Creating a blog is one of the main strategies to bring more visitors to your website. Blog posts show up in Google searches, strengthen your brand’s authority and engage users, who can become customers.
But visitors only become customers if you know how to capture their interest and convert them into business opportunities. That’s why a lot of people focus on conversions, conversion rate and, of course, conversion rate optimization.
However, we are here to remember: it all starts with the acquisition of traffic to your blog , which may end up being overlooked in digital marketing strategies . Often, focusing on traffic brings more results than focusing on conversion, you know?
That’s why, in this article, we’ll deal with the reasons to invest in acquiring traffic to your blog, which is essential for converting leads and customers. Follow it now!
Is it worth focusing on traffic instead of conversions?
Traffic or conversion: what should be the focus of your digital marketing strategy? It is clear that companies would like to invest on both fronts, which are essential to get more results on the internet .
However, the general context is one of scarce resources, which call for efforts to be directed towards certain strategies, according to the marketing objectives at the time. In addition, paid media campaigns often ask the advertiser to set a marketing objective, which can also be divided into traffic or conversion.
Therefore, many companies are faced with this question: traffic or conversion? And the answer tends to be: let’s focus on conversion. In HubSpot’s State of Marketing report , you can see that companies are more concerned with generating leads, not traffic:
Those who focus on optimizing conversions are not wrong: after all, they represent effective results for the brand, such as a sale, a contact or a lead.
For this, some strategies aim at making the forms leaner, creating landing pages , include CTAs and do A/B tests, for example. But all this requires an analysis of metrics and user behavior to identify points of improvement and not make changes that end up harming the results.
These measures are essential, no doubt about it. You need to improve your path to conversion to generate more leads and customers. However, all this optimization effort can yield few results if you have little traffic .
So it’s important to think about what should come first. Instead of focusing on conversion right away, try to make your traffic more robust , so that the conversion rate, even if it is still low, represents a good volume of customers for your business. Then you can think about improving this rate to take advantage of the traffic you are generating.
Visiting the website is the customer’s first step in the relationship with your brand. So, try to initiate contact with as many people as possible, and then deepen the relationship and lead to the sale.
Focusing on gaining traffic to your blog is especially important for businesses just starting out. People first need to know your business and start building trust . The conversion will likely not happen right away, so you need to nurture that relationship before making the sale.
This is a premise of inbound marketing and one of its main tools: the marketing funnel. At the top of the funnel, visitors must be converted to leads. And, according to the funnel analogy, only those who are really interested in strengthening the relationship with the brand go to the next step.
What are the main reasons to invest in acquiring traffic to your blog?
The blog is an important channel for the results of your internet business. Not surprisingly, it is one of the pillars of inbound marketing and content marketing strategies .
A blog works as a repository of brand publications , which helps to show your domain and authority in your market’s topics. If well-optimized with SEO, publications improve the user experience and gain good positions in Google’s search results.
If well produced and aligned with the persona’s doubts , these publications are also able to engage the public, arouse interest and trust in the brand and initiate a relationship with a potential customer. The key here is to capture the interest of visitors to turn them into leads, which represent sales opportunities.
But the blog needs traffic to start giving results ! So, let’s now look at the main reasons to invest in traffic acquisition, before focusing on conversions:
1. Increase the number of website conversions
The first step in generating conversions is having visitors browse your website or blog. These strategies go hand in hand. So this is the main reason to focus on traffic: to increase the number of conversions.
Realize that even if your conversion rate remains the same, the increase in the number of visitors should result in an increase in leads, contacts and sales for your business.
However, it is necessary to be careful not to fall into the trap of thinking that this growth will necessarily be proportional to the traffic. More visitors only mean more conversions if you attract qualified traffic .
In addition, you need to ensure that the strategies for converting visitors into leads and sales work; otherwise, you will only have visitors who open and close your pages without interacting, without engaging, without leaving a contact.
2. Increase brand reach and awareness
Increasing traffic means more people will visit your site and learn about your business . It can be a first contact, usually without interest in the purchase. But your brand is no longer an unknown.
In this way, you already start to gain valuable space in the consumer’s mind, which becomes increasingly relevant as new interactions take place.
The more minds you win, the more you gain brand awareness —that is, brand awareness, which represents the level of recognition by consumers, not just of your identity, but also of your personality, values, and purpose.
HubSpot’s State of Marketing report shows that while companies’ marketing priority is lead generation, the main objective of the strategies is brand awareness.
So, the focus on acquiring traffic may be the best option, especially to attract companies that are at the beginning of their operations and need to expand their reach.
3. Attract qualified potential customers
Investing in traffic acquisition assumes that you must establish a strategy to attract people who have a potential interest in your products . Therefore, you can attract qualified traffic from people who are more likely to become customers.
For this, the traffic acquisition strategy for your blog should target channels and approaches focused on the persona profile:
- To place blog posts on the first page of Google, try to answer your persona’s questions;
- To attract paid traffic, segment your target audience according to persona characteristics;
- To attract social media traffic, explore your persona’s interests, in the language and channels she uses.
This way, you can attract an audience with more chances of conversion.
4. Boost long-term sales
Traffic generation aims at the top of the funnel . The intention is to attract visitors who can be converted into leads and, after being nurtured by marketing, become customers of the brand.
Therefore, the presence of visitors on your blog is the opportunity to engage and nurture the relationship with a greater number of potential customers. The more you manage to gain the attention and trust of users, the more likely you are to start a relationship with them that can result in more sales in the long run .
Realize, therefore, that investments in traffic acquisition may not generate an immediate financial return. But you need to assess the long-term effects to see the results in conversions.
5. Get data to optimize conversions
Another important reason to focus on acquiring traffic to your blog is to generate a good amount of data to analyze and optimize conversions .
Few visitors fail to generate meaningful data to make marketing decisions. Let’s say you want to A/B test your blog to see which form type converts the most. To make this assessment, it is necessary to have a large number of visits.
Therefore, any measurement of blog metrics needs traffic volume to provide a reliable view of user behavior on pages.
It is noteworthy that the CRO (conversion rate optimization or conversion rate optimization) is based on collecting information about user interactions to make improvement decisions. Therefore, traffic generation is a prerequisite for optimization .