Studies from the past five years sited by Hubspot.com revealed that a seriously executed inbound marketing strategy results in up to 62% lower cost per lead an in an up to 55% higher lead conversion rate. Inbound marketing consists of content creation, content distribution, content marketing, social media communication, lead generation, lead nurturing, lead conversion, and closed-loop analysis to refine and improve the activities. Whether or not you sell directly online, social media, done properly, can enhance brand equity, and drive leads and sales.  And if you are serious about social media, you need to drive traffic to your site. But how? Content is, of course, key, and learning to think like a consumer is extremely vital.  On the more technical side, you need to develop and foster strategies to maximize traffic to your site. Three basic strategies can help set you on a course toward maximizing traffic to your site:

  1. Optimized headlines
  2. SEO
  3. Leveraging diverse social media

1. Optimize Your Headlines

On Twitter, you only have 140 characters to get your link clicked on, the most important element is a click worthy headline.

Why is a compelling headline important? By optimizing your headline, you can draw nearly 3 times as many people to your web page:

  • Tests have shown that you can increase your conversion rate on a website or a link by 73% by the use of a compelling headline.
  • 8 out of 10 people read headline copy, but only 2 out of 10 will go on to read the rest of the copy.
  • Good headlines performed 259% better than the worst headline.

Formulas for Good Headline Writing:  Here are some headline types and examples from Authority Blogger,  among their 102 Proven Headline Formulas:

  1. Get What You Want – Example: “The Secret To Getting More Money For Your Property!”
  2. Crystal Ball and History – Example: “10 Predictions on the Future of Social Media.”
  3. Problems and Fears - Example “Get Rid of Your Debt Once and For All.”
  4. Fact, Fiction, Truth and Lies – Example: “Little Known Ways To Make Money On The Stock Exchange.”
  5. How To, Tricks Of The Trade – Example: “How To Plan The Ultimate Holiday.”
  6. Best and Worst- Example: “The 10 Worst Mistakes Made by Bloggers.”
  7. List headlines – Example: “The 7 Secrets to Ford’s Social Media Marketing Success.”

Putting some metrics around it can help you hone in on what works for your market. Marketing Experiments discusses how to test your headlines for effectiveness.

2. Apply Search Engine Optimization (SEO)

According to Jeff Bullas’ 5 Key Factors To Rank High On Google here are some ways to increase your ranking on Google so that your articles will turn up in Google searches:

  1.  Use Keyword Focused Anchor Text from External Links 
    • Anchor Text is the visible, clickable text in a hyperlink, usually blue and underlined. Headline optimized anchor text links are more  likely to show up as Google search results.
  2. Use External Links to Popular Domains
    • You can piggyback on popular search results by using hyperlinks that point at other domains that rank high in search engine results.  Some of these metrics search engines use to determine the value of external links include:
      • Trustworthiness of the linking domain.
      • Popularity of the linking page.
      • Relevancy of the content
      • Anchor text used in the link.
      • Number of links to the same page.
      • Number of domains that link to the target page.
      • Number of variations that are used as anchor text links to the target page.
      • Ownership relationship between the source and target domains.
  3. Link to Diverse Sources (from many root domains
    • Root domains are are identified by their domain names, and have extensions such as .com, .org, .net, etc.                                                  (ie. http://subdomain.domain.com.)
    • A “Root” domain is the top level hierarchy of a domain, purchased from registrars.
    • A “Subdomain” is a “third level” domain name that is part of a larger, top level domain, and are are free to create under any root domain that a webmaster controls. Example: “blog.example.com” and “english.example.com” are both subdomains of the “.example.com” root domain.
  4. Use Keywords in the Title Tag
    1. A title tag (the main text that describes an online document) is the single most important on-page SEO element. It appears in three key places: Browser, Search Results Page and External Websites.
  5. Establish Links to Trusted Domains ( TrustRank, Domain mozTrust, etc.)
    • mozTrust quantifies the trustworthiness of a web page relative to other web pages based on an algorithm developed by Yahoo! (Google and Bing have similar algorithms.) Links express information about the popularity and trustworthiness of URLs. Receiving links from trusted sources, such as university websites or governmental web pages, provides a strong trust endorsement. mozTrust measures the occurrence and frequency of these endorsements.
  6. Keep Abreast of New Search Engine Strategies
    • Search engines are constantly fine tuning the importance of different key factors that make search relevant. For instance Twitter’s  real time search which has resulted in a new factor called “Recency.” Nowadays, information from can get quickly outdated and irrelevant.
    • Real time search engine Sency has just announced that it has launched the capability to let users find out what people are saying right now from 13 major US Cities. Sency for Cities can also show the 10 most talked about topics right now in a given city (the launch includes 13 cities: Atlanta, Baltimore, Boston, Chicago, Dallas, Houston, Los Angeles, New York City, Philadelphia, San Antonio, San Francisco, Seattle, and Washington DC.
    • Location is becoming another important search factor.

3. Tweet, and Distribute Content to Other Social Media

  • Follow others on Twitter, and they tend to follow you in return.  Many people are using Twitter for an infinite variety of reasons and sharing a wide collection of topics, making  Twitter a powerful means of promoting and marketing your content. It  grew 1,300%  last year with 105 million users, vs. 8 million 12 months ago, and its web site received 180 million visitors a month.  Having Twitter followers that share your interests creates community, promotes your content  and drives traffic.
    • Twitter directories like Twellow.com (Twitter Yellow Pages) that list people in categories can help you identify them.
    • Another way is to find popular “tweeple” in your area of interest, and add people who follow these known users.
    • Tweepi.com is a tool that allows you to follow other people’s followers while allowing you to filter them based on their activity and sociability. Just enter the name of a thought leader or popular person in your industry and it will list their followers whom you can follow and start to build a Twitter follower base  congruent with your industry niche and suitable to your particular topic.
  • Comment on other peoples blogs – You can also interview top bloggers or successful people online, or ask to be a guest blogger to take advantage of the other people’s networks.

Related Stories: Effective Ways to Increase Web Traffic

Sources: 

Jeff Bullas, a Social Media Examiner finalist in the Top 10 Social Media Blogs of 2010 who is also ranked among the top global marketing blogs according to Adage.com’s Power 150 Rankings.

Social Media Examiner, the world’s largest online social media magazine, designed to help businesses discover how to best use social media tools to connect with customers, generate more brand awareness and increase sales, and read by over 600,000 people a month, also has a wealth of information.

Snap Principle of Maximizing Online Traffic

Develop and implement sound strategies to maximize traffic to your site.