Dealer Keys to Success
by Joe Mills
January 8th, 2020

The Key to Explosive Growth

After an incredible 2019, we’re planning for another year of expansive growth that will be fueled in large by the growth in our dealer-partners’ businesses.

Are you planning for growth in 2020?

Today, we’ll take the next step surrounding our first set of topics about successful digital marketing by talking about the most important website traffic type designed to nourish that growth; organic, or search, traffic.

Certainly, you’re proud of your reputations and love to be known as the “go-to” source for home improvements in your area and direct traffic is one of the measures of that success.

Referral traffic exposes you to potential new buyers, but sort of passively. Much of this traffic may be just peripherally in the market for your products and services.

The key to the explosive growth we’re talking about is exposure to those fish in the pond that are hungry.

Search traffic is traffic that reaches your website from someone who enters generic (organic) search terms into a search engine. Think something like “replacement windows in Detroit.”

Think about it … buying new windows isn’t something that many people do more than once in a home, and while they may have been exposed to some of your marketing before, it may have gotten lost in the noise of all the other stuff they get bombarded with.

Very simply put, these searchers have intent (hungry fish), otherwise, they wouldn’t be going through the motions and an effective growth strategy must include how to reach these folks.

So, smart guy, how do I do that?

There are a few fundamentals to think through before I answer that question.

  • Size doesn’t matter—The greatest thing about implementing this strategy is that it levels the playing field. No matter how big or small you are, you can attract search traffic.
  • Know thy customer—If you were a potential customer what questions would you ask? Write down at least 15 questions that you’d ask.
  • Use what you have—Check with all areas of your organization that deal with customers. They’ll know some things that customers ask that you don’t even think about.

Here are the three areas of focus that will get you more organic traffic:

  • Words mean things—Do the research on some of the keywords and phrases that people use when searching for what you do. A great place to start is those questions from above.
  • Communicate—Create content (blog posts, social media posts, case studies, website content, etc.) surrounding the questions that you came up with. For a fuller treatment of this, see our series on content marketing.

Pro tip: When creating content, keep this in mind; educate, don’t sell.

  • Use your ABC’s—Develop a complete SEO strategy. For more on this, including keyword research, check this article out.

Next time we’ll land this conversation and discuss the “scariest” type of traffic.

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