3 essential strategies to increase website traffic
Looking to increase website traffic? Leverage the power of these 3 essential strategies:
- Social media
1. How to leverage the power of blogging to generate website traffic
To generate website traffic you need content and blogging is the most effective way to create content.
Is blogging easy?
No, it’s not, but companies with blogs generate on average 67% more leads per month than companies that don’t blog.
It is a well-known fact that Google loves fresh content so companies that publish new content consistently have a lot to gain and I’m not talking about traffic alone.
Successful companies like HubSpot or Salesforce have grown into content publishing powerhouses. They put out several blog articles a day filled with valuable insights, how-to’s and other recommendations for marketers and sales professionals.
Companies like these two either have a 5-6 writer in-house team or hire freelance writers. Another solution is to welcome guest posts. No matter which option they went with, they have a well-planned editorial calendar for at least 6 months in advance.
It’s totally understandable if your company cannot publish five articles a day, not every company has the human and financial resources of Hubspot and salesforce.
You can start by publishing one article per day. You don’t have a content writer on your team yet? No problem!
Find industry experts or influencers in your niche who are looking to increase their personal brand and invite them to contribute guest blogs.
It’s a win-win situation: contributors boost their visibility and reputation, and your blog benefits from increased traffic from prospects you could turn into leads then customers.
Now that you have writers generating content, it’s time to ensure your published content shows up in Google search results and gets clicked on. In other words: it’s SEO time!
SEO recommendations to get your content to show up in Google search results and get clicked on
1.Keywords with high search volume vs keywords with low search volume
Before jumping into writing content, Nadya Khoja, Chief Growth Officer at Venngage and experienced B2B marketer recommends marketers to determine the search intent of their B2B audience.
Nadya says marketers shouldn’t choose keywords based solely on search volume. When it comes to B2B, marketers should choose keywords and terms that are first and foremost relevant to their audience even if they have a lower search volume.
“Popular searches in your industry will attract more B2C consumers, whereas focused keywords that have a higher value, but a lower search volume, usually fall in the B2B realm.”, says Nadya.
2. Put honey in your titles
The most important element of your blog article is not the contents, but the headline. If the headline is not attractive enough, no one will read the contents.
Think of the headline as honey: it’s sweet and nutritious and bears cannot resist but eat it whenever they find it.
What does a “sweet” headline look like?
A compelling headline:
- offers a solution to the reader’s problem;
- includes an engaging qualifier (i.e.: smart, amazing, easy-to-implement, top, essential, the latest etc);
- is clear on what solution does the article provide (i.e.: recommendations, insights, takeaways, tips, trends etc);
- provides a number (i.e.: 7 recommendations, 25 takeaways).
To help you get really good at writing enticing headlines, use Headline Studio, a Chrome tool that scores your headlines and teaches you how to optimize them.
3. Serve readers with a 3-course meal type of content
Health experts recommend never eat until you are full, eat until you are no longer hungry.
It’s sound advice to prevent overeating related health issues, but that doesn’t apply to content.
Your goal as a content writer is to serve the reader with a 3-course meal type of content.
This type of content satisfies the reader’s appetite in such a way that they don’t need to look anywhere else for delicious content.
It is relevant to the reader and provides valuable information in various forms: how-to, top, round-up, case study, interview or original research.
When the content is valuable, it will get included as a source in other pieces of content and therefore attract further traffic.
2. How to use social media to generate website traffic
For most websites, Google is the first source of paid and organic traffic. Social media comes in second, with Facebook driving the most traffic for business.
Depending on your business, the second social media platform is either LinkedIn or Instagram.
And you should also check out Pinterest because according to the latest reports, each pin can drive up to 2-page visits and 6 pageviews and lasts up to one week compared with Twitter and Facebook whose updates last for 24 minutes and 90 minutes respectively.
Going back to Facebook, what should you write in your post to get your followers to click on the link and visit your page?
Never ever post the link with no copy and expect your audience to click through to your page. It’s unprofessional!
What you need to do is to write a compelling copy that piques the interest of your audience.
Use questions to challenge their assumptions and stoke their curiosity then direct them to your link to find the answers.
3. How to generate website traffic with influencer marketing
The latest stats say influencer marketing strategies focused on branding or engagements generate 8x ROI and according to 71% of marketers, the quality of customers and traffic from influencer marketing is better than other sources.
Influencer marketing is powerful but how should you leverage the power of influencers to generate website traffic?
Here are the main dos and don’ts.
Don’t limit the influencer to sharing a photo holding your product. It’s unprofessional and most of the time it doesn’t work! Yes, I’m repeating myself to grab your attention.
Do have your team and the influencer brainstorm ideas for creative and fun campaigns. The influencer should fall in love with your product and find ways to convey this feeling to their followers.
Which strategy are you using to increase website traffic?
Share in the comments!
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5 steps to create a strategic plan that will support your business vision
In this article:
What is strategic planning in business: definition of the strategic plan, who creates a strategic plan, the main goal of a strategic plan;
Strategic plan vs Business plan;
Benefits of strategic planning;
The strategic planning process: 5 steps to create a strategic plan that will support your business vision.
1. What is strategic planning in business?
Strategic planning is an organizational management activity. The company’s CEO and senior leadership team are tasked with creating a strategic plan, it’s one of their responsibilities.
The goal of a strategic plan is to provide you with a roadmap to align the organization’s functional activities to achieve set goals and determine the direction in which you want to take your business.
The plan outlines what (resources), how (specific tools, activities, platforms etc) and why (the reasons behind your choice of a specific resource or tool) the company will use to achieve its goals.
The main goal of your strategic plan is differentiation
The main goal of the strategic plan you create for your business is to define how your business differentiates itself from the competition.
What activities is your business performing that are different from the activities performed by your competitors?. Or what activities that are similar to your competitors’ you perform differently?
Harvard professor and author of Porter’s 5 Forces Michael Porter defines strategy as “performing different activities from others or performing similar activities in a different manner.”
Nikki Reed’s jewellery – a case study on business differentiation
Twilight series actress Nikki Reed designs beautiful jewellery. Her collections include 14-18 karat gold pieces. As opposed to other jewellery designers, her collections are made from e-waste.
Nikki’s business goal is to produce jewellery that is ethically made, sustainable and chemical-free. To achieve her goal, she partnered with computer technology company Dell.
According to the latest stats, it is estimated that our smartphones contain more than $60 million in gold and/or silver which are thrown away every year. Dell has developed a process for extracting gold from old computer motherboards that is 99% more environmentally friendly than extracting gold from the earth.
That’s how Nikki Reed differentiates her business from competitors: by using gold responsibly extracted from recovered technology to make beautiful jewellery. See her collections.
2. Strategic plan vs Business plan
A strategic plan is for established businesses looking to grow by providing them with focus, direction and action. Whereas a business plan is for businesses starting out and provides the entrepreneur with a structure for his ideas defining the business.
A strategic plan generally covers a period of 3 to 5+ years, whereas a business plan is normally no more than one year.
3. Benefits of strategic planning
No matter how much you wished your business had no competition on the market, your competitors are not going away just because you wish them to.
What you could do, after a thorough analysis of your business, the market and your competition is to devise a strategy that would help your business achieve its goals by doing things differently.
By having a strategic plan in place the top management conveys trust to the company’s employees.
A clear path to achieving set business goals means the team is more likely to enjoy an increased level of focus, determination and creativity.
Success is more easily achievable when everyone knows what to do and how to do it.
4. The strategic planning process
Before going into the strategic planning process, the CEO and top management have to be clear on the company’s vision, mission and organizational goals and objectives.
The CEO or founder is responsible for creating the vision and formulating the mission. The business vision states why you do it while the business mission states what your company does to achieve its vision.
The vision statement provides a snapshot of what the world would look like as a result of the company’s services. The mission statement is the roadmap for the company’s vision statement.
Let’s look at the vision and mission statements of a number of companies whose products and services you might use on a daily basis.
Vision – To provide access to the world’s information in one click.
Mission – Our mission is to organize the world’s information and make it universally accessible and useful.
Vision – We aim to be Earth’s most customer-centric company.
Mission – Our mission is to continually raise the bar of the customer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximize their success.
Vision – Salesforce is the world’s #1 customer relationship management (CRM) platform.
Mission – We bring companies and customers together. We help your marketing, sales, commerce, service and IT teams work as one from anywhere — so you can keep your customers happy everywhere.
Vision – TikTok is the leading destination for short-form mobile video.
Mission – Our mission is to inspire creativity and bring joy.
5 steps to create a strategic plan that will support your business vision
A company’s vision and mission are not set in stone. Your business may transform as a result of technological developments or customer behaviour changes. For this reason, it is important to revisit the company’s vision and mission and amend them if necessary.
- Market analysis
- Review and update
- Evaluation and measurement
Step 1 – Market analysis
Before anything else, it is important to get updated on the current status of your business.
Perform a SWOT analysis to see if there are changes in your company’s strengths, weaknesses, opportunities and threats?
Are there new threats looming over the business ushered in by the pandemic?
Can you turn a new threat into an opportunity?
How is the pandemic affecting your bottom line?
Next, apply PORTER’s 5 Forces framework to your industry to evaluate how the pandemic is influencing the drivers of profitability and competition in your market. Get your team together and discuss what valuable insights you can take away from this analysis. How could these insights help you come up with a specific and unique way in which to delight your customers today?
PESTEL is another great tool that you can use to understand the impact of macro-environmental factors on your business. The PESTEL acronym stands for Political, Economical, Social, Technological, Environmental and Legal.
How are these factors that you cannot influence, affecting your business?
Once you have drawn relevant insights from your company and business market analysis, you can move to step 2 of the strategic plan: development.
Step 2 – Development
Sit down together with your team and write the strategic plan.
Include the following:
- Company description
- Mission, vision and value statements
- Strengths, weaknesses, opportunities and threats
- Describe the current drivers of profitability and competition (PORTER’s 5 Forces)
- Describe how the macro-environmental factors impact your business (PESTEL)
- Prioritize your objectives
- Determine your strategic position (ie: at least one way in which your business will differentiate itself from the competition)
- Describe in great detail how you are going to leverage your newly developed strategy to achieve your business goals (means of communication, resources, budget etc)
- Include an execution timeline and how you are going to measure success
- Review and revise the plan.
Step 3 – Implementation
Now that you have the strategic plan on paper it’s time to execute it.
But before that, you need to communicate your plan to the employees that are going to implement it.
Choose the best way to do that. Is it a lengthy email? Or an all-hands meeting?
Prepare yourself to answer questions and convey your vision as clearly as possible.
You might also need to provide inspiration and motivation.
Step 4 – Review and Update
Determine when to review the strategic plan over the course of the implementation and go back to the plan to update it if necessary: 3 months? 6 months?
Step 5 – Evaluation and measurement
Once the strategic plan has been executed, it’s time for evaluation and measurement.
Extract the results and measure them against your set projections.
Calculate the KPIs and ROI.
Did the strategic plan help your business to achieve its set objectives?
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Top 7 biggest tech acquisitions of 2020
(UPDATED) What are the top 7 biggest tech acquisitions of 2020?
1. Oracle to take a 12.5% stake in TikTok Global
TikTok became available in the American market in 2018 after merging with another social media service Musical.ly.
Within two years, TikTok US has increased its monthly user base to 100 million, up 800%.
According to SensorTower, TikTok was the most downloaded app in 2020 with 82 million downloads globally.
Was TikTok’s global surge in downloads a result of Donald Trump’s threat to ban the US operation of the Chinese social app? Most likely.
Was the pandemic lockdown a contributing factor? Definitely yes.
The company’s press release also reports that the decision was heavily influenced by Zoom moving a large portion of its video conferencing capacity to the Oracle Public Cloud.
According to Oracle Chief Technology Officer Larry Ellison, the cloud infrastructure is “much faster, more reliable, and more secure than the first generation technology currently offered by all the other major cloud providers”.
As part of the agreement, Oracle will become a minority investor in TikTok Global with a 12.5% stake in the company. How much is that worth? Well, it was estimated that ByteDance, TikTok’s parent company is valued at $100 billion and that TikTok’s US operations account for about 40% of ByteDance’s valuation, or about $40 billion. This means that Oracle’s stake is worth $5 billion.
However, the agreement is yet to be finalized with the American government granting TikTok an extension of its forced sale deadline until December 4, 2020.
2. Salesforce to acquire Slack for $27.7 billion
Salesforce is the top CRM providers worldwide empowering companies of every size and industry to digitally transform and create a 360° view of their customers. It is one of the fastest-growing enterprise software companies of all time with over 150,000 customers ranging from small businesses to FORTUNE 500 companies.
In 2019, Salesforce increased its market share to 18% followed at a distance by its competitors SAP, Oracle, Microsoft and Adobe.
In December 2020, Salesforce announced that the CRM provider has entered into a definitive agreement with Slack under which it will acquire the latter for $27.7 billion. Slack is one of the most innovative enterprise communications platforms. You can learn more about its growth story here.
This is a match made in heaven. Together, Salesforce and Slack will shape the future of enterprise software and transform the way everyone works in the all-digital, work-from-anywhere world. I’m thrilled to welcome Slack to the Salesforce Ohana once the transaction closes.
Marc Benioff, Salesforce CEO
3. Microsoft to acquire games developer ZeniMax Media for $7.5 billion in cash
Two years ago, Microsoft acquired seven games developer studios.
Today the market has grown to 3 billion gamers from 1 billion in 2018 and is expected to bring more than $200 billion in annual revenue in 2021. The gaming industry is one of the fastest-growing industries worldwide registering a CAGR of 9.17% over the forecast period (2020 – 2025).
With the acquisition of ZeniMax Media, the parent company of Bethesda Softworks, one of the largest, privately-held game developers and publishers in the world, Microsoft consolidates its foothold in the gaming industry. Under the terms of the agreement, Microsoft will acquire ZeniMax Media for $7.5 billion in cash.
ZeniMax Media are the creators of critically acclaimed and best-selling gaming franchises including The Elder Scrolls and Fallout among many others.
With unique investments in content, community, and the cloud, Microsoft’s gaming strategy differs from others by empowering people to play the games they want, with the people they want, anywhere they want. Games are the primary growth engine in gaming, and games are fueling new cloud-gaming services like Xbox Game Pass, which has reached a new milestone of over 15 million subscribers. With the addition of Bethesda, Microsoft will grow from 15 to 23 creative studio teams and will be adding Bethesda’s iconic franchises to Xbox Game Pass.
Microsoft Press Release
4. Adobe acquires work management platform for marketers Workfront for $1.5 billion
In November 2020, Adobe announced it has entered into a definitive agreement to bring Workfront, the leading work management platform for marketers, to Adobe Experience Cloud for $1.5 billion.
Founded thirty-eight years ago, Adobe continues to deliver award-winning software and technologies that have redefined and advanced business and personal communications.
Adobe Illustrator® and Adobe Photoshop® are groundbreaking software used by more than 90% of creative professionals worldwide for digital image editing and creation.
Adobe Experience Cloud is the most comprehensive solution for content and commerce, customer journey management, and customer data and insights, all built on an open platform, enabling businesses of every size across every industry to deliver exceptional customer experiences at scale.
With the acquisition of Workfront, Adobe makes the digital transformation easier for its customers.
Workfront has more than 3,000 customers and 1 million users and deep leadership in orchestrating marketing workflows. Workfront’s platform is agile and uniquely architected for the enterprise, with extensive integration capabilities that can be easily configured to meet the varied needs of companies of all sizes.
Together, Adobe and Workfront will provide our customers access to a single system to support planning, collaboration and governance that will unlock organizational productivity. Now marketers will not only create and deliver the best customer experiences but also efficiently and seamlessly manage the workflows that bring these experiences to life.
Adobe press release
5. Amazon to acquire self-driving tech startup Zoox for an estimated $1.2 billion
With a market capitalization of $1.7 trillion, Amazon is the third most valuable tech company in the world following Microsoft and Apple.
In June 2020, Amazon has signed an agreement to acquire Zoox, a self-driving tech startup designing autonomous technology from the ground up with passengers front-of-mind.
Amazon’s support will get the startup closer to its mission of delivering safe, clean, and enjoyable transportation to the world. Founded in 2014, Zoox’s tightly integrated features are designed to provide a revolutionary passenger experience. The startup has raised $955 million in venture-backed funding.
Amazon hasn’t disclosed the purchasing value of the agreement but industry experts estimate it is a little over $1.2 billion.
What are Amazon’s plans for Zoox?
Some experts say the company will more likely integrate Zoox’s technology into its distribution network than building a fleet of autonomous driving cars. This might happen in the near future.
For now, Zoox is sticking with its mission and is preparing to unveil its ride-hailing vehicle on December 14 under the tagline The future is for riders, not drivers.
6. Facebook to acquire customer-focused platform Kustomer for a reported $1 billion
In November 2020, Facebook announced that it reached an agreement to acquire Kustomer, a top-rated CRM that enables businesses to effectively manage all customer interactions across channels.
The goal of the platform with over 2.7 billion monthly active users is “to give businesses access to best-in-class tools that deliver excellent service and support.”
Facebook reports that more than 175 million people contact businesses via WhatsApp every day. Kustomer helps businesses optimize their time and quality of interactions with customers by bringing customer conversations from various channels together into a single-screen view.
Facebook plans to support Kustomer’s operations by providing the resources it needs to scale its business, improve and innovate its product offering, and delight its customers. That way, more people will benefit from customer service that is faster, richer and available whenever and however they need it, whether it’s phone, email, web chat or messaging.
Facebook press release
7. Cisco to acquire audience interaction company Slido for an undisclosed amount
In December 2020, Cisco announced its intent to acquire privately-held Slido, a technology company that provides a best-in-class audience interaction platform.
Cisco’s acquisition is a strategical business decision which allows the company to stay competitive with Zoom. Webex, Cisco’s video conferencing solution had 600 million participants in October 2020.
Slido developed a Q&A and polling platform designed to bridge the gap between speakers and their audiences. The company’s platform provides for its 7 million participants monthly a web-based application to actively engage people and get real-time feedback before, during, and after events and meetings.
With Slido’s technology, Cisco will integrate even more insights into the Webex platform to help everyone work smarter and be more productive whenever and wherever work happens. We are going to enable companies around the world that have traditionally relied on in-person events like townhalls, all-hands meetings and major user conferences to make sure everyone is engaged and included.
Cisco press release