If you’re looking for ways to help your small business grow, you might seek more customers, more recognition or maybe you want to be ahead of the competition. Whatever the case may be, starting with a solid goal in mind greatly increases your chances of success. Digital marketing is a great way for small businesses to prosper, but going into the process blindly can leave you with a jumbled mess. A lot of strategy and precision goes into digital marketing and having a goal helps you know what to focus on.
Multiple successful businesses have an effective marketing funnel in place. A marketing funnel is when you map out a customer’s journey from when a customer is a complete stranger to when they become a lead, and then put certain strategies in place that will encourage them to move through this funnel. Things like lead magnets, calls to action, opt-ins and offers are all effective pieces of a funnel. You can think of a marketing funnel in four parts: Awareness, Interest, Desire, and Action.
We talked about using a call-to-action in the second step as a part of your marketing funnel, but what is a call-to-action exactly? A call-to-action (CTA) is an image or text that prompts visitors to take action such as subscribe to a newsletter, view a webinar or request a product demo. CTAs should direct people to landing pages, where you can collect visitors’ contact information in exchange for a valuable marketing offer. In that sense, an effective CTA results in more leads and conversions for your website. This path, from a click on a CTA to a landing page, illustrates the much desired process of lead generation. In order to increase visitor-to-lead conversion opportunities, you need to create a lot of calls-to-action, distribute them across your web presence and optimize them. A good CTA should be attention grabbing and help lead a potential customer further into your marketing funnel.
A lead magnet can be used alone or along with a CTA. This will also be used either within your marketing funnel or as a way to drive potential customers into your funnel. Supply them with something relevant to your product or service that they want. Use your offers as a way to gather more information about a potential buyer while driving them further into your funnel at the same time. This brings them closer to becoming an actual quality lead who will spend money on your product or service. The idea behind a lead magnet is to trade information. You supply something like free downloads, but in order to complete the download the person has to fill out a form that will provide you with more information about them. You’ll use the information you gather to interact with them more as they progress through your funnel.
In order for there to be people to drive into your marketing funnel, there first has to be traffic on your website. There is a variety of ways you can drive traffic to your website.
- Quality Content: Use content such as blog posts, press releases, and articles on authority websites. Insert links to various places on your website within this content to build your brand name through exposure and drive traffic to your website.
- Keyword Strategy: Inserting related keywords into content will help your content and website show up in more search results, which leads to higher volumes of web traffic.
- Website Optimization: Ensuring that your website is optimized and functioning at its best is essential. People don’t want to visit a website that doesn’t work properly.
- Social Media: Use engaging social media posts to attract more traffic to your site. Using pictures, video, and other relevant media will help your posts get more engagement.
Try these simple digital marketing strategies out on your website and see for yourself how much of a difference they can make. If you want your business to grow, digital marketing is the place to start.