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What's the best way to get traffic to my website?

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The results are in for 2019 digital marketing conversion rates. The conversion rates show the industry benchmark percentage of customers you can reach with each form of digital marketing. 

 conversion per hundred users

​Paid search ​2.9% 
​Organic search ​2.8% 
​Referral​2.6% 
​Email​2.3% 
​Direct​2% 
​Social​1%
​Display advertising​0.7%
Before worrying about how you can get more traffic to your website. Think about what type of visitors you want. A well optimised website will give your business high organic search page rankings in search engines. Publishing regular targeted content attracts the type of customers looking for your goods or services over the long term. Search engine marketing attracts customers with intent, it's an organic process for attracting customers long after the spend to create it.

A website with optimised SEO will attract the most profitable traffic for your business. People are already seeking information about the product or service you are offering. Organic search attracts targeted traffic with the intent to buy. Publishing content for people to find on your website helps to build a loyal customer base over the lifetime of your business, without the high ongoing costs of paid search. In an increasingly saturated online advertising environment the cost of paid advertising is still increasing every year.

Paid search advertising can generate more traffic, but it is a one off spend and is a costly run longterm. Campaigns need investment over time to achieve acceptable returns. They need regular testing and analysis to ensure they are reaching the audience you need. Paid search advertising works well if you have already invested in great website content with a backend sales funnel to convert your website visitors to customers.

The smartest way to grow traffic to your website is to give your customers great content online about your business. This could be once a year or once a week, whatever works for your business. For businesses with small marketing budgets we recommend website content over paid advertising every time. If you don't have a website with lot's of useful information and a strategy to convert your website visitors to customers, paid advertising can be an extravagant spend for no ongoing benefits. We see lots of business paying for key words, traffic and boosts without receiving any tangible results. 

There's a lot of hype around SEO, Pay-per-click and Facebook boosts. There's a lot of talk about engagement, it's a fluffy term that's hard to value. Conversion (an action such as a sale and enquiry or a signup) is what needs to be measured to ensure your marketing is working. If you are not achieving the above industry benchmark conversion rates with your marketing you are wasting money.

We know every business is different and getting the right mix of digital marketing that works for you is critical. If you're not sure what digital marketing strategy your business needs, talk to us. We can help. We've been doing this for years and we know there's a lot of hype in the industry. 
What's the best value marketing in 2019?
 

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Sunday, 23 February 2020
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