There are two types of traffic you need to be aware of—organic traffic and paid traffic. Paid traffic is attained through advertising, in which you pay to promote your website. While there is a place for paid traffic within your digital marketing strategy, the most efficient and cost-effective approach is to grow your organic traffic. Organic traffic is attained through search engines when people search for a product, service, or idea. Based on the keywords they use, your website is offered as an option.
You can attain organic traffic through SEO content optimization. Utilizing a company like LinkGraph to maximize your SEO strategy will ensure a high search engine ranking and substantial organic traffic, which creates an upward spiral. The more organic traffic you get, the higher your search ranking will be, which, in turn, leads to more organic traffic. While getting the traffic to your website is a crucial step to your overall success, if they aren’t being converted into customers, you’ll be spinning your wheels. Here are three ways to convert your organic traffic into leads
1. Get email subscribers
The most basic rule of internet marketing is that the money is in your list. Any content you put on your website should be focused on getting visitors to subscribe to your email list. Once you have someone’s email, they become a lead. You can utilize your email list to create a following and market directly to them. You can send offers, ideas, deals, contests, and content to the people on your email list. They become your captive audience. Every page of your website should have a call to action and an opportunity for visitors to subscribe to your email list. Many sites use a pop-up box on the homepage to prompt visitors to enter their email address. The pop-up strategy is a complicated one because many people are turned off by the pop-ups and will simply leave your site. The most effective strategy is to offer something free in exchange for the email address. You can offer premium content, a webinar, an ebook, or other content offerings that target people visiting your website.
2. Offer relevant content with a clear call to action
Visitors will judge your authority based on the content you post on your website. If you are offering puff pieces or articles that contain obvious fallacies, people are not going to subscribe to your email list because they won’t trust you. All of the content that goes up on your website, as well as your social media accounts, should directly target your intended audience. It needs to be relevant, valuable, and entertaining. Every article and post should also contain a call to action. The call to action is a statement directly telling people to subscribe to your email list. It could say, “Subscribe now to get access to…” You don’t want to use passive language or make it sound like a request. The call to action should sound urgent— like they are going to miss out on great things if they don’t subscribe immediately.
3. Respect your list
Once you have an email list, respect your list. Do not send your subscribers junk content, only advertisements, sales content for products that wouldn’t interest them, or too many emails. For example, if your content is about losing weight, do not send your subscribers information about programs to start a home business or meet their soul mate. You should only send one to two emails a week, and if you send two a week, only one should be a sales attempt. The second email should be valuable information just for them. If you do not respect your list and continue to provide valuable content, people will unsubscribe.