The world wide web has come to revolutionise the way that every single organisation does business, from the vast tech conglomerates to the local plumber. Potential customers use our website to gather information, gain an insight into our companies, and decide if we’re the find of people they’d like to do business with. The traditional ‘soapbox’ method of marketing is rapidly disappearing as savvy, connected consumers with one eye on a review site can no longer be ‘sold’ to in the old way. But with everyone now using the web to promote their business, what are the ways you can add value to your site and make it stand out from the competition?
1. Create Killer Content
The secrets of SEO search engine optimisation may seem arcane and hard to understand from the outside, but it all boils down to the quality of your content, following changes to the search bot algorithms a while back. If you’re creating great, relevant content that adds definite value for your customers, you will eventually be rewarded in the organic search rankings. Encouraging your customers to share is all about making great things that they want to share. Learning how to produce excellent content is the way forward in getting your website seen.
2. Use Videos To Drive Conversion
When customers have been initially interested in what you have to offer, but have yet to convert, that’s a period sometimes referred to as ‘keeping warm.’ You want to keep those prospects interested and don’t let them go off the boil, and a great way to add value to your site can be to use videos to increase conversion. Creating a series of online tours, tutorials, or other useful videos can really help to keep your name in the mind of potential leads and help you to establish a reputation as an expert in your field. Make sure the videos funnel customers to specific parts of your website and include suitable calls to action. Think about closing the loop – each piece of content or web page should never be a dead end but should move customers further down the funnel or offer them something fresh.
3. Get Blogging
If you haven’t considered adding a blog to your website, then it can be a great way to establish rapport with potential customers and showcase your expertise. Blogging can put an unknown small business on the map. Make sure that you’re constantly analysing what posts do well and learning from it. Spot macro-trends and think about how you can relate your topic to them and make them relevant for your audience. Find a niche and don’t be afraid to have an opinion – as long as it’s in line with the values of your company. If a blog takes off, it can drive the success of a whole website and lead to lots of exciting new opportunities, so invest some time in optimising and getting yours up and running. The key thing is that it must provide something to your customer – expert tips, insider marketplace knowledge or a place to come together.