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“One of the biggest pain-points business owners have when it comes to marketing their business online, is that they struggle to get enough eyeballs on their website. “

Low volumes of traffic can really impact your bottom line, especially if you are reliant on making online sales or own an e-commerce site.

Its very simple, the less traffic you drive to your website the less chance you have of making sales.

According to Wordstream across industries the average conversion rate (purchase rate) was 2.35% of all traffic.

This is what it means if you drive low volume’s of quality traffic to your site per month:

  • 250 sessions = six sales
  • 500 sessions = 12 sales
  • 750 sessions = 18 sales
  • 1000 sessions = 24 sales

If your average order value is low, then it will be obvious to you that the numbers don’t add up, you need more traffic.

Don’t make the following mistakes:

Not investing enough revenue into marketing and advertising your business. The general recommendation is that you should be spending between 7-8% of your company’s gross revenue for marketing and advertising.  The saying, you get out what you put in couldn’t be more true!

Not keeping your ideal customers at the centre of your marketing strategy. Its always tempting to try and reach more potential customers using the latest social channel, or tactic. We’ve seen many businesses waste valuable time and money because they fail to keep their customers top of mind.

 This means understanding their online journey.

  • What does their average day look like?
  • Are they mobile first?
  • What social channels are they most active on?
  • How are they like to discover your brand
  • What kind of messaging are they likely to be responsive to

Over time you should be able to answer these questions about your online customers,. Ask field or sales reps for their insights following face to face interactions with real customers or vendors.  Also, analyse your website analytics and customer feedback for data.

All of this information will help you to make the right decisions when it comes to your crafting your messaging and choosing which methods to advertise and promote your business.

Give up on online marketing and advertising after a month or two. Business owners often expect immediate results when they decide to invest in online marketing.  In our experience, results can come immediately or after three months. Be patient and stay the course!


Marketing Tactics to use

Google Ad Words

If dominating Google search is the number one priority, then you should prioritise advertising via Google Adwords.  Google Adwords or PPC allows you to bid on keywords associated with the  products or services your business offers enabling your brand to be listed at the top of Google search.

This tactic is especially beneficial if your organic search ranking is low. With the right keyword selection, PPC allows you to start generating traffic straight away.

PPC advertising is suited to the following types of business:

  • Local businesses
  • Customers with high lifetime value
  • Businesses with high margin

Facebook Ads

Facebook ads allow you to get your brand in front of very specific motivated audiences.  The targeting capabilities are extraordinary. As well as the option to target users by location, demographics, interests and behaviour, you have the option to target by recent purchase behaviour and life events i.e. just engaged or just married.

There are a lot of people on Facebook each day and with a variety of ad formats including video and rich media, there is an opportunity to position your brand as best in class in your niche.

Instagram Ads

Owned by Facebook, Instagram leverages Facebook’s ad platform- Power Editor to target ads to Instagram feeds.  Along with impressive targeting options, businesses can get in front of younger mobile-centric target audiences who tend to spend a lot of their time on Instagram.

Online Marketplaces

Etsy, Ebay, Amazon and other marketplace websites are visited by millions each day. Many brands are discovered on these global platforms also.

So while you may not be crazy about giving some of your profits over in commission fees, by listing your products on these and other online marketplaces, you increase the chances of your brand being discovered driving traffic back to your website.


Online Partnerships

Leverage the power of good old word of mouth marketing by reaching out to bloggers and other businesses or establishment in your niche. You can also offer to promote their products and services in exchange for a backlink.

Guest blogging is also a good way to promote your products and services on another website.

Gareth Greenidge

Author Gareth Greenidge

My specialities include: identifying digital customer experience opportunities, managing CX and UX projects, marketing physical and online products, creating digital marketing strategies for start-ups and SME's, execution of paid advertising, CRO, managing social media campaigns, copywriting, content creation and analytics management.

More posts by Gareth Greenidge

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