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AMiable Solution #363: Directing Traffic

If you live in a suburban neighborhood, you know what regular traffic looks like. You know when and if it’s safe for kids to ride bikes, when deliveries tend to arrive, and when a strange car parks on your street.

You also know immediately when a neighbor’s having a party.

Neighborhoods generally aren’t places that people randomly cruise, so when there is a greater volume of traffic, you can bet someone’s there with a specific purpose: celebrate an event. Visit a friend or relative. Drop someone off. Deliver something.

With all the attention given to strategies and methods that link traffic to your company’s website from other websites, particularly search engines, it could be easy to forget the easiest way to get traffic there: directly.

Direct access to your website occurs when your visitors already know whose site they want to visit and how to get there. The folks who get in a car and drive deliberately and intentionally to your website.

Whether you’re marketing to existing buyers or prospects, whether your campaigns aim to generate a touchpoint or a sale, directing your target audience to your website not only gives them a place to learn more about you, ask questions, and browse your products or services, but it also gives them something concrete—a URL they can bookmark — to go back to later.

Promote your website (and link to it) from your emails. Direct social media visitors from your posts to your website. Highlight your website on printed and mailed materials. Splash your URL across your product packaging. Whatever you do, provide your target audience with the address that gives them the access.

Yes, it is important to make sure new customers find you online and that you throw your hat in the ring of options that come up in online searches, but remember to promote your website directly is imperative to making the most of your existing contacts and the multiple sales and relationship-building opportunities your website offers.

Marketing expert Neil Patel reports that the average online spending of a repeat customer is twice that of a new customer. In other words, customers who find you online are great. Customers who already know who you are and where to find you are better.

By all means, scrutinize and maximize your SEO. Get your company listed in online directories. But don’t forget the power of marketing your URL to your existing customers. That’s where the party is.

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