Search engine optimization (SEO) is an integral part of an effective Inbound Marketing program. When your keywords are fine tuned and your website on-page SEO and off-page SEO are working well, SEO will drive qualified traffic to your website.Before you spend any more money to drive more traffic to your site, think about what you want your visitors to do on your website, and how you can encourage them to convert into a lead.
Step One - Understand your target audience ... right down to their individual persona:
- Who are they?
- What are their needs & problems?
- What are their pain points?
- How does your product or service help them?
- Are they looking for information, or are they ready to buy - whereabouts are they in your buying process?
Step Two - Now you know who they are and what they need, the second step is to give them what they're looking for:
- Choose keywords that represent your products or services, and target them directly at your specific audience and address their specific needs or problems.
- Make sure the keyword phrase they clicked on takes them to a dedicated landing page on your website that is relevant to that keyword.
- You have only 3 seconds to keep them on the landing page, so make sure the content on the landing page is exactly what they're looking for, and it will help them solve the problem. It has to be easy to read or scan with a clear call-to-action (CTA).
Step Three - The conversion:
- Make sure your call-to-action (CTA) is clear and the form is easy to fill out.
- If extra information is required, provide an option to subscribe to your blog, eNewsletter or even download a free eBook.
- If a free trial of your product would help, offer a free sample, free trial or complimentary consultation.
- Make it clear for those visitors who are finished researching, and are ready to purchase, what they need to do. And don't forget to make the purchase process as easy as possible.
Always remember to test and measure and follow the principle of continuous improvement, if you've done your homework the conversions should start to move higher. Generating leads, not traffic is the start of an effective Inbound Marketing process that will help to grow your business.
If you need some assistance, or have a question before you get started, contact us, we'd be delighted to help.
About Terry Marketing
Terry Marketing (www.terrymarketing.com) is an Inbound Marketing Agency providing Inbound Marketing Services to small and medium sized businesses. We're focused on generating traffic, leads and sales and we're experts in the Inbound Marketing, lead generation process and how to increase website traffic, leads and website conversion rates. Terry Marketing is a Hubspot Partner, a certified HootSuite Ambassador agency, and is a certified Google Partner.
David Terry is CEO of Terry Marketing and Professor of Internet Marketing at Laurentian University. He has a deep knowledge in all aspects of Inbound Marketing, the Internet and Web technologies - as well as an understanding of the importance of how branding, marketing strategy and creative execution can impact business results. You can reach him by phone at 416.204.0255 or email at: david@terrymarketing.com or visit www.terrymarketing.com
