About one in two small businesses has a website. With 582 million entrepreneurs in the world – and the number is rapidly growing – it takes tremendous effort to build a strong online presence and win the battle for web traffic. In this article, we’ll explore eight successful techniques to drive more traffic to your landing pages.
Fortunately, we know nine techniques for attracting traffic to your landing pages and are ready to share them with you.
Whether you’ve just built your first landing page or are tired of applying strategies that don’t work, you’ll finally find practices that actually work.
Before you start…
First, you need to set goals. To do so, answer the following questions:
- How many conversions do you want to get?
- What’s the average conversion rate of a similar landing page?
- How many visitors do you need to get to reach the desired number of conversions?
- When do you want to measure the results?
The answers will help you to analyze the effectiveness of each promotion channel and identify weak spots in your strategy.
Driving landing page traffic: Free strategies
The first question coming to your mind when you have a layout for a new landing page in front of you is “how could I promote it for free?” The answer is “there are plenty of free techniques, you just need to take consistent action.”
Below are the most effective strategies for bringing your landing pages to success that can be applied in every industry.
Gaining search traffic: Only best practices
With the abundance of marketing strategies, it’s tempting to give a chance to each of them. Eventually, after testing different strategies for a few weeks, you end up thinking nothing works for you.
But that’s not the case. You just need to build a plan and stick to it for months before you’re able to see significant results.
SEO is one of those strategies.
In a best-case scenario, your optimized landing page will be driving a dozen clicks per day (or even per week) in the first months. But it doesn’t mean this game isn’t for you.
While social media engagement or paid advertising campaigns drive immediate results, your landing pages will stop performing once you pause your campaigns. Search traffic will be there even when you don’t actively build links or update your content.
The most common misconception about SEO is that you need strong technical skills to do it.
The truth is, the biggest part of SEO is building links to a page you want to drive traffic to. Once you set up a fast-loading page, define a meta title and description, and ensure you include relevant keywords in your content – all these things can be done with an easy-to-use website builder – all you need to do is to gain backlinks from other websites pointing to your landing page.
Right, it’s not an easy task, but you don’t need to be an SEO expert to handle it.
Safest and most effective link-building strategies
- Do guest posting. There are tons of blogs on the web you can write for. Typically, you can add one or two links to your web pages within the content you contribute.
- Do link-building outreach. Does your landing page offer content that would add value to someone else’s blog posts? Reach out to authors and ask whether they’d like to link to it in their content.
- Respond to source requests on HARO. HARO is a platform where authors submit requests for expert quotes and everyone can respond to them. When featuring your response in their content, they’ll usually provide a brief caption and link back to your website.
Social media engagement techniques to drive more traffic to landing pages
If you’ve ever tried to build social media presence, you know it’s not an easy thing to do… unless you have an actionable strategy.
How can you boost engagement on social media without doing paid content promotion?
Tip #1: Prioritize personal accounts over branded ones.
Having a company page on social media is great – it contributes to brand image and credibility. But if you don’t represent an eCommerce company on Instagram, promoting your brand with a company account won’t be as effective as building a personal brand.
Here’s a great example of how personal branding on LinkedIn works for wellness marketing:
Finally, your audience tends to trust people more than brands. A regular post published from a personal account will gain way more impressions than the one on a brand account.
Tip #2: Initiate conversations techniques to drive more traffic to landing pages
Secondly, driving engagement on social media is all about interactions. If you’re active on the platform – be it LinkedIn, Facebook, or Instagram (or maybe Pinterest?). In addition, you’ll build a loyal audience that might become your customers one day.
When you regularly comment on thought leaders’ posts, bring in your links when relevant, and initiate conversations with your followers – your profile’s visibility grows and so does traffic to your website.
Tip #3: Tag relevant people
Finally, when sharing an update, tag people who have contributed to the processor might simply be interested in the news. If they react to your post, it will appear in their followers’ feeds and your engagement will skyrocket.
Collaborations techniques to drive more traffic to landing pages
It’s a good idea to think of the project promotion before you even deliver it. What can you do at the development stage to improve its performance online when it’s live?
Partnering up with industry experts and other companies in your niche will drive extra traction to your project (read: landing page).
Say, you’re planning to run a course. How can you attract the attention of the largest possible audience without a large following? Invite niche experts to participate and co-host a few workshops. These people will bring their audience with them making it way easier to promote the course.
And what if the course is already live but doesn’t get decent traction? It’s not too late to invite new instructors to update it.
Online communities and forums
People all over the world have never been more eager to build connections online than they are today. The recent events have resulted in the creation of various online communities across social media channels and communication platforms.
You can find communities where marketers, sports enthusiasts, entrepreneurs, programmers, students, etc. So, share their experiences, ask questions, and just hang out.
These groups are a great way to attract strong. Moreover, relevant traffic to your landing pages.
Social media and search engines display your content to very diverse audiences – only 2% of those visitors are the right fit for your business. Meanwhile, a group of like-minded people, even a small one, will bring you modest traffic that will convert at a high rate.
Here’s a snapshot of a promotional message in a brand-new community for marketers that includes slightly over 200 members:
The author has managed to catch the attention of top experts in the industry, which is often more valuable than generating thousands of views.
And in case there’s no genuine community in your niche yet, why not create one?
Quora marketing techniques to drive more traffic to landing pages
Quora is one of the best platforms for driving fast results for free. It’s a place for hyper-targeted content promotion.
Here you can find questions your target audience asks on the topic and answer them as an expert. You can (and should) insert links in your content within your answers – just make sure your recommendations add value to a person who has asked the question. Otherwise, Quora moderators will remove your posts.
The key to success is finding fresh questions that are still being actively discussed. You can do this if you search for keywords relevant to your landing page content and specify the time frame questions should have been asked in.
The best thing about Quora is that its questions rank on Google. More and more often, we’re seeing Quora threads on the first page of search results, which makes Quora the best channel for those who want to benefit from search traffic without doing SEO by themselves.
Driving landing page traffic: Paid campaigns
What if you don’t have time to participate in a long-term SEO game or be consistent with social media marketing? Premium marketing is the answer.
Social media campaigns techniques to drive more traffic to landing pages
Social media advertising is a leading format of paid marketing. We all use at least one social media platform in our everyday lives, and we know how impactful a good Facebook or Instagram ad can be.
With advanced targeting options, like interest-based and lookalike targeting, you can choose to reach only the most engaged audiences and make the most out of your advertising budget.
It’s important that you pick a platform that will work well for your specific goals. Although Facebook Ads seem to be the most obvious option, there are way more alternatives you can choose from.
Consider the following types of social media advertising before making a choice:
- Twitter Ads
- Messenger Ads
- LinkedIn Ads
- Pinterest Ads
- Quora Ads
- Reddit Ads
- TikTok Ads
When testing paid social media ads, don’t limit your budget too much. You don’t want to go all in before you test the waters, but low-budget ads won’t provide you with insights you can base your decisions on.
Native advertising campaigns
The problem with paid social media is that it’s getting harder to stand out on popular platforms. To achieve decent reach, you’ll need a high budget and a strong strategy.
Native advertising is incredibly effective for online lead generation. What’s most important is that native ads are more affordable than other types of advertising. On top-notch platforms, like Taboola or Outbrain, you can expect CPCs between $0.2 and $0.8. Less popular networks offer even lower CPCs.
How does native advertising work? The process is pretty much similar to any other form of advertising. To set up a campaign, you need to define targeting options, upload creatives and set a bid. When your ad wins a real-time auction, it gets displayed within content recommendation widgets on news websites and online magazines.
Native ads fit seamlessly into the editorial content. So, it means they aren’t subject to banner blindness and do a great job of generating traffic.
Influencer marketing campaigns techniques to drive more traffic to landing pages
One more way to reach completely new audiences is partnering with influencers and thought leaders. In addition, influencer marketing works best for promoting limited-time offers that should get high traction fast.
To get traffic of the highest quality, you’d better collaborate with micro-influencers. These are people with follower counts between 10,000 and 100,000 followers. They’re usually experts in a specific niche and have a highly engaged audience, which is crucial when you not only want to drive traffic but also convert it.
Even though audiences don’t have a problem recognizing paid publications, content provided by their favorite influencers adds credibility to your brand.
Whatever strategy you go for, the best thing you can do is to take consistent effort. So, keep track of the results, and be constantly looking for ways to improve engagement by optimizing your content assets.
Bio: Adelina is a Content Marketer at Joinative, a native advertising agency, and SaaS. She’s responsible for building marketing partnerships, establishing content collaborations, and developing actionable resources for advertisers.Author