Your website probably has a lot of different purposes. You
might use it to recruit talent for your team, for example, or to spread news
about events. However, its primary purpose is likely to generate sales, leads,
and subscriptions. In other words, you likely judge the success or failure of
your online marketing efforts on your ability to generate conversions.
Despite what a lot of marketing gurus might want you to
think, pulling those conversions out of thin digital air isn’t always as simple
as they make it out to be. It often takes a substantial investment of time
and/or money to make an impact on your bottom line.
There aren’t any shortcuts to this process, but there are some proven practices you can
follow. Today, let’s look at three tricks top online marketers use to generate
massive conversions…
#1 Tailor Your
Content and Campaigns
The classic mistake business owners and web designers make
when trying to generate conversions is building a site (or ad, landing page,
etc.) that is supposed to appeal to everyone. That just leads to the site
promoting a generic marketing message that isn’t particularly effective for any
group of buyers.
If you want to generate massive conversions, your first step
is to figure out exactly whom you want to convert from your website and what it
is they really need from a company like yours. Then you can tailor your
content, and all your campaigns, in a way that feels like a meaningful
one-on-one interaction between you and the customer.
Don’t market your products or services to everyone. Instead,
zero in on the buyers who are most likely to respond to your offers and remain
loyal customers for years to come.
#2 Mix Hard and Soft
Offers
It’s no secret that different buyers respond to different
cues. That’s why you should have a mix of so-called “hard” and “soft” offers on
your website, your social media accounts, and other marketing platforms.
In this context, hard offers are ones that force your
prospect to make an immediate choice. A pop-up ad is a good example of this:
your visitor can either do what you’ve asked or click away. A soft offer, on
the other hand, is an embedded link, a button, or an image that takes them to a
targeted resource. It remains in the background, ready to be used, but isn’t
intrusive.
If conversions are your goal, you should implement and
experiment with both types of offers.
#3 Create Multiple
Conversion Opportunities
No matter how well-designed your website is, you aren’t
going to win most of your conversions on the first attempt. The majority of
online searchers and buyers are going to require multiple exposures to your
offers or brand before they’ll respond.
Luckily, you can give yourself second and third chances to
generate conversions by using tools like retargeting and email autoresponders.
By putting them to use you can not only improve your conversion rates, but also
generate subsequent conversions (such as turning an email download into an
in-person appointment).
When you create multiple conversion opportunities, your results
will almost always improve significantly over time.
Need to Generate More
Online Leads or Conversions?
If you aren’t getting conversions from your website, then
your website isn’t doing its job. And neither is your web design and online
marketing team.
In this business results matter more than anything, and the
team at Kinetik IT in Arizona knows how to get them. Contact us today so we can
schedule a free consultation and evaluate your current website and approach to
online marketing together.