What is the Lifeblood of Your Small Business?

Website investment and online marketing by small businesses has increased rapidly over the last half decade. Business owners beginning to see that with the growth of purchasers relying on search engines like Google, online marketing can provide a lower cost and higher returns.Screenshot (40)

The single aim of all your online marketing efforts should be to increase sales. In order to achieve this goal, your website needs to have lots of website visitors convert website buyers. In other words, your first goal should be to get a lot of website traffic. It’s even better if this website traffic is from your target audience. You can use online tools such as Google Analytics and Get Clicky to help you measure your ROI.

The five following points demonstrate why website traffic is so important to running a successful business online.

  1. Website Traffic and Conversion

What do you want your website viewers to do when they visit your site? In most cases, you want them to hit purchase. This action is called a conversion.

  1. Where Does Traffic Come From and Which is the Best?

It’s important to know where your traffic is coming from and which one is working best for you. There are three kinds:

Paid Traffic

Paid traffic offers small business owners access to some of the best real estate on the internet. This means their website will be prominently displayed on the first page of Google. Paid traffic includes Google Adwords, Social ads and various remarketing providers.

Organic Search Results and SEO

The goal of Search Engine Optimization (SEO) is to improve your website’s ranking on various search engines. The goal is always to be number one.

Referral (Content Marketing)

Content marketing can be an abundant source of links and referral traffic which can greatly affect the number of people who visit your site. It’s always a good idea to check your Google Analytics to see who’s referring traffic to your site.

Social Media

Having an outstanding social media presence is a great way of getting lots of people to visit your website. Having social media accounts paired with paid website traffic is like having shared office spaces. You have to work together.

  1. Qualified Traffic vs. Random Masses

There are multiple ways to quantitatively increase traffic to your website, but without this traffic being qualified it’s likely you’ll see a sharp drop in conversion rates and little effect on your bottom line.

  1. Traffic Results in Conversions

Successful online marketing strategies are centered on one simple proposition – to acquire qualified traffic and then convert this into sales. Therefore, it’s important that once traffic is acquired that it also converts; otherwise your return on investment will be non-existent.

  1. Strike a Balance and Calculate Your ROI From There.

Understand how acquisition and conversion work on your website and how to project their effect on your ROI, you’ll be able to assess the channels used to acquire traffic in a much more effective way.

Multichannel marketing is used to describe leveraging multiple sources in one overall strategy to complement each other. By focusing on attracting qualified traffic initially, you can then gear multiple channels to reach a larger quantity of customers – setting yourself up for a steady increase in sales for the long term.

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You can read the original article by Ian Mills published on huffingtonpost

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