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You have launched your new beautiful and fully optimized website.
Now what? Where will the traffic come from? How will you retain visitors? How are you going to convert them? To turn a website into the profitable marketing channel it was meant to be, you need to implement effective and sustainable marketing tactics.
Most people need to see your brand five to seven times just to remember it, let alone engage with it or buy it. In other words, you can drive a lot of traffic to a website, but if visitor return rates are low, the needle is unlikely to move on conversions – the interactions of new users with your brand. will end as quickly as they started. So, to increase conversions, you need to attract qualified traffic, but also retain visitors. How? ‘Or’ What? Through retargeting… basically ads that follow visitors after they leave your website.
The main principle of retargeting is that the more people see your brand, the more likely they are to remember it, come back to a website, and convert, and this has been proven to be very effective. In fact, retargeting has at least ten times higher click-through rates than display ads. In addition, it is easy to implement and affordable; you only pay for the clicks and the CPC rates vary between one and two dollars.
Related: How smart retargeting persuades customers who watched but didn’t buy
2. Email marketing
No matter how impressed they are with an offer, website visitors will lose interest without continued brand exposure. This includes both recent prospects and long-term customers. To keep people engaged, give them the opportunity and incentive to grab emails, as email marketing is one of the most effective channels for nurturing warm leads and building customer loyalty. .
A simple weekly newsletter is enough to keep your brand at the forefront of users’ minds, but more complex automated email workflows can do wonders in minimizing cart abandonment and increasing revenue. And we haven’t even scratched the surface of how email campaigns can turn storefront buyers into first-time buyers and increase repeat sales among existing customers. Such marketing can generate as much as $ 36 for every dollar invested, making it one of the most effective channels for leveraging repeat visitors and conversions.
Depending on audience size and automation requirements, email marketing can also be affordable. For smaller databases and simpler campaigns, MailChimp can handle the needs with a free subscription, while more sophisticated platforms like Klaviyo can cost over $ 100 per month. Whichever option you choose, keep in mind that consistency is the key; you want to send emails at regular intervals (usually weekly or bi-weekly) and identify peak times that show optimal open and click rates.
Related: How I Generated Over $ 20 Million in a New Company using cold communication by e-mail
3. Content marketing
This strategy involves the strategic use of various types of content to achieve specific marketing goals. In this case, the goals are to increase traffic, engagement, and qualified conversions to the website. One of its advantages is that it generates three times more leads than outbound marketing, and at 60% less spend.
This involves a few basic tactics:
It helps your website rank for relevant keywords and attract qualified audience through search engines. You want to create search-optimized landing pages to attract users with high purchase intention, and also use blogs optimized for informative keywords to attract users at the discovery stage (that is, that is, those who are likely to be interested in your offer later.). SEO is the most sustainable website marketing tactic of all. Over 53% of all website traffic comes from organic search! And, unlike paid ads which only give short-term traffic increases, SEO can drive traffic and leads on an ongoing, long-term basis.
Product or service guides
These include either blog-style content or shareable brochures that detail the benefits and “how-tos” specific to your offering. They can help improve the user experience for top-to-mid-funnel website visitors, as well as existing customers. High-level product or service overviews inform prospects about your offer and help them move from interest to consideration. More detailed how-to guides help existing customers to optimize their use of a product or service, and in doing so, promote greater customer satisfaction, loyalty, and repeat sales.
This is another term for downloadable content like white papers, eBooks, templates, exclusive case studies, etc. It usually appears in the form of prominent pop-ups or calls to action (CTAs) strategically placed on relevant landing pages. To download, the user provides their email address, among other data, and hopefully switches from a cold wire to a hot wire more open to your communication.
Related: 3 essential principles of effective calls to action
Attracting qualified website traffic and increasing conversions requires continuous effort and optimization. Retargeting, email, and content marketing are the most effective and affordable strategies that any professional website owner should exploit. So, set aside a monthly budget for such marketing based on the goals you want to achieve. Start small, regularly test, evaluate, and optimize campaigns, gradually increasing your budget as you start to see results.