Even if a lot of traffic is coming to your website, this doesn’t mean that your clients and sales are increasing. Visitors to a site are very different to having leads or clients. There are a number of factors that affect whether a visitor to the site will end up becoming a customer or not. Without some effort, these people will be on your page but will leave right away again.
The main reason this can happen is because your landing page is not in sync with your inbound marketing efforts. Essentially, there is no focal point which causes people to turn away. One of the most effective ways to turn visitors into customers is by aligning your website with inbound marketing.
What is Inbound Marketing?
With the internet being such a vast resource, it is more important than ever for companies to have and maintain an online presence. Creating valuable content and delivering it across multiple channels is essential for success.
This is where inbound marketing comes in. It is about getting found online through the various search engines and social media platforms. Inbound marketing is what grabs attention and systematically turns visitors into leads and then leads into customers. Inbound marketing also allows you to collect real-time data that you can use to continually improve your online performance.
Inbound marketing is diverse and includes:
- Email marketing
- Even marketing
- Content marketing
Focusing on inbound marketing allows your company to adjust marketing strategies to best suit the customers you are trying to bring in. It focuses content in a way that gives people what they want, so they are not bothered with content that does not interest them. It reaches out only to those that would have an interest in what you have to offer. Using specific tactics, only those looking for something you have to offer will be targeted.
With this strategy you can effectively turn strangers into customers and promoters of your business and product or service. The first step is to create an effective landing page. This needs to be combined with a ‘converting funnel’ that delivers customers to your site. Landing pages can gather leads and then through the funnel, you channel these leads towards purchase. The four key stages of the Inbound Methodology and success include:
Who are you looking to attract? What are they typically searching for? These questions will help you identify your target audience and set your long term goals. A blog is an effective way to bring in visitors and turn them into users. Create blog posts according to the interests of the audience you want. Then use keywords to rank them so your audience can find them easier. Using infographics also helps attract visitors and is an engaging way to invite people to read more. Share your blog content through social media to reach and build a wider audience. Once you have blog readers, you can start the next stage.
Statistics show that the hard truth of online business is that 98% of visitors will not convert. This is not a favorable situation, so you need to do all that you can to capture these visitors. First, make sure that how they found you is reflected in the landing page. For example, if they got to you through a blog post about a special offer, make sure the page takes them to a Call to Action (CTA). CTA is key to conversion and the better the CTA, the higher your conversion rates will be. An effective CTA will be:
- Placed strategically where they will be noticed
Through a post and then CTA, you have now captured the details of the visitor. It is now time to nurture them so they become customers. This is done through email marketing, social media, and blog management.
Email marketing lets you deliver relevant information directly to the target person. Send out relevant information about a service or product they expressed interest in and highlight why they should stick with you over a competitor. Create content and offers that can be shared. This is most effective when a variety of mediums are used such as images and video in addition to content.
The use of social media and blogs also helps during this stage. Content needs to be relevant to your customer base. Develop blogs that are appealing and specific to their interests and how your business meets those interests.
This is the final stage of inbound marketing methodology. The purpose here is to keep customers happy so they return and share your content and service with others. Create cross-sell and up-sell opportunities that keep customers invested and returning to your business. Create tips and content surrounding the product or service you offer and how best to use it in their life.
To be a success and make money, you need to turn website visitors into customers. Inbound marketing is the most effective way to do this. There is a lot of competition out there so just creating a website and getting it put there is not enough. With these inbound marketing strategies, you can increase your audience and even better, your conversion rates. A little planning and effort will go a long way!