So, your business is up and running. You have built up a brand, and you have a few loyal customers who keep coming back to your site. You might even have a lot of customers, but want to start expanding operations even further. What do you do?
In this digital day and age, the answer to that question usually lies in looking inward and ascertaining what you can do internally to broaden your audience. In fact, the advice we give to most people is to look at their website and see what it is doing and how their digital marketing is working for them.
With this in mind, we thought we would bring our advice here. In this short article, we unpack some of our key pieces of advice, tips, and tricks that we have found helpful in expanding a company’s digital footprint. Let’s get started.
Have a Firm Grasp of Your Customer
The first thing we ask any company is “who is your customer? What are their interests and preferences?” The more you know about your customer’s profile, the more you will be able to effectively create a marketing strategy and messages that will actually appeal to them.
Digital marketing outlines that you need to know more about your customers than just their demographics. You need to know about their behaviors. You need to know what they want and need even before they do. You also need to speak to them in their language and provide them with information that is relevant to them.
Luckily, there are various tools and platforms that allow you to do so. Say, for example, you have a website that caters to a global audience. You will want your products and services to be listed in their particular currencies in order to convert them. With an efficient Forex API free currency converter tool, you can rest assured that your customers will see information on their screens that is relevant to them.
Google Analytics, is another example. It allows you to track the traffic coming into your site, where it came from, how it behaves and what drew it there. With that information, you will be able to create similar circumstances based on the campaigns that really worked the last time.
Put Money Behind Digital Advertising
Often, we come across companies who simply do not understand why you need to set a monthly budget aside for digital ads. Digital advertising is one of the most effective ways of reaching targeted audiences that are not in your immediate community.
Whether you are putting money behind Facebook ads, or paid ads on Google, targeting specific keywords, you are using this method to reach hundreds of thousands of users who are searching these specific terms, and who are actually interested in what you are offering.
Let’s take a look at Facebook ads for a second. You should be posting regular content on Facebook which is informative and educational for your audience. But, these posts are only reaching your followers.
If a particular post does really well and starts generating a lot of engagement and traffic, you can put some money behind it for it to reach an audience beyond just your followers who will be interested in it. So, you can define your audience according to their interests and behaviors and it will pop up on their timelines. It is a highly-effective and cost-efficient way of expanding your brand.
Optimize the Landing Pages
Now you know who your target audience is and you are bringing them to your website. What next? Your product and landing pages are a huge factor in your conversion rates. In fact, a lot of cart abandonment takes place because of simple mistakes on your product pages.
Either there is not enough information, not enough accurate information, or things are just not clear enough. Long sales funnels are also detrimental to conversion rates. So, if your customers have to fill out an excessive amount of forms and go through long processes to get to payment, you can expect low conversions.
Look at your product pages in detail. Are the CTAs above the fold of the page and do they stand out? It could be worthwhile to A/B testing your CTAs to see what works.
Next, look at the information that you are providing your customers about your product or service. Is it descriptive enough? Does it contain the right keywords for heightened SEO? Are there other customer reviews and do you include information about shipping and added costs? Make sure all of this can be seen on the page.
Lastly, look at your images. Make sure they are high quality and web-optimized to increase your page speed. Also, ensure that they have the right keywords in the descriptions for SEO.
Getting your conversion rate up is simply a case of rolling something out, measuring its effectiveness, and testing to see what works. Whether you are using the metrics tools on your platforms, or GA, it is important to continually monitor things to make sure they are working.
Using this information, you are then able to plan future content and strategies that should have similar results. A/B test everything, whether it is CTAs or content. See what converts more before making it a permanent feature.