In general, there are three different types of web traffic. Most people are aware of the two main types – search engine traffic and direct traffic. However, there is a third type that people sometimes overlook – referral traffic.
As you can see from the pie chart above, direct, search, and referral traffic are the top three traffic sources.
All three of these types of web traffic are equally valuable since they each serve a different purpose. But referral traffic has a vital role to play in any digital marketing strategy. This is because it directs potential customers and interested readers to your website from other domains. Also, it supplies extra SEO benefits since either social activity or inbound links drive it. Both of these send a positive signal about your website to search engines.
Most digital marketers have a single common goal: to increase traffic volume to their sites. Various tactics exist to accomplish this goal. These include SEO (search engine optimization), PPC (pay-per-click advertising), social media marketing, and blogging. All these tactics come with problems, though.
SEO takes time to work. PPC can be costly. It is hard to prove ROI with social media strategies. Blogs have already filled Google to its saturation point. It is no wonder, then, that increasing referral traffic has become another go-to strategy.
Referral traffic can have a potentially huge impact on the success of a digital marketing strategy. So, what exactly is it, and how can an organization use it to generate more leads?
Referral Traffic – What Is It?
Referral traffic is when visitors come to your site from another site rather than a major search engine. Somebody clicks on a link, and that link takes him or her to another site. Tracking software will count that person as referral traffic. The website that the link was on is the referrer. This is because it refers the traffic from that website to another.
Why Is It Important to Generate Referral Traffic?
Inbound marketers find referral traffic vital. It can send visitors who are potentially qualified to their sites from another trusted website. In turn, this puts the site’s content before new people so their websites can convert visitors into leads. This gives the sales team opportunities to convert these leads into new customers.
There are other benefits as well. Referral traffic can also bring search engine optimization benefits. If somebody visits a website after being directed from a different site, he or she is clicking a link. Alternatively, he or she has usually completed some kind of social activity. Search engines consider those social signals and links a positive ranking factor, providing they have come from trusted sites.
The chart above shows that referral traffic has become increasingly important for the e-commerce conversion rate. Between 2018 and 2019, it overtook organic searches and paid searches as the top traffic source for conversions.
So, how can you increase referral traffic to your website? Here are five different ways of getting more referrals using your content.
1. Creating Guest Posts
One excellent way to increase referral traffic is to write guest posts and publish them on other reliable websites. You should focus your efforts on websites that are within the same niche as your business. This will allow you to place your content before an already relevant audience. As a result, you can obtain high-quality referral traffic.
The above chart shows how beneficial guest posting can be when it comes to obtaining more referral traffic.
If you can establish a regular schedule of guest posts, this offers even more advantages. It will allow you to make sure you maintain referral traffic generated from these sources in the long term. It will also increase the traffic your website receives.
When it comes to guest posting, the initial step is to know which blogs you want to post on. Make sure that you are familiar with their styles and requirements. You will need to match the existing posts’ tone and appeal to that site’s readership. This means determining whether the site requires a style that is relaxed or formal. You should also know the reading level of the audience.
Many blogs will have strict guidelines that guest posts must follow. There may be a specific word count or rules about how many links it can embed. It’s imperative to read those guidelines before creating any content since you will need to bear these restrictions in mind.
2. Using Pinterest
The above chart shows the importance of Pinterest when it comes to driving up referrals. Pinterest can drive considerably more referral traffic than other platforms, such as Facebook, Snapchat, and Twitter. It is no wonder, then, that Pinterest is so frequently included in digital marketing strategies these days.
Although the above statistics refer to retail businesses, that doesn’t mean that financial institutions cannot benefit from using this platform. With a focus on images promoting an idealized result of utilizing your services, it’s possible to sell the dream!
When harnessing Pinterest’s power as an effective marketing tool, your images must spark a thought dialogue in the viewers. You can then show them how you can transform that image into their realities. All they need to do is click through to your website where they can benefit from what you have to offer.
Pinterest video advertisements are also a lucrative possibility. Eighty-six percent of Pinners have reported using this platform to plan important moments in their lives. Therefore, your organization can harness its potential to highlight the benefits of its services and products.
Another way that you can do this is by posting instructional how-to images. Use attractive, bright images to make detailed step-by-step guides or “instructographics.” These longer images take up more Pinterest real estate and are, therefore, more valuable. At the image’s end, you can direct viewers to the link to your website. The link will take Pinners who click on it to your organization’s website.
Of course, it’s vital to remember the relevancy between landing pages and keywords. You need to take people clicking on the link precisely to the product you are promoting. With Pinterest, images are the keywords, so make sure they’re appropriate to the content you are directing the viewer to. Make sure you post the identical image on the landing page the people arrive on from Pinterest. This will help viewers to see they are in the right place.
3. Creating Press Releases
Creating press releases is an easy and swift way of obtaining more referral traffic. This is an especially useful tactic if you’re hosting an event or announcing a key milestone for the organization. Nevertheless, you can frame almost anything as a newsworthy topic.
Perhaps your organization has acquired a major new client or contract. Perhaps you’ve created an exciting new product or service. Maybe your organization has established a new initiative or campaign. Or maybe something has recently happened in the news that relates to your company. You can frame any of these as a press release to draw attention to your business and drive referrals.
It can be challenging to get the structure of a press release right. The above infographic shows the key elements that you must include to achieve maximum success.
4. Social Bookmarking
One strategy for gaining referrals that institutions often overlook is using social bookmarking sites. The infographic above shows a little more about what these are.
Social bookmarking websites enable you to tag and bookmark several online resources. They, therefore, are an excellent choice for generating more referral traffic. Stumble Upon is a top source of referral traffic. This site enables visitors to discover interesting content then share it quickly with other people.
Another popular social bookmarking website is Reddit. Again, it is perfect for sharing your compelling content. This website has more than 2 billion views each month. Therefore, its social bookmarking potential is huge. Nevertheless, it is important to note that it only welcomes interesting and unique content. If you post content that is too sales-focused, you could end up doing more harm than good for your organization. Conversely, if you post content this site’s community would enjoy, you can reap tremendous benefits. It can be a valuable resource when you’re keen to generate more referral traffic for your organization.
5. Using Social Networks
Of course, social networking platforms, such as LinkedIn and Facebook, are vital for driving up referrals. The key is to remember the users of the platform you’re utilizing. For example, LinkedIn has a more professional audience, while Facebook has a more friendly and casual atmosphere.
There are many benefits to utilizing this strategy. Since many people use social media, it is easy to connect with a wider audience. Also, people tend to mimic others’ behavior. If they realize their friends are discussing your brand, they’ll check it out, too. Social networks also allow you to build up your organization’s social proof.
Social platforms allow content to “go viral.” Yet, this can only happen when social media sharing is made available. Therefore, you must ensure you provide the appropriate buttons so users can help you obtain the referrals you desire.
Even better, the point of social media is to connect people. The majority of people connecting will have a similar demographic or interests. This means your brand’s existing customers will often share your content with other ideal customers. Furthermore, whenever a reader shares your content on his or her social profile, it increases the potential of a larger network viewing it. It can then act as a mini advertisement for your organization. Even if those other viewers do not immediately take up your products and services, it creates an impression.
Another key to success is responding to your audience’s feedback. Responding to customer feedback is already imperative for your brand. However, you can also use these responses to ask for a referral. When somebody mentions he or she appreciates your brand, the person’s more likely to refer others to you. Also, regularly responding keeps your brand’s name at the forefront of the conversation.
The statistics above show that Facebook, Twitter, Pinterest, and Instagram are, by far, the most effective platforms for referrals. Yet, choosing your platform wisely for your audience is essential.
You must have built up a strong networking foundation for this strategy to work. You will only receive referrals when your audience believes in what your organization has to offer.
If you create shareworthy content, you can be confident that social media will boost referrals. Sharing the latest events and blog posts via these channels is an effective strategy. It’s also acceptable to share links to pages that need increased traffic occasionally. However, if you do this too often, you could risk alienating followers who see these attempts as spammy. Take care to get your social media referral strategy right, or you could harm your organization, not help it.
Getting Your Content Right For Referrals
Here, we’ve looked at effective ways of getting referrals by using your content effectively. Yet, there is a key factor that you must not overlook – the quality of your content. The idea of obtaining referrals through your content relies on having shareable content in the first place.
So, how can you create shareable content that will gain you the referrals you need?
Using the services of a professional content writing company is often the best way forward. It can be difficult to work alone to craft outstanding content that will reach a wide readership. A content writing company has the skills and experience necessary to ensure optimal success in this field. With expertise in SEO strategies, content writers can create blog posts and other content that engages and inspires. As a result, your content will interest the audience that you are aiming to reach. It will also encourage your audience to share it with other like-minded people. There’s no better way to get the referrals that your organization needs to grow its reach.