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Mobile App Development

Digital Marketing Funnel

Your website does not act alone, it is the most crucial part of your digital marketing funnel. 

An example of a commonly used digital sales funnel would be:

  1. Advertising, marketing and search engine optimization to create awareness (they click the link to your site).
  2. Your website visitors become interested in your product/service via great sales copy.
  3. Your website uses strong call to actions and offers free or cheap initial products/services to tempt them to make contact with your business (lead magnets e.g. ebook, review or consultation)
  4. You upsell your products/services to the visitor who is now either already a customer or a warm lead.

This strategy works well because it aims to make the visitor a customer via the easiest possible way through a loss leader, lead magnet or some kind of cheap or free product or service. Most sources say it is between 4 and 10 times easier to upsell to an existing customer than it is to sell to a new customer, therefore selling your main product or service will be easier if they have already had some experience dealing with your business. However, every business is different with their own unique selling points so this only serves as an example of one strategy, we will discuss your objectives and the best solution for you and your business. 

 

Digital Advertising (Google, Social Media, Pay Per Click)

We can set up your Google pay per click advertising and help you with social media promotion which will bring visitors to your website. Your search engine and social media adverts and articles need to be relevant and consistent with your site’s message and theme. Once someone clicks on the link it’s crucial that they land on a page that is relevant and specific to the message that brought them there. They have to instantly know they have come to the right place and you have 3 seconds to capture their attention, or they will bounce. Adverts can be created to push visitors to your homepage or to pages within your site which are relevant to the advert or promotional content. We set websites up so all pages have the conversion elements needed for maximum results. We have 'call to actions' on every page and contact forms at the bottom.

Simple one-page landing pages are designed to clearly enforce your offer and give the visitor one obvious choice of what to do next, contact you. They have minimal or no links to other pages. This is great for capturing leads but it’s not great for search engine optimisation. These pages are known as “squeeze pages” created for specific offers and specific adverts. They rely on promotional methods outside of SEO such as advertising and social media promotion. An example of a squeeze page is below:

Notice how it uses a big attention grabbing headline and the focus of the page is to capture the email address of the visitor. 

Your main website will be different. It needs to utilize many of the same conversion techniques but it also has to be optimised for search engines. This means it needs lots of content and it’s better if new content is added regularly so search engines know the website is still active. 

 

Search Engine Optimisation (SEO)

It’s the job of a search engine to provide its users with the most relevant and best quality search results on the web. Search engines use very complicated algorithms to do this. We know search engines rank websites with an authority ranking and can determine how relevant content is to what their user searched for. This is the basics of SEO, if your site has a high standing with the search engine and your content is very relevant to what a person searched for then you have a good chance of being chosen for page 1.

Search engine optimisation aims to improve your site’s standing with the search engines and to produce relevant content for highly searched keywords. To achieve this there are 2 equally important approaches, on-site and off-site SEO. 

On-Site SEO Includes:

  • A fast loading mobile friendly and secure website.
  • Developing the site with a sitemap and a robots.txt file for search engine robots to use.
  • Analysing search trends to find the right keywords for your site.
  • Developing an understanding of the buyer persona so you know which keywords are likely to result in a sale (e.g. “where to buy security gates” is a more valuable long tail keyword than “what are security gates”)
  • Producing good quality content answering commonly searched for search terms (300 words at least, and 1500 for competitive keywords).
  • Optimise images with titles and alt tags so search engines know what the image is about.
  • Using title tags and URLs containing the keywords.
  • Writing meta descriptions for the search engines and for the search listing.
  • Including links to other sites and pages within your site.
  • Utilize social sharing buttons so that readers can easily share your content on social media if they want to.
  • Using webmaster tools and search console and other tools to monitor the search performance of your site and make improvements where needed.

Off-Site SEO Includes:

  • Having a link building strategy to get as many sites within your industry to link back to your site. Perhaps you can write articles for their site referencing your website in return. 
  • Competitor analysis to replicate their success and capitalize on their missed opportunities.  
  • Setting up local businesses citations such as Google Business, Apple Maps, Yelp, Yell.com etc.
  • Building up reviews on sites like Google and Yelp and social media by asking happy customers to leave a review.
  • Taking advantage of sites with high domain authority where you can upload your own content like YouTube, Google+, Blogger, Gmail etc. to link back to site.

 

Bringing It All Together

With a well-planned digital marketing strategy enabling your website to be discovered, and an effective website converting the maximum possible visitors to customers you will see healthy sales and sales leads coming in helping your business grow. 

Over time this process will be refined and improved by using monitoring software to gather information about your target audience and your site’s performance. To learn more about how we use monitoring software to ensure your site is a success see our Performance Analysis & Improvement page.

To learn more about our website design and how we maximise visitors to customers please see our Website Development and Hosting page.

If you would like to talk to us about any of this or have your current website checked for conversion recommendations please contact us

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The Digital Sales Funnel

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