When It Makes Sense to Drive Cheap, Targeted Traffic to Your Website

Business.com / Marketing Strategy / Last Modified: February 22, 2017

Is cheap targeted traffic ever beneficial to your website? In some cases, yes.

You’ve heard the warnings time and time again. Trying to spike your traffic numbers by investing in junk visitors from spammy websites isn’t valuable.

Not only are you doing your business a disservice, but Google will lay a heavy fist down on your Search Engine Results Page (SERP) rankings.

Still, getting people to your pages is hard work. If it were easy, every business would rank number one and have floods of traffic, right? That’s just not possible.

Many companies I work with shy away from the traffic metric because they know it’s not easy or cheap to grow. And many of these same companies are surprised to hear there are times when it makes sense to drive cheap targeted traffic to your pages.

Here are three of those times.

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1. When You Get it Naturally

Sure, SEO is hard work but that doesn’t mean it has to be expensive. Some of the most white hat SEO practices don’t cost you a penny. Content marketing is a prime example of this.

Businesses with blogs on their website have a natural leg up on the competition. Keywords are incorporated seamlessly into posts. With a little bit of strategic planning and smart HTML setup, your content will push your website to the top of the SERPs.

Consider what your audience wants to (and needs to) hear from you. Then, start writing. It takes time but it doesn’t take significant investment. The results are well worth the effort.

2. When You Attract Readers With Your Talent

You’re exceptional at what you do, but people can’t know that until they find your website. By sharing your talents with others, you will in turn help attract more people to your pages. It’s a balancing act. You have to share more to get more readers.

In the past, this was difficult. Getting the name out about your business used to require a large marketing budget.

Today, things are different. There are ample opportunities for you to take advantage of and create content. For example, you can create content for other people’s websites through guest blogging.

Guest blogging is a fantastic way to share some valuable information and then drive people back to your pages to learn more. You can tap into already existing audiences to share your insights, help you attract more readers with your talents.

I can already hear grumbles on the other side of the screen. What if you don’t have the time to guest blog? What if you’re sure where to start? There’s a solution for that too.

Another way to attract readers with your talents by sharing your content on other websites is to use content amplification software. Programs such as Outbrain Amplify will help you distribute the content you’re already creating to other networks automatically. It doesn’t cost a lot of money but the results can be significant for your business.

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3. When You Invest in Affordable PPC Advertising

Advertising has long been the tried and true approach for attracting new customers to a business. For centuries, advertisements have appeared in just about any publication or media where a potential customer looked on a regular basis.

Although most advertising, such as banner ads and radio ads, is expensive, pay-per-click (PPC) advertising is as affordable as you make it.

Google AdWords and Facebook advertising are two PPC networks where you can reach a targeted audience without draining your budget. For as little as $5 a day, you can send people in your target market to your website or give your social media marketing strategy a boost.

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Next Steps?

Driving cheap, targeted traffic has long been seen as a no-no in the industry. That’s because this strategy usually involved black hat tactics that were frowned upon by some of the Internet’s biggest players.

That’s not the case anymore.

When you use smarter approaches, such as quality content marketing and affordable PPC campaigns, you can bring in new people to your pages without breaking your marketing budget. Are you seeing an increase in traffic from one of these strategies? Tell us about it in the comments.

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