Did you know that as many as 73% of all your B2B traffic isn’t ready to buy yet? Yes, this applies to targeted traffic let alone the top of the funnel traffic. Most of the people coming to your website are just window shopping. It is your job, or rather your content’s job, to capture those people and slowly convert them into sales. That is much easier said than done.
Targeting Organic Traffic
If you are just starting out or your business website is just getting launched, there is a good chance that you have a lot of ideas on where to get traffic. You intend to:
- Run campaigns of social media
- Do outreach to industry leaders for guest posts linking back to your pages
- Pay Google for targeted ads
- Maybe even start a YouTube channel to attract visitors-did you know that up to 70% of all consumers say that they shared a brand video at least once?
The point is, there are a lot of avenues through which you can get traffic when you are just starting. However, somewhere down the line, almost every website comes back home to Google. Organic traffic from Google searches is the holy grail of page views and website conversion.
As things stand, Google processes well over 40,000 search queries every second. That comes to about 3.5 billion searches every day and over 1.2 trillion every year. That is a lot of traffic, and there somewhere, your potential customers are busy trying to find you. All you have to do is make it easier for them to find your website and buy from you through high-quality content.
How to Create a Targeted Organic Traffic Funnel that Converts?
The first thing you need to acknowledge is that there are three main types of traffic:
- Cold traffic
- Warm traffic
- Hot traffic
For your website to succeed in attracting the right kind of traffic that buys from your business, you need to cater to all of these categories.
Targeting Cold Traffic
There is a good chance that one of the main reasons why you have a website in the first place is so you can introduce your brand to a wider range of customer as well as give those who already know about you a bit more information on what you can do for them. Cold traffic is composed of all those people who have never heard of you before and don’t even know what you can offer them.
They have probably landed on your website by clicking on one of your ads or following a link you posted on some random comment section for a blog they like. Either way, they are here now, and you need to make an excellent first impression.
As much as they are just browsing, they may actually have the very problem that your brand seeks to solve but since they do not know your brand, they almost definitely NOT going to buy from you yet. As such, you need to create content that introduces you to them. Your goal here is to learn a bit more about them and to allow them to learn about you. Leading these people directly to a landing page will not work. Instead, you should lead them to:
- Informational blog posts-something telling them more about the issue they may have and how you can help solve it
- Guides helping them deal with the issue your brand solves
- Data-driven content that showcases your authority on the subject
- Podcasts giving them more information and showing your relationship with industry leaders in your niche
- Instructional or informational videos
The point is, by the time this person is finished browsing through your website, they should get the feeling that they not only know you but that you are very knowledgeable in your niche. Only then will they be happy to sign up to your mailing list. You can encourage them to do that by offering them a free resource not found on the web pages they just visited.
Managing Warm Traffic
Your warm traffic is the kind of person who has already read a bit of your content and maybe even engaged with your brand on social media. These are the people who are on your mailing list but for some reason haven’t bought from you yet. This is the kind of traffic that needs to learn more about the solutions you offer. They need to see that it works for others and that it could work for them too.
You should, therefore, look to lead these people to pages such as:
- Product demo videos
- Customer case studies showing how your solutions helped others
- Free samples if you offer them
- More lead magnets such as e-books in case they need to learn more
- Events hosted by your brand
What this kind of traffic responds to is seeing that you can help them because you have helped others. They also need to interact a bit more with your brand. This is where videos showing your employees interacting with other customers or the community around them comes in great handy.
Closing Hot Traffic
Hot traffic consists of people who have either already bought from you or are ready to buy. These are people who have extensively interacted with your content and have consistently engaged with you on social media. It could also consist of people who were referred to you by others who have bought from you. Either way, these people are either ready to buy or are back for more.
You should, therefore, create and direct this kind of traffic to:
- Sales pages
- Well thought out and structured landing pages
- Unmissable offer pages
- New product pages
You will find that many of these people are coming back to re-engage with you and your products. As such, you should look to upsell them or give them some discount if they refer their friends and family to your brand. That is how you keep your customers while growing their ranks.
All this takes a lot of time, excellent analysis of Google Analytics and top of the range content. Without the right kind of high-quality, convincing content, you will see nothing but high bounce rates on your website.
