4 Bước Đơn Giản Để Tăng Lưu Lượng Truy Cập Website Bằng Tiếp Thị Nội Dung

Bước 1: Chuẩn Bị Cho Tiếp Thị Nội Dung

2. Tận Dụng Tất Cả Các Loại Liên Kết

What SEO Is Good For:

• Value for money- once something is written, it can generate traffic for years to come.
• Bulk- most online traffic, especially sales-based traffic, starts with a search. SEO lets you position yourself here.
• Targeting intent- you can position your site as a source of information as well as a place to shop, allowing you to engage in a little thought leadership.

What is SEO Bad at?

• Targeting- you’re really limited to targeting by search intent. You have no control over who actually clicks your links.
• Quick results- SEO is a long-term strategy, not a quick fix. It might take months to start showing measurable results.

3. Xây dựng Lời kêu gọi hành động của bạn

• You’ll earn a certain number of direct visits from people who saw your content and want to find out more.
• It provides backlinks, offering a huge boost to your SEO efforts, signalling to Google, other search engines and AIs that you know what you’re talking about.
• It increases awareness of your brand, leading to more visits as people search for you.

What Is Content Marketing Good For?

• Improving your SEO efforts through backlinks
• Building awareness
• Explaining your offering

What is Content Marketing Bad at?

• Targeting - you can influence who sees your content, but you can’t really target very closely at all.
• Attributing sales- it can be tricky to accurately attribute which pieces of content actually convinced someone to visit your site, especially if you’ve aimed mostly at building awareness.
• Fast results- like SEO, a content marketing strategy takes time and consistency to really start to show results.

4. Tập trung vào SEO để nhiều người nhìn thấy video của bạn hơn

What is Social Media Good For?

• Building awareness- social media has an absolutely huge audience, and the algorithms want to show your content to people who will engage with it.
• Paid advertising- while CTRs might be relatively low, social media allows even more granular targeting than most platforms.
• Low costs- you don’t pay for the traffic that you generate unless you want to, so social media can be amongst the cheapest sources of visits.

What is Social Media Bad At?

• The algorithm: while this can be turned to your advantage, you’re ultimately at the mercy of the platform’s best guess at who will want to see your content.
• Low CTRs- social media platforms effectively sell attention. This means that they don’t want people navigating away, so direct links are often suppressed. This damages it as a source of direct traffic.
• Competition- social media is a crowded environment, and people’s attention spans are short.

5. Khiến AI đề xuất video và liên kết của bạn

What is Video Good At?

• Generating awareness and indirect visits
• Attracting AI attention

What is Video Bad At?

• Poor targeting- depending on the platform, you’re limited to influencing, rather than controlling, who sees your content.
• Low CTRs- while you might generate some direct traffic from an embedded link, it’s likely to be a fairly small amount.
• Attribution- as most traffic that’s generated through video content is likely to be indirect, it can be hard to pin down exactly what is and isn’t working.

6. Khuyến khích mọi người ở lại đến cuối để xem CTA của bạn

What Is Email Marketing Good For?

• Allows direct engagement
• Can be tailored to appeal to either larger groups or individuals, based on the data you hold.
• Potentially fantastic ROIs
• Easy to understand analytics
• Simple segmentation based on previous behaviour on your site

What Is Email Marketing Bad At?

• Cannot generate new traffic- you’re limited to the people who have signed up to your mailing list.
• Limited by the data you hold: while a mature contact might have a lot of data, a newer sign-up might require some guesswork, and this carries the risk of unsubscribing.
• Cluttered inboxes- people receive a lot of emails, so you have to work hard to stand out.
• You have to encourage people to sign up for marketing emails, and you have to keep them signed up.

7. Tận Dụng Tệp Khán Giả Của Những Người Có Ảnh Hưởng

• Targeting by location: city, Zip/Postal Code, country or even wider.
• Targeting by interest: If they like something related to your site, they might well like your site.
• Targeting by age: aiming your ads directly at your core demographics can help avoid wasted spend.
• Targeting by gender: some sites might get significantly more traffic from men than women, or vice versa.
• Targeting search intent: having your ads pop up at the very moment someone is looking for a solution that you can offer.

What Are Paid Ads Good For?

• Granular Targeting: target by location, age range, gender, interests or cast your net as widely as you like.
• Reach: much of the internet funds itself by hosting ads, meaning that you can appear in all kinds of places and generate traffic through exposure.
• Building awareness: even if they don’t directly click your ad, they might still take it in and visit later.

What Are Paid Ads Bad At?

• Costs- paying per click means that a successful campaign can get expensive quickly.
• Time - to get the most traffic out of your campaigns, they need constant refinement, sucking up time that could be used elsewhere.
• Ad blindness- we’re all so bombarded with ads online that we’ve developed the ability to mentally filter a lot of them out, limiting their effectiveness.
• VPNs and Adblockers- these technologies are becoming more popular and can play havoc with your reach and analytics.

8. Tạo video ngắn để thu hút sự chú ý

What is Improving Your UX Good For?

• Improving SEO: Engagement metrics play a decent-sized role in how AIs and search engines rank content, so a better UX can lead to better rankings and more traffic, though it’s fairly indirect.
• Retaining traffic: making navigation easy can help to spread traffic that does find your site around, potentially improving the value of each visit.
• Improving advertiser scores: most ad networks consider bounce rate when deciding which ad to serve, so the more engaging your site, the more effective your paid ads.

What Will Improving Your UX Not Help?

Những thách thức phổ biến đối với các nhà tiếp thị video

What Is Local Search Good For?

• Maps searches: catching people as they are literally about to head out the door and make a purchase.
• Targeting tourists: visitors to an area will appreciate the information you can offer.
• Targeting local residents: if your business serves a certain area, local search is probably the most useful source of traffic in terms of conversions and sales.

What Is Local Search Good For?

9. Make Use of Analytics To Refine Your Traffic Generation

• Understand where your current traffic is coming from: social media, search results, paid ads, etc.
• Discover where your visitors are: you can get detailed estimates about where people are when they find you, allowing you to either double down or expand your efforts.
• Audit your site: working out which pieces of content are doing numbers and which need further refinement allows you to focus your efforts more efficiently.
• Understand who is visiting your site: analytics tools often offer demographic insights, including things like age, gender and interests. This allows you to target your other efforts much more closely.
• Monitor your search results: knowing which search results you rank for allows you to refine your SEO efforts.

What are Analytics Good For?

What are Analytics Bad At?

10. Borrow traffic through Affiliate Links

What Are Affiliate Links Good For?

• Easy access to an existing audience- turn your affiliates’ followers into traffic for your own site.
• Suitable partners for any site- whatever the purpose of your site, there’s bound to be an affiliate whose followers would love to see it.
• Pay per sale- you only pay for visits which actually lead to a conversion, rather than paying per visit.
• Advertise offers quickly- time-limited links allow you to offer certain audiences customized offers, creating a large influx of reasonably well-targeted traffic.

What Are Affiliate Links Bad At?

• Paying commission: an unexpectedly successful campaign can get expensive quickly, blowing through your budget.
• Limited targeting: while you can choose your partner carefully, you’re limited to vaguely targeting interests rather than more detailed segmentation.

Increasing Your Web Traffic

• Focusing on SEO: Search engines and AIs offer access to a potentially huge number of visitors. SEO is relatively cheap, and the effects can last for years.
• Content marketing attracts people to your site, either through offering entertainment, information or education.
• Social media can turn your followers into visitors and, with luck, customers.
• Creating and sharing videos can boost your profile and even attract some traffic directly.
• Email can help you keep hold of the attention of people who have already visited you, keeping their traffic coming back time and again.
• Paid ads let you target new traffic on an incredibly granular level.
• Ensuring your site has a clean, effective UX can provide a noticeable boost to your SEO and paid ads, as well as helping retain visitors for longer.
• Local Search and Maps allow you to target traffic from people who live, work or are visiting your area.
• Analytics allow you to examine and refine all your other efforts, helping you to generate more traffic from them.
• Affiliate Links allow you to turn a partner’s following into traffic for your site.