Table of Contents
What is targeted traffic?
Targeted traffic is the term used to describe people visiting a website intentionally because they believe it can satisfy their intent. This can be an answer to a question or a solution to a problem through a product or service.
The difference between targeted traffic and normal traffic (non-targeted) is that targeted visitors have a specific goal in mind while normal visitors are browsing the web without having a particular objective.
In other words, targeted traffic is those people that visit a website with the intention of performing an action.
Let me give you a couple of examples to understand the difference between the two:
People who visit amazon.com searching for “buy filter coffee machine” are more likely to convert (i.e. make a purchase) than people who enter amazon because they want to view the latest offers.
Likewise, from my experience on this website, people searching for “SEO packages for small businesses” are more likely to complete the order form than people who come to the site reading the blog posts.
Why is targeted traffic important?
There are many reasons as to why targeted traffic is important for a website. The most significant are:
Increase in conversions – Targeted visitors are more likely to convert and this means:
- More qualified leads – Websites can get the leads and convert them into customers through email marketing, retargeting, or one-to-one communication.
- More sales – The conversion rate of target traffic is higher compared to normal non-targeted traffic.
- An increase in email subscribers – If you can manage to keep targeted visitors happy though your content and website experience then most probably they will visit again and also subscribe to your email list.
A decrease in customer acquisition costs – The cost of acquiring a new customer will be less and this means that you can get more customers without increasing your budget.
Increase advertising revenue – targeted visitors are more likely to click an ad for a product they are interested in and this translates to more ad revenue.
Increase in social media shares: Targeted visitors will share something on Facebook or Twitter if they really like it. I don’t have any statistics to back this assumption but it makes sense to LIKE something if it solves your problem (in case you are looking for answers) or satisfies a need (in case you are looking for products).
How to Get More Targeted Traffic?
The best ways to increase targeted traffic coming to your website are:
- Optimize your website for SEO
- Run paid search campaigns
- Run targeted social media campaigns
- Optimize your website for mobile traffic
- Create a native mobile app
- Invest in content marketing
- Retarget visitors with social media ads
1. Optimize your website for SEO
Search engine traffic, whether it is paid or organic is highly targeted because people use search engines for a purpose.
In fact, organic traffic is the best type of targeted traffic you can get.
To take advantage of this, your website needs to appear in one of the top positions of the search results and the way to do this is through search engine optimization (SEO).
Why you need top page rankings? The reason is simple: the majority of search engine traffic goes to websites appearing in the first 5 positions, so if you want to get a portion of the targeted traffic, you need to have a presence there.
Furthermore, it’s not enough to appear on top but it has to be for search terms related to your business offerings.
How do you optimize your website to appear high in the SERPS for the keywords that matter for your business?
By combining the different types of SEO together and by proving the right type of content to both search engines and users.
Here is an overview of the SEO process, you can use the resources below to learn more.
Step 1
The first step is to make sure that search engines can access and index your pages without any problems. In the SEO world, this is known as technical SEO.
The way search engines work is by crawling the web and adding the available pages to their index so that they can be taken into account by the ranking algorithms.
If your website is not optimized for the technical SEO phase, your pages won’t be part of the search engine’s index and it won’t appear for any searches.
Step 2
The second step is to make sure that search engines can understand the context of your content. This is achieved by sending them various signals through your content.
This process of writing SEO friendly content is known as on-page SEO.
Step 3
The third step is to get references from other related websites on the Internet. By references, we mean links pointing from other websites to your website. In the SEO industry, this is known as off-page SEO.
Why are backlinks important? The Google algorithm considers incoming links as ‘votes of trust’ and this can positively influence the position your website appears in the SERPS for a given keyword.
So, if you want to get a tiny share of the overall traffic generated by Google and other search engines, is to make sure that your website is SEO optimized.
2. Run paid search campaigns
Besides SEO, another way to get targeted search traffic is to use platforms like Google Ads and Bing Ads. These platforms allow you to run paid campaigns and show your ads in the search results of Google and Bing for specific keywords.
Unlike SEO that can get you traffic for free, in the case of paid search advertising you pay the search engine a fee every time someone clicks on your ads. In digital marketing, this is known as pay-per-click advertising.
PPC campaigns are the fastest way to get targeted traffic. It’s a method suitable for both new and established websites and the results are immediate.
The downside is that in many cases the costs are high and won’t leave you any margin to make a profit. In addition, it’s a bad business plan to be 100% dependent on paid advertising.
So, if you’re starting an online business now and want to get targeted traffic fast, you can start with PPC ads but at the same time, you also need to start working on your SEO.
Your goal should be to reach a point where you can get more free traffic from search engines and gradually minimize your paid advertising spend.
3. Run targeted social media campaigns
Until very recently, traffic from social media was considered as non-targeted and while this is not completely wrong, things have changed dramatically in the last couple of years.
All major social networks (think Facebook, Instagram, Twitter, Pinterest, and LinkedIn) have improved their algorithms to make social networking more targeted.
The way to get targeted traffic from social media networks is to utilize their advertising platforms and run paid campaigns.
While you cannot use keyword-based targeting (like Google Ads), you can show your ads to a very specific set of people using other targeting conditions like the location of the user, device, age, gender, educational status, and interests.
This flexibility offered by social networks allows advertisers to segment the audience into groups and show them different ads, simulating the steps and groups of a typical sales funnel.
Example of how you can get targeted traffic from Facebook
For example, let’s say that you want to use Facebook to promote your online courses to the US audience, your campaigns could look like this:
Campaign #1 (General) – Target people living in the US between the ages 25-55 interested in topics related to ‘Digital Marketing’.
Campaign #2 (Targeted) – Target people that interacted (shared, saw your video, liked, commented) on your previous ad campaigns.
Campaign #3 (Highly targeted) – Target people (from campaign #2) that visited your sales pages because of a Facebook ad.
4. Optimize your website for mobile traffic
While this is pretty much the same as search engine traffic explained above, it is worth noting that if you are after targeted traffic from mobile visitors, you need to have a mobile-friendly website otherwise you will not be able to reach users on mobile.
Google is very serious about mobile search and if your website is not optimized for mobile it will not be included in the Google search results or to be more precise it won’t have any chances of achieving high rankings on mobile search.
A website optimized for mobile has the following characteristics:
- It’s easy to use and looks good on all devices
- It loads fast (less than 3 seconds)
- It allows users to perform the same actions as the desktop
- It has the same or closely related content as the desktop
- It has no vertical scroll bars
- The text is easy to read and buttons are large enough to be accessible by hand
If any of the above conditions are not met, you won’t rank high in search and your PPC and Facebook campaigns are likely to fail since the majority of users on all networks in using mobile devices and not desktop.
So, if you want targeted traffic make sure that you follow a mobile-first approach when designing your website and landing pages.
5. Create a native mobile app
For many, this may be a surprise but native mobile apps can drive targeted visits to a website and let me explain why.
A native mobile app (either for Android or iPhone) is uploaded to the mobile markets and in order to download it, users have to perform certain actions (search for it, find it, and download it).
The fact that users are searching for something specific makes them targeted and if you can manage to satisfy their needs, you can win customers (if you are selling something) or new readers (if you are a content publisher).
How can you drive targeted traffic to a website through a mobile native app? In practice, this is a bit more complicated than creating an app and uploading the app to the mobile markets.
You have to think about what type of app to create, how to promote your app so that it is not lost in the millions of apps already available in those markets and most importantly how to make mobile app users visit your website and perform an action.
The application should offer useful and valuable information to users so that there is an incentive for them to download.
Depending on the type of website the application can either take full advantage of the device capabilities and offer users a different experience or give them an alternative way to access the website content on their mobile devices.
How to get more visits from the app? Through the app notification system. Whenever new content is published on your website, mobile app users will get notified.
If you take into account that the average person checks their phones 110 days per day, some of them will click on the notification and visit your app and some of them will follow a link or internal banner and visit your website.
The number of visitors you can get using this method is not comparable to search engine traffic or paid ads but it is highly targeted.
6. Invest in content marketing
Content Marketing Strategy Plan
One of the digital marketing channels that can generate highly targeted traffic to a website is content marketing.
Through content marketing, you can set a strategy to create content to target a specific audience.
The way this is done is by doing keyword research to find out what the users are searching for on Google and build SEO campaigns to target the keywords that are relevant to your business.
To make sure that you’re targeting the right audience with your content, you need to go after keywords that have a high level of intent. These keywords are generally referred to as long-tail keywords.
Here is an example to understand this better. Let’s assume that you have a product that helps people plant beautiful red tomatoes.
While doing your keyword research you’ll notice that keywords like ‘tomato plant’ or ‘when to plan tomatoes’ have a high search volume.
This is great but it more likely that these people who are at the early stages of planting tomatoes, don’t need your product. So, even if you manage to achieve high rankings for those terms, you’ll get a lot of traffic but you won’t make a lot of sales because the traffic is not targeted.
If on the other hand, you create content around ‘why are my tomatoes plants turning yellow’, you’ll probably make a lot of sales since the traffic is targeted. People have a very specific problem and you have a great solution for them.
So, to use content marketing to drive more targeted traffic to your website, you need to consider the intent of the user and not the popularity of a keyword.
7. Retarget visitors with social media ads
How Remarketing Works
It is normal that the majority of users visiting your website will not perform the actions you want. Most of them will come and go, others will spend some time on the website and then leave while others will become customers or subscribers.
One of the ways to win users back and eventually turn them into customers is through retargeting campaigns.
As shown in the diagram above, through retargeting you can show ads (on Google or Facebook) to people that already visited your website once.
The reason that this method works is that people are already aware of your brand, so when they see a relevant ad while on Facebook or on Google, they are most likely to re-visit your website. This is also the reason why these people are considered to be highly targeted visitors.
One way to improve the performance of your retargeting campaigns is not to target everyone that visited your website but only those people that performed a specific action.
For example, you can segment your audience to only include users that visited more than one page or who spend more than 60 seconds on your website.
Targeted traffic is “qualified” or “quality” traffic. What this means is that site visitors coming through to your website or landing pages from are most likely actively looking for the products, services and other information that you already have in your site. This should be the goal of your website and your overall digital marketing efforts and the following reasons will tell you why:
Targeted Traffic Provides Better Chances for Conversion
Perhaps the single best and most important reason why your digital marketing campaign needs targeted traffic is conversion – to generate sales. That’s the ultimate goal for any business website and corresponding digital marketing efforts to drive traffic. As mentioned earlier, even if you have tons of website traffic going through your virtual doors on a daily basis but not of them ever converts into sales or leads, then all your digital marketing efforts – and the investments that go with them – are simply flushed down the drain.
Targeted traffic offers bigger chances for conversion as majority of targeted online visitors are seeking information that your website may supply, and have a greater chance of purchasing your products or services should they cater to whatever need they may have. Even if you only have a trickle of website traffic visiting your blog, but if most of these site visitors convert to either leads or sales, then that would be traffic worth receiving. In short:
Higher Targeted Traffic = Higher Conversion Rates = Higher Sales
Targeted Traffic Is Needed for a Profitable ROI of your PPC Campaign Investments
Embarking on a Pay-Per-Click (PPC) advertising campaign is one of the most effective strategies in generating targeted traffic to your landing pages or directly to your main website. However, PPC involves a bit of investment and that means cost. If your PPC campaign generates traffic that does not convert into sales, then your campaign is a failure and you would have just wasted valuable time and resources.
With targeted traffic that converts into sales, you can expect a faster return for all your PPC investments, allowing you to launch an even better, more massive and more effective PPC campaign. At this point however, it would be important to take careful note of conversion rates in relation to the amount of targeted traffic you receive and the price of your product or service.
This can be simplified by the following example. Let’s say that you are selling a product worth $50 through your website and are using PPC Ads to promote and market your product online. If you pay approximately $0.50 per click through your PPC ads, then you’ll need a conversion rate of more than 1% from all your site traffic. This means that for every 1000 site visitor, you should have at least 10 people from this batch buying your product just to break even on your PPC campaign.
Targeted Traffic Builds Your Brand Reputation
People online are constantly seeking huge amounts of information for whatever purposes or needs they may have on a daily basis. More often than not online users get directed to a website, either through a natural search engine query or clicking on what they thought was a relevant PPC ad, only to find information or content that really does not provide the answers they need. Many would simply get frustrated from all these and forever shun these websites that they have now marked as useless.
If you are generating the right kind of targeted traffic to your website – the kind that is actively searching for content about certain kinds of products or services – and if your website manages to deliver the content they need, you’ll end up with happy, satisfied visitors who’ll have no qualms of going back to your website on a regular basis. This would truly be a big boost to your brand’s online reputation, which will be catapulted to even greater heights once these satisfied web visitors start telling other people about your brand, product or services.
Targeted Traffic Gives Better Chances for Repeat Sales
Targeted website visitors finding what they need from the content of your website and online channels, will most likely go back to your website for second helpings of the good stuff you can offer. If they have purchased anything during their first visit, there is a greater possibility that they will purchase more of what you can offer during their subsequent visits.
It is a natural tendency for people to trust only individuals, stores and other business entities that they have previously worked with in the past. If they were completely satisfied during your initial business transactions with them, then there is a greater likelihood that they would be most willing to conduct their business again with you. If you continue to provide them with good and high quality content to satisfy their needs, then you will gain a very important army of followers frequently visiting your website – generating even more repeat sales.
Targeted Traffic Helps Increase Your Page Rankings
Targeted traffic is a quality traffic which not only increases your sales, but improves your branding and your online reputation as well. With this high level of credibility among targeted users, you and your site will eventually be branded as an authority and reliable source in your respective niche. This will give your website more opportunities of generating back links from relevant websites.
As discussed before on previous articles related to Search Engine Optimization (SEO), a good flow of targeted traffic reinforced by incoming links is a surefire ingredient in helping your website rank higher in Search Engine Results Pages (SERPs). These are the kinds of ingredients search engines like Google loves and will reward you with good rankings.
Targeted Traffic Ensures Your Business Survival
If your website is likened to a brick-and-mortar business establishment, site visitors can represent the number of people that passes through the doors of the business on a daily basis. Some of these entering your store or establishment really don’t know what they are looking for and would simply look around, sorting through items you have on sale, trying to look for things that they deemed worthy enough to buy. In many cases, these types of people just come and go without making any purchases.
If you encounter such kinds of people day in and day out, your brick-and-mortar business would simply not survive. What your business need is the right kind of people who visits your shop and purchases whatever product or services you are offering. This same scenario applied to business websites and online stores as well. Without targeted traffic that gets converted into sales, your business have a great tendency to close and cease to exist.
Key Learnings
Targeted traffic is very important for the long-term success of a website or online business. Users visiting your website with a specific intent in mind, are more likely to perform an action (becoming customers, subscribing to a newsletter, sharing on social media) than ‘normal’ visitors.
In summary, the most important aspect of any digital marketing campaign is to generate the right kind of traffic to your landing pages or main websites that have the higher than average chance of being converted into targeted leads or even sales. Even if you have hundreds of thousands or even millions of site visitors, but if your conversion rate is not enough to profit or break even from the amount of investments you poured into your digital marketing campaign, then your chances for survival in the online arena is next to null.
Search engine traffic, whether it is organic or paid, is the best form of targeted traffic you can get.
In order to get organic search traffic from search engines, you need to do two things:
Besides SEO, you can also utilize paid search campaigns, paid social media campaigns and mobile native apps to target users that are more likely to be interested in your products or services.
Last but not least, to maximize the results of all other campaigns, you can use retargeting to get people to re-visit your website and perform an action.
As your take-out, you should focus on applying only digital marketing techniques that will generate the right kind of targeted traffic that your brand, products or services. This should be at the core of your strategy and Digital Marketing Oslo will be here to assist you in this regard every step of your virtual way.
That’s where KBI Marketing comes in. As a Google Premier Partner and Bing Ads Professional, our pay-per-click experts work with you to create an advertising strategy that reflects your brand and will achieve your goals.
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