How to earn new website traffic. Learn how a well-designed website and engaging content can drive organic traffic and achieve business goals. Discover the importance of content interactions and paid promotion strategies in building a loyal audience and driving website traffic.
In this Case Study:
- A well-designed website with fast load times and engaging content is crucial for driving organic traffic and achieving business goals.
- Increasing content interactions through social media marketing and paid promotion strategies can help build a loyal audience and drive website traffic.
- Focusing on organic growth through content interactions can lead to long-term success and a strong return on investment (ROI) for paid promotion efforts.
It Begins with Website Design
As a news website, we need speed. Absolutely streamlined design, beautiful layout, and fast load times.
The website is built on Protilt servers using our custom WordPress theme.
Load times are less than 1.5 seconds.
Business Goals & Preliminary Objectives Before New Website Traffic
The business goals are:
- Generate 30k signups to the email list.
- Create revenue streams from website traffic.
- Poise the website to sell to a larger media outlet within 3 years for no less than $500k, with no more than $100k invested.
To achieve our client’s goals, we are focusing on the following key short-term objectives.
We’re gaining instant organic traffic, mostly sourced from Facebook content, but also from Google searches and the WordPress reader network.
Here are the objectives we’re using to guide our action plan.
Our Core Objectives
- Increase Organic Traffic: We are driving targeted audiences to the website through search engine optimization (SEO) and social media marketing.
- Boost Engagement: We are encouraging content interactions, such as comments, shares, and likes, to foster a loyal community.
- Establish Thought Leadership: We are positioning the news website as a trusted source of information through high-quality content and consistent publishing.
Our Action Plan Objectives
- Improve Search Engine Rankings: We are optimizing website content for relevant keywords to increase visibility and drive organic traffic.
- Grow Social Media Presence: We are leveraging Facebook and other platforms to reach a wider audience, increase engagement, and drive website traffic.
- Develop Engaging Content: We are creating high-quality, relevant, and consistent content to attract and retain a loyal audience.
- Enhance User Experience: We are continuously monitoring and improving website design, load times, and overall user experience to increase engagement and retention.
By prioritizing these objectives, we are providing a clear direction for our action plan, aligning with the client’s business goals and setting the stage for achieving success.
Social Media and Content Marketing
Content Strategy
To drive engagement and expand our reach, we are creating a diverse range of content. This includes daily news articles and blog posts featuring standard text, video, and image posts.
Then we create Facebook-specific content, such as link posts, brand awareness posts with images, and short 5-10 second reels designed to boost engagement.
As a result of this content strategy, we’re gaining organic page likes.
This is crucial, not as a vanity metric, but as a way for the Facebook platform to reengage – or refeed – or content to followers.
Organic Page Likes
Our content strategy is attracting new followers who are liking our page organically, without being paid to do so. This is a key indicator of the content’s relevance and resonance with our target audience.
Beyond Vanity Metrics
While having a large number of page likes might be a vanity metric for some, in this context, it serves a more important purpose. It’s not just about boasting a large follower count, but rather about building a loyal audience that engages with our content.
Facebook’s Algorithm and Refeeding
When users like our page, they are more likely to see our content in their news feed. Facebook’s algorithm takes this as a signal that our content is relevant and engaging, which in turn increases the likelihood of our posts being “refed” or re-displayed to our followers.
- We’ve achieved 520 3-second video videos.
- Reached 2.3k Facebook accounts in less than a week.
Why’s this important?
Because it builds our audience.
Now, as we create content on the website and share it to our Facebook page, we earn traffic to the website.
This is directly tied to our 3-year goal of selling the website with a target return of 5:1.
And, it fuels the Algorithm.
More on that…
Refueling the Algorithm
As our page likes grow, we are essentially refueling the algorithm to continue surfacing our content to an increasingly larger audience. This creates a snowball effect, where more likes lead to more visibility, which in turn attracts even more likes.
In essence, gaining organic page likes is a crucial step in building a sustainable content strategy on Facebook. It allows us to leverage the platform’s algorithm to increase our reach, engagement, and ultimately, drive more traffic to our website.
Paid Promotion
We have also implemented a targeted paid promotion strategy, boosting two image posts for brand engagement at a cost of less than $50. This effort yielded over 300 Facebook engagements, successfully activating the algorithm to accelerate our organic social reach.
Visits – these are the number of people who click an ad or an organic post and visit the Facebook page.
These are not website visits.
Warning: Most clients come to us with the end goal – sales.
Why is this a warning?
Because there are important foundation steps before sales can occur.
Such as brand engagement, building credibility, and creating trust with our audience.
By increasing page visits, we can build brand awareness, establish credibility, and create a foundation for future engagement and conversion. This metric helps us understand how our content is resonating with the audience and make data-driven decisions to optimize our strategy.
Organic Reach Acceleration
By combining high-quality content with strategic paid promotion, we are leveraging the Facebook algorithm to increase our organic reach and drive more engagement.
In this graph, you can see that our reach (the number of people who see our posts) is directly related to the number of link clicks we earn.
This is the strategy.
Brand reach = website traffic.
But it’s the engagement that sparks the brand reach.
This approach enables us to:
- Amplify our brand’s visibility and credibility
- Attract and retain a loyal audience
Drive traffic to our website
Achieve a strong return on investment (ROI) for our paid promotion efforts
Our content strategy and paid promotion approach are carefully designed to work together, maximizing our online presence and achieving our business objectives.
Content interactions are the foundation of organic growth, as they indicate engagement and interest in the content. By focusing on increasing content interactions, we can build a loyal audience without relying on ad spend. This approach allows us to create a sustainable and authentic connection with our viewers, driving long-term growth and success.
- Content interactions are a key metric in understanding audience engagement and interest.
- A fast increase in content interactions suggests that the audience is responding positively to the content, and we’re on the right track.
- This growth is a crucial first step in building an audience, as it indicates that the content is resonating with viewers.