1. Find out who you want to attract
First you need to know what are the people who you would like to attract.
Who is your target customer, your avatar? How old is he? Is your target customer a man or a woman? Married? With Kids? Employed? Entrepreneur?
These are the types of questions that you should ask before even starting to think how you can attract traffic to your website.
Once you have the answers to these questions you will get to know who your target audience is and this is the foundation of your traffic generation strategy.
Only after you have these answers will you be able to get the right people on your website, because all the content you write, all the guest posts you will do, all the social media content you share will be for your target visitor/reader/customer and they will see that.
They immediately see that your content is exactly what they are looking for and they will become engaged readers and even customers.
2. Find out who are your GOLD visitors
Next, you need to have a look at your visitors and see which of them subscribe to your blog, which of them become customers, who leaves comments and engages with your content.
To find that out you will need to have a Google Analytics account setup and start to look at your visitors.
You will need to set up Goals in your Google Analytics account, which are ultimately your business goals and see which of your visitors complete those goals. This way you will discover your GOLD visitors.
Using Analytics you should be able to easily view who is subscribing to your newsletter, who is purchasing your eBook, who enjoys reading your content; in short, your GOLD visitors.
So, in order to discover your GOLD visitors you need to:
- Create a Google Analytics account
- Setup goals in Google Analytics based on your business goals and objectives
- Check the “Audience” reports in Google Analytics, especially the “Behavior” section
- Check the conversion rates for your goals
- Find out what engages people and what doesn’t
3. Find out where your visitors come from
Now that you know who are your GOLD visitors it’s time to find out where they come from.
Again, using your Google Analytics account you can have a look at your traffic sources and segment those who achieve a goal on your website.
This way you will see what are the traffic sources that send you subscribers, customers, engaged readers or people who leave a comment on your site.
To do that look at the “Traffic Sources” reports in Google Analytics and see what are the main sources that drive traffic on your website and what keywords your visitors use to find your site in search engines.
Then, check the conversion rates for each traffic source and keyword to see which one is sending you those GOLD visitors.
Those sources are the ones that should be leveraged more.
Also, you will discover the sources that do not perform really well and think at other approaches that you should use for them.
4. Find out how your visitors convert
If you setup a goal, you will promptly notice that a visitor converted, but what happens if you have multiple sign-up forms for your newsletter?
In this case you can use event tracking to measure calls to action.
This way you will know what button your visitors use to sign-up and which form does the best job at converting visitors.
Additionally you can take this a step further and test different headlines, different colors or copy for your calls to action.
You can use the Website Optimizer from Google for this, which is free or Visual Website Optimizer which is a paid product, but makes your job much more easier.
Tools like these will help you see what types of headlines your visitors prefer, what color for your calls to action converts better or what copy convince your visitors to buy.
You can also test different images or placements for block elements using A/B testing.