The website you build for your business is important; its primary goal should be to drive an increase in sales. A lot of people should know this; you may already know it. But to what extent do you really understand or appreciate this? The problem here is that there are so many businesses out there that have fairly useless websites; they’re basically just there to help small businesses feel more professional, just as many teenagers build websites just because it makes them feel a little more grown-up.
When people see these sorts of business websites, it doesn’t really elicit much as a response at all. At best, they may browse for a few minutes. That’s if you’re really lucky. After that, they’ll just click away and watch a cat video or something like that.
Your business needs to make profit, and your website is an instrumental part of this. It needs to pull its own weight, to help boost the profit-making potential of your brand. So how do you get a visitor such as the one we described to become a customer? Conversion is the name of the game, here – converting website visitors from idle browsers to loyal, paying customers. Even if the sales aren’t directly made through it, your website is an essential piece of the puzzle.
As you can probably imagine, a lot of this comes down to digital marketing mistakes and concerns.
What if no-one is even seeing your website?
Here’s a pretty important prerequisite for a conversion to a sale: someone has to actually visit your website. Maybe you get a few visitors every so often, but the numbers aren’t impressive, and they’re not really resulting in any profit. At this point, it’s pretty clear that you need to rethink your strategy. After all, even if you do get a lot of traffic, it may not be the right traffic. Once you’ve separated the wheat from the chaff in terms of traffic, you then need to figure out how to get enough of the right traffic! It’s a complex game indeed.
People have been managing businesses on the world wide web for a good few decades now (you can read more about it over at PCWorld.com), but many of us still haven’t quite nailed the art of digital marketing. It certainly doesn’t help that marketing is always changing on us. And it’s easier than some professionals may think to get it wrong. If you’re having trouble with basic digital marketing, then you might want to consult with a specialist in the field. All of the things we talk about in this article affect digital marketing to some extent
Vague goals won’t help
Many digital marketing campaigns suffer from goals that are simply too vague. The goal of a digital marketing campaign may seem self-evident to you. Surely people couldn’t get the goal of digital marketing campaign incorrect? “Get your message in front of as many people as humanly possible”. There’s no need to get multifaceted about this, right?
It is, of course, nowhere near as simple as that. Otherwise, all digital marketing campaigns would simply see people spamming their advertising everywhere. You may argue that people would do this if they have the resources to do so. Not quite. Having said that, the limited marketing resources are an important consideration to make. You have to be what economists call allocatively efficient; you need to figure out your preferences and then use your resources accordingly. Entrepreneur.com has an article about figuring out your target audience; this is the crucial first step. Work out more about that demographic. What website do they frequent? What content do they enjoy? Allocate your resources accordingly.
Is that a black hat you’re wearing?
A big killing of digital marketing efficacy is black hat SEO techniques. These are the little unsavory tricks that marketers and web developers play to trick search engines. Because of increased efficiency on the part of search engine bots, however, these are becoming less and less useful, and more likely to get you penalized by the likes of Google. Keyword stuffing is one of the most common black hat techniques; because these disturb reading flow, however, there are also techniques such as invisible keywords and the use of tiny fonts that let you use keywords repeatedly somewhere in the page without the user seeing them.
There are a lot of techniques that have nearly fallen out of use on a wide scale because search engines are too good at finding them; cloaking, which is showing a search engine one page but directing the actual users to a different website, is one example.) Websites like Clutch.co are useful because they allow you to check the credentials and reputation of marketing agencies. You need to make sure you’re working with trustworthy agencies, because a bad one may fill your website with black hat SEO without you realizing.
Flash over functionality
You may have heard that a website needs to look amazing in order to get the most sales. Well, yes, it should look professional and attractive. But functionality should always come first: it’s an essential element of web design. This is why it’s essential that you work with good web design professionals; you can read more about this at WeberDesign-AK.com. Too few people are unaware that the design of your website can boost or throttle your digital marketing efficacy!
Search engine bots can identify when a website is a confusing mess that isn’t quick enough to load. Search engines don’t want to direct users to badly designed websites, such a website will throttled when it comes to search results. Don’t make this mistake!
The importance of content
Both search engines and users prefer websites that are filled with content which is updated regularly. Pretty much any business can create new content for their website, as long as you have the right brainstorming techniques and writing talent at your disposal. ProBlogger.com has a lot of useful information about writing good blog content.
If a plethora of new blog content doesn’t quite fit your website, then update your content in terms of sales. What you do outside of your website is also important; you should ensure you stay active on social media. The likes of Instagram and Twitter are fantastic ways of sharing content with people. And, of course, more quality content makes it more likely that search engines will find your website.