What better way to target the top of your funnel than with the primary goal of most marketers? Yes, we’re talking about traffic. Marketers stretch their resources across various platforms to increase the number of their website visitors. From SEO strategies to engaging social media campaigns, the goal is to cast a wide net to attract more potential customers or clients to your business.
For starters, here are the three aspects of traffic that you need to focus on:
- The source of the traffic – Testing can reveal which source is getting you the most traffic, and which ones are yielding poor results.
- The quality of the traffic – Are people just coming to your website from clickbait? That never ends well for anybody.
- The intent of the traffic – What are visitors expecting to get when they come to your website?
Out of these three, the most important aspect of incoming traffic is intent. The more information you have about the intent of the visitors, the easier it is for you to lead them all the way through the funnel.
It’s surely a marketer’s dream to achieve traffic with high conversion intent.
The perfect scenario for an e-commerce site is a smooth process of visitors going to their desired product pages and quickly hitting the checkout button.
For lead generation or subscription sites, a sight to behold is when visitors readily give out their information for them to be contacted about their services.
Imagine how the conversion rates of these businesses go through the roof, right?
Well, we all know this seldom happens in real life. Customers are not always ready to hit the Buy Now or Subscribe Now button, so marketing to the top of the funnel requires specialized attention and strategy. Unfortunately, a lot of marketing is completely targeted towards the bottom of the funnel. For some unknown reason, many websites assume all visitors are ready to buy.
So, how do you deliver to visitors who are merely looking for information?