Having a website has been a fundamental part of business for over a decade now. Surprisingly, some organisations are still trying to understand the benefits of selling their products and services to an UNLIMITED supply of clients online. Others are looking at new ways to better their services, increase awareness, drive sales lead generation and of course, profits.
That´s why we still get asked the same questions:
- I need to increase the traffic to my site, can you help?
- Our bounce rate is 80%. How can we get new visitors to engage with us?
- We know social media is important, but we don’t have the time to manage it properly. Can your expert team manage our accounts?
All the above are common problems that clients with an online investment face. But it’s only the proactive organisations that are embracing the opportunity to increase traffic, drive engagement and generate sales leads, who will ultimately prosper in the long-term.
Here at Bora, we advise clients on strategies to find more customers and drive them back to your website to build a relationship and purchase your products or services.
The 4 stage process comprises:
Website Healthcheck – initial evaluation to determine your current content, level of optimisation to pick up organic traffic and strategies for site engagement with current visitors. Plus the process for constantly monitoring results, evaluating how to improve the site, making regular updates to ensure it’s not static for returning customers.
Cornerstone content – material that’s specifically targeted around what your potential customers are searching for. It’s not a case of presuming that adding keywords to your titles and alt tags will ensure your pages are found, it’s much more than that. A large element of how Google ranks a page is based around a mixture of criteria. That includes keywords, copywriting, images, engagement, sharing and the ability to offer a service, product or solution to a problem that people are searching for, plus social proof that the content is liked or shared. If you can apply the right ingredients, Google will notice and reward your hard work.
Remember: It´s not a website that ranks well, it´s the pages within it!
Blog posts – to help pages rank well over a period of time you need to encourage people to find it, read it and share it with their peers. The best way to do this is to create a series of blog posts around each area of cornerstone content.
It´s important to create a well thought out content plan that covers all the important areas in more detail, offering deeper insight and knowledge into specific areas that may help potential customers. Stakeholders don´t only need to know more about your business, brand, products or services, they want you to demonstrate your expert knowledge by providing thought leadership material, expert advice and engaging content for the wider community.
Tip: Always link back to your cornerstone content and encourage your audience to click through and read more.
Social Media – Once you´ve created a plan and started to produce regular articles, you need to drive people to your blogs, cornerstone content and of course, your website. This is where Social Media comes in. In 2014, having a range of active social media accounts is now just as important as having a sales team or a website.
It´s vital that these accounts are created, managed and analysed in the correct manner to ensure you are making the most out of arguably one of the best sales tools you could ever be provided with.
Previously, people used email marketing to target potential clients, but with click-through rates at an all-time low, you have to ask your self is email marketing dead? And if so, what will take its place?
Some might argue social media.
If you use social media correctly, you can build your brand, engage with various stakeholders, target specific businesses, build communities and push your content towards your audience resulting in driving targeted traffic back to your website.
There are new social platforms being created all the time and it´s extremely important to be ready to embrace new platforms that compliment your industry or service.
Hint: Creating brand guidelines and educating staff can really help boost your social media following and can significantly drive traffic to the company website.