How to Get Buyer Traffic to Your Website

Your website needs a constant flow of site visitors or traffic who are looking to buy your product or service, or to join your mailing list – or, in fact, to take whatever action you want them to. A website generally has 2 types of traffic: buying traffic and browsing traffic. ‘Browsers’ are Internet users who are looking for helpful information online while ‘buyers’ are people looking for solutions to fix a pressing problem and are ready to take action immediately, they have their credit cards ready. Attracting more buyer traffic to your website should be your goal if you want to generate sales, improve profit margins and get better search engine rankings.

Knowing everything about your target market is crucial to online business success. Through intelligent research, you can learn what your market needs, the kind of content they want to see, and what influences them to buy. Market research will also include information about potential competitors, where they get their buyers, the web pages which receive the most views and their keywords. Armed with this information, you can set about creating a product or service that solves the problems or meets a need of your niche.

The Internet is a search-based environment with more than 80% of website traffic coming from search engines. Keywords or groups of words are used to find websites containing the information and solutions that users seek. Your target audience uses common keywords to find what they need and a good tool such as Google Keyword Research Tool can point you to the most relevant keywords in your market.

Paid keyword research tools, notably Market Samurai or SEM Rush, offer additional functions for finding niche keywords and comparing keyword values. When using these tools, you’re looking for words that:

• receive heavy traffic
• have some, not necessarily heavy, competition
• high cost per click (CPC) values

CPC values depend on how much advertisers spend for a keyword or keywords. Thus, high CPC values indicate how valuable a keyword is and its popularity among buyer traffic.

What people are saying about similar products or your type of business can lead you to the right keywords and the most relevant content that you should be creating. Good sources of feedback can be found at social media sites such as Facebook, blogs and online forums. The number of impressions and comments following content featuring a keyword is a good indicator of popularity. From these sites, you can also learn the mindset of, and the language used by, your market.

Online content can take several forms and it is recommended that you create all types of content for best results.

Text content

Text content remains popular in websites because online search is primarily based on matching keywords with text found in web pages. Articles that generate the most buyer traffic are:

• How To guides
• Reviews
• Product reviews
• Publications of specific authors
• SEO Articles: relevant and informative

Content that commands the most attention are:

• rants or statements that go ‘against the grain’
• case studies
• tips and tricks, similar to How To’s
• lists of top tips or products
• new and interesting developments

Tips for creating text content:

• Craft a headline that grabs the attention of your target audience and incorporate keywords in it
• Add an interesting sub headline
• Introduce the product or service
• Discuss its benefits in the form of a list
• Show results of the product and build it up as a solution
• Make a damaging admission to build some trust and bonding with the site visitor
• Describe the solution or your product in full
• End with a compelling call to action

Image content

Pictures increase engagement and boost site traffic. You can easily add images to your website or social media profiles using:

• Buy photographs from an online photo library like istockphoto.com
• Your own digital camera
• Screenshots of web content
• Static or animated graphics

Get the most relevant and highest quality photos that you can afford. Relevance sparks attention and superior image quality promotes sharing. You can create your own photos, purchase stock photos for a small fee online or have someone take images or create excellent graphics for your website and other online content. Optimise images appearing in your website by adding targeted keywords in the Alt image attributes and in surrounding text content.

Video content

Videos are extremely popular among Internet users and help convert visitors into buyers. Videos can be used as:

• Step by step guides
• Reviews
• Product demonstrations and reviews
• Digital method of getting “up close and personal” with your audience

You can start creating and adding video content using basic tools such as:

• small digital camera or phone camera on movie mode
• basic lighting kit
• lapel microphone for quality audio
• video editing software

Videos may be created using slide presentations from PowerPoint or other image software accompanied by audio files. You can create videos on your own or hire someone from an outsourcing website to do this for you. With videos, you can embed them in your website, share them in your Facebook and Twitter accounts, and upload them at YouTube. Be sure to include a link that can take your viewers back to a web page where a compelling call to action awaits them.

Other types of content that buyer traffic loves include PDF files and downloadable reports. They are easily created and shared and are useful for building credibility, increasing backlinks and list building.

Content is king on the Internet and the best ways to get buyer traffic to your website are through high quality, multiple media types which are relevant to your target audience.

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