There’s no denying that it’s been a challenging time for most businesses. Consumers have changed their spending habits and your website might be receiving less traffic than it was before the pandemic started.
The good news is that there are still plenty of things you can do to increase conversions!
Here are eight digital marketing tactics that will help your business connect with its target audience to bring in more sales.
Local Marketing Efforts
How well do people in your local area know about your business? Does your business come up when someone nearby is searching for a product or service you offer?
If people in your community don’t know about you, local marketing can increase your exposure and make your business the go-to when someone needs what you offer. You can increase your local visibility by using the following:
- Geo-targeting ads
- Highly-localized geofencing ads
- Local metadata incorporated into your website's coding
- Listings in online directories, such as Google My Business, Yelp, and Angie's List
For many businesses, these represent the low-hanging fruit of their marketing strategy and can begin to yield instant results if they’ve been left to sit unutilized. A marketing agency that focuses on lead generation can handle this work for you by crafting a marketing strategy that finally gets your business more exposure to the right audiences.
Chatbots engage in real-time with visitors to your website who want a more interactive experience. Chatbots can handle simple tasks, such as greeting website visitors, offering answers to common questions, and taking user information. The chatbot can then place contacts into a lead nurturing workflow that can eventually guide them down the sales funnel. This is a cost-effective alternative to having a dedicated customer service agent field simple questions that still provides visitors with the experience they want.
A cost-effective way to increase your business's exposure is by making your website rank higher for keywords your prospects are searching for. This is one of the critical inbound marketing services an agency will offer should you choose to work with one. Even better, if you know what keywords your customers are searching for at different stages of the funnel, you can position your site with the right content at each one. Proper search engine optimization will make your site and blog posts easier to find, providing your website with an influx of high-quality traffic.
Have you looked at a product on a website then saw online ads for that exact product later? If so, you’ve had first-hand experience with retargeting ads. Most people aren’t ready to make a purchase when they first visit your site and need to be nurtured to convert. With retargeting ads, you can directly advertise to these people as they browse other sites, keeping your brand and products top-of-mind.
Downloadable offers can entice higher-quality leads to provide their contact information in exchange for the content. This helps your business show its value and earn the lead’s trust as a subject matter authority. Gated content can be crafted to match any stage of the sales funnel, allowing you to generate inbound leads by providing value to customers when they’re actively looking for solutions. Content offers can take many different forms, such as fact sheets, infographics, ebooks, videos, and more.
Video can be used at every stage of the sales funnel, making it one of the most useful and versatile forms of media at your disposal. Video content marketing can generate demand for a product in the awareness stage, build trust by informing users during the consideration stage, and convert shoppers by displaying the value proposition of a product or service. Video also provides a candid view into your business and creates a deeper connection with prospects and customers.
Social proof can build your authority and improve the level of trust that prospects place in your business. It can take the form of reviews or endorsements, especially on sites like Yelp, Google My Business, or on social media. With enough reviews, you can start to build a word-of-mouth buzz and improve your own locally or among the communities you seek to serve. Endorsements can also greatly increase your brand’s profile and expand your reach to new prospective customers.
A/B testing, also known as split testing, is a way to systematically use trial and error to improve marketing tactics and strategies. In an A/B test, a small portion of your audience will be exposed to the new change to test its performance against the existing version. If your new change received more clicks, sign-ups, or downloads, you can implement it for your entire audience. If not, you’ll know to work on it more and won’t have exposed more than a few people to the change.
Identify and Eliminate Your Business's Conversion Killers
As you experiment with new marketing tactics, be sure to look at analytics to determine what is working versus what isn't working. You can use this data to create a marketing strategy that connects your business with customers better than ever before. One critical step to take is to ensure that your website’s homepage is converting, as it’s where most of your visitors will first land. Optimizing your homepage can improve your site’s overall performance and can give you insight as to what other conversion killers could be lurking.