When businesses think about digital marketing, they often focus on what they can do to attract more customers to their website from outside sources, such as through search engine rankings, ads, social media posts, email blasts, and affiliates. While most digital marketing efforts are indeed off-site, there are plenty of things that you can do on-site to both help attract customers, and help convert them from website visitors into leads and sales. We’ve outlined some major areas for you:
Content - Search engines are where people are looking for quality content that answers their questions and provides useful insight. Creating unique, quality content can help you stand out from the crowd, improve your search engine rankings, increase your chances of being shared and recommended by website visitors, and help shoppers see you as a trusted resource.
Technical SEO - Search engines use automated algorithms to read through your website. Following best practices can put you at a significant advantage when your site is reviewed. This includes having proper sitemap files, utilizing Meta tags, speeding up your website, being mobile-friendly, and taking other proactive steps.
Newsletter Subscriptions - While not everyone will convert into a customer, if you can capture their contact information on-site, you can give yourself more opportunities to stay in touch, and eventually turn these prospects into customers.
Social Sharing - On-site social tools allow you to turn customers into brand advocates and referral sources. You can start by allowing customers to click over to your social media pages where they can like you and follow you. On a higher level, you can leverage a system like AddShoppers to allow website visitors to post, pin, like, tweet, and otherwise share individual products and content, turning your customers into your cheerleaders -- even going as far as incentivizing them to do so. It’s modern grassroots marketing at its best.
Reviews - By collecting merchant and/or product reviews, you’re helping your business in a myriad of ways. You’re learning about customer experiences helping you to build a better mousetrap over time. You’re also adding unique content for search engines and shoppers, and getting star ratings that can be displayed in your search engine listings and ads.
Reward Points - A loyalty program not only makes you stand out with customers through giving them something extra that not everyone else does, but they help increase long-term sales. Once enrolled, you can send updates to customers, such as giving them points for their birthday, reminding them that they have points accruing, and to come back to use them.
Referral Programs - Allowing customers to sign up to earn benefits, whether store credit, coupons, or cash, a referral program is another way of turning your customers and other website visitors into your salesforce.
Conversion Optimization - Box Stores have circulars and signs in their stores because marketing doesn’t need to end once the customer has arrived at your website. Having shoppers arrive at your website is just the first step. You can then leverage additional design elements, features, and functionalities to help close the sale. These include features like Related Products, Upsells, and Cross-Sells.
Want to learn more about how to take advantage of each of these strategies, plus one additional bonus strategy? Register for the upcoming webinar co-hosted by Rand Marketing Founder and CEO, Seth Rand, here.
For more about Rand Marketing, visit their site by clicking here.