Category: Internet Marketing

3 Ways to Drive Qualified Traffic to Your Website in Droves

Part Two: You Have a Website; How Do You Attract New Clients?

In last week’s article, we talked about setting up the tools you’ll need to evaluate your website traffic in response to your online marketing efforts. And now it’s time to come up with an online marketing plan.

There are two broad categories to look at for your online marketing: Paid and Organic

Paid Website Traffic

This term refers to all instances of purchasing ads for buying ‘reach’ and/or by paying to promote a post on social media.

There are many different ways to buy visibility with an audience that it has become a massive industry unto itself. Google, Facebook, Twitter, Pinterest, and all others are worth what they are because of the paid component.

It’s an essential part of any marketing strategy and not something you should attempt yourself unless you want to study this fast-paced industry and essentially become an expert in this field. Otherwise, you will spend a lot of time, money and energy with no guaranteed results.

Instead, hire an online marketing professional for help with this.

Organic Website Traffic

Organic traffic means visitors finding your website in a variety of ways that didn’t require you paying for that traffic to find you.

There are several ways to reach an audience through organic means. Before you begin any of the tactics described below, it’s important to first define who your target market is, what your brand positioning should be and also understand what your competitive advantage is.

Once those key planning strategies are in place, it’s time to implement the following to help drive qualified traffic to your website. Here are three online tactics to pursue:

1. Content Marketing
Content marketing is strategically creating website content that will appeal to your ideal target market so they can then get to know, like and trust you more and ultimately convert into a paying customer. Essentially, you’re looking to establish yourself as an authority, entertain your users, and educate them.

Aside from creating compelling content, you also want to make sure that content is sending proper rank signals to Google by ensuring it is of value to the visitor as well as being unique. Content marketing is everywhere and nobody wants to read the same article for the hundredth time with a different voice saying the same thing.

When content is great, it gets linked to by other websites. These links are a major part of how Google evaluates your website for rank so great content not only drives traffic back, it also sends a positive message to Google that your website is worth ranking higher for the terms you’re targeting with your content.

Content marketing has been such a booming part of SEO it’s now harder than ever to be a voice in your industry so make your content count. 1 good piece of content is worth more than 1,000 bad ones.

Content Marketing
2. Local Business Listings
Local business listings are easy to find and can be added by yourself via these local SEO tools listed here or your SEO marketer can also help with this. Some are paid but most are free.

Of any of the DIY methods for SEO this is the advisable one since it’s an easy process and many SEO agencies will charge monthly fees for simply running the software.

3. Social Media Marketing
This is the seemingly simplest method of driving traffic to your website and the one most done wrong. Many business owners don’t realize the purpose of using social media for business marketing is to drive traffic back to their website. This disconnect often causes a lot of wasted time and effort.

Social media management without SEO strategy is simply a PR campaign. All social platform links are what’s called ‘nofollow’ links so they never factor into your rank without a strategy in place that makes use of them in spite of the links being nofollow.

When you pay for a social media marketing expert, you are getting the know-how to make your social media efforts count. Simply posting a lot is not going to do it. And hashtag spamming is a sure sign you’ve hired someone who doesn’t know how social media marketing or even hashtags work.

Your social media is your way of connecting to your audience and Google observes that when traffic is sent through from a disconnected service. Your audience can grow much faster by reaching the right people but your content has to be unique and enjoyable to have an impact.

Feeling overwhelmed at the volume of effort needed to market your business? Find an online marketing agency who can work with you and your expertise so your input and knowledge of your industry is the guide when creating content that is presented as being from your company.

Both users and Google will respond better to something of substance than anyone simply pumping out content for the sake of having something online.

Also remember the point from earlier about the value of social media and make sure you’re leveraging the paid component or you’re missing out on a lot of your reach opportunity.

Buying Band Banners and Backdrops

How big should a band banner or backdrop be? What material is best for producing a perfect band banner? How should it be finished?

These are crucial questions for any band or performing group when considering a new band or stage backdrop.

A great backdrop adds presence to a band performance and enhances the experience for fans. Photographs and videos can also look amazing when taken against a superb backdrop.

How big should a band banner be?

The size of your band banner will depend on your venue or the type of venues you generally perform in. Even most smaller venues will be able to take a band backdrop of 2.5m x 2.5m. If the height is an issue, the bottom of the banner can drape on the floor.

Bigger venues will be able to provide the optimum size for your backdrop banner as well as advise on any finishing specifications. The most common specification is for eyelets across the top and a sleeve pocket at the bottom. The sleeve takes weighted rods to tension the banner down.

What material is best for a band banner?

Our most popular fabric supplied by Banner World is 210gsm polyester, full colour printed by dye-sublimation process. This fabric is lightweight, flame retardant, hangs superbly, packs away very small and is non-reflective.

Polyester is also available in 115gsm, in a lightweight AirMesh (ideal for speaker covers) and as a heavier Blackback Pro (this blocks out light from behind)

Cheaper material such as PVC Banner is heavier and more difficult to pack, store and transport. PVC also has a ‘shine’ which does not work well with indoor lighting. All PVC banners supplied by Banner World are flame retardant, but low-cost ones from some competitors are not – make sure you check with your supplier!

You will find that our high-spec, fit-for-purpose fabric band banners from Banner World are usually less expensive than the cheaper PVC banner materials specified by other suppliers for band banners.

TYPES OF BAND BANNERS

PVC BAND BANNERS

The cheapest band banners are made out of standard Event Banner or PVC Banner material and start at just £6.50 per square metre. Any size is possible, so you can opt for a small 1m x 2m banner or a huge 10m X 20m banner to cover an entire stage.

PVC Banner material is B1 fire rated and suitable for indoor or outdoor events. The banners are fully waterproof and the colours are UV-resistant. The banner can be rolled up for storage and transport. However, folding them to squeeze them into a boot may damage them and produce unsightly creases.

Easy to clean, PVC Banner material can simply be wiped with a damp cloth to bring it up like new.

On the heavy side for band banners, PVC materials weigh in at 510gsm for Event Banner, 500gsm for our Premium Banner, to 650gsm for Double-sided Heavy Duty material.

PVC MESH BAND BANNERS

PVC Mesh material is ideal for larger outdoor band banners as its tiny holes allow wind to pass though. This reduces wind-loading on structures.

PVC Mesh material weighs in at 330gsm so is lighter than PVC Banner. It can be rolled up between performances but should not be folded.

PVC Mesh Banners cost the same as normal PVC Banners.

FABRIC BAND BANNERS

Our recommended material for band banners, polyester fabric, is specially dye-sublimation printed which produces deep, vibrant colours on a non-reflective surface. The most popular specification is 210gsm Polyester, but we also offer a very lightweight 115gsm as well.

Airmesh fabric is just 115gsm and contains tiny holes – being acoustically transparent, this has proved ideal as speaker mesh.

Fabric Banners can be packed away very small, folding and/or rolling is no problem and they are usable indoors or outdoors.

Starting at £12.95 per square metre or less, our full range of Digital Fabrics can be found on our website.

FINISHING

We finish band backdrops and banners to your specification – all included in the price.

HEMS

All our band banners are hemmed as standard. PVC materials are high frequency welded whilst our fabrics are stitched. Hemming adds strength to the banner edges and helps to prevent damage or fraying.

EYELETS

Metal eyelets on PVC materials and plastic eyelets on fabrics can be fitted around all or just some edges of your banner. These give you secure points to attach clips, ropes or bungee shock cord in order to fit your banner at each venue.

POCKETS

Pole pockets or sleeves allow you to slide poles or bars through the top or bottom of a banner to aid fixing. You can use PVC or metal tubing, wooden dowels or even broom handles.

BACKDROP STANDS

Backdrop Stands are proving increasingly popular. The Standard Stand expands to display a backdrop up to 8ft x 8ft, is easily transportable and sets up in less than 5 minutes. Backdrop Stands can be used to display any of banner fabrics and materials.

Breaking barriers, right on the money

SA Breaking News is disrupting the traditional news website space in South Africa with a pragmatic approach that shows the power of getting content right.

In early 2016, mobile first agency, MobiMedia, a company in the Ole! Media Group, acquired the news and entertainment website SA Breaking News (SABN). Since then, MobiMedia’s dedicated editorial team has achieved phenomenal results, increasing the monthly audience by nearly 325% in just 15 months.

From an audience of around 123K unique users in March 2016, SABN’s readership has consistently grown, reaching over 522K monthly users in June 2017.

Perhaps more importantly, beyond just seeing the number of visitors to the site increase, the SABN team has more than doubled reader engagement from 1.5 page views per session last year, to over 3.5 pages per visit in recent months, generating a whopping 2.77M page views in June 2017 alone. Good news for advertisers who wish to reach this young, urban, informed and economically active audience.

The most remarkable thing about SABN’s growth, however, is that it was all achieved organically – driven by an improved and highly focused content strategy.

“When we inherited the site, the focus was immediately placed on organic growth. We needed to build credibility and a stable audience,” says Deseré Orrill, Managing Director of MobiMedia and CEO of Ole! Media Group. “We needed to turn our attention to building a community, which is what we have achieved and is now evident in not only the numbers, but the engagement.”

“Small details in social media posts are hugely important. Asking a question or presenting a user with a call to action – instead of just pushing a headline – created a 45% increase in engagement on our social media posts,” explains the site’s Editor, Siyabonga Mchunu.

The upward curve of SABN readership numbers has mirrored the growth of the site’s team of content producers, with young entertainment writers like Chanice Jennike and Oluthando Keteyi working hand-in-hand with ‘hard’ news journalists like Alana Bolligelo.

“In 2017, a digital content producer is a very different creature to the journalist of times gone by,” comments Orrill.

“Our young team is writing stories and across a wide range of topics, cropping images, embedding videos and Tweets and interacting with users on social media, on an ongoing basis as the digital realm is always on.

“Key to understanding media in the age of millennials is that the days of prescribing what content users should read, are over. News readers of today, are active participants in the process, with news being the catalyst for online debate. Digital publications of today therefore need to give users what THEY expect, in order to keep them engaged.

“This means following and pre-empting trends, taking content to the user and then asking them to participate, not waiting for them to come you,” concluded Orrill.

Indicative of this, readers on SABN are as keen to voice their opinions on the platform’s various channels, as they are to read the up to date news.

Where to now? With a strong entertainment following and a growing ‘hard news’ audience, SABN is aiming to expand its base amongst sports readers. It will also be incorporating regular audience polls into the mix, so that it can remain in touch with what its followers want, while giving them a platform where they are free to air their opinions, as there is certainly no such thing as taking an audience for granted in the digital age.