The days of using your website as a static brochure are over. Consumers are searching the internet for a potential pain point or problem that they may have. What if your ideal customers are looking for information that will help solve their problem? Will your website content show up in their time of need?
Here are four things you can do to ensure your website meets your customer’s needs and support your business goals.
Know your audience: Don’t assume that you know everything there is to know about your customers. Take the time to validate your assumptions with concrete data. Qualitative insights into who the customer is, what matters to them, what they value and their pain points gives you the information you need to develop a strategy that will attract, educate and convert your target audience into loyal members or customers.
Understand your audience buyer’s journey: The world of sales has changed! Gone are the days when a salesperson led the buyers’ journey. Whether you know it or not, your audience is conducting their research and leading the entire sales process without the help of your salesperson. Every unique visitor comes to your website at a different phase of the buyer’s journey. Understanding where they are on that journey will allow you to create content that resonates with them and helps to answer the question they originally had upon coming to your website. The goal here is to meet them where they are, get them into your funnel and nurture them along until they are ready to take the ultimate “Call-to-Action” which is to become a loyal customer.
Create and promote effective content: Being able to create effective content is essential to the success of your website and the majority of your other marketing campaigns.
Having content that addresses your target audience during the correct phase of the buyer’s journey is imperative to ensure you are delivering relevant and timely messages.
Now that you’ve created compelling content, it’s time to think about promoting it. Think of it this way, in order to hit a home run in baseball you have to at least swing at the incoming pitch. In order to hit a home run with your content and reach your audience through the right channels (i.e., facebook, blogger.com, newspaper etc.) you have to promote it!
Understand your website’s analytics: Google Analytics can be overwhelming but the main thing to remember is that it tells you a valuable story. If you’ve ever wondered why users aren’t converting, engaging with your content, or buying your products, analytics would be the place to start. If set up properly, you can learn a lot about who visits your site.
What type of information can you learn? I’m glad you asked:
- What geographical areas the customers are coming from
- Most visited pages
- Time on page versus the bounce rate (how much time they spent on the page versus who left without taking action)
- Search terms/keywords that the users used to find your website
- Where users entered and dropped out of the funnel
Want to learn more about what analytics can tell you? Join us for our Better U event on April 27, 2018. We’ll be sharing more about Google Analytics and how you can use data to reach your marketing goals. Click here to register.