Everyone’s always wondering, “how do I drive more traffic to my website.” That’s the wrong question.
The better question is, “how do I drive more of my target market to my website?”
If you’re a personal trainer or a health coach and you post a blurb on Facebook to your friends, many of whom aren’t currently interested in health and fitness, then you’re going to drive traffic. However, that traffic brings little to no benefit to you.
You’re not going to become successful by wasting your time. Every traffic generation strategy needs to be laser-focused on driving specific traffic.
How do I know what specific traffic I’m looking for?
It starts by understanding that everyone is not a potential client for you. If you try to be a provider for everyone, you’re going to fail.
If you haven’t already, I’d recommend sitting down and mapping out two to three specific “client personas.” These are basically a demographic and psychographic profile of your ideal clients.
If you’re already somewhat successful, take a look at the people you’ve already attracted. What are the commonalities?
If you’re just getting started, think about who you might want to coach or serve. Be as specific as possible. The more specific you are, the easier it will be to write copy, create ads, determine branding, and so on. The less specific you are, the more you’re going to struggle.
Don’t make the mistake of thinking that specific means small. Sometimes you can be too exclusive, but it’s rare.
Also, you’re still going to get clients outside of your specific personas. For example, I target mostly female personas at Rebooted Body, but I still get male clients. You might think, “well why target specifics then?” Because, by being specific I convert a much higher percentage of the people who fit the persona I’m targeting than I would if I were taking a generalist approach.
Your marketing has to speak to someone specific or it will end up speaking to nobody. People won’t connect with it. They won’t feel that you understand them.
You’ll still get a few clients here and there with generalist marketing, but by and large you’ll be average or below average. Get specific and you’ll dramatically improve your conversion rates and client quality.
Okay, I have my buyer personas. Now what?
Now it’s time to find those people and lure them to your site (not in a creepy way).
Look at their demographic/psychographic profile. Start considering and answer questions like:
- Where do they hang out online?
- Where do they hang out offline?
- Where do they shop?
- What are their main struggles?
- What will they be searching for on Google in relation to their challenges and what you offer?
If you know your clients visit specific sites, reach out to those sites and offer to write some guest articles. Link those guest articles back to your own site.
If you know where your clients hang out offline, get in touch with the owners of those locations and see if there is a mutually beneficial way to partner with them.
If you know what the main struggles of your personas are, create programs and other products specifically targeted to those issues. If you don’t know what their main struggles are, you can ask them once you attract them to your platform.
If you know what they’ll be searching for on Google, you can write articles related to those searches so you show up. Or you can buy ads based on those searches.
You can run Facebook ads to target your personas when you know certain things about them like their age, gender, interests, location, education level, etc.
Make your marketing relevant.
Everything you do should be in alignment with your target market. That’s how a brand is built. It’s about consistency.
You don’t want 1000 visitors to come to your website. You want 1000 of the right visitors to come to a website full of consistent messaging and offerings that speak to them.
In fact, I’d rather have 250 of the right visitors come to my website than 1000 of the wrong visitors. Wrong visitors are expensive. They eat up your ad spend, server resources, email spend, etc.
Bottom line: Success comes from proper and effective targeting. Get it done!