How Do I Drive Landing Page Traffic?

The Ultimate Guide to Landing Pages - Chapter 5

We’ve come a long way from our very first chapter of this guide. When we began, we started by settling on a landing page definition. Now, not only do we have a definition, but we have a catalog of the types of landing pages marketers use, a comprehensive guide on how to create landing pages, and landing page optimization.

Even though we’ve covered a lot, we’ve got two more chapters left in The Ultimate Guide to Landing Pages. In this fifth chapter, we’re talking about the final, and potentially most essential, ingredient to generating leads and sales with your landing pages: web traffic.

Without eyes on your landing pages, you won’t have visitors to convert into leads. Without leads, you won’t have anyone to convert into customers. You can have the most attractive offer, at the best price point, on the best written and designed landing page, in the entire world—but if there aren’t any people visiting your landing page, then your business simply won’t be making any money.

Coming up, we’ll discuss a variety of tactics you can start implementing today, that will increase your web traffic and put more eyes on your landing pages. Some of these tactics work if you already have a built-in audience for your website, blog, or landing pages, while others are designed for businesses that are starting to drive web traffic for the first time.

Whether or not you already have a built-in group of people who are excited about your brand, your content, or the products you have to offer, you’ll benefit from the traffic-driving methods and strategies we’re about to cover.

Let’s dive in.

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The Three B’s of Driving Web Traffic

Web traffic is valuable—mostly because it’s hard to get. With well-over one billion websites on the internet today, getting—and keeping—the attention of people requires money, effort, or a combination of the two.

This is especially true when it comes to creating landing pages. Creating a single, one-off landing page, and simply releasing it online will very rarely lead to organic traffic finding your page. Without some strategies and tactics to get eyes on those pages, you won’t be getting leads either.

So in this chapter, we’ll cover the three B’s of driving that all-important website traffic to your landing pages. Each section of this chapter is dedicated to the the three top-level ways that people drive web traffic. Beneath each, we’ll discuss over 10 total individual strategies that you can start implementing right now. The three B’s themselves are: Buying, Borrowing, and Building website traffic. We’ll start with the most expensive, but also often most effective, method of driving traffic: buying it.


Buying Web Traffic

The fastest and most targeted website traffic you can find is the traffic you can buy. Companies like Google, Facebook, and Twitter are worth billions of dollars because they sell advertising that drives traffic, leads, and sales. Part of the reason these ads are so successful is that they can be created and targeted off of the myriad pieces of demographic information these companies have on their users. Businesses and marketers keep buying those ads for a good reason—because they work.

If you want website traffic as soon as possible, from people who you know already have interests similar to your products and services, it’s probably time to open your wallet.

But don’t worry—you don’t have to spend hundreds and thousands of dollars a year to get a steady stream of visitors. Depending on who you’re targeting and what you’re selling, as little as $5 a day can get send targeted users to your website or landing page.

So now, let’s look at how you should (and shouldn’t) go about buying web traffic right now.

Do Buy PPC Advertising

Most social media or search companies have well-refined platforms that make it easy to create ads, find the right audiences, and track how effective your ads actually are. Different PPC advertising networks have different advantages and disadvantages, and it’s worth testing at least a few to figure out which one is best for your business.

Most social media or search companies have well-refined platforms that make it easy to create ads, find the right audiences, and track how effective your ads actually are. Different PPC advertising networks have different advantages and disadvantages, and it’s worth testing at least a few to figure out which one is best for your business.

There are of course many more ad services in the online universe than just these. But if your goal is to reach people with targeted advertising, and you’re willing to take some time to create and test ads, all of the above advertising platforms will absolutely drive targeted traffic to your website or landing pages.

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Do Buy Sponsorships

Sponsorships come in all shapes and sizes, and can also be an effective method of driving website traffic. Sometimes individuals and organizations will put out a call requesting sponsors, while in other situations, you’ll need to do some digging to find contact information, and offer to sponsor specific opportunities.

Here are a few examples of potential sponsorship ideas:

  • Blog Sponsorships: Reach out to a blog, and ask to sponsor a blog post, a set of blog posts, or purchase a banner that links back to your site for a set period of time.
  • Podcast Sponsorships: Podcast advertising is on the rise. Find a podcast that matches well with your products or services, and reach out to purchase a 15 or 30 second ad read on their show.
  • Event Sponsorships: Whether online or in-person, an event that matches the goals of your business can be ripe with sponsorship opportunities. Event sponsorship information is usually easy to find, with a range of options.

Whatever you do, make sure you participate in sponsorships that make the most sense for your brand. Think about the brands, businesses, and individuals that have an audience that would be most likely to become a customer of yours.

Be judicious about what you’re willing to sponsor, as often sponsorships are often more expensive one-time payments, than ongoing PPC advertising.

Don’t Buy Traffic From Online Traffic Services

There are many online services and websites that sell “web traffic” to a specified website or landing page you provide them. We strongly recommend you avoid these services at all costs. Many of these services claim to be legitimate, easy, cheap, and send non-bots (a.k.a. real people) to your website.

Unfortunately these claims can be at worst flat-out false, and at best, impossible to substantiate. Purchasing this type of traffic can be detrimental to your Google rankings, the value of your data and analytics, and your actual business as a whole.

If it sounds too good to be true, it probably is—100 real human beings on your website a day for only $5? Too good to be true. You might see a spike in your analytics if you do embrace this practice, but it’s more than likely robots, or click farms in a foreign country, than real people seeing your pages. Also, in the long run, your success will suffer for doing it. We keep this method of driving traffic at the top of our no-no list.

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Borrowing Web Traffic

It’s time to put away your wallet, and break out the elbow grease. The next popular method for driving web traffic, is to borrow it.

Now, the word “borrowing” is just the slightest bit misleading, because once you borrow traffic, you won’t necessarily be giving it back. However, the idea here is to collaborate with people, businesses, organizations, or publications that already have web traffic, in hopes that they can (and want to) send some of those people to you.

It’s important to note here, that borrowing web traffic requires a lot more work and perseverance than the aforementioned methods. There’s no corner-cutting and no fast lane. That said, the organic traffic that can come from associating yourself with a solid brand, company, or individual can be valuable and long-lasting, if done right.

There are many ways that marketers do this. Here, we’ll talk about four of the most popular and common ways people get traffic to their websites and landing pages, by borrowing it from those who already have it.

Guest Blogging

What is it?

A simple but effective method of borrowing website traffic is writing a blog post for another person, business, or publication’s blog. If you can position yourself as an authority, share a unique insight, and/or demonstrate your expertise, you can also give this other blog’s readers an opportunity explore what it is that you have to offer.

Why should you do it?

Guest blogging is like being able to offer your new ice cream flavor inside of someone else’s already-popular ice cream store. You get the chance to put yourself in front of people who already like ice cream, and you get to show them your flavor. Blog posts like this also will help you with link-building—a beneficial SEO tactic that we’ll talk about briefly in the next section.

How do you do it?

Ask! At Leadpages, we live by the mantra: “It never hurts to ask.” Find the right contact information, or ask someone else to point you in the right direction. Send an email that pitches the post you want to write for them and why you’re the person to do it.

The worst thing that happens is they say no, or your request goes unanswered. Either way, you’re no worse off than you were before.

When you're guest blogging you should always include a link to your best landing page that gives away your most valuable lead magnet. Ideally, if the guest publication allows, you could include a Leadbox inside your post that builds your list.

Even if writing isn’t your strong suit, this doesn’t have to be an idea you shy away from. Making requests like these takes repetition and persistence, but getting a guest blog post in a place you’re proud of will be worth the work.

Co-Hosted Webinars

What is it?

Offering to co-host a webinar is very similar to guest blogging, but it relies on a very different skillset. Find a friend or expert in your field and co-host a webinar with them about a topic of mutual interest to their audience and yours (or your desired audience).

Why should you do it?

Co-hosting a webinar will give your name and brand new publicity, and will continue to associate your name and brand with another person who already has an established audience. Similarly to guest blogging, you’ll also be building links back to your website.

How do you do it?

Keep in mind that co-hosting a webinar takes more dynamic interaction and report with your co-host. Because of this, it can be more time-intensive, and require a better actual relationship with the person you’re requesting to co-host with. If you already work with someone who you’re closer with, they may be a better option for co-hosting a webinar.

If you don’t have anyone that fits this bill, offer to co-host a webinar that you already do. Your co-host can introduce you to their audience, you can take care of all the content. This can help mitigate the necessity of knowing the other host well, and working back and forth during the webinar itself.

Again, you may need to make many requests over time to find the right person, but the way to do this is just ask. Reach out with an idea for a webinar, when you might do it, how you intend to drive audience members, and why you’re the person to do it. Repeat until success is had!

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Requesting Reviews

What is it?

Reach out to a person, organization, or publication with an audience that you respect and ask them to review a free sample of your product or service. Be sure the influencer you’re contacting has done reviews of similar products or services in the past. In exchange for your free sample offering, you can request a review or testimonial, from that influencer to their audience.

For example, say you’re selling all-natural homemade soaps. You could reach out to a variety of natural product sites, offer to send the some samples of your soaps, and request that they review them or write a blog post after using your product.

Why should you do it?

This can be an effective way of getting more eyes on what you do by borrowing traffic from an influencer with an audience—one who can vouch for the validity of your offer. If the influencer you’ve approached has a larger or different audience than you, your brand will also benefit from their support and hopefully positive words.

How do you do it?

It can be intimidating to put yourself out there, but once again, you simply have to ask. Search Google and YouTube for reviews of products or services that are similar to yours, find the contact information of the people doing the reviews, and ask them to review your product and link back to it in exchange for your free offering.

The more people you ask, the more likely you’ll get an influencer to agree to review your suggested product or service. With a review and links back to your business, people will be much more likely to become part of your audience too. You can even use this strategy to begin an affiliate program. Offer the influencer the ability to earn a commission for every sale of your product or service they drive. Over time, your reviewers can become strategic partners for your business.

Social Media Interaction

What is it?

Participating in social media interaction across the web with your accounts and content can be also be a fantastic method for borrowing traffic. Regularly posting, retweeting, sharing, commenting, following, and any other social media activity that interacts with other brands and influencers can send eyes and visitors to your web properties as well.

Why should you do it?

While it can be hard to earn respect and demonstrate expertise or authority in just 140 characters, each interaction can lead to more eyes on you and what you have to say.

If most people are on social media (and studies say they are), then that’s also where you’re bound to find your customers.

If a brand, influencer, or marketer retweets you, responds to you, or comments on your post, you’re encouraging further social interaction with their audience, and putting more eyes on your content.

How do you do it?

Many brands host Q&A sessions on social media, request social interaction and input, ask for blog comments, and more. You simply have to try it and see what works for your business. Many social media automation services allow you to post regularly over time at predetermined dates and times. Consider services like TweetDeck, Hootsuite, Edgar, or Buffer to create a high enough volume of social posts in one setting, and send them out over time.

Social media interaction also takes investment when other people are tweeting or posting about a topic or idea, so try to stay on top of your social media accounts as much as you can. Just participate! You never know what will come of that next post.

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Building Web Traffic

While the previous two B’s of traffic building take effort, we’re down to the third and final B: Building it. The main difference in building web traffic boils down to creating a high enough volume of content, and having the patience for it to organically take hold on the internet. Building web traffic is really about creating content and refining your web properties so that your website and landing pages will be discovered by people over time.

Content Marketing

  1. People share good content. If you create a resource that provides value to your potential leads and customers, potential customers will not only see you as an authority in what you do, but they'll be more likely to share your resource with others around them who might enjoy it and benefit from it. This drives organic community growth from the content you're creating and the thought leadership you put out into the internet.
  2. Search engines like good content. We'll talk more about search engine optimization in a moment, but in general, search engines give high rankings to high quality content. Solid, long-form blog posts tailored to the keywords your audience is looking for is one of the best ways to make yourself more attractive to search engines, and easier for your potential audience to find.

Content can mean a lot of different things to different people. That being said, there are a few main types of content you can create and use to market your business, that we at Leadpages use nearly every day.

  • Blogging - Aim for more than 500 words per post, and try to post at least once a week if you can. Write about subjects and use keywords that your potential customers are searching for.
  • Videos - Film yourself giving advice or doing tutorials, and upload the videos to YouTube. Link back to your website, and publish the videos on your blog as well.
  • Ebooks - Write 7,500+ words worth of valuable information about a single topic that your audience cares about, and save it as a PDF. Use this as a lead magnet to give away in exchange for a new subscriber’s email address or host the entire ebook, on-page, on your website.
  • Podcasting - To avoid technical barriers, start with a service like SoundCloud, and record podcast episodes with something as simple as your cellphone. Answer questions from existing customers or prospects, or discuss your areas of expertise for 10 minutes at a time.
  • Infographics - Deliver statistics and information to your audience in a visual format. Not a designer? No problem. Use a service like Fiverr to create an inexpensive but visually stimulating piece of content.
  • Learning Courses - Provide a grouped and comprehensive set of information in the form of videos, ebooks, checklists, etc. that educates your target audience on a specific topic. Both Leadpages and Drip have had huge success providing these types of courses to our prospects and customers alike.

There are, of course, many other types of content, and ways to execute smart content marketing strategies, but this is a great place to start. Keep in mind: When you create content for your business, you’re building a digital reputation for your brand.

Ask yourself: “If someone encountered any of my content outside of my website—never having interacted with me physically or digitally—would they want to do business with me?”

If you can answer yes to that question, you know you’re creating good quality content, and you’re putting something into the digital universe that will be beneficial to your potential customers—and in turn will be extremely beneficial to your business going forward.

Search Engine Optimization

Often, the foundation of a building web traffic to your website or landing pages is solid search engine optimization (SEO) from the start. It’s also important to continue using search engine optimization as your website and business grows.

What does SEO really mean? Essentially, search engines speak a language and they require that the websites and products they rank highly speak that language too. Things like backlinks, page authority, keyword usage and clustering, content length and depth, sharing and more, are all elements of the language that search engines speak. If your website and your landing pages aren't speaking the language of search engines, you simply won't be showing up in organic search results and you won't be building traffic or getting organic visits to your web pages.

The entire purpose of SEO is to make your website and your content as valuable and digestible as possible for the audience members you're looking for.

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Social Media

Social media can be valuable in its own right, as a standalone part of your marketing strategy. However, part of the reason people spend time and resources on growing their social media accounts, is because they can use the communities they create there to drive traffic back to their other web properties. From there, they can sell to those social media audience members or convert them into email subscribers. You too, can use this traffic building strategy.

The difficulty with social media is that it requires time and effort. It involves using the right hashtags, posting the right story at the right time, following and engaging with the right users, and consistently engaging and interacting with a small but growing audience. This undoubtedly takes patience and time.. But that’s why this section is titled “Building Traffic.” You’ll definitely be building traffic with this method, but you'll be doing it brick by brick, piece by piece post by post, and tweet by tweet.

If, however, you're willing to be patient, engage in social media automation, and put in the effort it takes to have thriving social media accounts, then your social media can become a road that drives people to your website and landing pages.

Email Marketing

One of the most popular traffic driving methods in existence is almighty email marketing. With one of the highest rates of engagement over any other digital marketing method, email marketing is a no-brainer for every marketer. If you’re already using landing pages to collect email addresses, you can use those audience members to market your products and services to in the future.

Once you have a significant critical mass of email subscribers, marketing to those people can be an exceedingly effective way to grow your business. Since people respond so well to email and open rates and click rates are often significantly higher than social media or other communication tactics, email marketing automation can be an extremely effective method to drive people to the locations you want to send them.

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3 Final Tips to Maximize Your Landing Page Traffic

1. Be patient.

No matter whether it’s bought, borrowed, or built, getting consistent, reliable, and high-converting traffic to your website and your landing pages takes time. It’s normal to have to wait a little to get the kind of traffic that drives the best results. Depending on which of the three B’s that you’re relying on most, then it may take much more or much less time. Allow for that, and don’t give up.

2. Test your traffic methods.

In the same way we recommend testing landing pages, we recommend testing the traffic methods that get people to them. Just because you wrote one guest post or ran a single PPC campaign that failed to give you the results you wanted, does not mean you should give up on these traffic methods. It also doesn't mean these traffic methods are a bad match for your audience. Sometimes, you’ll need to do multiple versions of each method to find the most effective version of it.

If then, after testing your traffic methods, you still haven’t found a good match—by all means, move onward. But you won’t know until you’ve tested different versions of each of your traffic driving strategies.

3. Try it all.

One source isn’t enough when it comes to driving long term landing page traffic. Over time, the most effective traffic source for your particular business might change. Advertising, organic SEO, and content marketing combined can become a powerful combination of traffic driving. But you won’t know if you’re not willing to try each source, at least briefly. Be willing to experiment, and go outside of your comfort zone when it comes to traffic-driving methods. Who knows? Perhaps you haven’t gotten the results you’ve always wanted because you avoided the one traffic method that you felt uncomfortable trying. Give it a shot. You’ve got little to lose and everything to gain.


Conclusion

Congratulations! You've made it through the fifth chapter of The Ultimate Guide to landing pages. We're nearly done with the course, but before we continue on the conclusion of this guide, let's quickly recap everything we've done so far.

In the first chapter we settled on our shared definition of landing pages and answered the question: “What is a landing page?” Next, we covered the variety of types of landing pages that can built or found in the wild, including all of the different ways they can be used to help you grow your business. In our third chapter, we went through a comprehensive guide of how to build landing pages covering everything from copy, to design, to imagery, and more. And in our fourth chapter, we talked about how and why testing your landing pages and optimizing your conversion rate is so important.

Now and this chapter, with a little bit of traffic, you should be up to your ears in leads and quickly growing your business. In the next and final chapter of The Ultimate Guide to landing pages, we’ll talk about marketing strategies to tackle next. We’ll answer the question: “I’ve got leads… Now what do I do with them?”

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