May 26, 2021
2
 min read

Why your site isn’t getting the traffic it deserves

Rory Johnston

Driving organic traffic to your website can seem like a monumental task. From content creation to paid media, social media strategies, and more, it can be overwhelming to figure out where to start and what matters.

Like anything digital, start small and work your way up. Small fixes along the way can make a huge difference in the long run. 

Below, we’ll outline a few reasons your website may be losing traffic, along with the tactics you can use to improve, optimize, and drive new leads. 

Why your site isn’t getting the traffic it deserves

Lack of paid strategies

Organic reach is declining on many social platforms, partly because of the sheer volume of social content that is created every day. There are roughly 350 million photos uploaded to Facebook every single day.

In 2020, the average reach of an organic page post was 5.2%. That means if you have 1,000 fans of your Facebook page, then you can only expect 52 of those people to see your posts on a regular basis. 

Combining a paid strategy with a strong social media presence can be a very effective way to combat this declining organic reach. For example, you can create a Facebook promoted post to boost the visibility of an existing social post.

It’s up to you to choose your:

  • Audience
  • Budget
  • Duration

Once you’ve put in your parameters, Facebook will provide you with an estimated reach. Just $2 might help you reach 163-872 more people, if you were targeting people in the USA over the age of 18; bump that spend up to $15 and that same post might reach 1,506 to 6,834 people.

While supplementing your social presence with paid media will allow you to reach a broader audience, it will also allow you to more specifically target that audience, and reach them with more consistency.

In Facebook’s own words:

“Like TV, search, newspapers, radio and virtually every other marketing platform, Facebook is far more effective when businesses use paid media to help meet their goals.”

Weak social media presence

Internet users spend an average of 144 minutes on social media each day.

Thanks to the growth of global internet and 5.22 billion people owning a mobile phone, more than half of the global population is now on social media53% at the beginning of 2021 to be exact.

That being said, social media usage is not homogeneous, it’s split across many different platforms like Facebook, Twitter, TikTok, LinkedIn, and Instagram.

In order for people to recognize your brand in all of these different places, you have to be maniacal about consistency. If you have a profile picture of yourself in an orange sweater and hipster glasses  on Facebook, use that same picture of yourself in an orange sweater and hipster glasses on Instagram. People instinctively try to detect patterns in the world around them, so use that to your advantage, because you only have a fraction of a second for them to recognize your brand before your post scrolls out of view.

It’s your job to make it as simple as possible for a casual observer to recognize your brand.

It’s important to remember that social media isn’t just about talking at people, it’s about having a conversation with them. Don’t log on, post your photo, and then close the tab. Take the time to see what your community is up to, like their posts, and comment. Engaging with others serves two main purposes, it:

  • Encourages reciprocity, meaning you get more engagement on your own posts
  • Puts your brand into the comment sections of other posts, allowing you to expand your reach beyond just your own followers

Missing out on long-form content

A strategic blog will help you bring in more organic traffic.

Organic traffic brings in consistent, engaged users.

Organic traffic is also cost-effective in the long run. The average cost-per-click (CPC) for paid advertising across all industries was $0.39, and you might be operating in an industry with a higher CPC average than that.

It requires a sizable budget to start a paid campaign, and even more budget to continue optimizing it until you can reach those $0.39 CPC levels. If you stop paying, you stop getting visibility, and you lose all of that traffic immediately.

Organic traffic also requires a sizable budget. To support your blog strategy you will need a dedicated writing team in order to invest in your organic traffic ecosystem. Invest well, and you can still be reaping the benefits from your work in several year’s time.

Written content can also go a lot further than just your blog if you embrace the idea of repurposing. If you’re regularly creating written content on your blog every week, then you can repurpose that content to fit the character constraints and tone of each social platform and now you have fresh content to post on Instagram, Twitter, and LinkedIn. 

By writing about the pains and problems your customers face, you can establish yourself as a thought leader in your space. Your potential customers will see that you are actively trying to address their problems, and it gives you a space where you can engage with them directly.

Ready to drive more traffic to your website?

In just six months, the team at Brandcamp grew our domain authority 29%, resulting in increasing organic traffic, inbound leads, and more business than we ever expected.

We can help you get results like this and give you more strategies to improve organic traffic and attract new customers.

Reach out to our team to learn more.


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