What is the best strategy for digital marketing to attract new prospects to your website?
I’ll give you a hint – No matter what tactic you’re thinking of, you are wrong…
A tactic alone can never be the best
Sure, one tactic is probably better for your company than another, but that doesn’t mean you should trust only on this tactic.
Here’s why …
If you rely on SEO, advertising, social media marketing, or any other tactic to drive leads and sales for your business, you are extremely vulnerable.
What happens if Google makes changes to its algorithm and your website suddenly appears on page 10 of search results instead of page 1? Or what if new advertisers enter your market and increase costs so that it is no longer profitable? Or what if Facebook suddenly prevents your messages from reaching all of your prospects and customers (oops, that’s already happened!)?
If you rely on this one tactic, your company is clearly in trouble.
The answer to this potentially devastating problem should be fairly obvious …
You need to diversify your marketing!
When investing, everyone knows how important it is to diversify your portfolio. You never want all your money to be invested in a single stock or bond. It’s just too risky. Sure, you could beat it big, but it’s like winning the lottery. The chances are against you.
The safer strategy is to diversify across different types of investments. This way, you won’t lose all your money on a tank.
The same approach should be used in your marketing. Diversify your marketing efforts across many different types of tactics so that your company is not life-sustaining if a tactic makes a dive.
With that in mind, the rest of this article focuses on the top 6 tactics to drive traffic to your website. Check this list like a checklist. If you are already using one of the tactics, remove it from the list. Make a plan for everyone else to add tactics over the coming months.
1. Search engine optimization
The first tactic is SEO or search engine optimization. The nice thing about SEO is the fact that you can put your business in front of potential customers who are literally looking for your product or service.
Imagine SEO like the old yellow pages. The only reason anyone looked through and flipped through a Yellowpages book was because they needed a product or service and wanted to find a company that could help them. The same thing happens every day on Google, Yahoo and Bing.
With a solid SEO strategy, you can put your business on Google’s first page when your potential customers need your product or service.
2. Digital advertising
Next, let’s talk about digital advertising. For a minute, forget all your prejudices about advertising and consider some facts:
- With ad networks like Google Ads and Facebook Ads, there is no minimum investment to get started. You can start with just a few dollars a day.
- You can pay with one click. This means that you only pay when a potential customer responds to your ad (i.e. shows interest).
- With YouTube video advertising, any company can now get a commercial more than 30 seconds before their target audience for a few cents per view (again, no minimum investment is required).
- Once you’ve set up proper tracking, you can see your return on investment and determine where to allocate your marketing dollars to maximize your profits.
- Ad networks can now automatically find and target online audiences that have similar demographics and online user behavior to your customers. You may want to read this sentence again so that it sinks. 🙂
As you can imagine, I’m a huge fan of digital advertising and all the options that are now available. As with SEO, you can advertise when your potential customers are literally looking for your product or service. You can also advertise when your potential customers surf other websites, social media, and even read emails about your products or services.
3. Referral marketing
I won’t be spending too much time in this section as everyone is familiar with recommendations. There is no shortcut for online referral marketing, just as there is no shortcut for the Internet.
To build a strong referral network, real effort is required to build relationships with other companies serving your target market.
First, think about the other types of companies that offer your customers products and services. Then inquire whether they are open to a referral partnership. Some will just ignore you. Some will say no. However, if you are persistent, you will eventually build good traffic to your website from referral sources.
4. Social media marketing
This list would not be complete if I did not mention social media marketing. However, I have to start with a warning that too many companies are wasting a lot of time and money on this tactic.
The success of digital marketing is not measured by your total number of Facebook likes or Twitter followers. It is measured on leads and sales.
With this in mind, social media marketing can be an effective tactic to reach your target audience and bring them to your website to make a purchase. You just need to keep an eye on the price and not be distracted by a mission to increase the number of vanities like likes and followers.
5. Online advertising
Like recommendations, every company wants advertising. If your company can be featured in the news, you’re instantly up to date and authority in your industry.
However, as with recommendations, there is no shortcut. As comedian Kevin Hart sings before entering the stage: “Everyone wants to be famous, but nobody wants to bring in the work!” 🙂 🙂
In order to advertise, you need to create (or do) something worthy of the press. If you haven’t done so already, start blogging on your website. This puts you in the rhythm of creating printable content that you can then use to secure a column in an industry news site or online magazine.
To see this in action, take a look at my column Target Marketing Magazine. That is the result of good old fashion work.
6. Offline-to-online integration
The last tactic I mention here is using offline-to-online integration. If you already use direct mail, print advertising, radio, television and / or telemarketing or receive offline advertising, you will find ways to integrate these offline campaigns into your digital marketing.
For example, include a call to action in your direct mail letter to learn more by visiting a page on your website. Or instruct your potential customers in your television and radio advertisements to go to your website to take advantage of your special offer.
Studies show that more and more people visit company websites to learn more before taking action. That is why it is so important to have a congruent message across your marketing, both online and offline.
Here’s what you need to do now
Now that you have the top 6 tactics, it’s time to take action. Write down which tactics are missing from your digital marketing and create a plan to add them over the coming months.
Of course, digital marketing offers a lot more than directing traffic to your website. You also need to turn that traffic into leads and sales, and have the right tracking to measure your results.
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