sure each task has a clear definition of when it will be considered complete
  • Assign the task to team members
  • Sit together with experts and team members to determine how long it will likely take to complete each task based on experience and industry best practices
  • Factor in unexpected delays so that you’re not falling behind deadlines
  • Delegate by reminding, collaborating, and notifying with task owners

Project management software can help you better assign tasks and deadlines, while allowing you to keep track of the progress and ensuring everyone’s on the same page.

Step 6: Monitor Your Results

This is one of the most important steps in the implementation process. Since you can’t manage what you don’t measure, make sure you’ve set up proper tracking tools that measure and update your key metrics throughout your marketing campaign.

Answer these questions to see if you’re on track:

  • Are your efforts yielding the desired results in the time-frame you’ve set so far? Do you need to adjust your timeline?
  • Are the steps in your work-flow effective? Do you need to revise them?
  • Is the project management strategy working for your team?
  • Does your team have the required skills? Do you feel the need to outsource certain projects or hire internally?
  • Are the tools you’ve opted for helping your team accomplish the tasks they’ve set out to do?
  • Is there something missing in your marketing strategy? Do you need to refresh it?

In order to better track your marketing strategy implementation, make sure you’ve tied metrics to your marketing objectives.

So, for instance, if your marketing goal is to increase revenue by 20%, you need to track the amount of sales and leads generated from your efforts.

Additionally, track the KPIs for those metrics. This could include eBook downloads, email sign ups, form submissions, webinar participation, etc.

Step 7: Be Willing To Adapt

Once you have a clear idea of what works and what doesn’t, you can adjust your implementation plan accordingly.

For instance, if you notice that your SEO efforts aren’t bringing in the kind of web traffic and conversions you expect, it may be time to update and revise your SEO strategy.

  • Make sure you cover all the SEO fundamentals including focusing on searcher’s intent, conducting in-depth keyword research, and publishing quality content.
  • Monitor your backlink profile with in-depth backlink analysis. You can hire a backlink building service to leverage quality backlinks and improve Page Rank.
  • Maximize the impact of your content strategy by incorporating voice searches and publishing long-form content.
  • If you have a brick-and-mortar store, pay special attention to local SEO. Hire SEO services in New York to increase local exposure across search results.

Frequently Asked Questions (FAQs)

Why do marketing strategies fail?

  • You don’t have clearly defined goals
  • You don’t know who your target audience is
  • The only place your marketing strategy exists is in a boardroom discussion
  • Your goals are unattainable or unrealistic
  • Your marketing team doesn’t have a clear picture of the long-term goals and objectives
  • Responsibilities aren’t defined clearly and there’s no accountability
  • You’re unable to adapt to the changing market conditions

What are some common challenges to implementing a marketing strategy?

  • Lack of resources
  • Budget constraints
  • Lack of communication during strategy execution
  • As the competition stiffens, generating traffic and leads becomes a challenge
  • Unable to track the ROI of your marketing strategy
  • Unable to manage website, from designing optimized web pages to publishing quality content daily

How do you choose the right marketing agency?

  • Evaluate your business needs and budget
  • Demand complete transparency
  • Inquire about their industry experience
  • Demand to see the marketing roadmap they plan to implement

Concluding Thoughts

Marketing strategy implementation requires a well-formulated and tactical plan that’s aligned with core business goals and growth strategies. Breaking down a mountain of tasks into small but powerful steps can help your team do impactful work and successfully hit all the marketing goals.

Moreover, keep in mind that your website is your biggest marketing asset and your best revenue generator. So, make sure you take advantage of it by leveraging the power of SEO. By partnering up with SEO services in New York, you can work towards ranking in the top spots of Google search results!

Step By Step Tutorial: Actionable Ways To Implement A Marketing Strategy

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