How to get traffic to your website is the number one question every online store owner/manager asks.
Two main ways to get targeted traffic from new customers (acquisition) and returning ones (retention) are Organic Traffic and Paid Advertisement.
There are lots of traffic channels, and top online retailers use every one of them. When I was running E-Commerce for large companies, we invested in each existing organic and paid method . Also, when I started my boutique, I still tried to run each channel even with a tiny budget and resources. After I tested everything, I picked several methods that worked for my shop.
I believe that smaller online fashion and lifestyle stores & boutiques with limited budgets and resources need a channel road-map that works precisely.
What is organic traffic? It is when potential customers find your website via Search Engines and Social Media Channels without you paying for advertisement.
First of all, I want to make it clear that organic traffic does not mean completely free. You will need either to hire a professional to set everything up or to teach yourself (the best learning sources are not cheap). Plus, if you want to be in online business you have to learn new best industry practices constantly.
HOW TO GET TRAFFIC TO YOUR WEBSITE TO ACQUIRE FIRST TIME CUSTOMERS.
ORGANIC TRAFFIC THAT WORKS
1. Search Engine Optimization (SEO) is the number one method.
Unfortunately, it is the most mysterious process for the majority of online businesses. Every boutique owner or manufacturer knows SEO is a must, but very few people understand what it is, how it works, and how to make sure that people you hired are not ripping you off.
SEO is the set of techniques that help people to find your website on Google by typing particular words. SEO can be complex, but I will simplify for you.
There are Three Main SEO Parts: On-Page, Off-Page, and Local.
1) On-page SEO
is the set of techniques inside of your website. You optimize text, images, and meta tags as a minimum. There is a long checklist for on page SEO elements, but it’s a topic for the separate SEO article.
First of all, on-page SEO is an original keyword-based text for each page of your store. You research keywords, create a list and “plant” keywords’ based text in store’s categories, subcategories, and product pages so you will receive steady traffic over time in the future. Second, each image on your website must have a keyword based name and third, pages have to have meta tags.
As a result, using keywords in product descriptions, you let Search engines know what you are selling so they can show your products to potential customers. For example, three years ago I accidentally bought several crown shaped mirrors at the gift show. I researched related keywords and created an original product description for this mirror. Now my store is showing up on the first page every time someone types in Google “Crown-Shaped Mirror”)
Keyword research is my most favorite task in the whole boutique running process. No, the second one because the first one is the inventory buy.
You can try this little widget below and see how much fun keyword research is.
2) Off-page SEO
is the combination of back links and Social Media signals.
It is when quality websites link back to your store (inbound links) and people like, comment, and share your content on different Social Media Platforms. Back links’ quality determined by how much a site is related to your store (for example if you sell apparel, you want fashion blogger link back to you) and Domain Authority (DA) metric. Large agencies charge up to $500 of one back link with domain authority 21-41, $1000 for domain authority 42-57, and $2000+ for one back link with domain authority higher than 58.
In addition, implementing Influencer marketing is a fantastic idea because when bloggers/YouTubers link back to your site, you receive not only sales but also lifetime organic SEO.
Social Signals such as likes, shares, and comments you receive via Instagram, Facebook, Youtube, Twitter, Pinterest, etc. are also indicators that your site will show up higher in Search Engines.
3) Local SEO
(Even if you don’t have a B&M) location, Local SEO optimization is a must. As a minimum, you have to create Google My Business page and optimize it with local keywords (keyword+ city). Also, you have to add identical NAP (name, address, phone) to citations (websites and directories). And then to optimize for Bing Local, Apple Maps, Yelp (if you have a B&M location) and all other applicable sites
2. Organic Traffic from Social Media and Your Retail Blog.
1) Traffic from Your Blog.
How to get traffic to your website from your blog? You have to create keywords based posts and images. The difference between a store and a blog content is that blog should be more informational and entertaining. You have to write all texts for both humans and search engines. Write something that provides your customers with actual value. For example, styling guides, wardrobe tips etc. Successful blogs have high quality information for both your visitors and search engines.
2) Traffic from Social Media.
Different Social Media Platforms perform differently for every company.
Instagram works better if it is completely organic. Also, followers must be super engaged. Then they will go to your store to shop. If they are just hanging in there, it is a waste of time and your time is limited. In my opinion, friendly, active community is always better than following.
Pinterest is a search engine more than a Social network. Setting it up is time-consuming, but once it works, the traffic will be priceless and super targeted!
If you want to learn how to get traffic from Pinterest, click here>>>
Facebook Groups is the goldmine if your group members like you personality, brand and content. They will become your most loyal customers. Below is free cheat sheet by my FB Group building guru,
Click here for Your Free Cheat Sheet How to Build Your Facebook Group>>>
When you decide how to get traffic to your website with advertisement, the first thing you need is to set a test budget aside. You should run tests for each channel and understand what works the best for your store.
Before you invest in ads, you have to have a keyword research on hands and know precisely who your target customers are.
ADVERTISEMENT TRAFFIC THAT WORKS
1. Advertisement with Google, Pay Per Click (PPC) –
It works well for long- tail keywords. I suggest to outsource your PPC to professional because running Google Ads is a specialty a specialist will always do better job especially on such a competitive field as fashion & lifestyle retail vertical.
2. Advertising in Google Shopping Feed.
3. Paying Influencers
Influencer marketing is one of my favorite channels because if you find right Influencers who cater to your target customers, you will have longtime website traffic and sales.
4. Buying Social Media Advertisement.
Facebook Ads – there are three kinds of FB ads:
– Raising awareness (brand awareness, local awareness and to maximize reach).
– Consideration (drive traffic to your site).
– Conversion – this is the kind of ad you need – these are ads that increase the conversion of your online store, advertise specific products to users who have interacted with your shop before or get people to visit your local store. Conversion campaign objectives require you to add a tracking pixel to your site.
FB ads can target by location, demographics, interests, behaviors, connections, and to be custom (my favorite one is Lookalike Audiences – people who are similar to your existing customers)
Instagram Ads – the same as FB ads they have similar objectives such as brand awareness, reach, traffic to your site, engagement with your posts, video views and conversions on your website. Conversions require to implement the tracking pixel on your site.
As much as you need sales, you should remember that successful Instagram campaigns do not sell products or advertise significant discounts, but carefully balance the information and the inspiration value to make the community to like, comment and share their ads. Instagram offers the same targeting options like Facebook.
Pinterest is now providing only one advertising kind to entrepreneurs in the USA, Canada, and the UK; it is The Promoted Pin. You can optimize a Promoted Pin for three different campaign objectives: awareness, engagement, and traffic.
Pinterest target by location, languages, gender, devices, keywords, interests, and audience .
YouTube ads – I know lot’s of people have great success with YouTube ads, but I believe that Youtube can be a much better source for the organic, keyword-based traffic, and your budget will bring more sales if you spend it to another channel.
There are also Twitter and Snapchat ads, they work for some companies, but I personally never had a hands on experience with them.
HOW TO GET TRAFFIC TO YOUR WEBSITE BY MAKING EXISTING CUSTOMERS COME BACK AGAIN.
1. Email marketing.
Email marketing is usually responsible for 30+% of all sales. Treat each email address as gold by sending stylish informational and promotional messages with well-crafted subject lines.
2. Retargeting
Retargeting is an excellent way to contact people who already visited your store and remind them how great your products are.
In conclusion, depending on the size of your business, it will be up to you to decide which traffic channels you will implement. I recommend setting up and running each organic channel possible. After that, allocate a budget for the paid ads and test what works better for your store/products in particular.
Holiday Marketing Ideas Definitive Guide >>>