How to improve your site traffic

How to diversify your Traffic Channels 

If you work with traffic acquisition, you know that it is important to analyze the results of your marketing strategies to know if the channels you are using still have the potential to generate new sales or if it is time to look for new opportunities.

Digital marketing is dynamic and always being stuck with the same channels or strategies can bring benefits in the short and medium term, but eventually you will need to think of new ways to reach your audience.

It is at this point that you should know and understand the concept of diversifying traffic channels.

If you still don’t know how to diversify your traffic channels, stay tuned in this article and we’ll clarify all your doubts.

Prepared?

So let’s go!

What are traffic channels?

In case you forgot or still don’t know, let’s remind you what are traffic channels ?

The content you produce or your sales page needs to reach your target audience, right ?

And this path can happen in many ways: through a Google search, a post on social networks, a link in a blog article or through media campaigns.

All these touchpoints that lead users to your content are called traffic channels .

Diversifying your traffic channels

Traffic acquisition can be done either organically or paid .

It’s important that you have more than one source so you don’t become dependent on just one channel.

If you only use one Instagram account to make your sales and you are unexpectedly blocked, 

what is your sales structure like?

Can you imagine if that happens? All of your audience building and traffic attraction work would be compromised.

That’s why it’s important to diversify your traffic channels.

search engines

When it comes to organic traffic, search engines are perhaps the most important part.

After all, you don’t need to invest a penny to reach your audience and the content can be perennial, staying there over time, just being updated to maintain quality and relevance.

Digging a little deeper, this is the type of traffic where customers will come to your site via major search engines.

When we talk about search engines, it is impossible not to associate them directly with the biggest one: Google .

However, we cannot leave aside other representatives such as Bing and even Yahoo!

For those who already follow our blog and have read our articles on organic content , you know that in this type of channel, results usually appear with a little more time .

However, the return you get is worth this wait, as you will be reaching an audience that is really interested in your product without necessarily investing money to reach it.

Paid Traffic Channels

In affiliate marketing, acquiring paid traffic is one of the pillars for scaling your short-term sales.

That’s because the tools available offer the opportunity to segment your campaigns through different cuts.

Whether by geographic location, age group, gender, interests and even income.

Unlike organic traffic where you wait for the customer to come to you, in paid traffic you go to the customer.

The two main tools on the market today are Google Ads and Facebook Ads .

Google Ads works with the search network and the display network.

In the first, it displays its ads according to the terms searched by users in the search engine, while in the second it displays its ads on the partner network, Youtube , Gmail and Google Maps.

We made a very complete post that explains a little more about the Google search network .

In Facebook Ads, you show your ads to users of the blue social network, Instagram, Messenger and Whatsapp .

Unlike Google, which displays ads according to what the user searches, on Facebook you define the profile of the people who will be impacted by your ads while browsing according to interests, age group, gender, location, among others.

Social media

As cliché as it may seem, it’s always good to reinforce how social networks have revolutionized the way brands and consumers relate to each other.

Your brand may not be on social media, but your consumers are very likely to be. And it is through these social networks that they will speak well or badly about your product.

In other words, more than half of people are connected to the network not only to relate, since the same report also shows that 58% of the population has already searched for a service or product.

In this scenario, the main social networks used to attract traffic are:

Facebook

Facebook has over 2.91 billion users. In pakistan alone, there are 3146700 monthly active users . 

With so many users, it is conceivable that Facebook is one of the main traffic channels for any website on the internet.

Between personal profiles, pages and groups, Facebook allows you to distribute content without content to thousands of people.

However, in recent years, the social network has been increasingly decreasing the organic reach of publications from pages and brands and focusing more on interactions between people.

But there’s still a little bit of fuel to burn that fire if you know how to work with your organic content.

LinkedIn

Since its birth, Linkedin was seen as a social network where companies offered jobs and people applied to them or distributed their resumes.

In recent years, LinkedIn has increasingly invested in becoming a social network focused on corporate content or related to this universe.

As a channel aimed at the professional side, this social network makes it possible to build authority through the content you produce.

One of the initiatives to encourage the production of content is the annual disclosure of Linkedin Top Voices, a list of users who produced the most relevant content throughout the year.

That is, if you want an extremely qualified traffic channel depending on your niche, LinkedIn should never be overlooked.

Pinterest

Perhaps you still don’t give much importance to this network, because you think it’s just another place where young people gather images of the most diverse subjects. However, it is often used as inspiration. 

On Pinterest, people create boards according to their desires and tastes, on the most diverse subjects.

By posting an image there, you add a link for the customer to click and be directed to your website, so that they get to know your brand.

For those who work with products that are extremely visual, Pinterest can be an excellent traffic acquisition channel.

Instagram

Instagram has over 1 billion users worldwide. 

But generating traffic on Instagram, at least organically, takes a little more work than it does on Facebook.

While on the blue network anyone can post a link on their profile or page, regardless of the number of friends or fans, on Instagram things are a little different.

For starters, it doesn’t accept links in posts. That is, you cannot link anything in the photos or videos you post in your feed.

You can display a unique link on your profile or turn your account into a commercial or content producer and, from 10 thousand followers, get the famous “swipe up” of Stories.

If you already have more than 10,000 followers, all you need to do is focus on the quality of the content to take users to your sales page.

Taboola/Outbrain

Returning a bit to the area of ​​paid traffic, let’s not forget about native ads .

Mainly in the affiliate market, these tools are used to create the famous advertorials .

These are tools widely used in digital marketing and are key to increasing sales, as they help bring qualified traffic to your website.

At the end of 2019, the two tools completed a merger process, becoming one of the largest media companies on the market.

Both tools display ads on blogs and content portals.

The difference is that the ads are made according to what the user is consuming and are made as if they were news .

That is, it advertises to an audience that is consuming something related to its content. Thus, it does not bring discomfort to the user, but it takes content that will be relevant to him because it is related to what he is already consuming.

Influencers

Another powerful source of traffic to your website is the use of digital influencers.

But don’t just think that digital influencers are those people with more than 1 million followers on their profiles.

Like everything else on the internet, there are niches and famous micro-influencers, who don’t have so many followers but have enormous power to influence the purchase decision of those who follow them.

Using influencers in your traffic acquisition strategy requires some planning, as they will hardly share your content for free.

So choose well the influencers you are willing to invest in.

Conclusion

If you’ve made it this far, you’ve seen that there are several ways to attract visitors to your website or sales page.

As we discussed at the beginning of the text, it is risky to depend on just one traffic channel. Any unavailability can harm your business.

The ideal is to create a mix of traffic channels that match your personas and are within your planning, whether they are paid or organic traffic.

Before investing in media or content production, do a deeper study of your personas and identify the channels where they are most present.