The importance of a website is accelerating in the last few decades. Every brand around the globe has a website that desires to be on the first page. To generate traffic to your brand’s website, you need to advertise. It could be through email, banner ads, social media, etc.
Let’s determine the classification of the traffic sources for the website; basically, there are five main website channels and eight sources.
To differentiate, the unpaid traffic is marked in green, with the rest in white. But these unpaid sources still acquire hidden costs. They require effort and strategy. So, there is nothing like an unpaid traffic source, but the exception comes when other creators mention your brand on their platform.
When a brand desires to bring traffic into the website, they need to understand the potential users or visitors. It is essential to know that every traffic source has a different potential for generating new leads. Social media can bring complete new visitors, while email campaigns will target audiences who have already been to the website.
Let’s have a better look to understand the channels and website traffic sources:-
Pros-Here visitors come to your website aiming to either take the service or purchase the product.
Cons- There’s no general metric system to measure where the visitor’s source comes from.
Let’s see if a person enters “www.xyx.com” into the search engine. That is considered direct traffic, but it’s hard to guess where these visitors source? There can be only estimated:-
1. They came through offline events.
2. They saw or heard about your ad on the radio, Tv or a banner, etc.
3. They belong to another traffic source, but they were labeled as direct traffic because of limited attribution.
We need to understand that web analytics is not perfect as we see. The last point above is difficult to manage, stating that there might be a statistical gap in the system. The above threshold suggests you should make the most out of your offline marketing activities: use brochures, radio, TV commercials, or print advertisements.
These offline advertisement tactics will bring awareness regarding your brand and leading to direct traffic to your website, and promising growth in the long run.
ROI– the first result comes in six months.
Pros- SEO drives visitors who desire to purchase the product and keeps bringing traffic for the long term.
Cons-Challenging to launch, maintaining, and forecasting
SEO-search engine optimization
It is designed to obtain free traffic from different search engines like Yahoo, Google, or Bing. These browsers are the best traffic sources because people are already motivated to purchase a service or product to obtain their aims.
How does SEO work?
Let’s say you have a baby clothing website ‘wwwfirstcrawl.com’ when people come up on Google and or any other search engine and type your website’s name or any baby clothing website, and your brand would show up.
But for that, you need to understand and play the SEO strategy. There is a long list of requirements. Every website needs to analyze those requirements and manage them accordingly. The Google crawler then goes to the website, evaluating the strategy, and the best ranking website goes on the top search results and attracts traffic.
With an E-Commerce business and the website, you need to analyze SEO and manage it as one of the best website traffic sources to provide you the top landing on the first page. But for that, you need to optimize your website by following these steps:-
1. A formal list of requirements for each search engine
2. Implemented technical recommendation
3. Focus on your website content
Social Media Ports-
ROI-unpredictable the first result takes time.
Pros-it’s easy and rapid.
Cons – Challenging to create engaging content, and social platforms download organic sources.
People visit social media for entertainment, watch videos, and go through certain pages, groups, or chatboxes. It isn’t easy to gain traffic through social media. But as mentioned above, people use these social media platforms as entertainment, so it could be complicated to gain traffic from a Facebook or an Instagram page.
Like the Google algorithm, you need to understand that these social media have a particular algorithm to show their user the most relevant information.
In the last few years, the statistics have shown that though social media is for generating traffic, these platforms are gradually turning into branding in engagement with the customers, not precisely to create a lot of traffic and revenue.
Reference from another website
ROI- results will come slowly.
Pros– providing inbound links builds a good SEO
Cons-It’s hard to protect the outcomes.
Referral traffic is one of the critical types to get motivated users. Here you can gain visitors through links from third-party domains. To build reference traffic, you need to create higher-quality content for another website in their related articles.
It can be done through various kinds of content:-
1. Case study
2. An industry report on market statics
3. Trend reviews
4. An image or video on a popular topic
But it doesn’t limit to only creating authentic content you need to promote and publish on various mediums.
There are other measures to gain referral links, and these are:-
-Exchanging links with other websites
-Getting featured catalogs leaving comments on other contents
-Guest posting, etc
Paid traffic sources
Pay per click or paid search
ROI- the results come quickly.
Pros-quick to launch and get results
Cons- the paid advertisements are way more expensive than the unpaid ones as heard the price depends on the competitor’s bids.
Pay-per-click ads are easy to generate the right traffic; you do not need to wait or invest your time for around 6 to 7 months like in the SEO system. Pay per click ads are the most popular and transforming paid traffic sources primary three types of PPC ads are:-
1. Shopping ads
2. Search engine ads
3. Display ads
Below are some tips to use each of these PPC types of ads
Increase your retail performance with shopping ads-
The Google search engine has a section mentioned as shopping; it is basically for the e-commerce website to showcase their product information to the potential customers.
For example, you have a clothing company, and you need to provide images of the product with information like the sizes the material of the product, and most importantly, the user’s ratings.
There is no need for keywords, but your product attributes are displayed on the shopping section for smarter performance of the ads.
To launch your Google shopping campaign, you need to provide every detail of the products, for example, the color, the sizes, the fabric, etc.
There are three types of shopping ads.
-Product shopping ads for single product ads created from data you submit
-Display shopping ads or group of related product ads
-Local catalogs ads are usually based on the geographical location to feature on the Google-hosted page.
The first type is charged using the cost per click to pay for the clicks to your website, but the price per engagement sets the last two classes. Here, you pay for people who somehow interact with those ads.
Ranking high in Search ads
These are the most shared ads on any search engine like Google, Yahoo, or Bing. They usually appear on the top of the bottom of the page mark as add tags.
To launch search ads, you need to access the search engine advertisement system.
According to the new statistics, it could be any system, Yahoo or Google Earth, but Google is the most visited search tool, worldwide. Now on Google AdWords, you need to set up campaigns and bid on specific keywords to appear on the search results.
Targeted display ads-
When you visit a website, mobile application on YouTube, you will notice a few ads popping up. These are the display ads. The ad could be in an image or a video format. These are good for product discovery stages, making the consumer get familiar with your brand.
It would help if you launch a targeted display ad, based on analysis where your potential user is visiting online, geographical locations, and the demography of a particular group. Evaluating these points will help you present better display ads.
Social Media Ads
ROI-You will get quick results.
Pros-Easy and quick to launch, usually cheaper than paid search ads
Cons- People are less motivated, and you can only send certain types of products.
I have mentioned before that usually people come on social media to entertain themselves, and it is tough to get traffic from the sources. Still, if it’s done right and targeting a specific audience, it will work. To generate traffic from paid social media ads, targeting your potential users is very important. Building your brand image on social media will engage users and brand communication. Leading to develop your brand’s reputation and promising higher traffic on your website.
While advertising on social media, you need to understand your audience’s desire; for example, if you produce or beauty product, advertise on Instagram, YouTube, or even TikTok. But if you are a B2B company related to software or tech tools, you might want to advertise on LinkedIn for Facebook.
Master Facebook ads
Facebook is one of the most visited social platforms, and the statistics show that around 2-5 billion individuals are enrolling a new account on Facebook per month. It is considered one of the best free and paid traffic generating sources for any business.
If you opt for Facebook, you should focus on three types of audiences-
1. Demographics and interests eventually define the core audience.
2. Custom audience who have already visited your website
3. Lookalike audience who have the same interest and behavior. As a pattern of your customer.
You can also use Facebook messenger as one of your traffic sources using the messenger chat features like stories chat feed or even the chat box for interacting with the potential users before driving them to the website. This will create a personalized brand portfolio and promises traffic to your website.
Make most of Instagram
Instagram appears to be the face of entertainment, posting pictures, video,
Reels, etc. But since the last few years, Instagram has acquired its name in shopping ads for E-Commerce businesses to help facilitate a purchase.
More than 1 billion users per month and role Instagram and according to statistics, the age graph is between 18-34 years old. You can post pictures of your products with detailed information and provide links to your website where the targeted customer can purchase the product.
ROI– the results take time.
Pros-getting inbound links from a renowned website are suitable for SEO
Cons-it’s hard to predict the outcomes.
Many publishers not only earn through advertisement but also offers in-article promotion to brands. Usually, these articles that are distinguished as reviews sponsor projects or quizzes.
To launch this type of advertisement, you should focus on these steps:-
Pick out the publisher with the most relevant audience.
Create the content that somehow looks at home on the publisher feeds
Pay the publisher for distributing this sponsored content through their websites and various other mediums.
This is the process of leveraging the editorial experience of an audience to promote brand awareness.
Cons- Challenging to collect and maintain a high-quality subscription database.
Email marketing is one of the best and popular marketing around the globe. Although it causes money, marketing through email brings the best traffic sources that no other medium of advertisement can. It is usually used to re-engage the current audience, notify the subscribers to nurture leads, and upsell the product.
There are different email campaigns, and many companies can be benefited from these kinds of marketing, especially when it comes to B2C marketing.
Few types of marketing would give you a higher reach to your website:
1. Milestone emails
3. Dedicated emails
4. Personalized emails
5. Lead nurturing emails.
Email marketing brings out a higher conversion rate. One of the most popular emails is the newsletter letter that brings the traffic to the website; it is usually linked to many topics creating just for the audience’s interests.
Guide for paid and unpaid traffic sources
Focus on intent but not keywords
Backing 2019, Google launched a new ranking algorithm to deliver the most relevant search engines. Before, 2019 the algorithm mainly focused on keyboard matching. Still, now the latest and advanced ranking algorithm evaluates the website visitors’ behavior and ranks the most helpful website higher.
While focusing on the keywords, you need to work on the website’s content as Google studies the user experience on a particular website and ranks it accordingly. Your website should be according to your customer’s desires and what are their needs and concerns.
If you want your website on the top search in 2021, you need to follow these steps.
1. Analyze how your consumers search;
For example, there are two variants of the word racket, and one is already mentioned, and the other is the racquet. Eventually, both are correct, but the racket is used commonly around the world. Let’s say your company sells rackets, you desire to bring more traffic to your website. Here you will not use the traditional word as racquet but use racket, the more familiar word amongst the public.
2. Identify the intent behind the question asked.
3. Give them answers to why are relevant quality content.
4.Apply the steps to every stage of your journey
5. Iterate because peoples sentence change
Make customers your top priority; customer services build the business reputation. Do not use fake news or clickbait to drive more traffic, especially in SEO, because you need to present yourself as a trustworthy and credible brand to bring more organic visitors.
Make your website eligible for special features in search results.
If your business also has an offline outlet or an office. You can get featured in the local business block at the top of the search result page. People usually search for places or products around their surroundings, and the Google app reads these results and brings the local business suggestion to the top of the list.
For example, you have a grocery store, a website, and an offline outlet. Google will analyze your website accordingly and show your website in the top result when the customer visitor searches for a nearby grocery shop.
If you desire to bring your brand to the top of the local promotional section, use ‘Google my business and follow these steps:-
1.Enter your physical address, phone number category, and product attributes
2.Verify your location
3. Update your business hours
4. Respond to customer reviews
5. Add photos of your product or services.
Focus on groups, not business pages
As mentioned above, business pages showcase the brand image and connect in front of the customers. But it is not suggested to ignore creating a brand page entirely. Business pages are basically to develop a reputation for the brand. If you desire to invest in social media, you better do it on these social media groups; you can create several groups on LinkedIn or Facebook and manage your activity there. This way, it is more likely that your brand page will get featured higher in the timeline did a more organic reach.
Opt for quality instead of quantity
Some social media algorithms may suggest posting very frequently on the timeline. But that could be draining for the brand and the customers viewing those posts. You should post on social media once or twice per day, delivering a quality post to generate high engagement rates for customers, so your main goal should be ‘few posts and higher quality.’
How to analyze the efficiency of website traffic sources
Before investing your money and efforts into traffic sources, you need to analyze the services. The most popular ways Google analytics helps you to evaluate what works best for your brand using such analytic services can I help you to:-
1. Analyze the traffic by channel
2. Evaluate the all over traffic to your website
3. Analyze every marketing campaign you launched
4. Evaluate ROI and set conversion aims.
It is the suggestion to use the UTM parameter to your links. This will teach the right channel and correct source. These pieces of code help Google ad Analytics to identify the right channel campaign and origin of the information.
There are measures to split and access the report section of the analytics all traffic, choose acquisition. Channel tabs mean that Google Analytics will provide you with a section of each channel and find the traffic’s source. It will write entirely determined whether the traffic is generated from the referral links, emails, organic search, social media paid search or direct search. It helps you to understand the overall picture and offer the detail if you are interested. Then you will have a path to compare different channels and sources and campaigns to know where you can invest more and which section is more worthy of your investment.
In this new digital era, we have numerous sources to escalate your traffic on your website. And all the sources should be tracked and evaluated, helping you understand where you should put time and money.
1. Invest in SEO constantly gain traffic in the long term
2. If you desire quick results and a return on your investment, choose paid search and social ads.
3. Creating authentic content will increase your referral rings to get a better SEO ranking.
4. To engage with your potential users, use social media posts and group posts.
5. Finally, always analyze your traffic through tools like Google analytics.