Businesses that operate brick and mortar locations with storefronts will always tell you about the importance of foot traffic. “Feet on the street” as they say, is the lifeblood of a healthy retail store. The same can be said in the digital realm. Qualified visits to your business website are the online equivalent to foot traffic and will generate sales and help your business grow. However acquiring those visitors requires more than simply setting up a website. It’s not “A Field of Dreams,” where, “If you build it they will come.” No, growing traffic to your website takes effort and a strategy that will ensure you are providing value to your potential customers and one of the best ways to do that is with Content Marketing.
Content Marketing Drives Quality Traffic
Businesses offer a wealth of knowledge and expertise to their clients from which they will never directly make any money. For example dentists can provide exhaustive information about dental emergencies, oral hygiene and new trends in dental procedures but they make their living from patients who visit their offices for check-ups and procedures. Content Marketing is about leveraging that collateral knowledge and providing it to people who are asking questions about those very topics. Consumers are looking for answers and act as their own advocates who search for truth and hope to find it at the end of a search engine query. For example, many people have had a dental crown pop off. After they finish freaking out, they hit Google to see what they should do. If a dentist provides an original article on their website about, “My Crown Fell Off – What Should I Do?” and it is pushed through social media, then Google will look at that article as the best answer for the searcher’s query and serve up that dentist’s website to a person who is in need of an answer. Plus Google takes into account the searcher’s location and gives preference to answers from closer sources. This technique also provides a steady stream of fresh web content to your website which has become the significant factor in overall SEO performance (particularly the coveted Local Search Listings).
There are of course other ways to drive traffic to your site with outbound marketing techniques like native ads, paid search advertising, and display ads but Content Marketing offers a great opportunity to leverage Inbound Marketing by providing information that solves the problems or concerns of your potential clients. It allows you to position your business as a trusted provider of valuable free information and sends more people to your website where they can get to know you better and move closer towards converting into actual customers.
Interested in Content Marketing but not sure where to begin? Contact us to discuss how you can start leveraging content to grow your business by converting qualified web traffic into happy customers.