To define tactics to increase the number of visitors to your website and convert them into potential customers, you must keep in mind that they are on the internet, and all you have to do is make it easy for them to find you.
In the online world, surely there are several businesses that offer products or services similar to yours, so you have to differentiate yourself and try, through the use of different tools, to engage your customers in the most specific way possible.
7 strategies to attract online customers to your website
1. SEO positioning
Improve your website so that search engines can understand it better.
SEO seeks to display your web site in the first positions of the search engine systematically. That is to say, when a user writes words in the SERP associated with your products or services, you appear first in the results.
Those associated words are known as keywords. You must keep them in mind when creating your website or publishing content because it is the way to find your business on the internet.
Some things that can help you:
- Having a friendly URL which includes your keywords and describes part of the content.
- Providing a good user experience on your website
- Writing an appealing title that defines your site and includes your main keyword
- Summarising the contents of the website precisely in the metatag “description”. This must be unique and include the keywords naturally.
- Making it easy for Google to track and index your site with robot.txt files and a sitemap.xml
- Creating valuable content, original and of high quality, in order to get the attention of your customers
2. Define your buyer persona
Create the profile of your ideal customer on the basis of the needs your product or service meets, think about who might be interested in buying it, and know in which media they are found and the kind of valuable content that piques their interest.
Keep in mind that you can have several buyer personas according to the product or service you offer. Identify them so you can make good decisions when creating strategies for engaging customers online.
If you ignore this advice and direct your contents to a more generic audience, you will increase your website’s traffic, but not of the people really interested in your product or service.
3. Create a blog
Attract visits to your site with a blog, posting valuable content on the topics that best draw the attention of your customers.
This content must also address any questions your customers might have when purchasing your product or service. Use the blog to clear them up and thus generate trust.
In addition, a blog can help position you in the SERP because it allows you to work with a greater number of keywords so internet users find your content and you get more visits.
4. Post on social networks
According to the “Digital In 2020” report written by We Are Social in collaboration with Hootsuite, 3.8 billion people use social networks, almost 60% of the world’s population.
Does this mean that must you post on all the social networks? No, only share interesting content where your potential customer is found.
In addition, these platforms allow you to direct your posts to the segment you need, so only your buyer personas will have contact with the post.
5. Get leads
A lead is a user who has given his information (e.g., name, telephone, e-mail) to your company thus becoming a record in your database.
Optimise your site so that visitors stop being anonymous and turn into leads. Through different calls to action, such as downloadable content, subscription forms, announcements, coupons, etc.
What you give in exchange for their data mus be relevant, useful and specific in order to produce high-quality leads.
For example, you deliver an e-book on a generic topic through an announcement on your website. You will get a lot of data, but not just from your target audience. This will lead you to use more resources because you must contact more people who may not be interested in what you offer, as a result of which your goal of engaging new customers will not be what you hoped.
This advice is not just for you to follow on your website, but also with your blog, social networks, Google campaign ads, etc.
Examples of how to get qualified leads:
- Deliver a coupon on the home page of your website with special offers where they only have to leave their e-mail and name to receive it.
- Use an announcement to say that your business’s mobile app is now available for those who register.
- Create a push subscription so that they subscribe to your blog
6. Do things to engage customers
Interact with your potential customers, that is, connect with those who have registered and shown interest in your sales offering through different media.
These are some of the specific actions that can help you:
- Add a livechat to your site: Offer the visitor the possibility of making an enquiry and getting a response from a real person in real time, since a salesperson is usually behind the chat.
- Incorporate a chatbot: This allows you to respond immediately, 24/7, to the user to answer any questions. If it is a complex issue, the bot can ask for their data and transfer them to a real person. In addition, not only can you add it to your site, but also to the messengers on social networks.
- Implement outbound marketing strategies such as:
- E-mail marketing: Send messages directly to the inbox of those you write to, which allows you to be present at all times. In addition, you can segment your database, delivering personalised messages to the right people.
- Sending SMSs: This channel is quick, direct and less crowded. You can send a personalised message to bring your business closer to the customer.
- Push notifications: These are instant messages that your clients receive in all their devices.
7. Create a loyalty programme
In some companies what generally happens is that when visitors become customers, they are forgotten. The businesses only react when they see that their customers have not purchased in a while or have not renewed their contract.
As a result, being present for the whole life cycle of the customer is a must. Maintain regular contact with them, offer them news about your business, share the latest updates and functionalities with them, ask their opinion to involve them in your business, etc.
It is important that your customers remember you, but you have to give them something of value, produce a connection with them.
With this advice you can design an efficient strategy to engage customers. Don’t forget:
- Optimise your website so that Google finds you when a user looks for something related to your store.
- Offer valuable and useful content, using the pertinent keywords.
- Know your ideal customer in order to know who you are talking to.
- Post interesting content on the media where your target audience is found.
- Interact with your potential customers and offer top-notch customer service.
- Be present for the customer’s whole life cycle.