A Distributor’s Guide: 8 Ways to Drive Traffic to Your Website
Table of Contents: I. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . II. SEO (Search Engine Optimization) . . . . . . . . . . . . . . . . . . . . .. . . . III. Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IV. Email Marketing . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . V. Paid Ads Leading to Targeted Landing Pages . . . . . . . . . . . . . . VI. External Platforms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . VII. QR Codes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . VIII. Text Messaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . IX. Digital Catalog Sidebar Menu . . . . . . . . . . . . . . . . . . . . . . . . . . . . . X. Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 5 7 9 11 13 15 17 19 20
Introduction As with any big project, when you put your blood, sweat, and resources into something, you want people to see it. All the more when the project is your company’s website and a core part of growing your business. You can’t exactly scream the web address from the rooftops, so how do you direct relevant drive traffic to your pride and joy? This paper covers a variety of ways from a high level, all centered around the value and success of proven digital marketing strategies.
Optimize the content on your website to make it easier for search engines to find the site, read the site, and understand the site. This increases the likelihood of your site appearing higher on the search results page, thereby increasing your chances of obtaining organic traffic. While other search engines exist and serve their purpose, Google is still king and sets the standards for what qualifies as good content. When you think about SEO, envision yourself sitting down in front of the bar of a search engine getting ready to type a query. What do you say? How do you search for what you want? The words you use in the search are called keywords. A keyword could be a single word, a short phrase, or an entire question. When a prospect types something related to your products or services, you want the search engine to let them know that you can be of assistance. That means the content on your website should answer the questions your prospects are asking. The words they use should be the words you use. It doesn’t have to be verbatim, but it doesn’t hurt. Google has made considerable effort to shut down the practice of keyword stuffing, in favor of content that serves a purpose and is written for actual people. Include keywords on website naturally, especially in page titles, subheadings, and meta descriptions. 5 SEO (Search Engine Optimization) Truth be told, keywords are just one of hundreds of factors the Google search algorithm considers when producing results. Like any business, Google wants to return the best results for users so that they keep coming back. Part of returning good results is displaying relevant content that is current. In other words, if you haven’t updated the information on your website in three years and your competitor has, the competitor has a better chance of ranking higher than you do. Blogs are one of the easiest ways to add fresh content to a website.
Other high-level elements that factor into ranking: 1 2 3 4 QUALITY The functionality, the user experience, and information provided on your site should be top quality, easy to navigate, and designed with a mobile phone user in mind. LOAD SPEED Nobody wants to wait for a website to load. They’d rather go to a different site. LINKING Use clear links to connect the content on one page of your site to the content on other pages. Additionally, link out to trusted sources that can support what you’re saying. GOOGLE BUSINESS PROFILE To prove to the search engine that your website is connected to a legitimate business (as opposed to a scam), go to the effort to claim your listing and complete the profile. The SAGE Professional Plus Website includes access to a content library where you will find fresh content in the form of industry-relevant blog posts, curated content pages, and promotional product case studies. How SAGE Can Help? 6
One of the basic tenets of marketing is that you want your message to show up when your target audience spends time. People spend time on social media. According to February 2025 report by Backlinko, 63.9% of the global population uses social media. If you don’t include individuals under the age of 18, that number is as high as 86.1%. (Yes, teenagers use social media, but children don’t, and they had to draw a line somewhere.) Additionally, the report states that the average person spends more than two hours each day on social media platforms. Do a little math to So, in order to be where the people are, your brand needs to be on social media. When you post, use some of those posts to point people to your specific pages on your website. These could be landing pages designed specifically for the occasion, blog posts with industry news, or a specific product page that meets a specific need addressed in the social post. As with all relationships, nobody wants to be around someone who only talks about themselves. A good rule of thumb for social media is to mix things up using the 5:3:2 rule. For every 10 posts you make, five should be content from other sources that your audience would find relevant, three should be original content you create that talks about your brand or products (These are the best times to link to your website.), and two should be more personal content that humanizes your brand and make it more relatable. realize people spend approximately 8% of their lives on social media. 7 SOCIAL MEDIA
Social Media Stats 8 48% of consumers say they interact with brands on social media more often than they did six months ago. Source: Sprout Social 73% of social users agree that if a brand doesn’t respond to comments on their social posts, they will buy from a competitor. Source: Sprout Social Comments on LinkedIn posts increased 37% year over year in the second quarter of 2025. Source: LinkedIn Instagram is the fastest growing social media platform, YouTube remains the most used across all ages, and Facebook has the most users. Source: Hootsuite Every month SAGE uploads social media shareables to our Resources page. They are free to download and use on your social media pages as you see fit. How SAGE Can Help? 01 02 03 04
Those CTAs are opportunities to send the recipient to the exact page of your website that allows them to complete the desired action. Good marketing emails include a clear call to action (CTA) the sender wants the recipient to take. Examples include: CLICK TO BUY SCHEDULE A DEMO CALL TODAY REGISTER NOW LEARN MORE EMAIL MARKETING 9 Another way to be where your target audience spends time is by using email marketing. According to Hubspot, 99% of email users check their email every day and professionals check theirs more than once a day (with some reports saying up to 15 times per day). When a consumer opts in to your email list, they are, in effect, agreeing to be in a relationship with your company. You maintain that relationship by being a good steward of their email address. That means sending them pertinent information routinely without overwhelming their inbox. Use email to send a newsletter, introduce a new product, or announce an upcoming event. 99%
Email Marketing Stats 10 t, 52%of email marketing professionals reported that their email campaign ROI doubled between 2022 and 2023. Source: Statista of marketers around the world say email marketing returns the highest ROI of all digital marketing channels. Source: Statista 30% 80% SAGE offers predesigned templated and customizable email marketing campaigns within SAGE Workplace to make your emails look professional with no design skills required on your part. How SAGE Can Help? of SMBs (small and midsized businesses) identify email marketing as their most important online tool for customer retention.
Whether it’s a banner ad on Google, a promoted social media post on LinkedIn, or a video ad on YouTube, paid advertising continues to be an effective means of reaching a target market. In addition to promoting brand awareness, ads can be the starting point of a viewer’s journey from prospect to customer. By their very nature, digital advertising spots don’t offer much real estate to communicate everything you want a prospect to know about your brand and your products, sometime just a handful of words and an eye-popping image. It just needs to be enough to incite a click. That click takes them to your website. One of the biggest mistakes a rookie digital marketer can make is to link to the homepage of a multi-page website. The goal is for the user journey to require as few steps as possible to conversion. As a result, the landing page for the ad is your bread and butter. A landing page should provide all the details you wanted to share but couldn’t fit into the ad itself. And, most importantly, it should provide the user with clear next steps. Just like with email marketing, digital advertising should have a concise call to action. PAID ADS LEADING TO TARGETED LANDING PAGES 11
12 Digital Advertising Stats Use the SAGE Custom Page Builder to create a landing page where ad traffic will land on your SAGE Website. How SAGE Can Help? 16-34 7.5/10 85% Social media ads are the leading source of brand awareness among 16 to 34-year-old internet users. Source: Sprout Social 85% of B2B marketers say they get the highest ROI from LinkedIn Source: Sprout Social About 7.5 out of every 10 advertising dollars invested in the U.S. was devoted to digital advertising in 2024. Source: Sprout Social
Don’t keep your promotional talents limited to one forum. Share the wealth of your knowledge in other places, too. Establish yourself as a trusted thought leader in the industry. Contributing to other platforms in other formats enables you to cast a wider net in your marketing efforts, potentially reaching different people who could still be considered your target audience. Some of the platforms where you might go fishing for prospects and link back to your website include: EXTERNAL PLATFORMS 13 Quora.com Podcast Medium.com Videos Answer questions people ask about industry-related topics. Include relevant links to your website in your answer. For those who enjoy writing and telling stories, Medium is a great place to contribute promo stories that might not appear other places. Include relevant links to your website in your articles. Upload videos to YouTube, TikTok, or Instagram to capture an audience that would rather watch than read. Share your website address at the end of the video, in the video description, or in your bio. According to The Infinite Dial, 55% of people between the ages of 35 and 54 are monthly podcast listeners; 41% are weekly listeners. Start a podcast, make an appearance on a podcast, or pay for an ad spot on a podcast and send people to your website from there.
Video Stats 14 Stay up to date on industry trends you can put into practice and into your own words by listening to our weekly podcast, Promo Perspectives. How SAGE Can Help? 78% of people prefer to learn about a new product or service via short video content. Source: Wyzowl 1 in 4 marketers rate YouTube as having the highest ROI. Source: Marketing Charts People spend more time on YouTube than on any other social platform. Source: Sprout Social
When you’re printing materials for your next sponsorship or trade show, use a QR code as a call to action to take people directly to a designated page on your website. It’s important that the page they land on continue the story they encountered when they found the code. For example, when you scan a QR code on the table at a restaurant, you expect it to take you directly to the menu, not to the homepage of the establishment’s website. Send scanners to pages that meet their specific needs at the moment of the scan. Think product details, customization options, or schedule a demo. QR CODES 15
QR Code Stats Use the SAGE Custom Page Builder to create the landing page where people land after scanning the QR code. How SAGE Can Help? 52% 37% 59% 43% of consumers scan advertisements, bridging the gap between print, digital, and interactive experiences. Source: G2 of marketers who use QR codes use them at events. Source: Bitly QR codes achieve a 37% click-through rate, which is three to four times higher than that of traditional digital ads. Source: G2 of smartphone users scan a QR code daily. Source: G2 16
It seems like the whole world has gone mobile. According to Pew Research Center, as of 2024, 90% of U.S. adults own a smartphone. Texting is a quick and easy way to communicate order updates, promote sales, and remind customers of seasonal purchases. Tapping a link in a text message takes the recipient to your website where they can make a purchase, register for an event, or use the coupon code you just shared with them. TEXT MESSAGING 17
Text Message Marketing Stats SAGE Workplace Client Text Messaging helps to maintain seamless communication with clients for your entire team. Because this feature lives in the Client Module, each message connects to the contact details and history you need. How SAGE Can Help? 90% of text messages are read within three minutes of being sent. 91% of Americans always keep their phones within arm’s reach. 75-78% of consumers would rather text with a brand than speak with them on the phone. Source: VentureBeat Source: HubSpot Source: Email Audience 18
Catalogs were the heart and soul of the promotional products industry for years. Now, instead of toting around pounds and pounds of printed material, you can share a custom catalog of products digitally, saving costs and trees at the same time. The SAGE Catalog Studio has a variety of ways subscribers can create catalogs, customize ready-made catalogs, or simply share Ready-to-Go Catalogs. How do those catalogs drive traffic to your website? The sidebar menu feature in SAGE Catalog Studio appears next to every page of a digital catalog. It allows you to add a message, share contact information, and include up to three links. Now folks who enjoy perusing the catalog can simply click a link to get to your website and make a purchase. DIGITAL CATALOG SIDEBAR MENU 19
The digital landscape is constantly evolving, but websites remain the wheel’s hub. Getting traffic to your website requires a variety of routes, some basic marketing knowledge, and reliable tools to help you get the job done. Summary 20
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