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Hey, you’ve made it to Part 3!  We have some great info so we hope you still have that pad and paper with you. In our last blog post, we discussed two more ways to drive traffic to your website: building a solid email list, and blogging until your fingers fall off.  Now, we are going to discuss the next two ways: sending direct mail, and establishing testimonials and case studies. Ready? Here we go…

Direct mail (it’s cool again)

Don’t laugh, direct mail is a contact strategy you’ll want to think twice about.  Not only can it drive digital traffic, but it can change the course of a buyer’s journey by converting leads and ultimately increasing your ROI.  With its cost effectiveness and measurable results, there is no better combination.  Everything is automated these days; when first introduced, it was convenient and easy to set up but since everyone seemed to have jumped on the automated bandwagon, it has become less effective and more impersonal.  Using personalized copy adds a personal touch and people really appreciate that.

Direct mail also has a super high saturation rate.  What do we mean by this?  Not everyone visits the same sites or uses the same social media channels or has the same behavioral traits as one another.  But, everyone does receive mail—as in an actual mailbox in someone’s yard, not the inbox on your phone.  Another advantage is that direct mail allows you to target a well-defined audience in a specific location, thus being able to measure your results much easier.

Testimonials and case studies

These are extremely important.  Think of it as your resume listing all your accomplishments and who you’ve previously worked with.  They’re valuable in that they build trust and credibility.  They showcase your talents, your customer service skills, and what exactly your business offers.  On a buyer’s purchasing journey, probably the most important step in the process would be the research phase.  Testimonials and case studies play a critical role in this phase in that they give an in-depth look at your work and can be the one thing that convinces a potential client to do business with you.

 You can simply ask former or current customers to write a review or get permission to publish ones that you already have.  Once you have these, be sure to dedicate a page on your site just for testimonials and case studies.  And make it easy to find—nothing is more annoying than trying to find something on a site that’s hidden.  And once you do have these all written up, share, share, SHARE.  You will want to share it on social media, especially LinkedIn if you are a B2B company.  And feel free to use them in your newsletters and in your email marketing.

Well, here you have it.  Thanks for reading Part 3 on how to drive traffic to your website.  Stay tuned for Part 4 of this series, coming to you soon!

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