ADOTAS – The online marketing world’s a constantly changing environment, but one thing’s remained constant throughout marketing since before the internet even existed. Throughout my career in the online marketing industry, marketers have done an okay job at getting people who already know them to make a purchase, but they’ve had a harder time getting people who don’t know their brand to do the same.
They usually have a poor understanding of the sales funnel. In online marketing as well as offline marketing, the understanding the sales funnel is critical to knowing how to sell a product. That’s why I’m sharing a few ways that online marketers can use to convert potential leads into leads (and leads into sales) and get more traffic to their site.
1. Draw them in on Google. People need to be in the sales funnel before they can travel down it, so before anything, you need to make sure people can find you on a search engine. Today, around three quarters of website discoveries originate in a search engine, and most of these are from clicking organic results instead of clicking AdSense ads. Therefore, companies and site owners who are serious about making money pay a premium to search engine optimization experts to rank highly on Google for relevant search terms.
You need to hire a good SEO company to draw in potential leads over the long term. Many less experienced online marketers make the mistake of hiring an outsourced company to bump them up on Google. They pay a company that pays writers who barely speak English to spam blogs and forums with backlinks to their website. This can work fine for a few months, but Google doesn’t stay fooled for long — eventually they figure out that all your links are coming from spam sites, and your site gets delisted from Google, which means nobody will be able to find you. The only way to get back onto search results is to have those links removed, which takes weeks or more.
On the other hand, if you hire a professional company with English-speaking writers (or at least people capable of posting on non-spammy blogs), you will get high-quality backlinks on sites that are read by actual people, so Google will not delist your site and you’ll continue to draw more potential leads to your site through organic searches.
2. Keep them there with an accelerated site. Once people are on your site, you need to make sure they stay there. But who wants to wait around for 10 seconds for a site to load when they could go back to the search results page and try a different link?
Your site may not seem like it loads slowly if the server is nearby, but what if your server’s in New York and they’re in L.A.? Or what if you’re in the City of Angels with your server, but your potential lead is in San Francisco or Seattle? Your site will load slowly for them and they will never see it. Most potential leads are lost within eight seconds of clicking on a link on a search results page. That’s why sites that really want to make money are being hosted on remote site acceleration services. These services host your site on multiple servers, just like big-name, high-traffic websites. This means that somebody in London doesn’t have to wait for a website in Sydney to travel halfway across the world before it loads. Because of this, site acceleration services greatly improve conversion rates at the beginning of the sales cycle.
Note: Author David Henzel’s company, NetDNA, is one that offers site acceleration services.