Congratulations! Your newly implemented SEO strategy has resulted in an increase in traffic to your website. Now that you have your visitors’ attention, it’s time to ensure your site is designed to turn them into new clients. Your site is a gateway to your business. For many visitors, it is their first point of contact with your company and communicates whether your services align with their needs.
Here are three key factors to help ensure you effectively engage each visitor and create strong connections with your audiences:
1. Create captivating content. As the saying goes, “Content is king, and consistency is queen.” In addition to providing general information about the organization, your website should contain a wide variety of dynamic content that keeps visitors coming back. This content can include blog posts, white papers, ebooks, case studies, even podcasts or webinars. Email newsletters are also a great way to keep in touch with interested audiences.
Make sure your content is also well-organized and easy to find. For example, if you have a webinar, case study, and blog post that all pertain to the same topic, make certain visitors can easily access all this content. No matter which medium you choose, the content should always be relevant to your organization’s offerings and focus on the needs your target audiences.
2. Seal the deal. Turn your leads into clients. As visitors download and review your content, don’t forget to collect their contact information and store it in your preferred CRM system.
Lead generation is a term you’ve likely heard before, and collecting visitor data is a great way to build useful leads for your company. A lead, as defined by HubSpot, is “a person who has indicated interest in your company's product or service in some way, shape, or form.”[i] Given that leads are often potential customers, use the contact information they voluntarily provided to reach out to determine if your business solutions are appropriate for their needs. While not every lead will become a new client, implementing this process improves your chances of finding new business.
3. Build and nurture your relationships. The beauty of the lead generation approach is that most of these prospective clients have an organic interest in your offerings. Yet despite this genuine interest, nearly 90 percent of generated leads will not be ready to make an immediate purchase.[ii] In addition to following through with leads that have an immediate need, it is important to nurture and maintain the relationships you’ve developed with all of your potential customers.
According to HubSpot, effective ways to maintain a good relationship with your leads include sending personalized emails, sharing content that is relevant to their needs, and following up in a timely manner.
Implement these steps efficiently and consistently, and you’ll be sure to see an uptick in new business.
Terranicia Holmes is an intern at Lovell Communications. Connect with Terranicia at Terranicia@lovell.com.
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