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5 Steps to Drive Targeted Viewers to Your Website

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You already know that driving traffic to your website is critical. But you aren’t alone if you feel like bringing driving traffic is an uphill battle.

In fact, 65% of companies say generating traffic and leads is their #1 marketing challenge.

Generating Traffic and Leads

Unfortunately, any traffic is not good traffic. You need targeted viewers - your ideal customers - coming in. You need viewers who will want to take an action with your company, whether it’s subscribing, purchasing, or something in between.

So how do you get them?

Related: How to Create (and Target) Custom Buyer Personas

In five easy steps below, I’m going to show you how to analyze your data, appeal to your targets, and drive targeted viewers to your website. 

1. Test paid Google ads.

(FYI: Google AdWords recently rebranded to Google Ads)

Google Ads is fantastic for driving relevant traffic, because you only pay for your ads to be shown when people search for certain keywords.

Once you know what keywords your ideal customers are typing into Google, driving targeted traffic to your website becomes easy.

Think about it - a person searching for “wasp swarm invasion” is much more likely to be interested in your pest control services than someone scrolling past your blog post in their social media feed.

That's why this works. It gets your business in front of the people who are already interested in your services.

Consider this: The average landing page conversion rate is 2.35%. (I know, it’s not the greatest.) But one business supercharged their conversion rate to 5.16% in just one month by using Google Ads.

That’s common, because targeted traffic is naturally more likely to convert.

Google Ads Case Study

So how do you start?

You’ll need to create a Google Ads account (or sign into your previous AdWords profile). More importantly, you need to do some keyword research to find search terms that will bring in your target audience.

Free tools like Google Ads’ Keyword Planner (which is inside your Ads account), Answer the Public and Ubersuggest can help with this.

Related: 5 Steps to Maximize Your Google Ads Results

To test, run ads using a set of keywords for a few weeks, then run ads using a different set of keywords. Which perform better, or do they also produce similar results? Google Ads also has a good A/B testing program to help.

Keep in mind, it can take a while to test which keywords are most effective, but it’s definitely worth the wait.

2. Test Facebook ads based on interests.

Many business owners worry about stuffing cash into online ads. It takes time to monitor ads, and accidentally overspending on them could be disastrous.

That’s where Facebook advertising shines. It’s a great way for small business owners with limited advertising experience to test, run, and play around with the world’s biggest social advertising platform.

Facebook ads start from as little as $1 a day (depending on the campaign objective you select), making it a viable option for even cash-strapped small businesses to experiment.

If you’re wondering how far $1 can get you, the answer is “pretty far.” Brian Carter (author of The Like Economy) spent $1 a day on Facebook ads, and found the cost to reach 1,000 people was just $0.25 - a drop in the water compared to $32 for newspapers.

Facebook Ads Reach Cost

The best thing? Facebook ads are incredibly easy to set up - just use our Facebook Ads Starter Guide!

When you’re using these ads to drive targeted traffic to your website, the Detailed Targeting section is your best friend. This is where you hand-pick several interests that are shared by your ideal customer, and make sure the people seeing your ads are relevant.

Not only does this drive targeted traffic, you’re also saving money by only focusing on uber-specific audiences. Talk about a win-win!

3. Promote relevant content in online communities.

Your target website visitors and customers have a genuine interest in the topic you’re addressing. And I’ll bet my bottom dollar that they’re discussing that topic in an online community, not too far from where you’re already promoting your content.

Sites like Reddit, LinkedIn, Quora, and Facebook all have community sections—with groups of people chatting about everything from Keeping Up With The Kardashians to people who love the letter G. (Yes, that last one is true, believe it or not.)

Your job here is to find the ones related to your business, and share relevant content with the people in them. You’ll find tons of these forums by searching for:

  • INDUSTRY + “forum”
  • INDUSTRY + “community”
  • INDUSTRY + “subreddits”

Find Online Communities

Once you’ve found these communities, don’t be shy about getting involved—but avoid coming across as too “salesy” or self-promotional. That won’t do anyone any favors, and will likely end with you being chucked out of the group.

Instead, answer other people’s questions and be a generally nice human.

Grow and Convert used community promotion to grow their business from 0 to almost 33,000 users in just five months. Those people must have already been interested in what Grow and Convert had to offer, proving online communities are a fantastic way to drive targeted traffic to any website.

Related: 7 Ways to Get High Quality Backlinks from Top Websites

4. Get featured on a podcast.

As many as 26% of Americans listen to podcasts monthly. That’s more podcast listeners than Catholics in the U.S.!

Guess what? All of those people have a genuine interest in the topic being discussed in each episode, and landing yourself a guest interview could open the floodgates to targeted website traffic.

To find podcasts in your industry, simply search: “INDUSTRY” + podcast.

Business Podcast

Listen to each podcast (maybe a few episodes of each), and see which shows fit with your brand’s niche and tone of voice.

Then reach out to the podcaster and express how much you love their show. Whether you ask to be a guest at this stage is completely up to you, but I’d advise you to “warm-up” the podcaster and get yourself on their radar before asking.

If that outreach is successful, you’re halfway there!

Your only job now is to prove your industry knowledge, and win over their audience with your personality.

Remember that 63% of podcast listeners have purchased something the host promoted. If you get on a show - or several - there’s a great chance you’ll boost targeted website traffic (and even sales).

5. Repurpose old content for guest contributions

The guest blogging debate has been raging for years, but there’s no doubting that doing it effectively (and for the right reasons) has the power to drive a ton of relevant traffic to your website.

The problem is, you might have scratched it off your content marketing to-do list for one reason: It takes time. (That’s the thing we all struggle with, right?)

However, guest blogging doesn’t have to be a huge timesuck. You can:

  • Take snippets of an original piece and rewrite it
  • Syndicate your entire article to sites like Medium or Business2Community

To guest blog effectively, you want to only post on sites that are both uber-relevant to your industry and have a loyal following.

For example, if I ran a pet food store, I’d focus on sites like The Pet Express, rather than Forbes. Although the latter has a larger audience, very few of those people would be interested in what I was offering - unlike the niche blog.

Jon Cooper used this guest blogging strategy when he contributed to Moz, promoting his SEO agency.

Jon Cooper SEO Moz

The result? Over 60 backlinks from industry websites, and a 400% increase in RSS subscribers.

Final Thoughts on Driving Targeted Traffic

Driving targeted viewers to your website doesn’t have to be an uphill battle.

These five tips are bound to improve your referral traffic, your backlinks, and your conversion rate - should you use them correctly.

However, there’s one thing to remember: Don’t niche down too much to begin with. Depending on how well you understand your target customers, you might need to test which interests they share, and completely ruling out an interest in the beginning could hurt you.

Take some time to survey your audience and perfect your buyer persona. The extra time it takes is well worth the improvements you’ll get.

Related: 8 Steps to Drive Traffic to Your Website Through Social Media