Consumers are increasingly turning to the internet when it comes to their shopping behavior. E-commerce sales have steadily risen year-over-year and studies have revealed that more than 80% of B2C consumers research products online before making a purchase. That figure balloons to 94% for B2B consumers. With more and more people turning to online resources for research and to ultimately make purchases, the need to have a well-executed digital marketing strategy has never been more important. Simply having a website doesn’t cut it any more. You need to drive qualified traffic to your website, keep them engaged and move them through the conversion funnel.
There are several different digital marketing strategies that can help drive that type of traffic to your website. Below are three specific components that can be easily integrated to help both B2B and B2C companies succeed online.
Making the Most of Your Website
A great looking website that doesn’t attract any visitors is like hanging the Mona Lisa in the 8th floor bathroom of an abandoned office building…if no one sees it, then no one can appreciate it. The first step in increasing visits to your site is to understand who your target audience is and how they would go about finding your goods or services and develop a search marketing strategy around that. Specifically, develop a list of words or phrases are distinctive to the goods or services you provide that someone may search for in Google. Once you have your list of keywords, then you need to do your research . This will determine which keywords are the most heavily searched and which variations of those keywords have high search volumes that you hadn’t originally considered.
When that has been accomplished, you need to analyze the content on your website. Are you using those keywords and phrases in your content? Are the titles of each page on your website using relevant keywords? Are your page descriptions clear and concise? Does your website load quickly and is the code optimized? If search engines like Google can’t quickly and accurately determine what message or product each specific page on your website is trying to convey to visitors, you won’t rank on search result pages.
Consistent, Compelling Content is Everything
Having a strong content marketing strategy isn’t optional anymore. Content needs to be engaging, informative and helpful, and it needs to be delivered on a consistent basis. Remember those keywords we were talking about in the last section? Your content should be focused on those keywords and link back to the relevant pages.
Writing that content is only half the battle though. You need to share that content with your audience. Understand who your audience is and figure out where they “live” online. Identify the social media sites they use and post that content to social media. (Hint – B2B consumers are likely to use different social media platforms than B2C customers). When posting, craft your messaging accordingly and consider sending it to your current and former customer in an email newsletter. And be a part of the conversation that ensues when you do post.
Retargeting-The Key to Tying it All Together
In a perfect world, we would all convert 100% of the visitors that come to our website. That’s not realistic though. But that doesn’t mean you need to lose those potential new customers forever. Studies have shown that consumers interact with a brand an average of 7 times before making a purchase. Retargeting is a form of online advertising that helps increase the interaction with your brand. It specifically targets individuals that have been to your website and displays banner ads to them as they browse other sites. It’s a non-intrusive way to keep your brand top of mind and improve the amount of return visits to your website. Ultimately, that will lead to more conversions and increased revenues. Implementing these practices effectively takes a high degree of skill and coordination.
At Taylor Digital, we have been helping clients maximize the effectiveness of their websites for over 10 years. How is your website performing? We’d like to help you answer that question. To set up a consultation, please give us a call. If you would like to learn more about digital marketing you can contact Taylor Digital at 949-391-3333 or contact us here.