Archive: Apr 2020

  1. 5 Truths Your Website Is Saying About Your B2B Business

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    Reaching other business owners requires the ability to put yourself in their shoes. You likely already understand some of the general pain points of running a business. After all, you are an entrepreneur. However, many business-to-business models fail with their websites.

    Digital has a massive influence on your target audience. Google reported that even in industries like manufacturing and pack-and-ship, 67% of purchases resulted from digital interactions with the user. Your website matters, so how well or poorly it represents you impacts your revenue.

    Your site should be something you strive to improve over time. Each week should bring fresh changes and testing. However, there are five primary truths people ascertain from visiting your pages. Pay attention to these elements, and you’ll gain more leads and make a better impression on those who visit your site.

    Truth #1: You Are Trustworthy

    When someone lands on your page, they may have never heard of you before. They have no reason to trust you. Your job with your website is to build trust and show you are a legitimate business with staying power.

    Some of the ways you create a trust factor include adding testimonials, placing badges for memberships such as the BBB or trade organisations and keeping contact information in view.

    A few companies offer a money-back guarantee to prove they are serious about meeting the needs of customers. Others offer free trials. Which type of draw works best for you depends on your target audience and business model. If you sell software, a free trial works well. If you sell a product, a satisfaction guarantee becomes more attractive to business owners.

    Atradius Collections not only shares their customer testimonials, but they also include an infographic that shows how many of their customers recommend them, remain loyal and are satisfied with their services. As a collections agency, they must prove their effectiveness in collecting bad debt. The infographic demonstrates their success rate and gives potential clients peace of mind in choosing them over the other agencies out there.

    Truth #2: Your Site Is Fast

    With the release of 5G networks around the country and the promise of faster, more reliable internet, users expect your site to load at lightning speed. Since your customer base is business owners, understand just how busy the average executive is. Many put in long hours and never finish their to-do lists. They won’t waste time waiting for the pages on your site to load.

    An increase of a mere 10 seconds can force your bounce rates up 123% or more. If you fear your site might lag a bit, try these tactics:

    • Get rid of bulky scripts.
    • Compress images.
    • Invest in a faster server — going from shared hosting to a VPN might help.
    • Design for mobile responsiveness.
    • Talk to your web hosting provider about the best ways of speeding up your website. You may need to move to a new hosting company, or you might be able to invest in a slightly better package and gain the speed you desire.

    Truth #3: You Use Relevant Images

    People are tired of the same stock photos that show up on multiple sites. Images on your website should relate to your product or service and be highly specific to your brand. Put yourself in the place of your target audience.

    A business owner lands on your page looking for something exact or to have a question answered. They see a particular image of one of your customers using your product. A short video clip answers their question about how the item works. You’ve just hooked them visually, and they are much more likely to buy from you.

    DY Concrete Pumps does an excellent job of using highly relevant images to draw in site visitors. Note the large graphic of the boom pump at the top of the landing page. The company knows their users are coming to find out about equipment, so they showcase one of their top-rated products. It’s clear who their audience is with the images they use.

    Truth #4: Your Calls to Action Create Leads

    Even though business owners are decisive by nature, they too need a little guidance on the next step to take. Your calls to action (CTAs) should offer a clear option that moves them through the buyer’s journey. Here are some steps to take to enhance your CTAs.

    • Study your sales funnel. What is the next phase, and how do you entice the buyer into moving forward?
    • Is your button in the right location? Test this with A/B testing.
    • Does the language match the tone of the page?

    Spending time on your CTAs improves your conversion rates and increases the odds of a browser becoming a lead.

    Truth #5: Your Branding Is on Point

    Do you want your name to be the first one the user thinks of when they need a product or service you offer? Business owners have a lot of options for who they can throw work toward. However, if you spend time getting your name out there, you’re much more likely to come to mind when they have a need. In addition to all the traditional ways of creating recognition, your website needs to showcase who you are as an organisation.

    Your logo should be clear and easy to locate. The colours of your site need to match your brand colour palette. Even the language and tone of the page need to be consistent with the rest of your online presence.

    Gosselin offers moving services for business clients in the UK. Note how they have their logo in the top left corner of every page of their website. They also have a definite colour scheme that matches their brand colours. The orange and green hues repeat within the photos on the site and even on their social media pages.

    Small Improvements Equal Big Results

    Getting your website to the point where it speaks to your customer base isn’t an easy task. Make small changes as you go along. If a customer has a comment about your website, consider what they’ve said and whether it’s worthwhile to make changes. Try out new features, colours, placement and wording. Test everything over and over to see what brings the best results. With a little effort and a lot of dedication, your site will be one of the best in the industry.

  2. 4 Content Marketing Strategies to Boost Your Ecommerce Website Traffic

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    Running a successful content marketing campaign that will get you l-o-a-d-s of traffic can get very challenging — especially if you don’t know what you’re doing.

    After all, you can’t just post your content expecting people to like them, flock to your ecommerce website, and act on your conversion goals.

    You’ll need to use the right approach, tools, and creative manoeuvres to engage your target audience effectively and convert them into customers.

    There are many ways to generate traffic and raise your conversions, such as increasing your conversion rates with quality web design, but you can do so much more than that.

    In this guide, we’ll take a look at four content marketing strategies to help you boost your ecommerce website traffic.

    1. Get to know your target market

    One of the first steps in creating engaging content and generating traffic is to understand your audience.

    Who are your ideal buyers, and what are their needs? What are they looking for to answer their problems?

    Addressing these questions will help you understand your audience and create the type of valuable content they can relate with.

    An excellent approach to help you answer these questions is to use SEO basics for small business owners.

    You can start by conducting keyword research to determine what your target market is looking for online.

    Using tools like Google Trends, you can enter your keywords or terms in the search box, and you can see the popularity trend of your topic.

    The tool will also show you other insights such as the keyword popularity based on location and related topics and queries according to search volume.

    Learning what your target audience is searching online can give you a better idea of their pain points — equipping you to tailor your content to help provide solutions to their problems.

    That being said, the more you know your readers, the better you can customise your content to their needs — which can make your content marketing strategy more effective in driving traffic to your website.

    2. Segment your audience

    To help ensure that your content marketing efforts have focus, you’ll need to segment your audience based on their product needs.

    After all, not all of your content consumers are buyers — or at least, not yet for audiences that are at different stages in the buying cycle.

    Think of it this way.

    Your content for bringing awareness to your new audience might not offer the same value to your repeat customers — which is why segmenting is essential.

    With marketing automation platforms like MailChimp, you can use tools to create segments within your target audience.

    You can set conditions to generate customised messages based on the behaviour of your audience, and easily import or export your contacts list to your other tools and platforms.

    Segmenting your audience helps you tailor your message to resonate with them, nurture relationships, obtain their loyalty, and meet their specific needs to boost your traffic and conversions.

    Plus, it helps you focus your content marketing campaigns, which, in turn, allows you to make the most out of your efforts and drive relevant traffic to your ecommerce website.

    Additionally, segmenting can help you assess which keywords to optimise for to tailor your content to specific audiences and ensure your SEO copy is conversion-focused.

    3. Build keyword-optimised landing pages

    Creating landing pages is vital to help your website visitors find your content quickly and, ultimately, your call-to-action.

    However, to increase your chances of converting your visitors to customers, you’ll need to optimise for targeted keywords in your content.

    Otherwise, people could land on your website, not find relevant content, and abandon your site in seconds — which can raise your bounce rates.

    One way of keeping this from happening is to use keywords that your target audiences are passionate about and build your content around them.

    This way, you can create landing pages that appeal to your target audience and help compel them into acting on your conversion goals.

    You can work with ecommerce online store builders that offer landing page creation features and templates like Wix.

    You can choose a template from Wix’s library, use the editor toolbar to modify elements on your landing page, and customise the content accordingly.

    4. Run regular A/B tests

    How do you know which CTAs, headlines, and types of content work best in converting your audience into customers?

    One way of finding out is by split testing (A/B tests).

    When you conduct A/B tests, you can check on specific website elements that impact your site’s search performance, including your landing pages, visuals, CTA buttons, opt-in forms, and more.

    Plus, doing so allows you to assess the kind of content that will get your website more traffic and better conversion rates.

    For instance, you can split test your headlines to check how your audiences are responding to them based on the number of clicks.

    However, the success of your headlines is more than just the clicks.

    You’ll also need to look at other factors like the number of shares, comments, and more.

    Remember that your headlines can set up the entire audience experience when they consume your content.

    This makes split testing vital to ensure that you’re sending the right message, creating content that is valuable and relevant to your readers, and using the right content marketing strategies.

    When you can achieve this, you’ll have better chances of attracting your target audience to your website and boost your conversions.

    You can also conduct an SEO audit to help assess potential issues that hinder your website from generating traffic and, in turn, improve your strategies and, ultimately, your conversions.

    Final thoughts

    With the right content marketing strategies, you can drive high-quality traffic to your ecommerce website and boost your conversion rates.

    Although there isn’t a perfect formula for achieving content marketing success, using the right techniques and tools that work best for your business will guide you in the right direction.

    Did you learn something new from this post? Please click on the share buttons if you agree. Cheers!