The exact magic mixture will depend on your specific audience, but when you’re testing traffic sources, here are the five you should consider first.
Google AdWords is an old-school paid traffic source that still offers huge potential rewards, though the cost per click is often high. The basic concept is that you choose keywords that you think your potential customers will search, and you bid on putting your ad as one of the sponsored search results at the top of the page. Of course, AdWords has gotten way more sophisticated as the online advertising world has evolved.
Facebook Ads– You can create static or dynamic campaigns, small or big campaigns, retargeting campaigns, campaigns with a huge spend or campaigns with a tiny spend. There are Facebook lead ads, which makes it super easy for people to give you their information. Link ads, that send people to your website. Or ads that contain in-Facebook product catalogs that do automatic retargeting. It’s a lot to learn, but it’s also easy to get started.
LinkedIn’s native ads could be a great paid traffic source. You can target people who have visited your website; target by contact or account; or by title, industry, demographics, or geography. Their options are a display ad, a sponsored post in people’s feeds, or InMail ads. They offer a pre-filled contact form similar to Facebook’s lead ads, but really the most exciting thing about LinkedIn is the ability to pinpoint-target people by their business information and to reach them in the “walled garden” of LinkedIn.
Twitter is interesting because if you’re good at it, you should be able to generate tons of organic (read: free) interactions, but at the same time, people can be very wary of brands co-opting what they see as part of Twitter’s culture. Offensive or ill-timed tweets can also blow up in a careless social media manager’s face. “Good at” twitter means more than just able to make conversions or generate retweets, it means an understanding of and sensitivity to the medium.
In reality, a mix of pay-per-click advertising, organic channels and top-notch tools like Babylon Traffic is probably the best way to bring potential customers down the funnel. As long as you understand the importance of building trust and providing value first without asking for anything in return, you will achieve results from these paid traffic sources.