In this episode we continue our series on creating an effective website. Once the website is built, you need traffic.
But how do you get it?
And where do you start?
We answer that and more in this high level overview of generating traffice with digital marketing.
All right, this is Matt and Chad. This is the Worry Free Marketing podcast. Matt, we’ve been talking over
the last several episodes about how to build a website, ideally something that converts, that’s kind of
the whole point. We’ve gone over the various components that we look at when we’re first introduced
to a site with a potential client. We’ll look over their site, and there’s a couple of different things that
we’ll look at. Now, we’re going to step back and discuss over the next several episodes, how do you
generate traffic? How do you get the right people to that website?
Right. Yeah. I think this is a great topic to topic talk about, I think diving in on this. We talked a little bit
about today, having it be a high level overview where we would tend to say, “Okay, you can do this and
this and this and this. And here’s what you should do.” A really common question people ask me is,
“Where do I start?” So we’re going to end up listing a lot of options. We’re not going to go super deep
on any of them, but maybe one of the things we could do is give as a part of the value we give today in
addition to saying some of the things someone can do, sort of helping someone decide where to start.
And then in future podcasts, like next week and so on, we’re going to take each one of these things that
we talk about and we’ll dive deep on each of them in individual podcasts.
Right, right because there are several different ways to generate traffic of the right types of people. And
I think that we’ve all heard or read the stories about the company or the business owner that said the
witty thing on Twitter and suddenly they blow up. And so sometimes as human beings, we all like magic.
We’ve loved magical stories since we were children. We told each other magic stories for the last 20,000
years of existence.
This is like a modern magic story. My funny 160 characters that then makes me a millionaire.
But in actual fact, the business of driving traffic to a website is actually just work.
Yeah. Really, it comes down to two components for the most part. It’s driving the traffic and then
converting the traffic. And sometimes, if you’re an HVAC company, converting the traffic means getting
a phone call or getting a contact form and scheduling an appointment. Now your sales person has to go
finish doing the rest of the work. And if you’re an e-commerce business, converting the traffic actually
means that the website gets you the sale. It doesn’t… And so that’s interesting that the website is going
to achieve a sale. So how do you make it so that someone actually ends up buying something,
depending on how expensive it is and these different things, so we’re looking at that. Anyway… But go
on. Go on. We did cover that in our last podcast too. I just feel like it can just be talked about so much to
really dig in.
There’s a lot to talk about there, and we’re trying to get some useful information so that even someone
who is not necessarily devoted to spending 40 hours a week on their own marketing has enough tidbits
to then take and then improve what they’ve got.
That’s a good point you bring up because… I just want to interject one thing. A client… Somebody who
owns a business who’s going to hire a marketing company is going to be much more effective at getting
that marketing company to get work done, and even at choosing the right marketing company when
they know a little bit about this stuff. So whether they’re going to do it themselves, or they’re going to
hire someone to do it, we’d like them to be a bit educated on what’s going on.
Right. Exactly. So, let’s discuss some of the ways to generate traffic to a website.
Okay. So, the website goes live and you want to get some traffic, so here’s a way. Claim your listing, if
you haven’t already on Google My Business, that’s what it’s called. Three words, Google My Business is
the name of a product. They really should call it, My Business by Google because Google My Business is
such a weird name for a product. Anyway, but think of it that way, like my business on Google or my
business by Google
Is Google a verb or a noun there? Google My Business,
Right. It’s meant to be a play on both because the name of the product is Google My Business, but
you’re also saying what happens when someone Googles for my business. Someone came up with it. But
really, my business on Google is really what we’re talking about. So you claim that listing, or you update
that listing. It’s real easy to do. You can literally Google it. It’s right there. You claim it and you make sure
your website is on there properly, and that’s one thing you can do. That’s one tool and there’s a lot of
things you can do with Google My Business. We’ll probably have a whole podcast around that, but
without getting into it, that’s one of the things. You go next. We’ll do one each, back and forth.
Well, I think a natural extension of that is claiming your other listings on the various aggregator websites
that exist. And when I say aggregator, I mean something that aggregates, something that pulls
everything together in a certain category, like Yelp. And we know how ubiquitous Yelp is, like if you pull
out your phone and you say, “Okay, good. I want some Chinese food.”
Yeah. Yelp is right there.
It’s right there. The individual websites for Chinese food don’t come up. It’s Yelp.
So what we’re saying here is, you’ve got Google, but you’ve also got Bing and you’ve also got Yahoo and
you’ve also got AOL and you’ve also got Yelp and you’ve also got… There’s another one out there
somewhere, but there’s actually something like 60 to 70… Apple maps, Google maps, there’s 60 or 70
different places that if you went and tried to update your listing at these different places one at a time,
you’d actually spent 60 or 70 hours or more trying to do it.
And you’d want to kill yourself by the end of it.
Yeah. Hopefully not literally, but certainly figuratively. You’d at least need a glass of wine or something.
And of course we offer a service that addresses that, but ideally-
We’re not the only ones who offer the service.
Yeah, we offer the service.
Yeah. Yeah. So we offer that service and we make it so the person gives us all their info. We do the
writing for it and we can get someone everywhere on the internet. That’s a great one.
Mm-hmm (affirmative). Very good, so I think it’s your turn to name one.
Oh, okay. So I would say use your email list. So, that breaks into two pieces. Make sure you’re getting
email addresses on your website. That should already be a given at this point. If you’ve got your website
in place, you should be capturing identities, but you probably already have some identities too. So use
your email list, send out emails and promote. Communicate and promote to people whose email
address you already have, and that’s a way to get traffic to your website.
Legit. Again, a component of that would be social media and promoting yourself on your social media
channels, whether it’s LinkedIn, Facebook, Twitter, et cetera. Not in the virality sense of like, “Oh my
God, I have a magical, funny video,” but just in the sense of your audience probably is following you on
social media. And so there is organic social media that takes place, and that can generate traffic for your
And when we say organic, we mean that there’s a difference between paying for traffic versus having
traffic occur on its own. Not really on its own, but without you having to separately pay for it. That’s how
we… In the marketing world, we split it up, paid traffic and organic traffic. So you paid for it or the
person found you, so that’s a good one. My turn, so one of the fastest ways to get immediate traffic to
your website is paid online advertising. It’s also called PPC or pay per click. Essentially paid advertising
online, and depending on your business, that could be search ads like Google search or Microsoft ads. It
could be Facebook ads. It could be LinkedIn ads, TikTok ads, YouTube ads. You also have remarketing
ads, which show ads to recent visitors of your website. But one of the fastest ways… You do pay for it
because you’re paying for the traffic, but one of the fastest ways to immediately get traffic to your
website is with online ads.
Mm-hmm (affirmative). Yeah, that’s right. And that kind of breaks down into subsets. I mean, you have
search ads like someone Google’s, “Best Chinese restaurant in Tampa.” There are ads that would then
show your restaurant, and then there are ads through social media channels, which aren’t necessarily
search related, like Facebook. When you’re promoting on Facebook, you’re promoting based on the
user’s interests, which gets really detailed and scary and kind of “1984” ish. But I mean, as a marketer,
you can pretty much isolate an exact audience of people that you think are likely to want your products
or services and promote directly to them.
Without getting too deep into it, we essentially are planning to do a podcast on each of these different
ad platforms and talking about each individual one. And so I rattled them off, but I think that probably
each one is deserving its own podcast. So we don’t want to go too deep no this.
Yeah, yeah, yeah.
Yeah. But each individual… The paid online advertising would be strategically… The strategy would be,
get traffic with paid online ads. That’s your strategy. Goal, get the traffic there and get it to convert.
Okay, good. So we could probably do a whole podcast on how to watch what traffic is doing on your
website and get it to convert. Again, that’s what we do. We watch it, we make changes until they start
converting and becoming prospects and clients. But without getting into it it too deep, that’s another
thing you can do.
Totally. And then there’s a content marketing, like blogging.
Mm-hmm (affirmative). Demonstrating expertise.
Yeah. Demonstrating expertise, which builds an audience of people who check in with you periodically,
or they sign up to get updates from you. And then the other thing that it does is it is a cornerstone of
search engine optimization. There’s a lot of new, fresh content with relevant keywords on your website.
Right, and so we’re talking… Hey, turn your volume down just a little bit. I’m getting a little bit of
feedback there. So we’re talking about blogging. I love to define this word for people. The word blog
comes from web log, so a website log, but essentially a log of activity. And so you’re talking about
creating an area where you have a resource center or you’re writing articles. If you were in HVAC, you
could be writing… Like right now would be a really relevant time, and we actually have a client who’s
doing this. I won’t say what part of the country, but I can tell you it’s very successful.
He’s seen a 13X increase in traffic around this, but it’s a really relevant time to talk about indoor air
quality and how to remove germs using filters and [inaudible 00:11:45]. So, you have people who are
actually searching right now for how to clean their air inside because we’re currently… Right now, if
someone’s listening to this 100 years from now, it’s October 6th, 2020. This is that 2020 year that you
read about in your history books, and that’s a relevant thing.
If you’re actually there.
If earth is still here, my God. Or you’re a zombie.
They’re banging rocks together, setting fire to things. They’re not going to be wondering about their
Yeah, they might not be home. Hopefully everything is still there. Hopefully Elon Musk got us to Mars by
now, by this time, and everyone is sort of trying to go different places. It helps them want to bang rocks
against each other’s heads less when they’re interested in getting into space. But the… So anyway, an
article center, so sometimes people say… We’ve had clients that they don’t know what to write about.
They don’t know how to write. We’re going to do a whole podcast about how to choose blog topics, how
to demonstrate your expertise, how to do that. And if you’ve listened to our earlier series, we do talk
about writing and how to write from the viewpoint of helping your prospect and not necessarily
showboating to your competitors or peers. It’s important to meet your prospect where they’re at from a
literacy level, from a topic level. An HVAC client, they don’t know anything. You can’t go in there and be
talking about capacitors and whatever. You’ve got to address things really simple ways to [inaudible
Right. Exactly. Or how about this? Most people I know, don’t know how to use a thermostat. They don’t
actually know how to program it or use it.
Yeah. Yeah. Oh. They think that if they’re hot, that if they turn it down to 60, the air will blow colder.
They don’t understand that the air temperature coming out is consistent, and it’s just a matter of how
long does it stay on.
Well, a conversation we have about every six months in the spring and the fall.
As well as, “Hey, can you shut the sliding glass door please?” I mean, we’re kind of showing our age
Right. And it’s like, “Hey, I’m cold.” Okay. Well you have the sliding glass door open, and so it’s going to
be cold inside. Yeah, exactly, if you’re in a colder climate. So that’s another thing you could do is blog,
and really, blogging is really, really good. I want to put this into a long-term perspective before we move
on to the other ideas here that people can execute on. But if you added two blogs a month to your
website, you’d add approximately 10,000 to 12,000 words a year. And if you plan to be in business five
years from now, the question is, which of your competitors have 36,000 words of expertise on their
website? Any of them? Because if you had that, suddenly you’d be number one on Google. Suddenly,
quote unquote, after three years. Maybe faster, but you would be number one on Google.
They would all be scratching their heads going, “Which marketing company do these people use because
wow, they’re number one on Google and we’ve hired these SEO gurus, and we can’t figure out how to
get number one on Google.” Google loves content, man. If you have that much unique, professional
content… It has to be unique. It has to be written just for you. It can’t be copying other articles. You
can’t just be having the same content that are on other websites. It’s got to be unique, but from a longterm
perspective, it can really cement success for you on Google.
We’re doing that with our podcast. Oh, podcasting. Anyway. Oh, is it my turn or your turn? I forget. We
wrapped on that one.
Go ahead. Go ahead.
Well, I think podcasting is actually a really good way… One of the ways that we’re using podcasting is we
pick a topic, we talk about it for 15 minutes or so, and then we get the podcast transcribed. And I post
the podcast to our website as a podcast with a link to iTunes and Spotify and the Google Play Store. A
person can listen to our podcast on their web browser, right on our website without going anywhere, or
they can choose to go to Spotify, iTunes or Google Play. But also, the entire transcript of the podcast is
posted right on the website. And so that means-
Say it again.
That then adds written content to the site too.
That’s right. So, everything that we’re saying, you get that transcript, you get all the written contents on
the website. It’s like you did a blog, but it took you 15 minutes plus a little bit of getting some stuff done.
Soon, we will be sending an email, telling people about the podcast, having a little snippet to the
podcast, letting them come to our webpage. So they’ll come check it out where they can read or listen
and so on, and so now what you’re getting is podcast content, email content, and blog content all from a
podcast. So that’s another way you can generate traffic is through podcasting.
Pretty sweet. Yeah. And I think related is YouTube.
Whether you’re doing YouTube videos, however you’re doing it… Again, it could be very… Some of us
are better at public speaking than we are writing or vice versa or we’re good graphically or whatever. So
for those of you who might not enjoy the process of writing, A you should hire us to write because we
like it. But B, you can also just do little videos and post those on YouTube. I read an article, YouTube is
one… Is it the second largest search engine right now in the world? Like separate from Google?
Oh yeah. Yeah.
People do searches, of course. We’ve all done it, where you’re searching for expertise on YouTube.
Yeah. Well, you can do a quick Google search at any time and it’s updated almost daily. One of the most
visited websites in the world, and Google is one and YouTube is the number two, period. It goes one,
two. The next three are in other countries, so they may not apply to the US market. And then number…
What is it? Number six here is Facebook. And believe it or not, Yahoo is… Is it number 10? Yeah, Yahoo is
number 10. And so guess what? When you are blogging, those are appearing on Yahoo also. When you
run Microsoft ads, those are appearing on Yahoo. So, Yahoo is still up there, it’s a very visited website.
So anyway, yeah, YouTube is its own search engine, and so people actually search. I use YouTube all the
time. I recently built an office, hung some double doors, built a wall, a dry wall, I did crown molding. I
learned how to do crown molding on YouTube. All the cuts, it was confusing as hell. You have to do it
upside down. It’s a whole thing, but how to do the angles, all that stuff, I learned it from YouTube.
Yep. Yep. Yep.
So it’s a great one. And if you’re going to record YouTube, there are a couple of things you can do there.
Some YouTube videos can double as a podcast, but you can take that YouTube, that podcast strategy I
mentioned a couple minutes ago, and you can do that as a YouTube strategy where you have the
YouTube video transcribed. You have a media channel on your website, you put your YouTube video on
your own website, and you actually put the transcript right on your own website and you can still send
out emails and let people know and so on and build content.
We’re at 19 minutes, so now’s the time when we tell them what we’re going to talk about next.
Oh yeah. Well, the one thing we missed is the subject of SEO, search engine optimization. You’d want to
do that on an ongoing basis also, but we’re going to dive into all these. So, our next podcast is going to
be talking about one of those different things. So it’s just, which one are we going to talk about first?
Yeah. I don’t know. I don’t know.
You want to talk about paid ads or something?
All right. He doesn’t want to commit right now. We want to see what zone we’re in. We’re going to take
He’s scared, ladies and gentlemen.
We’ll try to take a very broad overview look at paid ads.
You know what? I think we should just address some common mistakes and myths on paid ads. Some
people are like, “Paid ads don’t work.” Other people say, “I wasted money with paid ads.” It really is a
huge waste of money.
How can you tell if your paid ad vendor is wasting your money or not?
Right. How do you know? How do you know if it’s working? People ask me, “How do I know if I’m making
any money from the work?” When they’re signing up for this, so I think that’s pretty applicable, so we’ll
talk about that. Well, tune in, in a week or so. Every week, we drop it on Wednesdays, the podcast drops
on our website and on Spotify, iTunes, and the Google Play store. Thank you so much for listening. If you
need us, you can reach Chad and I at worryfreemarketing.com.
All right. Bye-bye.