How to attract a web audience
As of 2023, there are nearly 2 billion websites in the world. When creating a website, it can be challenging to figure out how to attract an audience and keep them engaged. Fortunately, there are proven tactics that do improve a website's traffic. Some of these include creating good content, optimizing download time, emailing your audience, using social media, creating incentives and more. There are countless ways to attract a web audience for your website. Once you find the tactics that work best for your brand and audience, the traffic will continuously increase.
After researching companies and thinking about brands that keep me engaged, I found a few successful websites with different marketing and engagement strategies.
Nike
When you hear the slogan "just do it," the sporting goods brand Nike will most likely pop in your mind. This is not a coincidence. Nike is known to be one of the top leading marketers in the world as it is the number one sporting goods brand and is the 14th most valuable brand in the world. Why is this?
One of the primary reasons for this is due to their genius marketing strategies. When it comes to having people shop on their website alone, they use a variety of ways to engage an audience. Here is a list of a few of their latest web marketing strategies:
Social Media & Campaigns
On Instagram, Nike has over 303 million followers. The brand uses their social media platforms to highlight their multiple ad campaigns and stories that lure viewers to click the brand's website link.
Below is an example of a campaign created by Nike and their football community (F.C.). The campaign was featured on Instagram and has a designated webpage. This targets soccer (football) players and enthusiasts to purchase products from their Nike F.C. collection.
Website Design
Not only does Nike's social media presence influence an audience, but their website design also lures in potential customers. The website's homepage throws a lot of content on the page with captivating headlines such as "Trending," "Day One's Coming Fast: Back to School Essentials," "Fits that work from day to night" and "Always Iconic." These eye-catching headlines can compel a visitor to click on the links. The page also features a video for another ad campaign as well as plenty of photos and an option to filter products by a sport. On the bottom of the page, there is also a section that suggests becoming a member with a list of perks of the membership. By having engaging content on a homepage, people will be more likely to explore your website.
Influencer Marketing
As I scrolled through Nike's Instagram account, I quickly noticed Billie Eilish was on the page. When I took a closer look at the post, I saw it was for a sneaker collaboration. Eilish is now selling her own Nike sneakers. On Nike's post, it led visitors to go to the Nike SNKRS website page. On Eilish's page, it told visitors to purchase the sneakers on her website. This type of collaboration allows to branch out website visitors.
Playa Bowls
Newsletters and Blogs
Another brand that has strong web marketing skills is Playa Bowls, a NJ based acai bowl chain. Their website consists of a blog that informs customers on their latest deals as well as other topics that may interest customers. Blogs and newsletters help keep customers engaged in the website while promoting products and brands.
Brand Partnerships
Another tactic Plays Bowls uses to increase web engagement is using brand partnerships. On their website, they feature their partnership with Vital Proteins, a popular collagen peptide company. Playa Bowls wrote an article about the partnership and the benefits of collagen in their blog and newsletter. By partnering with other brands, it will bring a wider audience to the website.
New York Times
Engaging Games/Activities
The New York Times is known for being one of the most progressive and popular papers due to its adaptability to the web. One of the most popular features on their website that spikes web traffic is their game options. One of their most popular games is Wordle. In November 2021, about ninety people played the game. About two months later, over 300,000 people played it. By having unique and engaging activities on websites, it will increase the number of visitors.
Ipsy
Emails
One of the most popular beauty brands is Ipsy for their monthly supply of sample cosmetic products. One of the ways they keep their audience engaged is through emails. By sending promotions and updates, target audience members will be more likely to visit the site.
A Customizable Experience
Another feature on the Ipsy website that attracts an audience is the customization feature. At any point, customers can take the beauty quiz to see which products are the best fit for them. They can also change their preferences if they decide they want different types of products. This type of feature can help keep users engaged.
Fitness 19
Pop-Up Forms
Another form of audience engagement on a website are pop-up forms. This simple feature can make a visitor more curious about your website or product. Even though Fitness 19 is a small, local gym in my hometown, a majority of websites use this tactic to engage an audience!
