One of the most common questions people ask is “How do I get people to visit my site?” My ‘answer is that your site must provide a reason for people to visit and be positioned/marketed properly. “Content is king,” but your marketing strategy and tactics will help you “win the war” and get more people to your website.
Here are 7 steps to increase the effectiveness of your content.
Narrow and “niche” down your channel.
Before you create your new, “amazing” bit of content, know where you wish to promote it and make sure your co-workers aren’t all planning the same thing. If everybody else is creating an infographic to market via Facebook, yours will just get lost in the sounds. If you produce a new amazing video for your site, first make certain there is room on your site on a page that makes strategic sense and is also highly trafficked with a history of good engagement.
Produce a Search Engine Optimization (#SEO) Strategy.
If you don’t have an expert handy, start doing some research yourself. You do not have to be a front-end programmer to utilize Google Trends, program for backlinks or create some simple usability recommendations.
Get the most bang for your budget.
Do not consume your entire budget producing the asset. If any of us knew what our customers wanted, we would be billionaires. But we can not predict, so leave tools to optimize the asset based on your visitors’ behavior.
Keep it simple silly (KISS).
Build your content with the customer in mind. Make your posts scannable. At the beginning of a video, add a timestamp. We are inundated with content and messaging daily, and also a couple of minutes is much to ask. Give your visitors chances to determine if they wish to provide you that time. If you do not, they won’t.
When you’ve established your new asset, don’t just review it for edits–test how simple it is to see, watch or interact with it. Produce a test set and get their feedback. Did they stop hearing the information after a certain point in the movie? Did they attempt to scan your post but couldn’t find what they needed?
Begin with the end in mind.
What is the act you want to accomplish? Before submitting, find a place for the content to call home. If you have difficulty browsing your website, your customers will most likely have difficulty, too.
Dive into the data.
When the asset is live, have a look at the numbers and consider how to allocate your optimization budget. Here are some hints: If your bounce rate is large, check the page load times. We often attribute bounce to market fit, but according to Kissmetrics, higher load times can be among the greatest detriments for a visitor to absorb your content. A knee-jerk reaction might be to throw money in a marketing or to blast your social followers, but nurturing an SEO program is going to have a longer-term payoff. If your content is not on the homepage, then consider what the navigation to a webpage is, or think about the function of the microsite and digital travel. How many clicks and scrolls does this require a visitor to find you? Remember, the first principle in usability is “do not make me think.”
Take a look at your clicks/visits and the click labels to find out if users that visit your webpage are clicking where you want them to. If not, work with your service partners to set up a “heatmapping” tool which could allow you to see how and where people are accessing your messages and content. This way, you can see if visitors are reaching your content where it resides. If they are not, it is time to talk to your usability expert.
Do not have one on site? Then visit the page yourself and figure out how much work you have to do to find your content. By way of example, if you live below the fold onto a page, is it simple to get a first-time visitor to comprehend something lives just below the scroll point?
The path to content reaching the right people at the ideal time in the way that they want requires listening, comprehension and setting up the right engineering and insights to employ science to the art of storytelling and engaging.