The digital sphere has allowed a new marketplace for businesses to emerge beyond the walls and brick and mortar storefronts. With hundreds of tools and platforms claiming to provide the features needed to help a company boost their online performance, and an almost unlimited number of articles providing “everything-you-need-to-know,” companies can become overwhelmed with how to best lay down a foundation for the success of their online business. The information overload can be overwhelming. At a time when so many resources are available at our fingertips, it is sometimes helpful to return to the basics of shaping a successful online business in the digital world.
A Good Website
The experts at Elevated, a San Diego based internet marketing firm, suggest a good website is a matter of first importance. While having a website up at all is better than having no online presence, it is critical to remember that a user’s experience with a website can reflect upon their overall perception of the brand. These days, a good website may have the following attributes:
- Mobile Responsive This means that the site graphics and content adjust to fit mobile devices such as smartphones and tablets automatically. This ensures that users can see and interact with your site easily, no matter what device they are using.
- Intuitive UX/UI A website that is easy for users to interface with means that users can easily navigate through the site’s pages to find the information they are looking for.
- Speed Users can become easily frustrated if a website takes too long to load – slow websites can suffer high bounce rates.
A good website is the foundation for all your digital marketing efforts. It is a fundamental building block for mobile success.
Drive Targeted Traffic
Before you can drive traffic to your site, you must know who to target. One of the reasons good sites fail to convert visitors into customers is because those sites are getting the wrong visitors. Driving unfiltered traffic into your site is wasteful. Driving targeted traffic is more likely to be profitable. You will save a lot of money on marketing when you can narrow the scope of your marketing efforts to the people who are most likely to find your message appealing.
If you are selling work-from-home informational services, you will definitely want to include single mothers in your marketing. You will likely have less success with white-collar professionals. The exact opposite can be true true if you are promoting bookkeeping services. It is all about driving the right traffic to your site.
So before setting up that PPC campaign, you have to know how to define your target market. Because the internet provides access to the world, you have to narrow your scope to an audience that will yield the greatest returns and target that niche with your marketing dollars.
Convert Visitors to Customers
The final step is converting visitors to customers. This is not a matter of chance – It is all about guiding a user to your site and continuing the digital conversation until they are ready to make a buying decision. Sometimes the journey from first visit to customer can take place outside of your website.
The conversion funnel can consist of multiple customer touchpoints, including remarketing advertisements on social media platforms, email newsletters, and maybe even a phone call with a customer representative for your company. If you don’t make the sale on the first visit, you want to gather enough information about the interested party so that you can continue the relationship until the user is ready to buy.
When a business has a good understanding of their target market and is set up with their website and a conversion funnel path, they can then assess the results of their efforts and make improvements from there. There is definitely a breadth of information that exists to assist the digital efforts of businesses, but when a company finds itself frozen in the paradox of choice it is important to return to the most basic must-haves of customer conversion.