Having a small business used to mean that you had a small target audience. It was easy to put up a sign, buy a radio spot, lease a billboard or post flyers to get your business noticed.
However, in today’s global marketplace, your target audience is virtually limitless. As such, the trick to marketing online has more to do with getting your message out there to as many people as possible (expanding your reach) and turning potential customers who visit your website into paying customers (converting your web traffic).
Here are three techniques you can deploy immediately to help convert your website traffic into paying customers.
Create Engage and Sharable SEO Rich Content
First things first, you want all your content and all pages on your website to be search engine optimized (SEO). This means that you use words on your website that your audience searches for (keywords), tag your images with searchable keywords words and phrases, and incorporate keywords into your blogs and social posts. This will make your website perform better in search rankings and increase your possibility of being found by your target audience.
Secondly, create and post fresh content consistently. Whether it’s once a day or once a week, get new content on your website consistently. This will impact your search rankings and give your target audience a reason to keep coming back.
As an added bonus, if you create content that is valuable, then users will be more likely to give you their information in return. For example, if you offer a discount or coupon, prompt the user to provide you with their name and/or email address before they are able to access the promo. This will give you an opportunity to capture information for your sales and marketing lists and give your prospect something to redeem online or in person at your business.
Finally, you want the content you create to be entertaining and engaging. The more engaging it is, the likely the chances are that your audience will share it with others.
Reporting and Metrics are Keys to Success
Reporting and metrics are critical because it will tell you most of what you need to know to create a successful online digital and social marketing strategy.
If you use Google Analytics, you will learn a variety of items about your audience such as:
- the geographics and demographics of your audience
- where they spend the most time on your website
- what content or promotional offers get shared most often
- how long they spend on your website per session and how many are repeat views/traffic
When you know what websites or regions of the globe your users are coming from, you can then create an ad strategy that targets those areas. You’ll also be able to beef up content on pages where users hang out and add promotional offers on pages where they leave (in an effort to keep them engaged).
Knowing your metrics and reporting facts will allow you to create a strategy that performs optimally and will allow you to see quickly if you are doing better than you did the week or month before or if you need to break out the drawing board and revisit your marketing plans.
Ask Your Audience
As they are who you designed your website and products for, why not ask your website visitors what they think about your products, services, and website? They will know, better than anyone, if your messaging is making a connection if your offers are what entice them to spend more with you, and if you have the right service and product offerings.
Any feedback they provide, be it positive or negative, is healthy and should definitely be taken into consideration for future marketing and product activities. Add a quick survey to your website asking about possible products or services, or create a quick poll on your social channels asking your audience to rate your website, products or services.
Not only will this provide you with invaluable information, it will also signal to your audience that you care about them and want to include them. This type of activities is known to build brand loyalty and fosters long-term customer relationships.