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When is the last time you took a serious look at your website traffic?

Do you feel like you’re swimming in leads and watching the numbers tick up each day? Or do you feel like things are a bit quiet, perhaps lacking in some way?

We frequently talk about nitty gritty business tactics, but when it comes to traffic sources and increasing your traffic overall it’s helpful to zoom out in our marketing plans and see how these pieces actually work together.

First, let’s break down your key sources of traffic:

Paid

Users who clicked on your ad.

Why? They want one particular thing that you offer. 

Organic

Users who clicked a link in a search engine.

Why? They knew what they wanted (and clicked!)

Social

Users who clicked a link on a social platform.

Why? They were likely on their daily internet scroll.

Email

Users who clicked a link within an email.

Why? Personally enticed.

Direct

Users who intentionally typed your address into their browser.

Why? They know of you specifically and sought you out.

Referral 

Users who arrive from another website.

Why? They’re likely interested in learning more about a product.

Online Traffic to Your Business: The Difference Between Smooth Sailing and Rough Seas

Next, let’s get a better grasp on the sources of traffic and how they work together.

One of the best metaphors is of the Oars, Sails, and Motors of your business boat big thank you to Andy Crestodina for this one!

Say you’re sailing along on your boat with the intention of covering as many nautical miles as you can. You can either utilize your sail, the oars, or the motor. Which will you pick? 

*yes we all immediately said motor because we’d prefer a smooth ride while we lounge on the deck, but follow us here because it’s not always that clear cut

Your Motor 

You guessed it, that high powered motor is your paid advertising. As you sail along in business, your motor paid advertising has the power to help you reach your desired destination in record time.

However, it’s not without its pitfalls. Paid advertising can be expensive and it’s only temporary unless you keep feeding it.

So how are you supposed to rev up the motor of paid ads and increase your traffic the right way?

Use targeting strategies to put your ads in front of the most relevant audience. 

A/B Test all of your ads, of course that’s after you do your due diligence by auditing your ad assets.

Your Sails

Consider Search Engine Optimization the powerful sails on your boat. Like a large sail catches the wind, each page of your site should catch traffic. Sure, you’re sailing at the mercy of Google (your metaphorical wind), but you still have many opportunities for growth by hoisting your sail.

Use your Search Engine Optimization to increase website:

• Be as detailed as possible with your copy. Use relevant keywords and phrases while ensuring your page is still quality (no cheap tricks just to rank)

• Utilize your domain authority to target specific phrases

• Audit your pages that didn’t quite meet the mark and edit the copy with a fresh perspecive. Don’t be afraid to dig back into the work with rewrites.

Your Oars

Social Media

We come to the tool we are all typically the most familiar with- social media. Yes, your oars and the constant effort to keep pushing forward so accurately represents driving traffic through social media.

While you might be strong (AKA have great content) you’ll likely always battle the currents (the algorithm, lightning trends, etc) just to stay afloat. Is it possible to get where you want to go on the oars along? Some have fared the voyage… though your business deserves more options than just manual rowing day in and day out.

What else gives us pause about too-heavy of a focus on social media?

• The ability for your channels to be lost, hacked, or deleted altogether

• The need to network, build relationships, and act as a direct line to your business… yes it’s actually a great part of the power of social media, but can actually detract from results if you spend time on these pieces when you’re really showing up strictly for the clicks.

Email Marketing

Another well loved and often first-reached for mode of pushing your business boat forward… email marketing. 

Why do we love it? It feels so personal to have your message arrive in a neat little package on the user’s virtual doorstep.

The best part about rowing ahead with the power of email marketing? YOU. OWN. IT.

That’s right, unlike so many other channels you actually own your email list and thus have the freedom to deliver value as it suites your audience-  not an algorithm. 

Some tips for increasing traffic through email marketing:

•Focus on consistency in your delivery and tone of copy. Create a reasons for your emails to be opened time and time again. 

•Build trust with subscribers by delivering something they actually need in exchange for just their address itself. From there they will already understand that your messaging is not to be ignored.

The Current Below Your Boat

Direct Traffic

Don’t go discounting your direct traffic just because it’s not as revered in public discourse as other forms of traffic drivers. Direct traffic is actually the most important of them all, which is why it’s considered part of your current- it guides you.

Ready to Increase Your Direct Traffic?

• Reach beyond your usual space and flex your expertise in a new arena and get new audience interested in you

• Create a helpful resource list or page on your site that acts as the go-to for a specific need. You’ll see users return repeatedly for the information you have to share.

Referral Traffic

The second piece of current under your business boat is the referral traffic that you may not have even been on your radar.

Think of every time you’re mentioned or linked to from an outside source- better yet, anytime you’re listed in a directory- these mentions create traffic in the form of small waves to a strong flow of users going straight to your site.

Increasing traffic from referrals? Let’s do it:

• Add yourself or submit to directories that are relevant in your space

• Offer to guest write or guest host trainings on other sites within your space

So what have we learned as we captain our business boats to our next destination?

Do not depend upon one single method of propelling your business forward. Your sails, your motors, and your oars can only take you so far as individual tools.

When utilizing all of the tools aboard your boat, however, you’re sure to see the numbers climb as traffic is driven straight to you.