Category: Digital Marketing
5 Tips for Inbound Content Marketing
Great business websites are tremendous assets for any industry. Because of the universal nature of the “information superhighway” in most countries, a good website provides a business prime real estate to find customers, manage sales, and increase customer service.
What does it take to bring customers into your website? What does your website need to provide in order to actually convert its leads into paying customers?
The following are 5 tips on specific actionable activities you may take to engage prospects and close sales through your website.
Creating a sales funnel involves understanding the process by which disinterested leads become prospects and then customers, repeat customers, brand loyalists, and finally brand advocates. This marketing funnel is used on many websites through automated processes integrated with email and social marketing campaigns. A sales funnel starts with small calls to action, like signing up for an email list, and then gives people progressively more value as they follow through on the calls to action.
Responsive and Mobile Friendly
Mobile search has gained significant market share in the past 5 years. With tablets on the rise and desktops still going strong, the diversity of screen sizes possible with customers is significant. A good website will be responsively designed so that no customer is left zooming in, out, and scrolling all over the place.
Search Engine Management
Search engine management is either organic (free) or paid. SEO (Search Engine Optimization) is the traditional term for organic. SEM (Search Engine Marketing) is the traditional term for paid. While SEM is similar to many other forms of advertisement, SEO relies heavily upon the structure and contents of a business website to draw customers in. Both SEM and SEO benefit through specific content and structure within a website, including video and social aspects of the site. A website with poor structure, particularly poor mobile design, will lose capabilities in both SEM and SEO, regardless of the budget.
SEM is important to bring customers through your websites because it allows targeted campaigns. Phrases that are unique to your industry niche give you the ability to draw in customers who are likely to buy from you or complete other steps in the sales funnel. For example, “help me find 38×45 pants” would be a better search to target for a clothes’ store specializing in big and tall clothes than “Levi’s”.
SEO is important because it generates leads without eating revenue. SEO is based off of the content on your website, and your websites general visibility online. SEO is the closest that websites get to having prime location. Although anyone can get to any site online, the primary method of finding new businesses is through search engines. SEO is how your business gets found on a search engine.
Blogging and Social Media
Blogging and social media are not often considered as part of a business website, but they are integral to getting customers. Search engines look for regularly updated content (blogs) and social media presence in their ranking of pages. Customers look for actionable and valuable content provided via the same formats. Although it is very easy to go overboard trying to get yourbusiness on every social media platform, take some time to research your niche and discover which platforms your target market is likely to use to get information.
Landing pages are specific web pages designed with a limited number of calls to action that leads can select. Many front pages on websites today are designed to function as landing pages; they provide enough information to get prospects to contact the company, sign up for a trial, or receive email updates. Although the informative parts of the site are still there, they are not the main goal. This is a landing page, something that is designed to give customers just enough information to ask for more information.
From outbound marketing tools like landing pages and SEO/SEM, inbound tools like blogging and social presence, to the systems behind your website, a great business website is designed with the goal of converting leads into prospects and prospects into customers through the best in modern business systems. Let us know if there is any way we can help you with your marketing or website needs.