Having a great website, one that is built based on innovative design
solutions and SEO best practices, is only one step to generating a
solid ROI for online marketing efforts. What on the website causes
visitors to turn into leads? What really makes the phone ring? What is
the best online marketing and communications strategy to use for
generating sales? The safest and most effective way to answer these
questions, and many others, is to rely on website analytics. This
tactic, in addition to other proven marketing strategies, can help your
business become successful and efficient with limited marketing dollars.
Marketing Profs has outlined three pieces of website data that can really shape online marketing efforts.
Take Advantage of Geographic Statistics
The geographic details of consumers can be critical pieces of
information to have that help determine opportunities for new sales.
Knowing the location of special interest groups or individuals (local or
national) can be an insightful indicator to gaining new clients and
supporting overall business growth. Geographic data can help shape the
context of your customer and allow you to reach out on a more personal
level based on the information you already know about this potential
lead. A best practice for marketing, whether traditional or online, is
to create a persona that allows you to create very targeted messages
that will positively affect the consumer. Having this location-based
data enhances the accuracy of these marketing personas and, in turn, the
quality and effectiveness of your strategic marketing and
communications efforts.
Names and Contact Information
This is the most fundamental and sought after information for
businesses. Having a potential new client’s name and a way to contact
them is sales gold. It is also the best way to nurture the leads if they
are interested in your business, but may still be in the research phase
– not ready to commit yet. Having this information will allow you to
create and customize touch points, so when they are ready to pull the
trigger, you are top-of-mind. How do you capture this data you ask? The
best answer is by using compelling content and web forms. The steps are
simple: create really great content, advertise it as a free download and
request basic contact data that then allow consumers to access the
information. Based on the information they originally want, you can
create customized follow-ups pertaining specifically to that area of
expertise. Hook, line, sinker.
On-Page & Traffic Metrics
Traffic and on-page indicators can make the biggest impact in
continually improving a website, therefore improving user experience,
which Google and other search engines aim for. Having a site remain
static with no change can be detrimental to SEO health
and also to generating new sales. Your business should constantly be
watching the on-page and traffic data and making small changes to the
website based on the trends in the analytic reports. You need to
routinely update your on-page factors to help facilitate traffic.
Identify which pages are bringing in the most traffic and promote those.
Be sure to take the reverse approach and optimize those pages not
generating much traffic to the site. This can really help define your
on-page silos, if based on the proper keywords, and will focus traffic
through the appropriate sales funnel.
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