Improve the User Experience
If you had a shop and the only way customers could access this shop was by climbing three flights of stairs, knocking on the door, then waiting for 30 seconds to be allowed to enter. Then when they finally gain entry they have to fight their way through a complicated maze to reach the check-out. Your shop would probably have very limited footfall, a low sales conversion and very few customers who would come back or recommend you.
Clients don’t want to climb up stairs, knock on doors, wait, fight through a maze or see unrelated information.
Today’s Clients want exactly what they were looking for, RIGHT NOW!
As a business owner, getting targeted visitors on the Internet can be easy. However if you don’t know where to start it can also be very difficult and at times, costly.
When you put so much effort into attracting visitors to your website, the last thing you want them to do is to leave before following your call to action, either because they didn’t like your content, were confused by the layout or it simply wasn’t clear what they were supposed to do next.
Google’s goal is to provide the user with the most relevant and best search experience possible.
When a user lands on your site, courtesy of a Google search, will they be satisfied? Will your information be relevant to that search term? If over a period of time people leave your website prematurely then your Bounce Rate will increase.
Google is inclined to believe that a web page with a high bounce rate is not answering the users’ search queries, so the search engine will eventually move your page further down the ranking and replace it with another page that it feels can provide a greater experience for its customer.
Develop and Implement a Content Markting Strategy
On the Internet the content you create is the fuel for your website. Without the creation of fresh and relevant content that attracts readers, ignites conversation and encourages social media sharing, then both users and search engines will lose interest in your site and go somewhere else.
Think of it like this, would you continue visiting the same cinema that showed the same movie over and over again? No, you wouldn’t. And neither would anyone else, they would simply move on to the next cinema to see the latest Blockbusters.
The same goes for your website, if the information is stale and out of date people move on. As a business owner it is not easy to produce content on a regular basis but the truth is you should be or you should have a content marketing strategy in place where a member of your staff produces a piece of content each week in line with the theme and brand of the company. Just think about the most common questions that your clients ask and use that as your basis of a content marketing plan.
However you decide to create content, whether it’s yourself, staff or outsourced, it doesn’t matter as long as the content is of high quality and relevant. The greater the quality of the content then the greater the chance of the content getting Liked, Tweeted, +1 and generating extended visibility and SEO benefits via social signals.
Build and nurture relationships
Approximately 96% of visitors that come to your website are not ready to buy. Therefore you need to make sure that your website speaks directly to that golden 4% that are ready to buy right now but you do not neglect the 96% who may be in need of your services in the future.
Take a proactive approach to capturing leads through a variety of appealing offers that target customers at different stages of the purchasing cycle. Make sure your calls to action lead to a congruent lead capture page so that you can gather their email address and begin a lead nurturing campaign.
In order to generate new leads and sales send an email, or a series of emails, to your existing database- or invest in a mailing list so you can inform those that have shown interest in the past, or people who fit your targeted demographic, about your expertise.
Make sure that you follow the Privacy and Electronic Communications Regulations:
- Have the person’s permission to send the email
- Provide a means for the recipient to unsubscribe from future mailings.
Email should be an integral part of your marketing campaign, as such there should always be a method for new visitors of your website to sign up to your mailing list so they can learn more about how your business can help them solve their problems and position you and your business as the experts to do it.
A good way to incentivise this is to provide a free giveaway; this could be a series of videos, a report or an eBook that would be of value to your potential clients and in the process help highlight your expertise in your field.
Online marketing is more than setting up a website, putting up a few adverts and sending a couple of promotional social media messages. Online marketing is about providing an excellent online experience, and establishing your company and employees as experts to increase your value to customers and make them more likely to buy from you.