Win Back Your Site Visitors

Small businesses spend a lot of resources to get new traffic to their site.  They also typically spend a good amount on updating the website to convert that new traffic.

Here is a surprise to most business owners, your site only converts 3% of that first time traffic.

Now we know the stat...time to look at your site.  You should have some tracking of the site traffic so log into your analytics and see how much new traffic you are getting.  In the case below, one of my clients in the HVAC world, they got

435 new sessions in the last 30 days.  This would mean that 421 people left the website without interacting with the client.

What can be done to get more people to come back to the site?  Below are three steps to increase latent conversions:

1. Retargeting / Remarketing
   • We've all seen banner ads online and we know that some follow us around.  This is an important steps to re-engage people with your brand as they surf online.
   • Retargeting finds users that have been to your site and gives them a reason to come back.  As we talked about last week, you need acompelling offer to get them to come back.
   • Need Help:  Solution - ReachRetargeting
2. Online Reviews
   • Reviews can keep, or kill, a relationship with a potential customer
   • Search your business on Google and see what reviews people are seeing now.
   • Need Help: Solution - ReachCast
3. Social Media Presence
• Are you set up to interact with new customers on social media?
• Social media has many benefits and one of the main ones is to engage new customers with info and offers.  Active social media helps show new potential customers that you are engaged with your clients.
• Need Help: Solution - ReachSEO

Each of these areas are critical to helping get back the lost traffic.  Don't just rely on a new website or fancy splash page to convert because even the best sites only convert 15% of new traffic.  If you do not currently have a strategy to target this lost audience, reach out to Eric Laylon.  You can also visit the website below for more information.

Create an offer that works:

Call To Action - Promo - Offer - Special - Coupon - Sale 

These are all words to describe what we, in the marketing world, love to tell clients to push in their advertising to get interactions.  Where we fail our clients is to help them understand what makes a good offer that drives more leads and sales.

Below are three bullet points to help get the creative juices flowing

Solution for a pain/problem:

• Every company starts with an idea to provide a solution that fills a need.  You then have to find people that have that pain or need, i.e. customers.  Once you've found them...you need them to find you.
• You must point out, in your marketing, that you fulfill that pain for them as well as why they should pick you over the competition in the marketplace.
• Ideas:
• Go to your competitors reviews pages (Yelp/Google Reviews) and see what people are complaining about..then offer a solution to fix that issue.
• Set up Google Alerts to have industry articles sent to you.
• Get out behind the desk and talk with your clients as they come into the store or go out and meet directly with customers.

Hit their deepest desire

• Get to know your audience by drilling down into what drives them emotionally.  Emotions sell and people purchase from this base level reaction.
• Your marketing should pull emotional reactions from your potential client base.  Those reactions can be fear or desire...fear of lose is a potent motivator.
• Ideas:
• Monitor social media.  Make sure your social media is hooked up to your customers so you can see what gets them interested
• Meet with long term clients to see why they use your service or buy your product.
• Look at your features and benefits of your products and introduce that to your new clients.

Provide a guarantee

• Everyone believes in their product or service so put that to the test.  Provide a guarantee that will highlight your confidence.
• Look at what your competitors are doing and take it to the next level.  EVERYONE does a free estimate...so what!!  You want to stand out and be different.
• Ideas:
• Free month
• Free delivery
• Waive installation fee

In conclusion, change it up.  Look for new ways to drive your message home.  If you do not currently have a strategy to target your audience, reach out to Eric Laylon.  You can also visit the website below for more information.