Website marketing is more than just having a functional website. It’s knowing how to attract customers to your website and having a strategic plan for what to do once you get them there.
Using a few key marketing tools, you can make the most out of your website and help convert curious visitors into dedicated customers.
Here are five things to add to your marketing playbook in order to maximize your web presence and capture every visitor in their tracks.
1. Optimize your website
When was the last time you performed a website audit? If you’re like most business owners, it’s been a minute (or a few).
Positioning your website with SEO-rich content and a clear, cohesive layout is crucial to attracting and retaining customers. Especially when the bounce rate for the average ecommerce website is 47%.
Keeping customers engaged and on your page requires good design and great copy. Many business owners outsource these tasks to paid professionals (graphic designers, copywriters, web developers) in order to get the most out of their investment. Sites like ahrefs and SEMrush are great resources for small businesses to get a general sense of trending keywords, search engine optimization strategies, and more.
Once you’ve perfected your website and landing page, it’s time to shift focus onto your ideal customer.
2. Target your key demographic
Knowing who you want buying your products or services will greatly reduce wasted time and money spent canvassing the internet for potential customers.
Instead of buying up large amounts of ad space or blasting paid cold email lists, zero in on your key demographic. Knowing the age, gender, education level, location, and occupation of your audience will help you learn what products they want and what they are willing to pay.
Google Analytics is a great tool for rounding up data to inform ad campaigns. In the end, a marketing budget spent aimed at a selected audience will have exponentially more impact than that same budget spread far and wide.
3. Drive traffic to your website through social media
Your website is optimized and your target audience is defined. Now it’s time to promote your business through social media.
The average person spends 145 minutes a day scrolling through social media. Meaning your business has 145 minutes each day to make an impression on your target audience. Determine where your audience is spending most of that time, and funnel your efforts in that direction. As a general rule, Facebook attracts people 35 and above, while Tiktok captures an audience ranging primarily between 16-25. Instagram sits somewhere in- between.
Create ad campaigns that direct viewers to your website. For example, either a product page, or your main landing page. A place where they can be prompted to sign up for a drip email campaign and enter your sales funnel.
(Learn more about ways to boost your social media marketing HERE.)
4. Capture leads in an email campaign
An email address is precious. Once you’ve convinced someone to share their email address, you’ve gained access to their ongoing attention — bringing you one step closer to closing a sale.
Customers convert more highly when they are part of a sales funnel. This means more people join an email newsletter and make a purchase later on than people who make a purchase directly from a website link.
Nurture your leads in a series of emails (learn more about that here). Overcome any objections with a series of well-timed email blasts that inform, delight, and educate.
5. Utilize PPC ads and inbound marketing to boost conversion rates
The final step in utilizing your website for marketing purposes is to direct users to your website using paid ads and exceptional marketing assets.
People want to feel like they are a part of something great when they purchase a product. Using your knowledge of your target audience and where they spend their time, advertise on their preferred social media platform.
Additionally, creating a suite of efficient, free materials that direct users into a sales funnel will help nurture cold leads and keep your business top of mind.
At Goalpost Group, we help our clients break the cycle of bad marketing using strategy, structure, and killer content that drives sales and wins the day. Get in touch with a member of our team to learn more about how we can help transform your marketing.