Is your website your #1 Marketer and Sales Rep? If not, maybe it’s time to put it on a performance improvement plan!
Just because your company has a corporate website doesn’t necessarily mean that it’s doing its job. Many corporate websites act like an online brochure, with landing pages full of static content about the company and its products or services – but fail to attract prospects, generate qualified leads, and close sales.
I have found that many businesses assume that if they have a website and some social media, their digital presence is established and they are frustrated or confused when the website doesn’t drive new revenue.
Having a website is only one piece of a digital marketing strategy. Optimizing its value is an ongoing process that if done well, can become your leading marketing and sales engine.
If your website isn’t generating a steady flow of qualified leads and closing the types of sales you desire, the 4 tips below can help you optimize the value of your website.
4 tips on optimizing the value of your website:
Tip 1: Cultivate Site Traffic
Just because you build a website doesn’t mean people will come to it. You wouldn’t open a retail store and not take action to draw people to it, and a website should be no different. Cultivating site traffic is a key. There are many ways that you can do this including search engine optimization, paid search campaigns, blogging, target ads and retargeting, social media campaigns and email marketing to name a few. The key is not to just drive any traffic to your site, but to drive the right traffic – people in your target audience who have a need for the product/service you offer. You can define your target audience by creating buyer personas. Once you have created buyer peronas, you can more accurately target the ideal customer for your company.
Tip 2: Identify Anonymous Visitors
Site traffic is good, but in today’s digital world, 96% of website visitors are not ready to purchase on their first site visit. And with so many options in today’s competitive landscape, even if you have a good product, you could easily be forgotten within a few days. It’s imperative to have a strategy for turning anonymous website visitors into know leads – commonly referred to as lead capture or lead generation. Use SEO to generate online leads. You can do this through gated content on your site that offer visitors something of value in exchange for some basic information such as name and email address. Promoting e-newsletter signs ups is another popular method. Consider creating a white paper, ebook or other relevant content that you can offer your visitors. Converting anonymous visitors into known leads means you now have a way to connect with and nurture those leads into customers.
Tip 3: Nurture Leads to Revisit
Now that you are converting anonymous visitors into known leads, use well designed campaigns to nurture leads so that they continue to engage with you rather than forgetting about you – or worse yet, going to your competitor. This might be driving them back to your website, into your store, or encouraging them to contact you. Technology enables marketers to nurture leads at scale in a highly personalized way with marketing automation technology. Want to learn more about marketing automation? Give us a call!
Tip 4: Track, Analyze and Optimize
The beautiful thing about digital marketing is that it’s easy to measure, analyze and optimize unlike traditional forms of advertising such as radio and TV commercials. With digital marketing and marketing automation, you have access to live dashboards that give insight to important metrics that enable you to see what is working, what’s not and make adjustment to continuously optimize your marketing investment.
I encourage you to assess your current performance in each of these areas. Start from the top and focus on each area to make improvements. If you find yourself stuck or needing help, call us for a free consultation.