We know how to bring many new customers to our clients’ websites, but it is noticeable that often, the conversion rate is very low or even non-existent. A client comes to us and says: “We want more traffic to our website”. We achieve that, but when the client doesn’t get new customers, we examine the website to see why. We have learnt that we need to start with the website before we begin any digital marketing. First, we look for “calls to action”. Most often, the website has a beautiful design and explains our client’s services very clearly, but it doesn’t tell visitors what to do next. Viewers may find the website very interesting, but they are not shown the next step. Websites need to be very explicit about how they would like their visitors to interact with them. On each page there needs to be at least two calls to action requesting the viewer to do something. Do you want them to phone you, email you or ask for a gift? Your request needs to be specific.
Buttons which say: “Click Here To….” are the most common way to achieve this and they continue work quite well. However, pop-ups are becoming more popular because they catch the reader’s attention straight away. The pop-up needs to have a call to action which is quite explicit as to what the viewer must do next. This is all very easy to set up, but the hard part is in deciding what to offer the viewer to elicit a response. The most effective offer is a free offer. The word FREE is one of the most powerful marketing words, however the offer must have real value. If it is information in the form of an e-book, then it must be very valuable information which will give the reader advice or knowledge that will be very useful to them. This information needs to be of life-changing quality.
If you cannot offer unique and beneficial information, then the offer needs to be in the form of a tangible product. Again, it must show real value – it must be something that would be great to get. Usually, these products are related to your business and are a sample of the type of merchandise you supply. The cost to you needs to be classed as an advertising expense. Some businesses are reluctant to give away product owing to the loss of profit, yet the same businesses are willing to spend thousands on advertising. Your products are the best advertising for your business therefore giving away some of your lower priced items is a great way to connect with your potential customers. It is a fair swap: your product for their contact details. They get to experience the quality of your product and service while you gain a quality email address which provides ongoing marketing potential. This warm prospect is gold to your business.
Once you have your special offer to attract new customers then you can begin your digital marketing campaign. Now, you are assured that money spent on bringing potential customers to your website will be well worth it because when they come, there is a good chance they will begin to communicate with you.