The sole purpose of internet marketing is to continually attract the right visitors to your website, engage them and convert them from mere spectators to active, paying customers. Attracting visitors to your website without putting into strategies to convert them is a waste of resources because what matters at the end is the conversion part. Therefore, the goal of an internet marketer or online business owner is to minimise costs and maximise revenue. However, this is easier said than done. There are certain things you must do to see a steady flow of traffic and more conversions. By committing to follow these steps, you will attract and convert more customers and increase your revenue.
Here are eight steps you need to take to attract more traffic and convert more leads to customers:
Step 1- Get clear on who you want to attract
One mistake that inbound marketers keep making is that they plunge themselves into the ocean with all manner of sophisticated fishing tools and strategies but when you ask them what kind of fish they are looking for, they just tell you “Well, I just want to catch everything because that will maximise my chances of catching the kind of fish that I want.”
While this reasoning might sound sensible, it is not the best approach to use when it comes to internet marketing. Professional marketers know that internet marketing works differently. There is something fundamentally wrong with that approach—you end up spending a lot of time, money and energy attracting visitors, majority of which will not convert because you were busy attracting the wrong visitors. Failing to identify the specific people they want to attract is the major undoing of most marketers.
It is important to identify the specific type of customers you want in order to save resources you would have used to attract all manner of visitors, majority of whom will never convert. This kind of specialisation not only leads to better conversions but it also dramatically reduces bounce rates which can have a negative effect on your SEO efforts. For instance, it is better to have a conversion rate of 10% from a pool of 1,000 visitors than have 0.2% conversion rate from 10,000 visitors.
Step 2- Brainstorm ideas
Are you having difficulties gaining clients and attracting visitors with your content marketing efforts? The majority of website owners and bloggers out there don’t know how to use content marketing to attract clients. The truth is that majority of content marketers produce boring, tiresome content.
Ask yourself, what makes an idea go viral, while others don’t get noticed?
According to Social Triggers, the best type of content is one that is useful, practical and one that evokes high arousal emotions. Content that evokes feelings of anger, pain, fear, joy, hope, and so on get shared the most than insipid, bland content that is just designed to fill space. Nowadays, it is not enough to just write content for search engines. You should also focus on creating content that is not only useful but also one that resonates with your audience emotional feelings. At this point, they will help you spread the message; hence attract more visitors in the process. This will also increase conversions because you would have established an emotional connection with your potential customers. Stand out in the crowd and brainstorm ideas by answering the following questions:
Is this idea funny?
Is this a trending topic that people would want to know about?
Is this idea going to evoke an emotional response from the visitor—such as anger, pain, pleasure, surprise?
What is the best time and place to publish my content?
It is important to note that content with positive emotions performs better online.
Step 3- Make yourself easy to find
There isn’t just one place to get found online. Content marketing is one. Paid search is another. Optimise your content for keywords and ensure that it is fresh. Create visual content because visual is a great way to share content and encourage others to share. People share fresh insights and helpful tips all the time.
Also, be sure to use social media to promote your brand and encourage your followers to spread the word. Social media has high lead-to-close rate than outbound marketing. Also, try mobile marketing and create podcasts and videos.
Step 4- Carefully package what you are offering
Because you have established an emotional connection with your audience, it is now time to package your offer appropriately with the desired outcome in mind. The closer you get to that desired goal, the more conversions you will have. So ensure that the way you package your products meets the needs of your customers.
When you really understand the needs of your customers, you will experience a better flow of business. You will find it extremely easy and natural to make sales without having to resort to hard-selling tactics. In other words, you will stop pushing and shoving to make sales. Everything will become smoother, and it will all flow together.
Professional marketers understand that people don’t just buy because they have completely understood the products, but because they feel that they have been understood. That is all that matters to them.
Step 5- Create an irresistible value proposition
Explain what exactly you are delivering with your product and how the customer will benefit. Also, let the customer know what he/she must give in return. State your offer in the most compelling manner without distorting the facts or laying false claims.
For instance, an offer that says “For only $249 and a few minutes each day, you can have the body of your dreams” is more attractive than one that simply says “Buy our weight loss package.”
Step 6- Test your call to action buttons
What’s a call-to-action? Here’s a brief definition:
A Call-to-action is a word or words that urge the audience, reader or listener of a promotional message to take immediate action such as download, share content, buy or subscribe.
So a landing page or a sales page without a call-to-action is considered incomplete. That means that a call-to-action is a mandatory element in every web page.
Just by improving your call-to-action, you can improve your conversion rate by over 10%. That can make a lot of difference in your online business. And according to Unbounce, the call-to-action is a tipping point between having high bounce rates and high conversions. If you don’t want visitors to abandon your page, then pay close attention to your call-to-action regarding size, shape, colour and text that inspire people to take an action.
Small tweaks may work wonders when it comes to testing your call-to-actions. Try to do split testing to arrive at the right combinations of elements for your call-to-action.
Step 7- Make a follow-up
Not all customers who start the process of purchasing a product finish the process for one reason or the other. A customer may click the “Buy Now” button and fail to complete checkout. Another one may request for a quotation and not respond afterwards.
Maybe they lost motivation to continue or forgot or perhaps developed doubts. You must now make a follow-up and find out why your customers are completing the purchase process or abandoning their carts. This is critical because it helps you to maximise all the hard work you have already done. You can automate the follow-up process because doing it manually may not be practical if you are dealing with thousands and customers. But for high-value transactions, try to give the follow-up process your personal attention.
Step 8- Close the deal
Unless money has changed hands, you are not in business. It is essential that you make sure the entire sales process has been completed. Please make sure you have given your prospects all the necessary information they need to make a decision. The information can range from making a face-to-face presentation to writing sales letters, issue brochures to sharing web pages. The aim is to cause the greatest impact within the least possible time.
Joe Ryan is the Founder & CEO of UK online marketing agency, Digital Search Group, which specialises in smart internet marketing. He is a specialist in online marketing strategy and brand building. When he’s not considering the next best online marketing strategy with his team, he enjoys travel and spending time with his family.