It’s something we have been following since 2012 — don’t let your online traffic be dominated by one channel.
If you are lucky enough to hit a bounty of traffic from one source, immediately get to work to see how you can use that bounty to shore up your fortunes at your other marketing channels.
For example, when we first had a surge in social media traffic, we immediately started working on using that traffic to drive people to our designated landing pages for which we were trying to win at search.
"...unlike the lack of control you have over search or social audiences..."
The extra traffic on those landing pages generated higher user engagement through actions on site, which are also the signals that search engines look for to figure out quality content form the rest (bad content will see more bounces and less engagement).
Solution: Mix up your promotions with servings of advertorials, eBooths in online exhibitions, talks at conferences run by media companies (rather than just another webinar), or even posts on popular third party social media communities to make sure you reach out to new audiences.
The new audiences that these sources attract may not immediately convert into purchase, but they have a good chance of subscribing to your email updates or newsletter. Email subscribers are almost always the bread and butter for any company, and quite often end up becoming the most engaged users they have.
Additionally, you own the reach to your email database unlike the lack of control you have over search or social audiences connected to your brand.
At ElectronicsForU.com, we currently use a mix of:
- Browser push notifications
- Social media communities (LinkedIn, Facebook, Instagram, Pinterest, Twitter, Telegram)
- Forum participation Email promotions
- Media partnerships
- Search Ads on Google and Microsoft
- Online events