Conversion Derived from Building Relationships with Your Customer

The goal of any website is to draw in visitors. But that is only the beginning. A one-shot visitor is just that, one shot at a sale or conversion. You have to connect and convert. When a visitor is one that returns, again and again, they are more than a visitor, they become a customer, and the customer has the potential to bring real returns.

The question then becomes what makes this person return? Of course, there is the content that the site provides to bring value that will make them want to return. But it can be more than that. The thing that will make someone want to return again and again is the sense of belonging. That is where the relationship begins. The connection that is established serves as a bridge between the customer and the site.

Trust is a factor for online successIt Takes Trust

The first thing in building a relationship is the building of trust. Too many sites collect email addresses and information with the intent to sell this information to others for profit. This sold information is then used as lists and possibly as spam. As a reputable site, this must be a no-brainer philosophy and is the first building block of trust is a privacy policy that information will never be sold, traded, or otherwise compromised and strictly enforced.

Ongoing Information Exchange

Most customers want to be informed about updated information on a topic of interest, new products on the market, and in general, news. What they do not want is the feeling of being spammed. Even in the best environments, there is an overabundance of information, and if the customer feels bombarded, it will not build a good foundation.

It is best if the site offers many options for an update. In general, email is the most common, but it can be the most derisive form of communications if not used correctly. If the site offers daily updates, it should also provide a weekly compilation so that the user can get the same information, but just once a week, or even once a month.

Keep Commitments

When using email for communication, keep the commitments that have been generated. If the site says it will send updates once a day, don’t send out more than that. If it means that it will send tips to make the user’s life easier, don’t send sales pitches. Nothing will anger a customer than to be taken advantage of.

Please, Feed the Customer

Better yet is to use RSS feeds. They are not as invasive, and the user can check on updates at their will. Freebies like eBooks or exclusive discounts when they signup for your newsletters could establish long-term connections that can be valuable. From an internet marketing standpoint, they give the site more latitude to provide more information, and they bestow the customer better ways filter the data they have to deal with.

Be True to Your Customer

To build an internet marketing program based on building relationships takes not only time but trust. It takes upholding a commitment to serving the customer and putting their needs first. It takes a lot to build trust and doesn’t entail a lot of effort to tear it down.

By putting the customer first and taking great care in monitoring that the site does not compromise this trust, the user will not only show the respect by returning, but also by recommending your landing page to others that they feel would benefit from the website.

SEO – Why People are So Afraid of It?

Every business could do with SEO…

Do you own a business? How often has someone come up to you with the suggestion for learning SEO or Search Engine Optimization that you can implement for developing an online business strategy? In the modern context, people first look at the Internet either on their computers or smartphones for locating a business or service.

Digital marketing resultsYou probably agree that you need a website and it needs some work put into it before it starts showing up on the search engines. You dedicate some time towards this – possibly outsource it to a reliable agency – and come up with a basic website to run for your business. There are pre-defined templates that you can use with which to get your website up and running.

…but few choose to tread that path

At the end of the day, however, the results fail to materialize. Though you have put in a lot of effort, turns out all of it was just not enough to make your website optimized. Now that’s something you understand, and you never wanted to deal with the SEO matter in the first place.

Your peers would have told you that it takes a lot of time, has too much technicality, and is not assured of giving significant outcomes. Why spend so much interest on something that does not guarantee results?

This happens to be the feeling of many small and medium business owners. They are told about the necessity of SEO but are found hesitating when it comes to hitting the start button or hiring an agency to do the job for them.

Why is everyone so scared?

Here is a look at some SEO aspects that make people scared and hesitant about embracing this asset.

  • People think it’s a magic formula

Most people think that SEO is a magic potion that will bring immediate profits and online success which is the root of their frustration and disappointment. SEO will help bring profits to your business, but the returns won’t be immediate.

Waiting for results to happen overnightBusinesses give a lot of importance to measurable results from strategies. Since SEO gives a slow ROI, many business owners develop the opinion that it is insignificant and relegate it to the backburner.

A person new to SEO puts in a lot of money and effort but is left frustrated by the results, or lack of it. They become reluctant to get started on an SEO campaign and stick to it for the long run. The right strategy will eventually bring results, but you cannot expect things to be immediate.

SEO makes an invaluable strategy that should be taken more seriously with a logical outlook rather than magical beliefs.

  • You have to wait, wait, and wait!

Newcomers believe SEO to be an online marketing strategy that has many parts to it and is long and complicated. True, numerous factors need to be considered while optimizing a website, but you need not to do all of it at the same time.

People shy away from SEO thinking it is expensive and time-consuming as soon as they get the feeling that all the effort has been in vain. Be patient, that’s the most important mantra.

SEO involves various tasks and responsibilities that can be delegated to professional digital marketing agencies. They will take care of the online side of things for you while you focus on running and managing your business.

  • There is too much technicality

People have a general perception that SEO is complicated and very technical that only web developers or computing geeks can handle. They feel they lack the qualification and don’t put in the effort to learn it. SEO has many elements that almost anyone can take care of – you don’t need a technical background or computer science degree for it.

It is easy to learn the basic nuances of SEO and can be done in a few hours. For a new and young company, the focus should be more on implementing the fundamental, simple SEO tactics and elements. The more technical aspects can be looked after by a specialized agency, and you can put all your queries in front of them.

  • You can get heavily punished and attract severe penalties

It cannot be denied that Google has put in place various penalties for poor SEO implementation. If you are doing it on your own, you would have read a lot about various foolproof techniques for getting good rankings but later realize that Google will red-flag that plan.

This is why every strategy should be based on the industry’s best practices and why many businesses turn to implementing agencies that have a good track record in this regard. The good SEO agency from NYC has the expertise, proven record, and sound knowledge of the right metrics that are needed to be used to create a complete SEO plan for your business.

You need to pay closer attention to their specifications to simplify everything, instead of getting scared of the technicalities of the SEO world.

Before you hire professional consultants, you must know what exactly will they be doing. Ask every little detail and don’t settle for the generic answers, instead, ask questions specific to your queries and about their strategies to be confident of the entire process.

  • It gives your brand an image of being gimmicky

SEO had a reputation of being a cheap trick for cheating the search engine and buying more online traffic, but things have since changed. It aims to provide valuable business information to the user and not merely drive traffic.

If you are wary that using such formula methods will create a negative brand image, you are wrong. It’s all about making yourself visible and easy to find for the potential customers.

  • You get a lot of traffic, but they don’t bring business

The keyword is a term that often floats around while doing SEO and if you are implementing on your own, running into the vast world of keywords can be overwhelming. Keyword analytics will help narrow down your focus, but you still don’t know what to choose. Look at the keywords that are most searched for and the buyer persona you intend to target.

What are they searching for online? The better analysis will help you find patterns and make it easier for you to identify the potential target audience who would be willing to convert into your paying customers.

To conclude, SEO is just complex business!

Nobody knows how many factors are considered while ranking websites and this gives a very complex image to SEO to start with. Is it possible for a single human being to tackle all these complex factors or should the focus be on a single ranking aspect that could hold the key to bringing success?

Most business owners are happy to learn about and implement only a few basic strategies for SEO which is a good place to start but won’t help you realize its full potential.

Many also complained about a lack of funds to implement a whole-hog strategy. There is no denying that SEO takes a lot of time, effort, and money to execute. However, people need to get rid of the misconceptions and implement an effective strategy for their business that will eventually help them realize the benefits.

Making Your Landing Page Stand Out from the Rest

Everyone selling a product or service on the Internet should know what a landing page is and how to use it effectively. A good landing page could very well triple and quadruple the number of quality visitors to your website, where, of course, you have at least the opportunity to make new customers.

What makes a landing page outstanding? Well, add the word “static” into the title, and you have a good start. The static text will repeat keywords as it summarizes the description of your product or service. Remember, a valid landing page is narrow in scope, and very specific. You want to saturate the page with relevant content to the major search engines will recognize the page as being superior in importance for those keywords, and give it a higher placement in the search results.

Testing for a better landing page conversionYou also want the Internet visitor to “land” exactly where they wanted to land – on a page that is rich in content to what they are searching for, undiluted by irrelevant information and self-promotion.

Internet marketing opens the entire world to you at minimal cost. It does the same for your competitor so you must be at the top of your game to stand out. Here’s what you need to accomplish on the first visit:

  1. Capture and keep the interest of a web page visitor within the first 15 seconds.
  2. Compel the visitor to take some action.
  3. Offer something of real value for free – delivered to their email.

You can only do so much with a new visitor. If you have a product that is typically sold in Retail Stores and on Internet Stores, then a landing page specific to a category (toy cars, toy dolls, etc.) will likely increase those sales to a much higher level than otherwise could be realized. More expensive items (real cars, real estate, etc.) require that you develop trust and be considered somewhat of an expert on those items. The landing page establishes just that.

You will want to create some landing pages for each specialty or market segment so that a customer or client can always “land” according to their desired destination. If they want to land in New York, then they are arriving on a page that is specific to New York and has all the relevant information they need just for New York. You’re the New York expert.

The keyword there is New York. It could have been any other word, product, or description – the thing to remember is that a landing page has static text so specific that it allows you to repeat these keywords in context, resulting in higher search rankings, and also the more top notch in the mind of your unique Internet visitor.

This is why the right landing page (with good static text) is so vital to Internet marketing.

Tim Ash’s Seven Deadly Landing Page Sins

Tim Ash, from Site Tuners gave a great presentation on landing page optimization. Tim’s presentation entitled, “The Seven Deadly Landing Page Sins” was so good we decided to pass along the information.

landing page sins

Here’s the list:

  1. Unclear Call To Action: Make sure your call to action is obvious. Clear, concise calls to action need to be the most prominent part of any landing page.
  2. Too Many Choices: Keep the number of links on your landing page to a minimum. Remember, we want the reader to click on the link that’s associated with the call to action, not everywhere else
  3. Asking For Too Much Information: Minimize the barrier to entry by not trying to capture all of the reader’s information. Quiz: How much info do we ask for to download TMC’s Digital Marketing eBook?
  4. Too Much Text: The marketing strategy behind your landing should always be for people to act. Muddling the page up with a lot of text is a great way to lose your audience.
  5. Not Keeping Your Promises: This one is simple; deliver on your call to action. What ever it says you are going to do, you must do.
  6. Visual Distractions: Whenever possible use a minimalist design. Tim remarked, “keep your designers on a short leash.” Makes sense to me.
  7. Lack of Trust: There is a good possibility that people don’t click because they don’t trust you. Publish who your company works with and what associations you are involved in prominently. Place logos or symbols of trust above the fold whenever possible.

Really, when you look down this list – it’s rather simple. You don’t need to be rocket scientist to optimize your landing page. Follow these steps and stay away from the Seven Deadly Landing Page Sins and watch your conversion rates increase.

Improving the Success Rate of Landing Pages

What Is a Landing Page?

Sometimes called a lead capture page, a landing page is the one that appears when a viewer click on a ad or a search engine link. The page displays content that is intended to cause an action on the part of the viewer and turn them into a customer.

If lots of people are visiting the landing page, but not completing the desired action. Then the page is not being successful. The purpose of the page is to convince the visitor to stay and either fill out a form, buy something, sign up for a newsletter, etc.

What Are Conversions?

A conversion is when the potential customer has taken the desired action on the landing page. In order for the viewer to complete the task given to them, the designer needs to make it as easy as possible – and as clear as possible – so the customer understands what is required of them.

Anatomy of a Successful Landing PageMake Landing Pages More Effective

Define the conversion activity. Make sure that there is an explicit action for the viewer to take. If the purpose of the page is to sell a product. Then there needs to be a clear “buy now” button.

Get rid of extra elements that are not connected to the purpose of the page. This is not a homepage so there should only be one message: the purpose of the landing page.

Keep the design between the landing page and the advertisement the same.The best way to let visitors know they have navigated to the correct site is to use the same creative elements from the ad.

Don’t promote to other areas of the site. Landing pages don’t want visitors to wander. By providing links to other areas of the website, the designer is encouraging the visitor to leave the page, most likely before the desired action is completed.

Lead the visitor to the place of conversion.Use all the elements of the designer’s toolbox (but don’t overdo it and distract the visitor) to lead the eye and the mouse to the conversion button.

Don’t misspell words or use incorrect grammar.First impressions are everything, and poor grammar can lessen the credibility of the site.

Convey trust and respect through testimonials and visible customer support. Not all viewers are going to be familiar with the brand the designer is selling, so it is critical to help the potential customer feel comfortable, especially if they are being asked to give personal information.