Getting a new website is an exciting time for any business, but that joy can soon be overshadowed when you find out that visiting numbers are small and conversions are few and far between. In this post we highlight several methods that you can employ to ensure that your website is a hot bed of activity!
Short, Snappy and to the Point!
If you plan to use your website as key tool in your sales cycle, providing valuable information, giving potential clients the opportunity to learn more about you and the way you do business, or quite simply to buy your services and products then you need to make sure that the name of your website or your domain name is memorable. If your domain name is overly complicated or difficult to spell then you may find that a large percentage of potential clients go somewhere else.
Go Offline to Drive Online
The purpose of a website is to attract business from the hundreds of millions of users that are already online so why would you want to advertise offline? Because dependent on your target demographic there may be a large percentage of your market that still prefer, read and react to offline advertisements.
Advertise in your local newspaper, send out a press release about your new site to the local newspaper or a trade magazine, or place an advert on the local radio station with a strong call to action directing the reader back to your website.
Notify Your Existing Client Base.
Your Business website is a not just a tool for lead generation. It is also a valuable resource for informing existing and past clients about your business, providing useful information about the services they receive and valuable resources on how to get the best out of your services. It can also be used for informing clients how and where they can contact you if and when a problem arises, outlining the process and procedures that are in place for them to follow to reach resolution in a shorter time scale. This is important in aiding the customer and reducing the impact on your customer care department.
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 showed interest in the past, or people who fit your targeted demographic, about your website. 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 to learn more about your business. 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.
Market using the Search Engines
You can use a service such as Google Adwords to pay for a short advert that provides a link back to your website in the Google search results when somebody searches for keywords and phrases related to your business and or niche. You only pay for this service when an interested party clicks on that link and visits your website.
Search engine marketing can send a lot of traffic to your website in a short amount of time and therefore it is very important to have a plan in place as to how you deal with those visitors when they arrive on your site. Consider the following to improve your conversion rate of visitors to leads:
Select the right keywords or phrases
- Use targeted ad text
- Provide a call to action in the ad
- Send the users to a specific landing page.
- Provide a free giveaway to gain access to the users email address.
- Make it extremely easy for the user to contact you or leave their details.
To learn more about Pay Per Click Advertising click here!
Optimise your website for search engines.
Search engine optimisation is where you optimise the content on your website to appear higher up in the natural search engine results. The net effect is similar to search engine marketing; effectively your business website gets the vast majority of clicks from people searching for your keywords or phrases.
The main difference being that with search engine optimisation you do not pay for each click as your website is deemed a trusted authority for the keyword term and the clicks and visitors are free. This means you can benefit from search traffic without worrying about daily costs per click advertising budgets.
Although this may seem a far more sensible option than Pay per click advertising it can often take months of hard work and investment to get your website to be deemed as the authority. And, as is the case in business there is always a new website or a new business that is looking to challenge and take your place; search engine optimisation is not a set and forget strategy! It requires constant work in order to maintain and improve.
Social media sites such as Facebook, Twitter, LinkedIn and Google+ are great ways for your business to connect with your target audience and build an enthused community of people that share in the interests of your business.
Social media is also a great way to disseminate messages to your existing customer bases and share great news stories and of course fun events that make people smile and share with their friends and family.
Make sure that you have a plan for your social media campaign because although social media is a free resource, the time needed to develop and maintain interests on social media can be a significant drain on resources.
Ask Your Clients to Tell A friend
Encourage your happy clients to share their great experiences of your business to their family and friends, ask your happy clients to share their experiences by leaving reviews and testimonials of your business and then use these positive endorsements to attract more targeted clients to your website.
Your existing customers are the best advocates for your business or your brand so encourage them to share your website with people that they know. Word of mouth marketing is one of the best marketing sources on the planet!