How do I increase my website presence?
One of the hardest things a company has to do is getting found online. For those who don't know, a marketing funnel is a series of stages where potential clients move from window shoppers to customers, to product evangelists. Customers either fall by the wayside or get closer to making purchases depending upon how you look at it.
Like many models, they can be improved with data and statistics. At Info Rhino, we are working on a raft of technologies to let us and our clients understand the customer journey better.
As a technologists and as a legitimate company wanting to attract and retain customers, we have put a lot of thought into how we can increase our online presence.
Here are seven ways we suggest to improve your marketing funnel.
1 - Don't believe in the silver bullet of social media and marketers
It is very easy to believe that setting up a Twitter page, a Facebook page is all you need to get people interested in your business. Another are to be wary about is advertisers making false claims. One common claim is that marketers will let you feature on their directory for a premium. Sense checking what marketers claim often proves you would throw good money after bad.
2 - Be really honest about what you are offering and how your audience wants to interact
We are a software solutions company. Are there really thousands of customers who care that we have written a new module? It is great to tell the story, but don't expect to get significant projects from it.
Do some research on what social media has what audiences. We decided to keep Twitter and a telegram channel linked from our home page.
3 - Don't just pay for advertising
Seth Godin is a marketing legend. This may or may not have been his original observation. Seth explains how low conversion websites could pay £10,000-£20,000 before getting a client. You really need to be on top of understanding the return on investment from advertising.
4 - Ensure your email accounts are less likely to get recognised as spam.
We set up dmarc but there are many ways to improve email hit rate.
5 - Set up automated reports and undertake business Intelligence on the data
With our web hosting package. We can export reports. These can be analysed. Similarly - Twitter has a reporting feature which gives data on which tweets made impressions and clicks. Most social media providers have some form of data gathering behind them.
6 - Experiment as much as you can
Our first recommendation was to be cynical about a lot of the claims of social media marketing. At the same time, it is vital to at least try different channels and see which are effective. Similarly, paying £5 for Google clicks may be worth a try.
7 - Create funnels on your own website
A simple example is having three product or service offerings. Like Bronze, Silver and Gold. Another example is having a simple form which appears on page load, and the classic "call to actions". My personal feeling is, these can irritate quickly so be careful.
Does marketing funnels work?
The approaches given, in themselves all seem to proceed towards a good strategy to drawing customers to your website. The challenge I see is - how does companies know they have a problem which needs solving?
How do you sell something to somebody they need when they don't realise they need it? For me, it seems to only be about prospecting, researching the client, creating a proposition and selling. The sales funnel approach fully support this - but there needs to be a combined strategy on this.
What I really like about sales funnels is they ensure you stay focused on the outome - Converting and getting paid for what you are trying to sell.