We’ll shortly take a look at your site and then be in touch to let you know the best way forward for your business.
So you engaged an SEO company to help boost your rankings? They delivered on their promise, your monthly reports are positive, visibility has improved and your traffic has been steadily on the rise. However there’s one glaring issue. You’re not getting the enquiries you’d hoped for!
The role of a good SEO company is twofold. To improve the online visibility of a business, and to increase the amount of qualified traffic to a company’s website. Increasing traffic is all well and good, but only when it coverts into new opportunities and sales.
If you are finding that you’re not getting the level of enquiries and new business that you anticipated, then it’s likely there are flaws in other areas of your online marketing that are hampering your chances of visitor conversion.
So what’s the next logical step to help solve the issue, and bring more leads into the business? The answer is often simple and starts with a thorough investigation into why things aren’t happening as fast as you want, and uncovering the hidden challenges that are keeping your visitors from becoming customers.
Unless you’ve been in hiding for the last 5 years, you should be well aware by now just how popular mobile usage is for internet browsing. In 2014, it was reported that over 36% of mobile subscribers use iPhones or iPads to read email, and 34% of subscribers only use mobile devices to read emails. That’s over a third of your audience!
Despite these stats, under 12% of email marketing campaigns use a responsive design optimised for mobile devices, so sending out mobile-friendly emails will set you apart from the crowd. Your email will not only be easier to read and digest, but it will make more of a memorable impression and give you a competitive edge against your competition that’s easy to achieve.
When designing an email campaign, remember to keep things simple, as email code is not as well-supported as it is for websites. How an HTML email will display varies radically from one inbox to another, and images are often blocked. There’s no point sending out an email that initially shows up with nothing, so don’t overcomplicate your message with fancy unsupported effects and designs.
With so many marketing emails coming in to your customer’s inbox, it’s important to rise above the noise. Think carefully about subject lines, and consider personalisation to make the recipient feel targeted. Having an optimised email campaign will make your brand more memorable and a positive email experience will leave them more willing to visit your site and hear from you in the future.
Email marketing is still one of the most effective forms of digital marketing available, and can allow you to reach more of your target audience than any other marketing platform. Roughly 22% of emails get blocked or lost in spam filters, but that still leaves an average of 78% messages delivered.
Not only does it have a high conversion rate, but it’s great for increasing repeat traffic to your site. Emailing offers, new products, or teasers of your latest blog posts, gives people a reason to come back to your website. Sometimes, just popping up in somebody’s inbox at the right time in their buying cycle can be enough for them to make the decision to buy from you.
When you use other online marketing channels, you rely on their service rules. Facebook can decide to decrease your reach to encourage businesses to pay for ads. And Google’s algorithm changes so fast you might be reducing your page rankings without even knowing. But with a large network of emails, you can still reach out to people and promote your business.
But it’s also important to play by the rules. Most bulk mail sending platforms frown on the use of purchased email marketing lists, and you are likely to get penalised if your mailshots result in large amounts of bounces, unsubscribes or spam complaints. So it’s important to build your own targeted lists of people that have interacted with your business in some way, as they will be familiar with your brand and less likely to view your emails as unsolicited.
There are lots of ways to build a list, from harvesting the email addresses of existing contacts in your inbox, to collecting leads through the use of ‘content upgrades’ on your website. You can then set up ‘drip’ campaigns to feed new subscribers with an automated series of useful emails that will help establish you as an expert in your field – and then once they’re ready to purchase, you’ll hopefully be at the front of their minds.
A content upgrade is piece of content featured on a website that is offered in exchange for a reader’s email address.
It should provide additional value to the free content that precedes it on a corresponding blog article (hence the term ‘upgrade’), offered in the form of an ebook, slideshow, video training series or exclusive access.
Studies show that this type of supplementary content creates an unresolved open loop in the user’s mind, that can only be closed by acquiring the additional resource on offer. Much the same as when a film ends on a cliff-hanger, a content upgrade spark curiosity and appeals to our need for a conclusion.
Aside from this, information that builds upon a related blog post and improves or enhances it’s quality helps towards building a stronger list of subscribers as it provides valuable insight into the true needs of the people interested in your offering.
Live chat is a website feature that allows a user to send messages directly to your company and enables them to have a real-time conversation with you via your website.
Visitors like this facility as it means that their enquiry is likely to be resolved in a much quicker timeframe than is usually expected through traditional email and contact forms, and doesn’t require making a phone call, which is often difficult for people when browsing at work or on the train.
This is particularly helpful to customers who are having issues on your website. Any confusion or questions from users will result in website abandonment unless they receive a quick answer. A live chat facility allows an instant communication option, reducing clicks away from your site and increasing potential conversions.
Live chat is also a perfect opportunity to collect any feedback from customers, particularly those experiencing problems. You don’t have to bombard them with a bunch of marketing questions, but finding out their issues helps identify any existing problems on your website. Fixing these problems will reduce issues for future customers and keep them on your site.
If you are able to quickly help resolve any issues or answer any questions that your visitor might have, it will create a positive shopping experience that will keep them coming back. And if they can see that you are a responsive company who genuinely cares about providing good customer service, they will be more willing to buy your product or service in the future.
Multiple chats can be managed simultaneously, which is much quicker and cheaper than a customer service phone line, and can easily be shared amongst a team if you have multiple resources available. You can also set up alerts so that if anyone starts a conversation when you’re not at your desk, you can be alerted on your phone. And if it’s not possible for you to reply right way, an automated response can be provided to let the visitor know that you will get back to them as soon as you can.
Without live chat, you customers might not be getting the support they need there-and-then, resulting in website abandonment. Consider implementing it into your site to give your conversions a boost.
As of the third quarter of 2016, Facebook had 1.79 billion monthly active users.
That’s a possible outreach of 1.79 billion for your business! Not that you’d need to target them all of course. Facebook advertising is great for reaching out to new customers, and it’s most-powerful feature is the extensive analytical data it provides to help target the right audience for your business.
Whenever running a Facebook ad campaign (and even when not), it is imperative to install a Facebook tracking pixel on your website. This is a small snippet of code that allows Facebook to collect information about how users interact with your site. If you drive traffic to a particular post on your website, you can track the specific audience that visited that page, and then re-market to them based on what they’ve clicked on before.
You can also use the tracking pixel data to build up a ‘lookalike’ audience of Facebook users that have similar demographics and interests to those that have visited your site. And if a Facebook user interacts with your advert, Facebook will dynamically target other similar users, as it’s more likely that they will engage with it too.
We’ve only scratched the surface of what you can do with Facebook advertising, so rather than just chucking an ad out into the social ether and hoping for the best, make use of Facebook analytics and start creating better-targeted campaigns.
With nearly 1.8 billion active users a month, Facebook is a huge social network that’s not going anywhere anytime soon.
Having a Facebook business page allows you to connect with your customers and raise brand awareness – but you need to remain proactive in order to increase your page’s lead potential.
Create a call-to-action button at the top of your page (just under the cover photo). You created your website with a specific goal in mind, and this should be linked to in the CTA button. Facebook provides plenty of options from ‘Call Us’ to ‘Sign Up’, ‘Send Message’ to ‘Shop Now’. You should include clear contact options anyway, as Facebook users might not visit your website afterwards.
Have a post pinned to the top of your Facebook page at all times – ideally one that relates to your website’s specific goal and call-to-action button. Maybe this links to a landing page or newsletter sign-up form. This is the first post users see on your page and therefore more likely to get clicked.
Remain as active as possible on social media. Inactive accounts will put people off as they have no reason to return. Post about your work, products you sell, and customers you’ve helped, to show what your company can provide. Post out interesting content that represents the real-life personality of your company. Humanising your brand will build trust and make you much more approachable.
Also, use Facebook to maintain a customer service hub. People often look to social media for help and support first, and if they can see you are a responsive brand who genuinely cares about providing customer service, they’ll be more willing to buy your product or service.
Do you have a Facebook Business page? If so, is it up-to-scratch and pulling in leads? Why not review this and watch your business network grow.
There are plenty of ways to find new employees without hiring a recruitment agency.
Incentivise your current employees to find your next hire, include referral programmes, and consider low-cost Google ads. Take to social media to create a buzz around your new role, and post listings for free on the most-recognised job sites, like Indeed.
No matter how well your marketing channels work to draw in potential candidates, they all lead straight back to your company’s website, so having a stand-out careers section is imperative. Create a “We’re hiring” button or alert bar at the top of your website that will be seen when anyone lands on your site. Your ‘Careers’ page should have clear information on the roles available, and make it obvious how to apply. Including social media buttons will also encourage sharing.
But it’s not just the careers page that needs attention. A ‘Meet the Team’ page can help candidates see where they would fit within your business, and your ‘About’ page is a great opportunity to sell company perks and culture. Always remember that if you’re shouting about a job opening, you’ll likely receive more traffic – so make sure your site is looking tip-top to avoid putting off that stand out candidate.