Can a Local Business Take Control of their Marketing? – Conversions/Websites
We are continuing with our “Can a Local Business Take Control of their Marketing” series and moving onto the next phase of the Customer Journey: Conversion.
This phase of the Customer Journey is the one that most business owners pay attention to exclusively. While this is understandable, it is incorrect. A business can never make it to the conversion stage without first walking each previous stage.
There are a few ways that a person can convert. They can walk into a local business, they can call, fill out a form on the website or purchase a product online.
In terms of digital marketing we are speaking about the Website.
A website is the digital gateway to a business. It also happens to be the foundation that every single digital marketing campaign is built around.
When thinking about digital marketing, where do you send people once they receive that advertisement, social post, email, or other marketing product? You send them to the website to find out more information, fill out a contact form, sign up for a newsletter or blog, purchase services, etc. Regardless of what they do, it happens on the website.
When thinking about a website for a business, there are some essential points that need to be considered:
- A website should identify who the business services.
- A website should highlight what the problems or needs of their customers are.
- A website should enlighten potential customers on what it does to solve the problems or satisfy the needs of their clients.
- A website should differentiate itself from its competitors.
- It should have a method to acquire the identities of potential customers.
These points shouldn’t be buried deep within the website. Each of the five points above should be seen immediately. The other pages should be dedicated to reinforcing each of the above five points.
People use the internet for two main reasons:
- To solve a problem
- To satisfy a need
While the above might seem simplistic, it is still the truth. Examples:
- Purchase Food – Satisfy a need
- Research for school or work – Solve a problem
- Buy clothes – Satisfy a need
- Social Media – Satisfy a need
- YouTube – Satisfy a need or solve a problem
- Find a Marketing Company – Solve a problem
The list can go on and on, but they all fall into these two categories.
The above five essentials help a business to ensure they give the people using the internet exactly what they want.
In our next article we will be discussing the last phase of the Customer Journey = Advocacy.
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