Friday, April 13, 2012
- Target Your Buyers - The web is a vast expanse of information. The spray and pray approach will drive traffic to your site, but not the kind that converts into customers at a rate that is worth the effort. Know who your customers are, target where they hang out on the web. (FYI - It's not Facebook. Yes your customers hang out there, but so does everyone else. This is not where you should start.) The best way to target high intent (looking to buy) web surfers is through search engine marketing. Spend time defining and refining your keyword strategy and then spend some money on those keywords to drive buyers to your site.
- Optimize Your Site - Now that you have defined your keywords you are willing to pay for, you should optimize your website for these keywords so that you start to rank for them organically. Not only should you invest in optimizing your site for search engine ranking, but you should optimize it to drive conversions as well. Can customers purchase online? Is your pricing clear? In this day and age, consumers are shopping online. They prefer to do research and make purchases online. Make it easy for them and they will buy!
- Measure Your Results - I am as guilty of this as anyone. I get so caught up in the "doing" it is hard to find time to circle back and review the results. Must-haves when tracking marketing efforts:
- Website analytics to gauge where visitors are coming from, what they are buying, what content they are interacting with the most, where they exit your site, etc. This information is invaluable when optimizing your site for conversions.
- Call tracking to tell you where customers are learning about your company. Customers either call or click when they want to learn more. Seeing where they come from when they click is covered above, but if they pick up the phone it's a mystery. Using unique phone numbers in your advertising can help tighten up the way you gauge response rates and calculate Return On Investment.
Posted by Nikki Lee at 1:48 PM