With GDPR now in place, the act of driving traffic to your website is harder than ever, but that doesn't mean it's no longer possible. There are still a number of effective, inbound ways to attract leads and - thankfully - none of them involve sending out emails to prospects that never signed up to your database in the first place. Here are our top 8:
Hire a writer to create more, higher quality content
After researching, writing, and refining, it takes on average over 4 hours on average to write a blog post. While it would be great to be able to put the time aside to create such high quality blog posts, if we're honest honest, most marketers are unlikely to be able to regularly put 4 hours aside to do so. Hiring a writer allows your staff to get on with their other marketing tasks, while still building up a portfolio of great content for you to use to get traffic through SEO, and to promote and repurpose. Which brings us to...
Repurpose content into other formats
67 million Americans listen to podcasts which means you're potentially missing a huge portion of your audience by not utilising them. Posting podcasts can be as simple as recording into your smart phone, setting up an account on Soundcloud, and uploading your voice recordings. As well as being easy to post, podcasts are cheap and easy to produce and they have a huge impact, reaching a large proportion of the population aged between 25 and 54. It also allows for guest appearances, which will be great in creating backlinks to your site, driving traffic and creating brand authority. Podcasters such as Neil Patel and Eric Siu even upload their podcasts to YouTube, reaching an even broader audience by utilising video too.
Webinars, such as the ones Hubspot host will bring in traffic because people to voice their queries and concerns and receive an immediate response. With a Skype/FaceTime-like interaction, prospects and customers can get this immediate answer from the company hosting the webinar without having to wait days or even weeks for an email response. It’s also great for you and your company because you’ll also receive instant feedback that you can use to improve your brand and your content to better suit your prospects and customers. Just as your prospects and customers can ask you questions, you can reciprocate by asking them questions too, getting in instant idea of how to improve your marketing.
Optimise your metadata
So many businesses don’t fully optimise their metadata to attract traffic, and it's so easy to do! All you have to do is make sure that it includes a solid and coherent description of how you can help your target personas solve their issues/challenges, ensuring that you include keywords that are often used in search terms relating to your business. The format of your metadata should ideally be: problem → solution → outcome to show prospects exactly what they can expect from you and how you can help them.
Focus on getting yourself a featured snippet in Google searches
With this hack, ranking isn’t necessarily a top priority because even if your website comes up 2nd or 3rd on the results page, if there is a featured snippet, it's likely that you'll receive 10-20% more clicks than the 1st or 2nd result without a snippet under their link. People love to see what they’re getting themselves in for, and snippets give them a greater insight into what it is that you have to offer them. Combined with your optimised metadata it will be sure to entice your audience.
Reduce the number of ads on your site
It can be tempting as a newly formed B2B business to to fill your site with ads to attract those initial views. However, the reality is that these can slow down the loading time which as a result, will also reduce your chance of ranking in search results, meaning you'll achieve the exact opposite of what you're trying to achieve. Upon the introduction of the new Google algorithm, 'Fred', some sites saw a 50-60% drop in traffic simply because they had too many ads on their site. That doesn’t mean you need to remove all ads, but the ones you do include on your site need to be relevant, and the ratio of content to ads needs to be in the favour of your high quality content.
Optimise your site for mobile
Today, everyone is mobile and Google is starting to give preferential treatment to mobile sites as a result. Not only this, but because the top 10 countries for search traffic also have the slowest internet connection, having a lite version of your site (which is essentially what a mobile site is), it allows people in those countries to still have uninhibited access to the internet. With mobile sites being generally faster to load, it makes sense that they would be given preferential treatment in search results.
If you want to make your site mobile friendly, you should avoid technologies such as flash, use text that’s readable without having to zoom in, and make links easily tappable by ensuring their about the size of your thumb.
Ultimately, the more mobile accessible your site is, the more unique visitors you’ll experience since it’s now far more likely to show up in organic searches.
Don’t forget about local keywords
It's great to rank for broad search terms, but don't underestimate just how useful it is to show up in local searches, particularly if your company thrives on communicating with customers on a face-to-face basis. To do this, all it takes is adding your local area to your long-tail keywords and your content will start showing up in searches and you'll see an increase in your web traffic in no time.
Ensure you have a listing on Google My Business too, to boost results for searchers with their location services on. You’ll also show up on Google Maps alongside competitors, increasing the chances of prospects taking you into consideration when making that final move towards making a purchase.
Driving traffic to your site can be a nightmare, especially with the new GDPR legislation, but it's not impossible. By utilising content marketing, hosting online events, and fully optimising your website, you'll continue to raise awareness of your brand and your services even without the cold emails and calls. The key is to continue to create content that provides value to your prospects and is SEO optimised, and share it on all social media platforms to reach as large an audience as possible.