First, you’re enthusiastic about being present on the web. Then you wonder if your website really brings you customers? Just having a website with a beautiful design is not enough: it’s like having a store that nobody comes to or you have visitors in the store that you don’t sell anything to. There are certain techniques that can make your website your best salesperson.
The customer journey
A purchasing journey of any customer is indicative of our habits as a customer: upstream of our purchasing decisions, we consult search engines and then websites. And we are looking for the most relevant information. The sales cycle is made up of 3 stages:
- Phase of awareness of a need of something
- Consideration phase during which the consumer obtains information and compares
- Purchase phase
A good website must therefore perfectly cover the consideration and purchase phases by providing assistance to the consumer. They shouldn’t just focus on selling as is often the case. Before designing your website, there is an essential prerequisite to respect: define your strategy by listing the targets to whom you want to address and with which message. Then, be sure to work the following steps well for your business:
Step 1: Attract visitors to your site
As you have understood in the purchase journey described above, it is important to attract visitors to your website, whether they are in the active research phase, or whether they have just shown an interest in your field of business. ‘Activity. Let’s start first with Internet users who search on Google, Bing, or other search engines. You have ways to attract them to your site: through natural referencing and through paid referencing.
Paid SEO consists of buying sponsored links in search engines to appear in the first search results, before natural results. A well-constructed and well-positioned ad will allow you to reach consumers in the active research phase. It is a fast and efficient tool for building your website traffic with qualified contacts who will convert more easily.
Facebook, Twitter, Instagram, Linkedin. These social networks are part of our lives. A social presence is essential today to attract visitors to your business website. Whether you are a large group, a VSE/SME, or an independent. You must promote your content previously written and posted on your site. And don’t forget that the algorithms of these platforms protect the user experience by limiting the distribution of native content on your company pages. You will therefore have to go through paid advertising. Social networks offer you a lot of targeting possibilities that allow you to reach the relevant prospects and therefore, limit your budget.
Social media offers continuous growth
Social networks have also seen their success increase when companies realized that they could promote their products. Even if the core of your web marketing strategy isn’t necessarily social media because you think your customers aren’t using these platforms to find you, you’ll be surprised to find that even in B2B industries (which target businesses ), the performance of advertising campaigns on social networks (especially Facebook) is often better than in more traditional forms of marketing.
Having a presence on social networks shows that you are available to answer different questions, whether for your existing customers or for your potential customers. Internet users have become accustomed to giving their opinion on brands, restaurants, hotels, or anything that has a digital image. It is therefore important to be present on these platforms in order to maintain the link with your audience.
Emailing is an older tool than social networks, but it remains very interesting in terms of return on investment. We all check our messaging services every day. A well-targeted and well-written mailing campaign will guarantee you a good open rate of emails and an increase in traffic to your site. You can rent databases, or even use your own customer file. The message and the call to action are essential in the success of your emailing campaigns. Another tip: set up a year-round publication schedule to send messages at the right frequency and on the right topics for your clients or future clients.
What are the advantages of email marketing?
The email marketing has many advantages because it is:
- Easy to undertake: There is a wide choice of tools to create, deliver and analyze good quality email marketing
- Both flexible and fast: thanks to the existence of the various tools that are available on the internet. Without forgetting that the piloting and the programming capacities are real children’s games
- Precise and concise: It is easy to target the target customers
- Responsive: Once the mailing campaign is launched, the first are quickly visible
- Offering a rich possibility of analyzes: all the information is within the reach of the company
- Inexpensive: Compared to sending a classic mailing, sending an email marketing is not very expensive
Create synergy with email and social media
Social networks take precedence over emailing campaigns, but they cannot replace one-to-one “management” communication of the company. Social networks are essential for creating and maintaining a close relationship between the company and its customers, prospects, employees and partners. They are complementary to direct marketing with the sending of marketing emails and mailing campaigns. Another advantage of social networks: reaching professional target audiences via their private sphere. The real success of a social media strategy is to succeed in building and uniting a community. Interactions multiply and a buzz becomes possible. You can also add your social media pages to your website, this is a key element. You can add links for people to follow you, or get a taste of your social pages. Linking both of them together is a great way to maximise your exposure. Many people find their community via social media; therefore linking them is a good idea.
Step 2: Convert your website visitors to leads
After successfully completing step 1, you have significantly increased the number of visitors to your site. But if your visitors don’t stay on your website, what’s the point of spending your money on SEO, sponsored links, social media advertising or emailing campaigns? Your website must become your best business asset. You must therefore encourage your visitors to engage! Firstly, you need incredible customer service. So this may include having live chatbots on the site. Looking to add a chatbot to your website, read on!
Also, your website must therefore feature call-to-action buttons:
- Propose a contact request, a reservation, a reminder, a request for a quote,
- Offer a download of an advice guide if your customers are consumers
- Offer a subscription to a newsletter
Your Call-To-Action must be visible, attractive and reflect what you offer. The landing pages that follow your Call-To-Action should be fluid and optimized. Finally, your contact forms should be simple.
Step 3: Convert your prospects into customers
Well done, you are now the champions of traffic to your website and lead generation! But still no increase in your turnover? The challenge now is to convert your prospects into customers. Almost 75% of the leads obtained will not become customers.
The importance here is therefore to understand the needs of your prospective customers through the forms or the telephone contact you have had. And then to nourish its reflection thanks to the content of your site.
Finalization of the act of purchase
Of course, depending on your business, sometimes you will need to finalize the sale yourself. Your website will have allowed you to obtain information about your contact and their needs which will be essential to you to provide an appropriate response and to stand out from your competitors. When the act of purchase is made directly on your site, you have to think of a simple and reassuring journey: limit the steps, facilitate and secure the payment if necessary, and confirm the purchase.
Step 4: Make your customers your best ambassadors
Winning a new customer costs more than retaining one: The probability of selling to a prospect is 20-25%, while the probability of selling another product to an existing customer is 60-70%. Customer reviews and testimonials are essential! So keep in touch with your customers and offer them to testify on your website and social networks. 92% of consumers read online reviews before making any purchase or reservation. Reviews are therefore essential to develop your business. Highlight them on your website from the home page, making sure they look real and natural.
Consumers have become informed digital users. They force you to rethink your digital strategy. If you are not on the internet, the potential buyer will not see you. What if you are content with having a poor website? The potential buyer will realize this and leave your site as quickly as they arrived. Not only does your website include great content and images, but also links to other places and subscriptions to other things. Social media and email marketing all work together to create a successful plan for your business. Are you ready to take the plunge and begin to see changes?