Learn the ABDs of marketing: Always Be Driving traffic to your website
Interest rates are rising. Inflation is at a 40-year high. As a business owner, these are not insignificant things, and you know it. What you may not know, however, is there are ways to help recession-proof your business through slight tweaks in your marketing.
As customers and companies tighten their belts and reduce spending, squeezing every last drop of value out of your marketing becomes a priority. You have different buckets of customers that need to be maintained and cultivated. And you constantly need to find new customers along the way.
That’s why we’ve created these helpful tips to keep your revenue flowing and your business booming.
Own Your Traffic
The No. 1 thing we find most businesses suffer from when attempting to market their goods and services is they have an incomplete picture of who their customers are and what their potential can be in the future.
Don’t get us wrong, companies can point to traffic and revenue streams that they know are their major sources of income, but oftentimes they’re unaware of each customer’s potential to spend more of their hard-earned cash with them. Most businesses do not test their customers to see how price sensitive and add-on friendly they are to a company’s bottom line. Instead, they’re happy with the revenue those existing customers generate.
But what if there was a way to complete the profile of each buyer and thereby create more revenue for your company? There is. And we can show you how.
Put Your Social Media to Work for You, Not Them
It’s great to be a part of the latest viral trend and to be noticed on social media. But if social media platforms have taught us anything over the years, it’s that likes don’t always convert into income for a business.
If your company has utilized social media for any period of time now, you’ve probably dabbled in social media advertising as well. And how did that work out?
If you haven’t been impressed with your results, or even if you’ve seen a return on your investment, there is still something to consider about that paid traffic: Whose business were you building? Yours or Facebook?
Let us explain: Let’s say your company creates a billboard for an interstate highway and doesn’t include a website or phone number on the ad. Who benefits from the billboard? Surely the billboard owner gets paid each month, but you’re not converting new customers, are you?
The same can be said for social media advertising (and posting in general) if you’re not creating a compelling reason for the user to click through to your website and then be captured by your website’s marketing funnels. Facebook, Twitter and Instagram get paid, and plenty of people see your social media ad, but just like the cars driving past the billboard on the freeway, you’re not capturing the leads you need to grow your business. You’re not owning your traffic.
Create Compelling Reasons for Customers to Come Back
If you’ve made it this far, you might be thinking that generating web traffic is the magic elixir to recession-proofing your business. It’s not. It’s simply the first step.
Once a potential customer reaches your website, they’ve got to want to stay, and you’ve got to capture their information. How do you do this effectively?
Consider what makes you return to a website – either for fun or to purchase a product. In either example, you’re compelled to return because the website offers something that satisfies a need for you. It literally compells you to return.
Now, before you say “My business isn’t built like that. I can’t count on people to return constantly,” realize that most companies and content in this world have the potential to fall into that bucket. The trick is making your business a compelling one to consumers, and that doesn’t have to be through the product you sell. It can be through your content.
For instance, say your company manufactures and sells buckets. Yes, buckets. You wouldn’t be in business if you didn’t believe in your bucket, and you’re still in business because your bucket sells enough units to keep the lights on. So where is the problem?
“I can’t sell buckets on social media, so creating content for my bucket isn’t going to work.”
And we’re here to tell you that you’re wrong.
Think about how many people search for how to clean a wood floor (424 million searches) or how to remove a grease stain from upholstery (5.4 million searches). That’s a lot of potential web traffic.
Surely, your company could generate unique tips or advice for such questions. And through that content, you could coax potential customers to your website to find the answers. And once on your website, a quick popup that asks for their email address if they found the tips useful could be the start of a beautiful new relationship.
The point is nothing is impossible. Even if you feel you have enough customers right now, can you be confident that they will return in the future? And do you make every attempt to create add-on sales to the customers you know would purchase them?
When you’re recession-proofing your business, squeezing every last dollar of value out of a customer is essential. As essential as a bucket that holds water.
Looking for digital marketing tips from us? Don’t miss:
Leave a Reply