You’ve put together copy, rounded up images, and now your website is designed just the way you want it.
It’s time to sit back and relax. Right?
Your website should be doing a lot more than just sitting there, waiting. What exactly is it waiting on?
You have the right idea. Your website should be your digital business card where your customers can get the general information that they desire. But there is so much more that you can get out of your website.
- Filter out bad leads for your sales team
- Aiding your potential customers through the buyer’s journey
- Capture who is visiting your website
The center of all of your inbound marketing is your website. All of your social media, digital marketing resources, and information-gathering systems are all housed there. When it comes to optimizing your website, inbound marketing has a lot to say about optimizing your website.
Here are a few signs that your website needs inbound marketing adjustments and what they look like:
Your Organic Traffic is Stagnant or Non-Existent
Since you’ve launched your website, has your traffic been lower than what you wanted? If new business is something that you want to get from your website, this could be a daunting task to overcome.
Getting organic traffic is not something that happens by chance. There is an extremely complicated formula for search engine optimization (SEO) that adjust depending on a number of factors.
Inbound Adjustment: First step is getting a report run on your website that clearly identifies issues with your website. To have your site audited you should speak with a specialist that will help figure out where the problems are.
More often than not it has to do with the following:
- Lack of optimized indexed pages (# of pages you have)
- Google penalties from developing mistakes and oversights
- Poor website structure
- Non-winnable SEO titles and keyword selections
Optimize your current pages and building more of them. Also, reconstruct your coding finding ways to eliminate the penalties from Google. Last but not least, research to find keywords where you can win to attract your buyer persona.
You Have No Way of Capturing Visitor Information
You could be getting the traffic amount of Facebook and it would mean absolutely nothing if you aren’t capturing the information of your visitors.
There is always that one visitor that knows what they want and will contact you on their own to get it. But more often than not your customer needs their hand held through some additional nurturing in order to have their mindset ready to make a purchase.
Missing a way to capture your visitor’s information?
Well, it’s time to take steps to make them purchase ready with some inbound adjustments. You need forms to capture their information.
The most common (simple) way to do this is “Fill this out to contact us”, collecting the basic name, email, and a brief message.
Inbound Adjustment: There is so much more than a simple “contact us” form within this strategy. The methodology reshapes thinking and information gathering.
Here’s an example. You offer some special content on one of your company’s products (eBook, video, white paper, etc.). Without applying a form to filter leads, you are missing out on vital information. Instead of letting the visitor remain unidentified, require them to at least give your some basic info (name, email, adjective that best describes what they do). Now you can know who is visiting and why they are visiting.
Also, because the of the information you have, you can dig deeper into the inbound conversation. Each individual lead can be segmented and followed up with lead nurturing email workflows.
Your Forms are Being Skipped by Visitors
Ok, let’s say you have been doing the prior adjustments and you have a form to collect info. Another issue could be that your visitors are skipping your forms.
This means they are either getting by without giving their full name, email or another item that you'll need to learn why they're visiting.
InboundAdjustment: This actually is a very easy fix. You need to go back and check the way your forms are built.
Are they preloading the information that allows someone to just click the "submit/download button?"
Or did you set the form to require that information or is it optional? If it's current set on optional for any field, go back and ensure that the information is required to move forward.
You're Not Utilizing a Blog
You may not realize it, but your blog is one of your most important weapons when it comes to new business.
You may be wondering why would anyone care what you have to say on a blog.
Well, for starter, a blog isn’t somewhere that you drop loads of random stories about life and your industry. There should be a strategy to it that answers questions before your potential customers even ask them. Your post should be SEO friendly in the titles and copy. This helps your potential clients find you while searching the web.
Inbound Adjustment: Here is another easy fix. Your mindset needs to be from an inbound perspective, and everything your write on your blog should be that way.
Figure out what questions your customers are asking. With that knowledge and some search engine keyword research, the content creation process can begin to start attracting and educating new business.
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