Businesses today often underestimate the power and potential of online marketing. A website can become your best business salesman. Inbound marketing channels such as search engine optimization and content marketing can drive targeted traffic to your website that is capable of converting to sales. With a well optimized page that’s intended to increase conversions, you could be utilizing this website traffic for leads and revenue. Websites today are not useful as simple brochures with a team of salesmen behind the scenes. Your website should become your salesman and do most of the persuading and lead nurturing for you.
Focus Your Website Toward the Conversion
As a business, the priority of your website should be to get conversions. A conversion is defined as a specific action from a visitor, such as entering in their email, buying your product or registering as a user to your website – the best websites are those built using conversion optimized design. To know what type of conversion you want from a visitor, you need to understand your sales process.
If you discover that your conversions are higher by capturing emails, growing your email list and subtly recommending your products or services via email marketing, you may want to gear your website toward email lead generation. Going straight for the sale and marketing your products or services directly on your page might lead to a better performing website. Knowing what types of conversions will work best for your website requires split testing and ongoing restructuring, once you already have a regular flow of traffic.
After your website is focused toward the conversion, you can improve your conversion rate by focusing on lead nurturing. This is the process of turning the lead into a sale through the content and elements found on your website. For instance, you can use an email auto-responder series to educate your subscribers on your products or services. This makes them better informed and more likely to purchase something, and turns them into what we call a marketing qualified lead.
Drive Traffic via Inbound Marketing Channels
Inbound marketing can drive traffic to your website, without having to spend money directly on advertisements or other forms of promotion. Rather, your budget can be dedicated toward improving your website. With inbound marketing, the goal is to attract an audience using genuine and value building practices. Inbound marketing is often one of the most overlooked aspects of marketing, but when done right it can be one of the most cost-effective.
Content marketing has become one of the more popular forms of inbound marketing for websites. To start doing content marketing, you simply have to start populating your blog with quality content and syndicating that content to places on the web where your targeted audience will be present. Blog content performs best with content marketing when improved through the presence of infographics, videos, and other engaging visual elements. Simple text based content is too generic to appeal to a wide variety of users. Your audience will be much more likely to share the content naturally on their social media channels when infographics or videos are used professionally within the article.
The best part about content marketing is that it simultaneously grows your search engine rankings by providing natural backlinks and giving your website the quality content that it needs to succeed. There are a lot of SEO tactics that no longer work – blogging is not one of them.
One of the best ways to get your content in front of the eyes of a targeted audience is to guest blog on niche related websites within your industry. Guest blogging involves writing high-quality content and getting it featured on other websites that have already established an audience and can provide views and potential click-through’s to your website.
Reaching Out Socially
Social media networks have exploded and they are a huge source of traffic that you potentially are missing out on. You can use tools like BuzzBundle to manage online personas and promote your brand on question and answer sites, forums, social networks and more. Reaching out on social media is a great way to connect with your audience, build your brand and drive traffic in a legitimate and natural way. While it can be very time-consuming, it is one of the few manual practices that can boost other inbound marketing channels by promoting your content.
This article helps you understand how your website can become your best salesman and begin producing leads on a level you never thought possible online. Should you have any questions, feel free to contact us.