Youŕe a busy business owner and the idea of starting anything new makes you shudder. However, you’ve heard that others have transformed their website from a brochure into something special. So you’re committed – but where do you start?
This three-minute primer is for you – any anyone else struggling with online marketing FOMO plus a task list longer than their arm? It distills my 16 years of online marketing experience into techo free jargon to get you started.
First I need you to look at your website in a different way. Chuck out any thoughts of it being technical or colourful – from now on think of it as a sales person. Yep, shiny shoes, white socks and a charming smile. It’s tasked with selling your business and the solutions you provide – 24 hours a day, 7 days a week.
The outcome of any online marketing tactic is to improve your sales person’s ability to sell.
This can be a challenge – impossible even – if you can’t measure who visits your website and what they do while there. That’s where Website Analytics – yours free from Google Analytics – fits in. Register for an account, install a piece of code onto every page of your website, and you’ll start to see how busy the site is and where your visitors arrive from.
A word of advice: go no further until you’ve properly set it up and configured it. Without a reliable way to measure your progress, you’ll get hopelessly lost trying to figure out where your time and money are best spent.
Now that you have measurement sorted, the next step is to find where your visitors come from. A few will arrive by typing your web address into their browser. Some may come via a link in your email newsletter. A few more could arrive from a recent Linkedin or Facebook post.
And then there’s Google. Your measurement tools will tell you the role it plays in sending you traffic. Don’t be surprised if it accounts for up to 50%.
Now most online marketing is about increasing website visitors, especially when it involves Google. And armies of jargon wielding people will tell you they can improve your visibility on Google.
However, improving visibility is NOT the whole story.
For instance, imagine you’ve employed a website salesperson who’s converted 1% of the visitors they saw. So last month your site made 50 sales after being visited by 5000 people. Your target, however, is 150 sales. At the current conversion rate, you therefore need to see 15,000 people, not 5000. That’s a LOT of extra traffic and, if you use Google AdWords, it’s going to cost you a LOT to buy it. That’s assuming the extra traffic is even there in the first place.
So improving visibility is likely to be a poor move. Here’s the smart one – improve your conversion rate from 1% to 3%.
And that brings us to a lesser known element of online marketing – conversion optimisation.
Conversion optimisation is like tuning your sales person’s script. It could involve writing additional web pages to suit different kinds of prospects. Or producing a range of videos to make it easier for prospects to see your service in action. Be aware this is not easy work – but it’s a lot more effective, and cheaper, than bumping up your ad spend with Google to get more traffic.
Conversion optimisation requires methodical testing to see if the changes you make actually make a difference. Once you are successful at increasing conversion rates to two or three times that of your competitors, you’ll have gained a massive commercial advantage – especially when you and they are competing equally for the same type of Google clicks.
Good online marketing has you sharing your time between these three spaces: traffic generation, conversion optimisation and website analytics. Get it right and your website should be the best salesperson you ever employed.
So how about getting rid of that FOMO feeling for ever? Try one of our affordable group training products for either Google Analytics or Google AdWords – or even both :).
* FOMO – Fear of Missing Out. LOL!