Plus: Marketing’s Biggest Challenge Has One Novel Solution

It’s rough out there. Marketers were ping-ponging between problems and solutions all year long, from Google’s announcement that the cookie crusher is coming to new privacy legislation in states across America.  

One constant, however, is the need for website traffic. HubSpot's 2023 State of Inbound Marketing Report revealed that 61% of marketers pinpoint this as their top obstacle.  

The 2024 State of Marketing Report further underscores the importance of websites, highlighting them as the top source of ROI for the year. It also outlined the top challenges for marketers: 

  1. Generating traffic and leads 
  2. Keeping up with trends 
  3. Understanding customers and their needs 
  4. Having low-quality data 
  5. Achieving sales-marketing alignment 

Addressing these issues is crucial for marketers aiming to enhance their strategies and achieve better outcomes this year. 

Key takeaways: 

  • Generating traffic and leads remains the top challenge for marketers, underscoring the necessity for creative and diversified strategies to draw visitors to websites. 
  • A blend of tactics such as content marketing, SEO, and social media engagement is crucial for increasing website traffic, though PPC and retargeting strategies should be used judiciously due to declining click-through rates. 
  • fullthrottle.aiTM enhances the quality of leads from existing traffic by utilizing household-level data for more precise and personalized marketing 

Tactics To Generate Website Traffic 

Let’s not beat around the bush. Each of these tactics can make a real difference in your marketing, if implemented with care, but some of them come with an asterisk. We’ll let you know if there’s a caveat below. 

Content Marketing 

Embrace the power of content marketing by crafting engaging and valuable content that resonates with your audience. Blogs, infographics, and videos can act as magnets, drawing visitors to your site through their informative and entertaining nature. Short-form is king right now, so keep things quick and keep your audience in mind. 

Search Engine Optimization (SEO) 

Optimize your website's SEO to climb the search engine rankings. This involves tweaking your site's design, improving load times, and ensuring your content matches what your audience is searching for. Make sure to follow any updates from Google, since SEO can be notoriously opaque. 

Pay-Per-Click (PPC) Advertising and Retargeting Campaigns 

Launch PPC campaigns and retargeting ads to test the waters, but proceed with caution. These tools are facing historically low click-through rates (we’re talking a fraction of a fraction of a percent) due to privacy laws and user opt-outs. They can still be part of your strategy, but consider them as one of many tools in your marketing toolkit.  

Relying on traditional retargeting can be dangerous, and you’re much better off finding a data partner like fullthrottle.aiTM to help you reach your audience. 

Social Media Marketing 

Leverage social media to build a community around your brand. Regular posts, engaging content, and interactive sessions can help funnel traffic from your social media pages to your website. Short-form video is king over there, so keep that in mind, and make sure you have a plan — posting with reckless abandon is a sure way to get ignored. 

Email Marketing 

Use email marketing to nurture your leads and previous customers. Regular newsletters, updates, and exclusive offers keep your audience engaged and encourage regular visits to your site. Email marketing is still effective, but marketers are nervous about its staying power. Keep an eye on your trackers to make sure leads are coming in (and remember, Apple is blocking UTM trackers by default now). 

Influencer Partnerships 

HubSpot’s 2024 State of Marketing Report had glowing praise for influencer marketing. If the matchup makes sense, you could benefit from a loyal audience flocking to your brand. Partner with influencers who align with your values. Their endorsement can introduce your brand to new audiences and drive traffic to your site. 

Webinars and Online Events 

Host webinars and online events that offer real value to participants. These can be excellent opportunities to showcase your expertise and bring people to your website. 

Networking and Partnerships 

Build strategic partnerships with other businesses and platforms. This can open up avenues for co-marketing efforts and referral traffic, enriching your website's visitor pool. 

Affiliate Marketing 

Implement an affiliate program to encourage others to promote your products or services. This can significantly expand your reach and bring new visitors to your site. 

Each of these tactics requires careful planning and execution to be effective. It's not just about driving traffic but attracting the right kind of visitors who are likely to engage with your content, products, or services. 

Get Better Leads From the Traffic You Already Have  

Think about this: While you’re working on getting more website traffic, are you making the most of the traffic you have right now? fullthrottle.aiTM transforms your website's existing traffic into high-quality leads by employing proprietary patented technology that offers a deep dive into visitor data. Our approach uniquely identifies visitors at the household level. We break through the constraints of traditional cookie-based tracking, which is increasingly subject to user opt-outs and privacy legislation.  

Our platform’s buyer propensity model allows you to send targeted and personalized marketing messages that resonate deeply with your audience, leading to incredible conversion rates. 

The leads you get are of higher quality right off the bat — they are in-market visitors already visiting your website and browsing your products. We help you talk to visitors who are more likely to engage and convert based on their behavior. The best part? We do all of this in a future-proof and privacy-safe way, staying ahead of the curve on privacy legislation so you can focus on what’s important — the sale. Once that sale takes place, we can trace every marketing effort you made to individual transaction dollars.  

See it for yourself. Book a demo.