If you were going to open a new store; would you put it at the end of a desolate road and not tell anyone about it? Of course not! Then why are you doing that with your website?
A store-front location is continually updated and preferential placement is given to the featured products or services, your website shouldn’t be any different.
If you did not update your store for 10 years do you think customers would keep coming back?
If you made it hard to find most popular item in your store; would customers get irritated? They feel the same when they try to navigate your website and struggle to find what they are looking for.
It is your job as the owner of a website to make services and products easy for people to find and purchase. This is known as conversion optimization.
Intro to Conversion Optimization
Having a website built was a great start, but it is only a start! Just like a storefront location, you need to continually improve and update your website. Before you can test and improve the conversion rate of your website, you need to have a steady flow of traffic so we will come back to conversion optimization later.
Even though many of you are aware of the fact that you should be promoting your website, you may not know where to begin.
Driving traffic to your website can be done in many ways, just as with a physical location. Generally, promotional tactics are broken down into two categories, inbound and outbound marketing.
What is Outbound Marketing?
Outbound marketing encompasses channels such as cold calling, TV ads, radio commercials, and magazine ads. These methods can be effective in some instances, especially for building brand awareness. The downside of outbound marketing is that you are paying to advertise to a poorly targeted audience who may never have any interest in your product or services.
What is Inbound Marketing?
Inbound marketing consists of search engine optimization, content marketing, social marketing, and several other methods that reach out to a tightly focused group of potential clients. Put simply, inbound marketing allows you to advertise to those who are interested in and actively searching for what you have to offer resulting in a lower customer acquisition cost and a greater return on your marketing investment.
How to Move Forward
Deciding which marketing channels will work best for your business will require a better understanding of each option. Over the next few posts we are going to take a closer look at various inbound marketing channels and covering how you can put them into action.
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