traffic jam marketing

That’s not something to look forward to while crawling along in rush hour traffic when heading home or to the office.  But for companies doing business online, a traffic jam is a completely different, and much more desirable, thing.

There are a lot of articles about the power of search engine optimization or SEO out there.  When used successfully, it can drive large amounts of traffic to your site. So how can an online company tame the wild beast?

Create A Traffic Jam

Articles with pictures, videos or infographics get more views. They get roughly 94% more views to be exact.  So, whether it is a blog or simply content published on a website, employing images that are captivating, enticing, and exciting will increase the number of views dramatically.

Anyone who has ever stood in line at the supermarket waiting for their turn at the cash register has spotted a headline on a magazine or newspaper that has commanded commanded their attention.  Similarly, for web sites, attention-grabbing headlines are also critical. As suggested before, knowing the target audience, their likes, tastes, values, etc. helps in framing effective headlines.

Also, employing keywords in the captions helps.  They enhance the visitor experience and can result in longer visits.  Be sure to use a headline analyzer to validate its potential impact and remember, no click, no traffic.

Just as influencers have the ability to spread a message, so too do loyal customers.  The more likes, pins, and tweets they send out, the better the likelihood of Google picking up the site and elevating it to the top of the search results.  Make it easy for them to share by installing social sharing buttons.

What helps keep visitors on a page as well as sharing with others are special offers and deals.  If it’s free, it’s even more appealing.

If you can discover the most heavily trafficked days and times your customers are using their social media, time posts to appear just before then.  If possible, post daily. Every other day should be the minimum.

There was a time when the word “semantic” related to the meaning of a phrase or word.  In today’s digital world, semantic refers to the HTML tags that connect your content between open and closing tags.

Employing an IT/social media team and Twitter cards can help a lot.  Although they can be painstaking to set up, they’re invaluable and easy to use once established.  There are basically three kinds – summary, app and player. The advantage of Twitter cards is that they’re extremely appealing, entertaining and novel.

People retweeting a post can have a significant domino effect.  According to a study, one way to get any website ranked higher is to generate more than three retweets for each one sent out.  Make that a goal!

Have the team think about the things they share the most.  Chances are there are things that are funny, novel and inspiring.  The content will be even more successful whenever elements like these are added to posts.

As in everything else a company is doing to market, track and measure its results, it should always be ready to change or adapt if a post is not achieving the intended results.

Ronn Torossian is the CEO and Founder of 5W PR

5wpr ceo ronn torossian

SHARE
Previous articleHow Savvy Marketers Find Opportunity Everywhere
Next articleBehave Like a Nonprofit
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.