If you have adopted digital marketing or any other creative marketing means earlier then you must have experienced an increase in sales. But an essential factor that you must consider along with such is that these sales are only driven by your digital ads. The customer sees the ad/clicks on it, makes a purchase and then vanishes.
I agree this is what the ads are for and are contributing towards improved conversion rate, but are not sustainable. It is also important to have organic traffic on your brand page/website for your long-term market retention. To achieve such a strategic goal of yours, Performance Marketing can be of great help to your brand, But before understanding how performance marketing aids in traffic growth, you must understand what website traffic means.
What is Website Traffic?
In the simplest words, website traffic reflects the total number of visitors to your website. You need to keep track of such traffic trends, as in the long run it significantly impacts your website performance.
However, there are certain things that you must keep in mind if checking your website traffic and realising that it is not increasing.
- The users and traffic are both different and must not be confused. The users can be the registered audience on your platforms who frequently use your platform. However, the traffic indicates the number of visits and views on your platform.
- But there is a catch, if a common user is visiting your website multiple times, every visit must count as a visit, but will not contribute towards traffic increase. But every new visit by a new visitor can contribute towards an increase in traffic.
Let’s consider a case, If your platform has 100 users, who daily visits your platform, their visit will be counted, but they will not impact your website ranking. But any additional user, visiting your website apart from these 100 will significantly improve your ranking. Hence, it is highly recommended for the brands to have such an online presence that would attract new visitors to your platform.
Different Types of Website Traffic
Now let’s focus on the different types of website traffic that you may encounter and their impact on your website ranking.
1. Direct Traffic:
As the name suggests, it defines the number of visitors that are visiting your website directly through your web URL. There are certain websites that you use frequently or remember due to their shorter URL format. When you need to visit such a website, you adopt a shorter route. It means that rather than searching for a brand and then clicking on the URL from the list in the search engine, you simply enter the URL in the search bar.
This leads you directly to the brand webpage you are looking for. The best example of such traffic can be observed for ecommerce pages. If you shop from Amazon, then rather than searching for Amazon and then on the link, you simply search for Amazon.com or any other extension as per your country.
To get such direct traffic your brand needs a higher-brand reliability, awareness and loyalty among the audience. This traffic has a profound impact on your website performance. Due to such direct search, the search engine considers your brand as reliable and has a strong audience base.
2. Social Traffic:
Being a modern-day brand, it is quite common to have a social media presence. As it is an essential digital tool that can help your brand to reach and interact with your audience. Hence, on social media, you post relevant links and any traffic redirecting from such platforms is defined as social traffic.
You can position your links in your business profile section, on your promotional posts as well as in the comments sections. While posting your website URL, you must be intelligent enough to plan on its significance. Irrelevantly posting your links anywhere on social media can negatively impact your brand image.
This kind of traffic can help to boost your brand’s social media image. But would require you to be consistent with posting and interactions to retain such traffic.
3. Referral Traffic:
This traffic reflects the number of users who arrive on your platform through any referral means. Such referrals can be through the paid channels or any other related platform. The paid platforms include a focus on ads that you post on search engines, websites or other platforms. Also, it can include any other platform that redirects a relevant audience type. It can be the reviewing or the listing websites.
If your website is being referred to or redirected from reputed sources, then it positively contributes towards website ranking and SEO. There are several ways through which referral traffic can be improved.
4. Organic Traffic:
It is the traffic that has a profound impact on your website ranking and traffic. Also, is the ultimate aim/focus area of every marketer in an industry scenario. It is significantly important for brands to focus on establishing a brand image/identity that can attract audiences. Such traffic/audience comes to your website by simply clicking on your URL appearing on the search engine pages.
Having organic traffic on your website has prominent results on your website ranking and SEO results. There are various ways to drive organic traffic on your website and improve its ranking and search engine results. To know more in detail about such methods and approaches you can connect with a leading performance marketing agency in India.
Role of Performance Marketing in Improving Website Traffic
Performance Marketers make use of mixed approaches and strategies that help in your brand promotion and improved website reach. Some of the essential approaches that are adopted to enhance your website’s traffic include:
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Paid Promotion Campaigns:
The most common approach that performance marketers are adopting is paid campaigns. It includes posting relevant ads related to your brand and your product on different platforms. Such campaigns can be associated with search engine ads, social media ads, website ads and other form of native ads. These ads help attract audience attention and redirect them to the brand’s website.
The performance advertisers understand and consider such an approach, hence work on creating innovative and unique campaigns. Such campaigns help your brand to stand out from the competition and lead the audience to your website.
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Content Optimization:
Also, the marketers work on your website and campaign content optimization. It includes identifying the relevant keywords that your targeted audience is using and incorporating them. Such is done to ensure that whenever your audience searches using the keyword, they can get your webpage URL in their search results.
Such an approach aims to strengthen both the organic as well as social traffic approaches for the brand. As a leading performance marketing agency keeps proper track of the ranking keywords and content types preferred by the audience. Based on such they work on creating website and campaign content.
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Website/Brand Promotion:
This approach aims towards promoting the brand or its website and aiming to improve awareness among the audience. The marketer can adopt various means to promote the website or the brand. Such approaches can be online events, sponsorships, awareness campaigns, partnerships and other means. Also, an approach used by reliable performance marketers is guest posting on websites.
The guest posting includes drafting content related to your product, industry or specified area. Such posts attract user’s attention and contribute towards improved engagement on platforms. Further, such engagement helps in redirecting audiences from these guest websites to your brand’s webpage.
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Developing Backlinks:
If you are looking to target audience and improve your website traffic, performance marketers can focus on building quality backlinks. As we have discussed above, if your website is getting redirects from reputed and trusted platforms then it can positively impact your rankings. The approaches that can help in building/developing backlinks include guest posting.
While planning for backlinks, the most important approach to be focused on is the reputation of the platform from where the backlink is acquired. Reputed platforms and sources must be identified to get a backlink for your website.
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Building Communities:
A unique approach that performance marketers adopt is building communities. Online communities are groups of like-minded people discussing on common topics. The marketers aim to interact with the audience in these groups to know about their interests. Based on such an interaction, the marketers identify key issues with their products/services and changes are made.
Such helps brands improve their brand engagement and leads them towards their webpage/website. Building communities also turns out to be an effective approach to enhancing brand trust and loyalty among the expected audience base.
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Adopting Social Media Marketing:
An essential element of Performance Marketing as well as the best approach to reach Gen Z customers is the use of social media marketing. Social Media is a digital platform where the audience spends most of their time, and is highly influenced by the products displayed. Hence, performance marketers make creative moves to attract audience attention on such platforms. Such moves include posting product reels, partnering with influencers as well as keeping up with the trends.
If implemented successfully can help create a social media buzz and following of the brand in the digital space. Hence, partnering with a leading performance marketing agency in India is significantly important to achieve such social media marketing goals.
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Boosting Engagements:
Performance marketers aim towards boosting engagement rates in the digital space. As engagements are important to know more in-depth about the audience’s changing preferences. Also, can assist the brand in making relevant changes in products/services. Working on engagement helps in creating word of mouth. Such word of mouth further can bring direct and organic traffic to your platform.
Bonus Tip
At last, it can be reflected that the most important element being focused on is analytics. It is important to rely on the analytics and check for the executed campaign performance. Such an analytical approach can help to identify the effectiveness of your performance marketing campaign. Further relevant changes can be made with immediate effect to suit the changing market needs and drive the targeted audience to your website.
Conclusion
Facing challenges getting traffic on your brand’s website? Have an unstable traffic rate? Low ROAS? Worry Not? Connect with experienced performance marketers at Verve Online Marketing, the leading Performance Marketing Agency in India. We have a team of experienced marketers who can help you drive your targeted audience to your website.
The marketers can help with your brand audit identifying associated gaps and further working on improved positioning. Along with performance marketing, we can also help you with your branding and other promotional needs. So connect with our marketers today and enjoy your brand’s digital growth.
