Text of my newsletter from 18th October
An effective website generates revenue 24/7, and it’s a tireless salesperson that can handle multiple transactions simultaneously, right around the clock.
But, as I’ve covered in the last few newsletters, getting visitors to your website is hard, unless you pay. And no visitors equals no business.
The fact that a good website is such a powerful marketing channel, means that it makes sense to have one, and to find ways to get visitors to it.
Paying is always an option, and I’ll cover paid traffic options in another edition. But this week I’m looking at another non-paid option: amplification.
A couple of weeks ago I made the point that the chance of one of your website pages appearing on the first page of the search results is zero, unless you go for long-tail keywords (and even then it’s tough).
Here are some statistics:
- 91% of all content gets zero visitors from Google (Ahrefs)
- 94% of blog content gets zero links (Backlinko)
- 85% of all content gets less that 10 shares (Buzzsumo)
So if you’re struggling to get visitors to your website you’re not alone.
For bloggers and content marketers following a content marketing strategy, getting traffic means potential visitors must first see, and be impressed by, your content.
So the question becomes: how can you get your content in front of the widest number of people possible who are in your target market?
Answer: by finding an amplifier.
An amplifier is someone who already has a large audience that is similar to yours, and the aim is to persuade them to share your content with them.
Don’t confuse an amplifier with an Instagram influencer. This is not about fashionistas and 6-pack abs.
It’s about finding people with a thriving business, who serve your target market, who have built up a large audience, and then ‘borrowing’ their audience.
The first article I’ve linked to this week to goes into Amplification in detail. It’s a powerful way to diversify your sources of visitors.
This week’s links
In addition to the amplification article, I’ve also linked to one on why people won’t buy what you’re selling, one on small business growth strategies and one on small business marketing strategies.
Pro tip: keep the concept of amplification in mind as you read the last two articles.
Quality content is not enough – it must be amplified
Last week I talked about quality content being an important part of Search Engine Optimisation (SEO).
It is, but I also said that the chance of your content being returned on the first page of Google’s search results is low, no matter how good it is.
In fact, a study by Ahrefs in January 2020 found that 91% of all content gets zero traffic from Google. None. And that will not have changed between then and now.
So how do you get the right visitors to your website?
In this article, Rand Fishkin lists 4 reasons why no one is reading your content, and goes on to explain how ‘Amplification’ can solve them.
Here’s what it is, and how to use it to build the number visitors to your website pages:
Find the real problem your business solves
John Jantsch gives out some tough love in this 14-minute podcast: nobody will buy what you’re selling.
They just want their problem fixed.
He explains how to look at your business from the other side, and find the real problem your product or service solves:
Small business growth strategies
Starting a business is easy. Growing it is hard.
Here are 6 growth strategies that will re-start a business whose growth has stagnated, and keep thriving businesses humming along:
9 growth marketing strategies for small businesses
Marc Apple takes us through 9 small business growth marketing strategies in language that’s jargon-free, and easy to follow.
The underlying message is to keep exploring outside your comfort zone by looking at platforms, apps or approaches that may seem uncomfortably new and different.
No pain, no gain!
The Manic Street Preachers have long been one of my favourite bands – here they are with “Distant Colours” (yes, I know, this is not really a flashback!):
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