If you’re familiar with our blogs, you’ll know what we’re all about creating better marketing strategies that put customers at the heart of everything you do. When you start your marketing campaigns by looking at the people you are trying to reach and the work backwards from there, you’ll soon see that you can learn how to bring more and more customers to your website.
The basic process of growing website visitors
- Create your buyer personas
- Complete hours of keyword research
- Optimise every page on your site for your chosen keywords
- Produce new content that meets the needs of your ideal customers
- Use social media platforms to push your message further
The end result of all this effort should be that your website traffic increases. Unfortunately, website visitors don’t keep the lights on. If you want to make your business viable, you need customers, not visitors.
So what’s going wrong here? More often than not, it’s a case of going after the wrong keywords. As HubSpot puts it: “If you rank #1 for a query that hardly has any search volume and ultimately doesn’t generate leads or customers, then does the ranking still matter?”
Ultimately, no, it doesn’t matter. This is why SEO is only the first step in the inbound marketing puzzle. The next step is to figure out how to turn those visitors into customers.
How to generate leads
We’re big believers in the attract, engage and convert philosophy – because it works! When you focus on the conversions instead of the volume of traffic, it changes your whole approach. After all, 50 conversions from 500 visitors is a lot better than 5 conversions from 50,000 visitors.
Once your SEO is successfully bringing in consistent traffic, you’ve nailed the ‘attract’ part. Next, you need to think about how you will engage and convert those visitors. You now need to break down your site into paths and figure out where your visitors are going, and why they don’t convert. Is there an obstacle, like a broken form, or is the page missing essential information that could secure the conversion? You need to ask these questions for every possible buyer persona and look for the weak spots on the site that aren’t engaging your audience as they should.
Engaging your visitors
It’s important to remember that engagement is about the visitors, not your company. What do they have to gain from engaging with your company? If they sign up to your mailing list, what’s in it for them? If they watch a video, is it going to solve a problem they have?
You need to understand the different stages in the buyer journey and make sure you are catering to your visitors every step of the way. If they are in the education stage, have you provided all of the information they need? Once they have all of the information, they should then be guided to the next step. Don’t leave your visitors high and dry, take them by the hand and make sure they stay on the path to a conversion.
Avoid the hard sell
All of these prior steps are to ensure that you have a conversion at the end of this journey. Once a visitor has seen your site a few times and researched the alternative they should have everything they need to make a decision. If you’re operating a B2C business, this might mean making a purchase from your site. In the B2B world , it might mean becoming a customer, or more likely, converting to a lead.
Handing your sales team a list of pre-qualified warm leads is preferable to the hard sell. These people already know what you do, they’ve done their research and they’re ready to take the next step. There’s no shortage of research that says when customers get in touch, they already have all of the information they need. All they want to is to be reassured by a real person who can answer any remaining questions they might have.
SEO on its own won’t transform your business, but getting your SEO right can help to make the subsequent steps much easier.