3. How-to strategy
If the above traffic building priorities sound a bit too abstract, it’s because they are. Their purpose is to give your efforts the right focus.
However, now I’m going to show you how these priorities can be applied in practice as part of a strategy that builds on the brilliant skyscraper technique, created by Brian Dean of Backlinko.
Assuming you already have defined your ideal customer avatar and identified your keywords/topics…
Step 1: Identify already performing content
Use SEO and social media tools to identify which content is performing well in your niche.
- Find a popular site in your industry.
- Input that site’s domain name into ahrefs.com Site Explorer.
- Click the Pages > Best by links and look for content with at least 25 different referring domains linking to it.
Enter a keyword related to your topic into BuzzSumo’s Content Research tool and in the section Filter by Date, choose Past Year.
Step 2: Select a topic for your content
From the list of high-performing content, make a shortlist of topics that would be well suited for your site, product or service.
Step 3: Create a piece of content that is better than anything else
Pop the chosen topic (keyword) into Google and review the top ranking results.
Take a note of the scope and quality of the already ranking content and try to identify ways to make your content even better.
Here are some ways you can make your content stand out:
- Make it longer
- More up-to-date
- Better designed
- Include multimedia
- More thorough
Then, create your content piece.
Step 4: Create a downloadable asset (lead magnet)
A lead magnet is a “bribe” you offer to a prospect in exchange for their contact information.
They don’t have to be lengthy or complex. But, they do need to solve a specific problem with a specific solution for your ideal target visitor.
The key to a successful lead magnet is that it must offer tremendous value within five minutes of the opt-in.
Your goal is to create a lead magnet that complements the content piece you just created and is a natural extension of it. Some ideas to consider:
- Cheat sheet/Handout
- Toolkit/Resource list
- Video training
- Software download/Free trial
- Discount/Free shipping
- Sales material
Once you have the lead magnet, include an opt-in form with powerful copy and a call-to-action inside your content piece.
Publish your content and test the opt-in form.
Now, you are ready to start promoting… (do NOT skip this!)
Step 5: Promote your content
#1. Ask your friends and colleagues to share your content.
#2. Find blogs that write about relevant topics and send them a message…
“Hi! Do you have any upcoming roundups in the works? I have some great original content that would be a great fit for your site. Topics include [your topics]. Let me know if you’re interested!”
“Hi! I was searching for [topic] and saw your post [URL]. Just wanted to give you a heads up that I created something that would be a great addition to an upcoming blog post on the topic. It’s [describe the content in one sentence]. Let me know if this is something you’d be interested in and I will send it your way to check it out.”
In either case, do not include the URL to the article. Send it only once they express interest!
#3. Email all companies mentioned in your content to let them know they’ve been featured.
“Hi! Wanted to reach out to let you know I cited your blog post [title] in an article I wrote on [topic]. You can check it out here: [URL]. If you find our article worthy, feel free to share it with your audience.”
#4. Contact people who have linked to similar content in the past.
Go to ahrefs and export all the links pointing to competing content into a spreadsheet.
Remove any pages/domains that don’t make any sense to contact, like forums, product reviews, etc.
Email the rest a message along the lines of…
“Hi! I noticed you linked to XYZ. Just wanted to give you the heads up that I created a similar article, but it’s more thorough and it’s up-to-date: [URL]. Maybe it’s worth mentioning on your page.”
#5. Send a summary of your article with a link to your e-mail list.
#6. Post a short summary of your article with a link to all your social media accounts.
#7. Pay to reach relevant and lookalike audiences with your post summarizing the article.
#8. Create a custom audience on Facebook for people who saw your article, but did not take action (opted-in for the lead magnet), and run an ad for the lead magnet.
So, there you have it: a clear guide to increase your website traffic.
Start by defining your ideal target audience and identify your keywords/content topics.
Then create content and promote it, focusing on the priorities listed above.
Rinse and repeat.
Your success is guaranteed.