How to boost website traffic and conversion
Chris Schultz, MFINZ
NewzViewz, Issue #100
While traditional media is waning, digital is surging and for the first time, digital advertising has outspent television advertising!
For charities and community groups, digital marketing will be a big part of the marketing mix but, make no mistake, it is moving at a phenomenal rate. It's difficult even to keep up with the names like Outbrain, Triplelift, Stack Adapt, and MOAT; and jargon like CPM, CTR, and CPA - let alone understand and deploy the technology!
There are, however, some simple ways to boast your online traffic and conversions (whether it be database building or receiving a donation) while you start to digest the technology, benefits, and opportunities for your organisation.
Here are some simple things you can do to lift your website performance:
- SEO or Search Engine Optimisation is the process of getting traffic from the "free," organic, "editorial" or "natural" search results on search engines.
All major search engines such as Google, Bing, and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to suers. Payment isn't involve, as it is with paid search ads.
The simple tool at www.website.grader.com will give you a synopsis of your website and how you can improve SEO.
- Google Adwords, or paid search, is one of the most cost effective, paid advertising mediums. If you have not already employed an Adwords specialist, I recommend that you do so. Focus on reviewing your competitive set and expanding you keywords and refine over a 2-month period.
- Social marketing remains one of the most cost-efficient and approachable online marketing strategies you can adopt. It is, however, time consuming and your ROI may take a while to come to fruition! Persevere, experiment, and adapt.
- Remarketing is a clever way to reconnect with visitors to your website who may not have made an immediate action or enquiry. It allows you to deliver targeted ads in front of them, to entice them back, as they browse elsewhere online.
Once you have your digital backbone and assets nailed down and wish to take the leap into digital advertising, 'Native advertising' is a new and effective strategy to employ.
Native is a type of disguised online advertising, that matches the form and function of the publication upon which it appears. It is an embedded ad amongst editorial content. Native ads should be content driven or newsworthy in nature, where a click takes viewers to a landing page with valuable content or video. It is very cost effective and attracts a higher click through rate, as it is a non-disruptive form of advertising.
Opportunities online have never been bigger and charities who do not embrace digital marketing will be left behind.