Online business owners, bloggers of certain niches, and webmasters would quite agree that getting high page traffic is one of the metrics of a website’s success.
If that is the case, then imagine this: A content got re-tweeted a couple of times. Online users also made a few hundred comments on the content. It even ranked on Google’s search results page, leading to thousands of monthly visitors.
Sounds like the perfect recipe for a content that works, right?
Well, not really.
When the content was further evaluated, there was a high bounce rate and a lack of meaningful engagement from those who signed up for the mailing list.
This just shows that not all online traffic is actually good traffic. In fact, they are not all the same.
Instead of focusing on creating a “one size fits all” marketing strategy, you should put more attention on developing a satisfying and unique user experience that meets the users’ diverse needs.
This article will tell you how to effectively do it, with emphasis on content optimization based on your segmented audience.
Build Marketing Personas
One of the reasons why marketers fall flat in generating traffic that converts is because they see users as mere numbers and not as actual people. More often than not, this leads to an approach that utilizes vague language in connecting with them.
This should not be the case.
If you are dead serious about customer acquisition and retention, you should know your customers well and be able to relate to them.
But, how can you properly identify their needs and wants? What tools will give you insights on how your market makes purchasing decisions? This is where buyer personas come in handy.
In a nutshell, buyer personas (or marketing personas) are depictions or portrayals of your target market. These representations of your audience will help you target your content based on what piques their interest.
You can easily segment your audience and create buyer personas using free templates and tools, such as HubSpot’s MakeMyPersona.
In using the platform, digital marketers will be asked to give their persona a name that everyone can easily identify with. An example would be “Busy Mommy Bee.”
The remaining steps involve responding to questions that will allow the tool to create a more humanized and convincing buyer persona.
These include putting a face to your buyer persona, identifying the tools they need, and defining their job roles, among others.
After providing a brief response to all the questions, MakeMyPersona will ask for your email address.
And, voila! The details about your customized buyer persona will be sent to your email in less than 15 minutes. The persona should look like this:
You can actually develop an unlimited number of buyer personas depending on your needs.
But, what is the significance of the persona you just created?
The buyer personas will help you recognize the kind of content that your market finds appealing. Since you already have a good picture of what your audience values the most, you can develop content that is relevant and relatable to them.
You can also leverage these personas in identifying the advertising channel that best works for them. This leads us to our next topic:
Mapping Your Acquisition Channel
It is essential that you keep track of your visitors and monitor their behavior while they are on your page.
In doing so, there are web analytics tools that can give you such insight. An example is SimilarWeb Pro.
SimilarWeb Pro offers its users a better perspective on crucial information about your website that you ought to know.
For instance, the tool can give you a report about the traffic sources that drive visitors to your site. These include search results, social media channels, referrals, and mail, among others.
SimilarWeb also has a feature that shows all of your organic search terms, even those that you did not provide. These are filed on a single list.
In case you want to see other websites that your audience navigates while on your page, SimilarWeb can give you such data.
Now that you have this information, you’re probably asking what you’re going to do with it.
Measuring structured data, such as page traffic and time on a page, will guide you in making strategic decisions on how to develop content that converts leads. This works best by using the right keywords, which is our next topic.
Optimizing Your Keywords
Since most traffic acquisition channels rely on targeted keywords in luring the right market, it is only necessary that you use specific keywords that are tailored to a particular audience.
So, how do you optimize keywords?
More often than not, marketers opt for the most popular keywords. This seems to be the logical approach if you want to boost your online presence, right?
But, there’s a downside to this method.
The higher the popularity of your chosen keyword, the harder it is for a site to rank. For this reason, it would be best to go for less competitive keywords, like long-tail keywords.
In using long-tail keywords, you have to identify its relevance. How do your keywords relate to the product or service that your brand offers?
Next comes the intent. This entails understanding the intent, or search queries, of your audience.
A user’s intent can be classified as either navigational, informational, or transactional.
- Navigational intent usually revolves around queries about your company or the brand itself.
- Informational intent falls under queries that are fueled by curiosity. Its main goal is to seek solutions or dig information.
- Transactional intent takes place when users perform queries that involve making a purchase.
Marketers can use tools such as Ubersuggest in keyword optimization.
Ubersuggest is a free tool that gives its users thousands of ideas for effective long-tail keywords.
The tool works by generating a variety of keyword patterns based on your seed keywords. The results page will show you the keywords’ search volume, cost per click (CPC), and competition level.
But, wait! There’s more!
Aside from developing content that is based on your understanding that the market is composed of different people with diverse needs, there are other ways on how you can reach better lead conversions from your page traffic.
Improve the Performance of Your Page
Research shows that a page’s loading speed influences visitor’s retention. There are various techniques on how you can boost your site’s performance such as using a Content Delivery Network (CDN) and optimizing your photos.
Automate Your Email Marketing Efforts
You can use MailChimp to automate and streamline your leads based on your market segmentation. Implementing an email list can also build brand trust and loyalty.
Knowing your audience, relating to them, and implementing a marketing strategy based on your segmented market may seem like a tedious task. The tips discussed above should give you a template on how to generate traffic that converts leads.