When I was working with Pure Chat, a live chat product for small online businesses, they already had a strong customer base and were looking to take things to the next level. That meant our goal was driving even more qualified traffic to their site, where we would later aim to boost conversions.
To accomplish this goal we boosted our organic reach by creating sharable content with influencers and other businesses that helped us get the word out. We also crafted a series of ad campaigns on Google Adwords and Facebook to drive new potential customers our way.
Test Paid Advertising Campaigns
Although paid ads can be tricky because of monetary investment, we decided to test Google Adwords as a potential traffic driver. After several months of tweaking ad copy, placement and landing pages, I found the recipe that increased our website visits from that channel by 69% (in a single month!), so we were receiving over 200 signups a month from that one source.
Create a Blog to Boost Organic Reach
Before we were able to create sharable, small business content, we needed to create a place to house all those new resources. That’s why we created the Pure Chat blog a hub of helpful articles for online businesses. Once the site was up and running, we devised a content strategy that had us publishing new posts two or three times about specific topics that could serve new and existing customers.
During this time, we published nearly 100 posts and moved up Google’s ranks by boosting our site’s the domain authority (an essential SEO factor) from 39 to 53!
This success wasn’t just thanks to our content creation strategy however, it also needed the help of our content distribution strategy. For every post that was published, I created clear distribution guidelines that made sure each one was promoted on social media and reblogged on content syndication sites, so it gained the most exposure possible.
Grow Our Audience with Influencer Connections
Another key component of our distribution strategy was influencer endorsements, but that tactic took time to refine. Small business influencers are constantly being contacted by companies looking to serve their audience, so standing out from the crowd was tough. That’s why we decided to get creative and start a small business podcast that featured interviews with small business experts.
Influencers loved the idea of sharing their knowledge and gaining exposure to our customer base, and were happy to share the interview with their own audiences afterward, which drove new, qualified visitors our way.
Find Mutually-Beneficial Partnerships
To expand our audience further, we also connected with other companies that serve the small business space. With our combined expertise we were able to create a series of compelling infographics (like the one we created with ClearVoice shown below) that were picked up by sites like CustomerThink and AdWeek, helping us reach even more potential leads. Creating this kind of deep relationship with multiple companies also opened the door for even more partnership opportunities like webinars and email promotions later on.