Make money not noise: drive customers not website traffic for business growth - Showtime Digital

Make money not noise: drive customers not website traffic for business growth

12 March 2019 Read 1456 times

Is your website getting a lot of traffic and you’re not seeing any conversions? There’s good news, there is a solution to turn your website visitors into customers.

Most businesses start at the beginning, with traffic.

Traffic is good, you want traffic and what you want more of is vehicles which take consumers to their desired destinations.

Website traffic without outcome is congestion


Hold up, doesn’t traffic equate to conversions? Not always, sometimes traffic can just turn into congestion. If you find you are getting visitors to your website and not acquiring them as customers, then you’re missing a piece of the puzzle.

Traffic is meaningless without customer acquisition.

Here is how you change your focus from page views to people.


Set company goals

Focus on two aspects of business growth which are primary to your company goals. For instance, your two main metrics might be: Geolocation and New Visitors.


Understand your customers

A first step is to identify who your customers are. Not sure where to begin with finding your customers?

Click here to find out how.

You can use first-party data like Google Analytics and your CRM system to find who your customers are. Describe them and categorise them into clusters to help you define your buyer personas.

You can begin creating your own buyer persona with this template.

Your analytics tools will uncover insight into -

  • What drives them through your website?
  • What types of content drives conversion?
  • What content topics do viewers like?
  • What value are your audience segments?

Other third-party data sources like keyword searches will be able to help you create content categories to drive your customers through your website.


Where to go from here

From your analytics tool you want to identify and eliminate the least valuable visits, or as Google Analytics calls it, your “bounce rates”.

For your business to generate valuable ROI through new customer acquisitions, the path to getting those valuable conversions is to focus on quality over quantity of content.

Quality comes out of Quantity


It’s easy to jump onto a treadmill and push content out without really going anywhere. Yes, you want to avoid low quality, but initially the quality comes out of your quantity and over time you finetune your approach. This will ensure you increase relevant eyeballs. You will be able to monetise on non-targeted eyeballs.


The new strategy

It’s important for your business to create content for your customer, not for SEO. It’s about audiences not algorithms. Once you’ve crafted your content then apply SEO practices.

Create content for your audience not an algorithm


Step 1. Define your strategic framework

Create topic categories to align your brand with what your customers want to read. Revisit your brand pillars and your buyer personas to make sure the content you produce is consistent and relevant.

Examples of topic categories include:

  • News – Need-to-know articles like market trends
  • Featured content – These are more in-depth articles, your thoughts and opinions, data or FAQ content
  • Contributed content – External industry sources who contribute to your posts. Here’s an example.
  • Evergreen content – Comprehensive content used to leverage channel disruption. It is content not bound by time, or trends.

Be sure your content has unique information or a point of view and provides a benefit to the reader.

Step 2. Develop the process

After establishing your framework, you want to develop your process to play the long game.

Remember it’s not about SEO or Google/Bing searches. It’s about your customers. Your customer’s and their needs.

Use your brand pillars and customer needs as a foundation, create an editorial calendar and leverage it across different channels in different formats.

For instance, if your business has developed an industry research report. You want to scale and maximise its channel distribution even with one piece of content. You can do this by reskinning an article into different content formats such as:

  • Podcasts
  • Blogs
  • Videos
  • Guides

Step 3. Understand your results

The goal is for your business to shift away from page views to new customers. To help you define what metrics you want to look at here are the 3 main KPI’s to focus on:

  1. Unique site visitors
  2. Conversions / Acquisition – look at the growth in conversions over time.
  3. Audience engagement – this can come from your paid digital ads or from external social platforms.



The snapshot

When consumers take their journey with you, they start from separate locations, they travel for very individual reasons and see the destination as unique to them.

  • Identify your target audiences
  • Mine your first-party data and analytics to identify topic groups
  • Identify the ROI-positive tactics you use which are unique to your business
  • Define the objective of the content pieces you’ve created


Do you want greater definition on turning congestion into outcomes? 

Contact Showtime to discuss how we can help.