Think of your website as a web in the middle of your sales funnel.
You want potential customers to stick to the web so they will browse and hopefully make a purchase, but first you have to lead them to your website.
As we know all too well, in today’s digital age, simply creating a website and waiting for customers to come to you isn’t going to cut it. You’re going to have draw them in. If you feel stuck, as if your current audience is too limited, it might be time to widen your digital net to draw in a bigger customer base. A good digital marketing agency will get you on the path to growth, but first take a couple of minutes to understand the digital marketing techniques that can be used to expand your audience.
Pay for it.
Before you can expect organic search results, you should start by increasing paid traffic to your site.
Pay per click (PPC) campaigns are the easiest and fastest way to get yourself ranking on Google, but they can also get pretty pricey, so you will want to back these up with organic search optimisation and paid advertising on other sites. Often the cheapest online advertising option will be to advertise on social media sites (which I will get to later in the article).
PPC campaigns are run through Google Adwords, and allows you to bid on specific keywords in order to get your site in front of people searching for those specific search terms. You only have to pay when people click on your advertisement (hence the term pay per click), but depending on how much you have to bid for certain keywords, the price will really vary. That’s why it’s helpful to have a professional to develop a strategy that fits with your budget.
Be a standout in your field.
An engaging social media presence and a good content strategy will help you open up your sales funnel and drive customers to your website. Your social media profiles and your content combine to make you a knowledge source and industry leader by giving potential customers a fun and interesting way to interact with you and get to know your brand. When a customer has your post on their social media feed right next to a post by someone they actually know, they begin to form a relationship with your brand.
The key here is to post content that your customers want to see. This can be entertaining or informative, but either way it should relate to your industry and the product or service you’re offering. Know what your audience wants to see, whether it’s a cute picture of the office dog at this morning’s meeting or a technical whitepaper (or both!).
At their fingertips.
These days, everyone has a smart phone, and, at the end of last year, mobile browsing officially surpassed desktop browsing. If it isn’t already, make your website mobile friendly! There’s no easier way to ensure you’ll passed over for the next Google search result than if your site becomes completely unreadable when pulled up on a phone.
The layout of your website isn’t the only thing you should keep in mind with mobile browsing.
The way your customers are looking for information has changed because of smartphones. Most social media sites are accessed via smartphones. Getting your Instagram ad in front of a potential customer with a Call Now button right there on the ad is going to be both cheaper and more effective than a print ad ever was.
Learning digital marketing techniques to expand your customer base can seem overwhelming, but with a little direction and planning you’ll be well on your way to weaving the perfect web.
