By Paul Parcellin, Staff Writer
May 14, 2015

If you're like most affiliate marketers, driving traffic to your landing page is probably high up on your list of concerns. It's this activity that brings new prospects to your site, and that's what helps keep your business running profitably.

It's great to get lots of traffic to your site, and it's even better when visitors come to your landing page and convert. But as you're probably aware, not all conversions are equal. It's far better to have converted prospects who fit the criteria that you have in mind, whatever that may be. In other words, qualified prospects are good prospects, and the more closely they fit the user profile that you are targeting, the better it is for you.

Moving Up a Notch

You undoubtedly have tried a number of strategies to drive this sought-after user to your website, and perhaps you've had success from time to time. But in order to bring your business to the next level you must attract a consistent stream of high quality prospects to your site and get them to convert.

Here are a few strategies to think about when you are organizing your next campaign to draw in the prospects that you want:

Change May be Good

Begin by dropping any pre-conceived ideas you may have about the kinds of media you ought to employ in your campaign. If you believe that you must produce a podcast, for instance, you may be limiting your chances for success.

Instead, once you've decided what your message is going to be you should choose the media that can be most effective in communicating it to your target audience. A podcast can be a fine vehicle to communicate with large numbers of people. However, if your target audience doesn't listen to podcasts you're wasting your time. If you're trying to promote high-end wall coverings, for instance, you'd probably be better off doing that on a photo sharing site, such as Tumblr, as opposed to a non-visual medium such as podcasting. But if you want to provide instructional material, a podcast or webcast may be absolutely appropriate.

No Limits

Try to avoid limiting yourself. Brainstorm, and don't fence yourself in by throwing away ideas that might at first seem too unusual. You may find that hosting an online contest is something that you would have never considered, but is a perfect fit for your campaign. Or perhaps you can best reach your core audience by producing a short video. As for your content, depending on the kinds of traffic you want to drive to your site, you might find that the most unconventional content may make the biggest impact. You might encourage visitors to post pictures of their summer vacations, prediction of who will win upcoming NASCAR races or scary stories for Halloween.

Viral Ambitions

You may be promoting a product that is so boring it makes most users' eyes glaze over. But if you create a viral video of cute pets performing funny and amazing tricks - assuming your prospects are animal lovers - you may be well on your way to driving a boatload of good prospects to your site. The video may not have a direct connection to the product you are promoting, and in fact it needn't. What's important is that your potential visitors feel a connection to the content.

Once they have arrived at your site it's up to you to offer content that will help keep them on your page, and perhaps convert. You may want them to leave their email address, see your offerings or pose questions to you about your products.

You don't have to post a video of smart pet tricks, or any video at all. If it feels right for your audience you might want to set up a contest whose first prize is a pair of tickets to the local Big Foot Monster Truck Rally. Or the opera. It's up to you to learn what motivates your visitors most, and then provide that motivating content. You must understand what will entertain, educate and move them to convert. Choosing the right rewards is crucial, because you don't want all traffic - you want relevant traffic.

Don't Forget Your Call to Action

It's important to have a strong call to action that will help inspire visitors to convert. Without it, many visitors will not know what step to take next. You will want to gently nudge them toward conversion. You call to action can do that.

Select Channels

Once you've come up with the content that you wish to present and have identified your overall goals, make sure the content is a good fit for them.

Your concept may be a better fit in a different media than the one that you initially chose. Instead of a video, could you better communicate your concept in an email, a podcast or in an infographic? You might want to develop a video and create a series of email messages that will help reinforce the video's theme, spur potential viewers to click and watch the video or invite them to a related event that takes place in real time, such as a webinar.

Big Picture

Whichever media you choose to express your message, you'll want to create a plan that will map out your campaign and will specify a distribution schedule. This will help ensure that the differing channels that you are using will work in harmony and create a synergy that benefits your campaign.

You would want social media posts, for instance, that are timed appropriately to ensure that your new content, such as a webinar, will be widely seen. And your follow-up email after the webinar should be coordinated to arrive at a time when your audience has had time to reflect on the experience, yet soon enough to ensure your message is still fresh in the audience's minds.

The Right Stuff

Here are some of the ingredients that you can use to create successful multi-channel, multi-discipline campaigns that attract the kinds of qualified prospects that you are most interested in converting:

• Make sure your landing pages contain good-quality, useful content that will genuinely attract and interest your best prospects. It's a good bet that if you present excellent quality material, visitors might return to your site and recommend it to colleagues and associates.
• Your videos can be a handy way to explain complex information quickly and simply, especially if the subject matter is visual. With it you have the benefit of the video image itself, an audio track as well as text and graphics. An added benefit of video is that it can also help the viewer establish an emotional connection with the content you present, or through association, with your offerings.
• Explore ways to expand your promotional campaigns with Pinterest. That social media platform, which features photos and graphics can help spread your message and make landing pages more visually attractive, as well.

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• Your email lists can be used to drive traffic, and when recipients forward your email blasts to other interested parties, it's the equivalent of social media sharing.
• Provide downloadable content, such as PDFs, that have a physical presence. Visitors can read them on-screen or print them out and read at their leisure. Creating a tangible object helps distinguish your content from the multitude of others like it on the Web, and it also begs to be acted on. A good, relevant downloadable piece of content can also serve as your calling card.

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