One of the biggest hurdles we face as marketers is enticing the right audience to our website. Most people believe any traffic is good traffic, no matter who it is. But this is the wrong way of thinking.

While greater numbers make us see like our marketing is working, it's more important that we look at additional numbers like visitor to lead conversion rates and lead to customer conversion rates.

Because what it all comes down to is this: is your marketing generating business results?


Step 1: Identify Your Buyer Personas

If you don't have your buyer personas identified (i.e. who your ideal customers are), then who are you marketing to? Without a clear target audience in mind, your marketing will not help you achieve your goals. It is the most important step in marketing.

When you're identifying your personas, there are a few questions you should be asking yourself:

1. What is their job role / title?
2. How do they define professional success?
3. What are their biggest challenges?
4. What key messages will resonate with them?
5. What are their online watering holes and preferred social media channels?

Step 2: Develop a Persona-Driven Keyword Strategy

Keywords are significant and vital for attracting the right audience to your website, especially when they are geared towards your buyer personas.

By answering the above questions, you have no difficulties finding keywords that are relevant to your targeted audience.

Once a list of keywords is pulled together, you can start drawing out your content plan. The keywords can then be assigned to your blog posts, content offers, campaigns, web pages, etc.

Step 3: Start Blogging

After identifying the targeted audience and the main keywords using which they can find you, the next step is to start developing content.

Blogging is a proven marketing strategy that drives business results and is the best way to attract the right people to your website.

So, how does blogging bring quality traffic to your site?

When a new blog post is written, additional content is added to your site and it is indexed by search engines. It helps search engines like Google to find that the site is still active and relevant. And since your keywords will be affiliated to your targeted personas, the traffic you would be drawing will be the people you want!

Step 4: Get active on Social Media

Endorsing your content on social media is another way to drive traffic to your website. Social media is a place where sharing is encouraged and through social media promotion, your content will have a wider influence.

For starters, it can feel like a vast and scary task. If you aren't currently active on social media, an analysis of the landscape is recommended first.

-Where do your customers spend their time?
-Where are they most active and sharing content with their networks?
-Where are they the most likely to engage with content related to your industry?

The answers may amaze you. But you will see where you should be spending your energy and focusing on growing an audience. Put your hard work into that channel, develop an editorial calendar, share your blog posts, share industry news, reviews and reply to interactions you have.

By pursuing your social presence, you'll not just see an increase in traffic to your website, but that this traffic will be your ideal customers.


Developing a marketing strategy takes time. Don't give up if you aren't seeing results right away. But what we can promise is this: if you go through each of these steps thoroughly, you will see an increase in qualified traffic coming to your site.

Let us know what strategies have worked for you, how the increment in quality traffic to your website happened. Leave us a comment and let us know!

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