You just invested in SEO optimized website copy, you’re adding blogs to your website regularly, and you’ve hired someone to create a visually stunning website to hold all of those things.
But… no one shows up. Or only a few people.
When I was first starting out, the frustration that many of my clients expressed was that SEO wasn’t bringing them traffic quickly enough.
I assumed they wondered if my work was a worthy investment, or if they should have gone with a different website template, or if they need to hire out for even more content or web design work.
What my clients often didn’t realize is that, for the most part, getting organic website traffic is a long game.
So, if you want things to happen “naturally” overnight, chances are that you’re going to be disappointed.
Unless… you get really comfortable with the idea that SEO is not enough and decide to do something about it.
Today, we’ll go over what you can do to make sure your work, your website, sees more traffic now as you wait for the organic traffic to arrive.
Step 1: Explore Ways To Generate Leads and Traffic
How will people get to a page on your website, or a particular blog post, without organic search engine traffic?
When I do content creation consultations, this is something that we talk about in detail.
If you’ve written something stellar you need to get purposeful about how it’s going to get to the people who will benefit from it the most.
So, will you use multiple social media platforms to get the word out about your new website launch?
Will you share that blog post on LinkedIn?
Will your team invest in ads that move people to your brand new landing page?
Will you create a webinar funnel to get people to your new course?
Brainstorm ways to get the right people to the right pages and let your ideas run wild for a bit. You may not do all of these things but if you decide to explore this, you may get pretty creative.
Step 2: Refine Your List Based On Your Strengths, Clients, and Markets
As you look at your list of possible ways to get leads, there are some thoughtful ways to move from that long list to one you can really take action on.
Think about your strengths: Whether you’re a one-person-show or a full team, looking at the strengths of those who are going to take action on whatever plan you create will help you weed out the plans that are going to feel like and uphill battle from those you’d really rock.
Think about your markets:
What works for others in your field?
How can you do things differently while capitalizing on the success of those methods?
What works in other markets that you might be able to adapt to your field?
What is going to get you the most growth with the least resistance?
What’s going to take some work but has phenomenal potential?
Think about your clients: What’s going to work best for the type of client you want to attract? What might be fun to try with them? How do you see them interacting with content most often? Have certain clients gravitated to certain delivery methods before? Where are the people you really want to talk to?
When you look at how your sharing and promotion approach can benefit your ideal client, you’re giving yourself time to get valuable insight and to use it to find more people like those you love serving.
Step 3: Lean On Your Community
When you’re nearly done with your marketing strategy, take a moment to step back.
Ask yourself: “Where can I lean on my community?”
You’ll want to be clear on how to maximize the energy from those who are already super fans and loyal clients.
What would it look like to include clients, past and present, in your marketing and sharing efforts?
What’s in it for them?
What do you need to put in place so they can help you share and promote things like blogs and offers?
When you have those answers you can move toward a strategy that includes general marketing and sharing approaches like funnels and nurture sequences but also involves your favorite clients and your ever-growing community of supporters.
Step 4: Take Action On Your Content Promotion (Marketing) Strategy
Once you have your plan in place you’ll need to take action.
My suggestion: Don’t try all of your strategies at once. Select a set of 1-3 things to try and figure out how you’ll measure your success.
Are you looking for email sign ups? Do you want blog traffic? Do you want contact forms completed? Do you want that program purchased?
When you have a few approaches and you know how you’ll track them, you can get to work.
Take notes, keep great records, check-in with your team, and don’t be afraid to check in with those who visited or purchased to see how they felt about the way you’ve shared your work. (This can be super valuable information to have!)
Get your plan in place and take action for at least 30 days. That will drive people to your pages, blogs, and offers.
Step 5: Check Your Metrics and Adjust Course
You’ve taken action on your plan, you’ve gotten feedback from clients, and you’ve given yourself (and your team) some time to work some of the kinks out of the process you chose.
Now it’s time to look at the metrics. (If you need help choosing metrics to review, check out my blog on that topic here.)
As you review your metrics, be sure you’re looking at data that directly relates to the approach you used.
Were you trying to get sign-ups for your email list? Track any and all traffic to places where you’ve inserted an email sign up form. Which forms got the most traffic? Which made the most conversions? Which made the least? Why might that be? Where might that link work better?
Were you driving traffic to a landing page for your new program? Look at general traffic of course, but also consider things like click-through rate, time spent on the page, and conversions.
How long are people hanging out? What’s your bounce rate? What percentage of people are you converting? And those people who do buy: Where are they coming from?
These question lists are not exhaustive, but you can see that they’re purposeful.
When you’ve spent time crafting and implementing a plan, it can be disappointing to need to adjust course, but you deserve to know if that’s even necessary.
To Tweak or Burn It Down?
There’s a difference between an ineffective strategy and one that simply hasn’t had enough time to really be effective.
There’s also a difference between a totally ineffective strategy and one that could use a few tweaks to make it easier to implement or more likely to get the results you want.
As a business owner and someone who really wants to help your people, you need to know the difference.
The Right Sharing (Marketing) Strategy Can Make All The Difference
Whether you call it content sharing or marketing, what you’re doing is the same: You’re leaning into your team’s strengths with the support of your community to deliver your offer to more of the right kind of people.
If you’re serious about defining that strategy,or you could use some help getting it done, contact me here and let’s get started.