I read blogs & books, enrolled in webinars, did online courses, attended seminars, spoke to people who were doing well online - digesting and learning all I could about digital marketing.
I realised, simply having a website was no 'Field of Dreams - if you build it, he will come' (showing my age).
A website amongst billions of others on the internet was not going to have the phone ringing off the hook and customers knocking down the door.
Our website needed to be amazing, it needed to speak to people and to sit the heart of a digital marketing strategy: Getting people to our site so I would have a chance at converting the sale.
While our site was getting some traffic, it wasn't connecting with the visitors, giving them what they wanted, demonstrating that we understood them, and ultimately they would leave, never to be heard from.
So after months of reading and learning, my plan looked something like this:
Step One: Design and build a website to converts more visitors to customers by:
- Loading fast
- Working well on mobiles
- Funnelling people to specific content based on who they are
- Making contact effortless
- Demonstrating understanding and our humanity
- Showcasing great branding & memorable design
- Thoughtful content presented with real voice
Step Two: Offer great content for free with opt-ins (sign up forms) and use automated marketing tools to stay in touch with these prospective leads.
Step Three: Remarket or Retarget visitors who have been on the website via Google and Social Media Advertising to encourage them back to our website.
Step Four: Create and share new content regularly to mailing lists and social media to drive traffic back to our website.
Step Five: Review what's working and do more of that.
