It’s simple, but not easy.
There is a lot of noise out there, but today’s post is going to teach you that marketing your business online comes down to two things — yes, only two things.
It doesn’t matter if you are using Facebook, Twitter, LinkedIn, Pinterest, creating content, videos, Google Adwords or search engine optimization. Heck, even TV, radio, billboards and any other “offline” marketing comes down to two things as well.
It’s simple, but not easy.
The first thing you need is traffic. Whether that is traffic to an offer, your website, a blog post, a YouTube video or a Facebook update. I recommend funneling as much traffic as possible back to your website. You control your website and it should be used as the main “hub” in all your online marketing efforts.
How To Drive Traffic To Your Website
There are hundreds of ways to drive traffic to your website, but I am going to focus on what we use. It has proven to be successful for us.
Blogging – Not just for Moms anymore. I could argue that every business needs a blog in 2013. Do your customers have questions that need answers? Bam! You have content for a blog. Are you in a “boring” industry? Check out Neil Patel‘s latest blog post here to give you some ideas for content creation.
[Tweet “Your website should be your best sales tool “]Your website should be designed to work for you 24/7/365. It is never late “to work” and never calls in sick. It should be a lead generating machine and it should be improving everyday. If set up properly, you could eliminate a lot of other marketing and/or your sales team.
Blog promotion – This is the key to generating more traffic. In fact, I wrote a case study about blog promotion that you can read here: How I Increased My Website Traffic 1,187% in 4 Months with FREE Traffic
Email database – This is a great source of traffic as these people have given you permission (by signing up for your newsletters) to email them. This is called permission marketing and it is very effective. Don’t overdue it though (like Groupon), I recommend 2-4 emails per month.
All websites need traffic, but it’s the quality of traffic and not the quantity. Write for your audience and you will generate targeted traffic to your site.
Ok, traffic is key, but what is the other part of the equation? The second piece of the puzzle?
How much of your website traffic is converting into leads? You are measuring that, right? If not, you should start…yesterday! This is the most important piece of the puzzle, but it often times is overlooked. You can double the amount of leads without increasing your traffic.
I’ll let you in on a little secret…
Doubling your conversions is MUCH easier than doubling your traffic. Conversion optimization comes down to testing, often times referred to as A/B testing. Testing different headlines, bullet points, call to action buttons, colors, font and website design can increase your conversions.
How We Increased Our Leads By 543%
This is the pop-up form we were using on our site a few months ago;
Conversion Rate: 0.90%
Meaning for every 1,000 people that visited the website, we would generate 9 leads. That is one form and we were using two forms at that time (currently using three). We were converting 2.11% of all visitors into leads.
We then tested this form, which we are currently using;
Conversion Rate: 4.89%
As you can see, this form is converting much better for us. The three forms combined are converting at 8.54%, meaning for every 1,000 visitors, we are generating 85 leads.
Now this is not a true A/B test as you can see the forms are quite different. I feel the guide added more value and was the a big reason for the spike in conversions. The costs and production for this guide were relatively inexpensive (under $500), but it is generating 5x more leads for us.
See what some simple testing can do? In fact, here is another stat to show the importance of testing;
How Can You Increase Conversions On Your Website?
- Having a phone number in the top right helps tremendously, unfortunately I do not have stats on it.
- Pictures/videos of your team members on your website (video on landing pages can increase conversions by 85% (Source: Unbounce))
- Have badges of Chamber of Commerce, Better Business Bureau & any other organizations you belong to
- Awards you or your team have won (see how we increased conversions for a client by 147% by adding awards near the top of the website (See the case study here))
- Chat box – Having a live chat box is supposed to increase conversions, but we have not tested it. Might try it soon though
See how important testing is? Testing typically does not cost much, simple testing that is. Things like different words/colors can increase leads, sales and profits. I’ve seen different headlines pull up to 1,400% better than the original.
Test, track and analyze your marketing. Always remember…
You cannot improve what you do not measure