In our previous post we looked at using blogging and business portal listings to help drive traffic to your website. In this article we are going to look at another option and that is online advertising. Online ads remain to be one of the more consistent ways to generate brand awareness and to create website traffic. Internet ad campaigns provide the advertiser the ability to track performance (impressions, clicks, etc.) and see a true ROI (return on investment) for their ads. This tracking makes online advertising one of the safest methods of driving traffic, especially since you can change or have your online marketing company change ads based on performance. You also now have more online ad options with Facebook PPC ads and Boosting a post, LinkedIn ads, Twitter ads and more, which can target geographic areas and site visitor demographics. December 2012 showed an increase in paid search impressions of 18% and cost-per-click rising an astounding 30%.
Another really useful tool to drive traffic to your website is through email marketing. Email marketing has consistently drove steady traffic to websites. Ad listings are only displayed when people search for something related to what you, the advertiser, is promoting, in most cases, in the location where you are searching from. If you are worried about younger searchers using it, never fear, as 66% of users under 30 access their email accounts from their smartphones, so they are getting it. Neilsen said that in 2012 over 50% of customers trust information from emails they sign up for. You need to make sure you don't send too many emails - 1 per week is sufficient.Make sure that the content is engaging and useful and provides links back to your website for the full article. That way you have them on your site to see what services you have to offer. You can use the data to segment your audience into smaller groups that you can strategically market to based on their likes and links they clicked on in your emails.
In our next installment we will look at video and social and how that can drive traffic.