Global mobile data traffic will reach 52 million terabytes by the end of 2015, a 59 percent increase from 2014, Gartner Inc. projects. By 2018, this will more than triple to 173 million terabytes. And Forrester and eMarketer estimate that between 2014 and 2018, U.S. e-commerce sales will increase from approximately $300 billion to between $400 and $500 billion.
More people than ever are going online to search for products and services to buy. Is your website getting its share of this growing traffic?
Each day Forbes features the latest top news stories along with popular stories and lists on interesting topics, such as the world’s wealthiest people and videos. Forbes stories get syndicated and shared on Facebook, Twitter, and other popular social sites. This promotional strategy pays off for Forbes, which commands an Alexa ranking of 77 among U.S. websites and 160 among all sites in the world as of mid-October 2015.
Forbes’ success illustrates why content marketing is seeing the greatest growth among all digital marketing methods, with 73 percent of companies increasing their content marketing budget this year, according to an Econsultancy survey. Prioritizing content you can distribute on your blog and social media pages is one of the most effective ways you can increase your web traffic.
Search Engine Optimization
Sixty percent of companies on Econsultancy’s survey are increasing their search engine optimization budgets this year. SEO works hand-in-hand with content marketing, leveraging your content to generate organic traffic. Backlinko founder Brian Dean says one of the best ways to use content for SEO is to find existing content that’s already generating backlinks and social media shares and develop original content that improves upon it. He calls this the Skyscraper Technique.
Using Dean’s method, Richard Marriot was able to boost his organic traffic by 300 percent in one week. He did a roundup of what top experts were saying about his keyword phrase and created an original piece out of it.
Videos accounted for 64 percent of Internet traffic in 2014, and by 2019 they will account for 80 percent, according to Cisco. Adding informative or entertaining videos to your content will boost your SEO results, draw more traffic and increase viewer engagement.
Air New Zealand generated over 15 million views for one of its air safety videos by using themes from “The Hobbit,” complete with cameos from Sir Peter Jackson and Elijah Wood as well as Gandalf demonstrating crash safety procedures aboard a flying eagle. You can also use stock video footage from sources like Shutterstock to improve the visual appeal of your site.
All eyes are on videos right now, but as Internet access on wearables and in vehicles grows more popular, along with voice-activated input methods, experts expect audio marketing to become an increasingly significant way for websites to differentiate themselves.
MailChimp generated 1,300 tweets with the hashtag #MailKimp over a two-month period by running humorous audio ads before the popular podcast series “Serial,” which was averaging over 3.1 million listeners a week. Adding such audio content to your site or podcast stream will help you reach viewers who may be listening in their cars or on smartwatches with screens too small to view content.
Mobile Payment Processing
In August 2014, the percentage of e-commerce traffic from mobile devices surpassed traffic from desktops for the first time, according to Branding Brand. This means that successful e-commerce sites must be prepared to accept payments from mobile users.
One strategy Amazon uses to increase mobile conversion rates is offering one-click ordering. Customers can store credit card information, so they can easily order with the push of a button. As Econsultancy social media manager David Moth points out, one-click ordering streamlines Amazon’s repeat business from mobile customers by making checkout as easy as possible. Designer Sherice Jacob recommends one-click ordering as one of 40 strategies for optimizing website checkout page conversion rates.