Have you ever heard someone say "I chose my bank because its website has great looking banners" or "I always buy from that company because they have such great videos"? My guess is... probably not.
Let's be realistic, clients don't buy on websites because they look pretty yet, some companies and web designers are still obsessed with the beauty and even sacrifice their ROI on its behalf. In the end, that "red lipstick" website becomes a waste.
Design is just superficial, the real beauty is on the inside. Could it be that their great looking design is only hiding very bad-looking moles? Let's find out! We here share with you:
Optimization and Search Engine Visibility (so Google offers your content) triumphs over beauty. More than the name of your company, Google looks for the products and services that you have to offer. If your website is hiding in the woods, would it still matter if it's pretty?
For example, Arrendamás ranks 122 keywords on Google's first 3 search results and 191 on the first 10:
Traffic makes any site look prettier.
Evidence is overwhelming: original, useful and shareable content means business. If you aren't involved in the commercialization of content, then you are loosing clients that will go to you competitors.
Start blogging now! Do it at least twice a week. If you are in a competitive space, you might even want to increase the number of weekly publications.
Ask your customer service area and your sales staff about the questions that they usually get asked and give an answer to them on your blogs.
In order to generate traffic, potential clients and sales, you need a platform that will allow you to :
The time you invest using additional tools and complex configurations -specially if all of your tools and platforms aren't well integrated among themselves- might double or triple the amount of time that it takes to carry out a good marketing strategy. It can also complicate or make more difficult the ability to measure what's working -or not- in your campaigns and thus, decide what you should do in order to improve your numbers.
If the platform that you are using can't do any of these, or at least give an answer to these questions, how do you know if it can really help when testing new MKT ideas? Ultimately, you need to ask yourself if your platform is really working as it should.
Internet is the n.1 tool ever created for specific and effective commercialization. What television hasn't been able to achieve regarding the reception of the message, the Internet covers brilliantly. The commercialization of products and services on the Internet today, when carried out properly, has made the traditional prospecting technique almost obsolete.
And if you are not using your website to boost knowledge, generate leads, filter for adjustment, and offer sales to potential customers, you are getting lost along the way.
The generation of potential customers takes place thanks to the development of Call to Action (CTA) buttons, that is, by directing your client to the next step in the purchasing process. Examples of CTA's are:
You can place Call to Action buttons on your website in order to automate the client's information nutrition process.
1. No traffic?
2. Traffic but no prospects?
Create offers that help customers better understand their needs and problems. This will boost your brand awareness and generate possibilities for a bigger sale.
3. Prospects but no clients?
Create and market offers that would help you convert clients: free quotes, free trials, etc...
Before you start publishing content and offers, make sure you have chosen the best target audience, one that knows how and why they buy. Know how to reach them. If you have a well defined buyer, it means that you have worked hard to:
Advice to better target your audience:
If you aren't continuously innovating, your site isn't working! An obsolete site can easily loose efficiency. You must constantly go back and analyze everything:
Most visitors don't arrive to your website by chance, they certainly don't leave it by accident either, and most definitely don't share its content by accident. Be the company that distributes the content that people love. Make it easy to share and watch your customers spread the word all by themselves.
They are called social media for a reason, because they give your company every opportunity to be seen, heard and read.
Now that you've asked yourself all the hard questions, give your company the chance to discover the ugly moles that your website has and work on the solutions that will turn the tables so it all makes a difference for your clients, your employees and your company's expected results.
If you need help identifying those things that should be improved or carrying out a whole new strategy, feel free to ask for a consultation with us:
* Article based on HubSpot information.