Channels to Drive Traffic to My Website

Creating an attractive website for users and customers is essential, but equally important is working to drive traffic to visit and use the website. Without receiving traffic, it is difficult to monetize the website, so it is one of the priority objectives of any company with an online presence.

How to Choose Your Traffic Acquisition Channels

There are many online traffic acquisition channels, but it is important to know how to choose those that can benefit your website the most. Some essential keys to consider are as follows:

• Analyze where your target audience is to focus your efforts on getting them to visit your website. To do this, you need to discover which keywords have the most searches, if the target audience is more present on a particular social network, or through which channels you receive better conversion from them.
• Analyze your own business: you need to be clear about what you sell, who you should focus your efforts on to gain visibility, and what type of physical and/or online products you offer them.
• Analyze the project's situation: you need to check the current projection state of the website, the reasons why it is still unknown to your target audience, what deficiencies the site has to not have more traffic, or which channels need balancing.
• Use your own data: the website will generate data related to conversion, expenses, or possibilities to optimize the site you have. Only then will you improve the performance of your campaigns.
• Analyze the competition: it is important to review what the more successful competitors are doing, what type of content they create, where they receive more interactions, whether they use organic and paid channels or where they get more traffic, using tools like Ahrefs or Semrush for this.
• Analyze your geographical implantation: you should know the consumption habits of customers in your area, discover which channels they prefer, and if there are specific networks or search engines.
• Analyze your resources: you need to be clear that everything has a cost, whether in time, specific knowledge, or money. Decide what you can allocate more resources to so that they effectively translate into more traffic.

How Many Active Channels Should Be Maintained?

It is essential to maintain several active channels using them complementarily to multiply traffic to the website. This is explained by reasons such as the following:

1. Less risk: if one channel drops, you will always be able to use others. In this case, the saying “don't put all your eggs in one basket” applies. We cannot control what may happen with the channels, so it is better to diversify.
2. More options to analyze results and discover where the traffic to the website comes from, which in turn allows optimizing actions.
3. A channel for each marketing strategy and objectives: in one you can enhance your brand image, in another obtain more qualified traffic, and in another create a larger community.
4. Many different options to experiment and see which ones are more interesting for the website based on the benefits and results they provide.

Main Acquisition Channels for Your Website

Among the wide variety of acquisition channels that currently exist, we can highlight the following for their importance:

SEO or Web Positioning

SEO is the best way to drive traffic to the website through ranking keywords of interest to the business in search engines.

It is an interesting way to attract qualified leads, as you get visits from an audience searching for something you have. It should be noted that SEO is not immediate and requires constant work to achieve notable results.

The competition is very high, especially in some sectors, so it is important to specialize, both in the offer of products and/or services and when creating content of interest for users.

It is advisable to focus efforts on SEO in Google, which is the largest search engine. For businesses with local implantation, prioritizing local SEO should be the priority.

Paid Search Traffic or SEM

This is the way to attract traffic through paid advertising. For this, Google Ads and Bing Ads are used through their click bidding systems. It allows you to attract traffic immediately, although you have to assume an investment for it.

It is important to fine-tune to attract an audience with high purchase probabilities. A good planning of campaigns based on costs, objectives, and metrics is essential for success.

Display Paid Traffic

This is the traffic obtained through Display advertising media such as banners or videos. Different networks, such as Google Ads, are used to show them.

Creativity plays a key role, and it is necessary to work on copy, colors, and design. It is a channel widely used to enhance retargeting to attract users who have previously visited the website.

Social Traffic (Organic and Paid)

Social networks are another important source of traffic, both organically and paid. You need to choose well which networks to use to receive qualified traffic and create communities on them to retain the target audience. You should create content regularly and generate situations where users can interact.

There is the possibility of creating paid campaigns to attract traffic, either using influencers or through viral campaigns designed to attract users at different points in the sales funnel. It allows for detailed analysis of each action through interactions, traffic arriving at the website, or conversion figures, which allows for reorienting strategies and improving.

Referral Traffic

This is traffic that arrives at your website from other websites or social networks through a link. It can be obtained through sponsored posts, appearances in directories, or through simple unsolicited recommendations.

Above all, it is based on content and can be enhanced by implementing an affiliate system with commissions for the referrer. You can combine it with other elements of your strategy, such as SEO with link building or social media.

Email Usage

These are visits that arrive at the website from users who clicked on a link included in an email, usually thanks to email marketing campaigns or newsletters. It is a way to send updated content, information about product launches, promotions, discounts, and any news that may interest subscribers.

Email usually provides good conversion data, you do not depend on third parties and algorithms from platforms, and it also allows you to create a loyal community thanks to the frequency with which emails can be sent. You can even send segmented campaigns to increase conversion based on data collected from customers.

All this, without forgetting that it is an economical option if you already have a list of emails from your target audience.

Direct Traffic

This is the traffic that arrives directly at the website when the URL is typed into a browser. This occurs because the user already knows the website, for which it is essential to do a good branding job through online and offline campaigns that support the website's recognition.

It provides a higher percentage of recurring traffic until it becomes the trusted store or website for the user.

Google Business

The Google Business Profile is very interesting for companies with a physical presence. It is a free tool offered by Google that allows the company to stand out in searches that are relevant due to location or sector.

It allows interaction with customers through responses to questions and reviews, and it is also useful for informing about the company's service and/or product offerings, its opening hours, and any other relevant data.

Content Creation

Creating content is essential to attract traffic. The main medium should be the website's blog, although infographics, videos, or podcasts are also valuable. It is a way to support other strategies on other channels and generate trust in the consumer with quality content.

You can use another channel, such as social media or SEO, to promote it and attract more audience. Additionally, it is a way to “educate” the audience about your products or services when they seek information about them.

How to Measure the Performance of Your Channels

To measure the performance of your channels, you should use parameters such as:

• Cost of acquisition
• Channel percentages
• Average visit duration
• Pages per visit
• Bounce rate
• Conversion (+ cost per conversion)

Measuring, measuring, and measuring is what is truly important, although you should always avoid vanity metrics to avoid making mistakes in the strategy.

Tools to Measure Your Channels

There are platforms you can use to generate traffic and that can provide you with very interesting statistics, such as:

• Google Analytics
• Matomo
• Simple Analytics
• FathomAnalytics
• Plausible
• Clicky

With all this information, you just have to start driving traffic through different channels.

We will continue to provide you with keys in our blog to help you enhance your online visibility. See you in the next post!