It can be a confusing time for any online marketer or business owner.
You’ve got SEO, PPC, CRO, Email, Ecommerce, Inbound, Mobile, Tablets, Phablets, Facebook, Twitter, LinkedIn, and an endless stream of new tools and technologies.
What should you focus on? Where should your budget go? And what the heck is CRO?
Online marketing can be confusing, frustrating, and downright overwhelming!
But take a deep breath.
Things are about to get a lot simpler.
That’s because when it comes to marketing your business online, you only need to focus on three words: ATTRACT, CONVERT, and KEEP.
Yep, that’s it. Three words.
I truly believe that every online marketing tactic boils down to a simple strategy:
- Attracting visitors to your website
- Converting visitors into fans, leads, or customers
- Keeping customers engaged and referring your business
Here’s a few examples:
You name it – PPC, SEO, Email, Conversion Rate Optimization (CRO), Social Media – every type of online marketing aligns with one, two, or all three of these things.
How Do You Apply the “Three Words”? Think of a Rubik’s Cube
It’s important to understand that online marketing is an integration between attracting, converting, and keeping customers.
Each part affects another.
It’s kind of like a Rubik’s Cube: each move you make to align colours on one side will affect the colours on the other sides.
Here’s an example. You start ramping up SEO on your website, and start seeing a steady increase in traffic. Great! But you’re not done. Your site has to be optimized for conversion. You need to test things like landing pages, offers, prices, contact forms, web copy, or images to convert as many visitors into leads or customers as possible. So you start optimizing your website and see a steady increase in conversions. Great! But you’re not done yet. You need to nurture your leads and engage your customers with things like Email Marketing and Social Media to help keep your brand top of mind.
The point is that to be successful at a Rubik’s Cube, you can’t just focus on a single side: you have to get all the sides right.
Don’t blow your budget on driving traffic to your site if you can’t convert visitors into customers.
Don’t blow your budget on optimizing your website for conversion if you don’t have a plan for engaging new leads or customers.
Don’t blow your budget finding new customers when your current ones could be your biggest source for referrals and new business.
Do approach online marketing as an integrated channel.
Do find the right balance between attracting, converting, and keeping customers.
Do remember “those three words”.