Do you want to take your local business online? Maybe you need some help optimizing your site or establishing an online voice. Maybe you want to increase ROI and expand your audience. Either way, your fledgling website is ready for that final push out of the nest. We can help you do that. Read on to discover how you can push for online success in 2019.
Optimization and Accessibility Matter More
If you aren’t optimizing your website’s content to climb the ladder of the search engine result pages (SERPs), chances are you’re falling behind the competition. Nowadays, we know that organic search results will give a higher click-through rate than paid ads. What does that mean? It means people are more likely to click on something that doesn’t say “ad” on the bottom of it, as they trust a website more when it offers information freely rather than trying to make a sale right off the bat.
That also means you need to rank organically and get your page to the top of the SERPs. When your site ranks highly, more people will see it. It becomes accessible instantly, and high accessibility will result in a higher return on investment (ROI) for you. So, how do you rank number one? It isn’t simple or easy to do. Many companies choose to hire out SEO services to professionals, and this is a good idea. However, if that isn’t an option for you, there are a few things you can do.
First, spend time researching keywords to try and rank. Use an SEO tool like SEMrush or Moz to do this. Your best bet is to try and rank for long-tail keywords, which are strings of words. For example, if you have a shoe shop, you could try and rank for the keyword “women’s shoes in (your city),” instead of “shoe shop.” Long-tail keywords work best, but you need a research tool to do it right.
You also need to build content around these keywords. The content needs to be consistent and high quality, as the search engines will know if your articles or blog posts are full of fluff, and they’ll penalize you for it. However, if you build quality content around site-specific long-tail keywords, you’ll soar to the top of the SERPs and increase consumer accessibility.
Giving Consumers Options and Information is Key
So, you’re working on your ranking. Now what? It isn’t enough that potential customers click on your site. They need to stay there. Google tracks how much time a searcher stays on each page of your site, so the longer they stay, the more credible your website becomes. That ensures you won’t have to worry about losing your ranking, but it doesn’t take care of the other issue: how can you become a real resource for your customers?
The answer is simple: by giving them information as well as options. The market will transform this year, and those who wish to lead their companies to success must realize that businesses need change to grow. In 2019, the market will focus on the consumer. And the consumers of today value honesty, integrity and straightforwardness. They do not value smarm or disingenuousness. You’ll get much further by presenting information in an honest and straightforward way than you would by trying to force them down an antiquated sales funnel. And to provide them with information, you must produce content with some length and substance.
According to Forbes, the successful content of this year will be long-form. That means your blog posts and articles need to be over 2,000 words for your customers to consider them a real resource, come back to them time and again as well as share them with friends on social media. They need to be chock-full of valuable information that gives people a reason to keep consulting them. It’s the best way to establish yourself as an authoritative figure – and when you gain the respect of the community, the sales start to increase.
Special Offers, Free Trials & Discounts Make You Stand Out
So, you’re on the right track by producing long-form content, which provides valuable information to your customers, not pressuring them and using organic SEO to help yourself become more visible and accessible to your base. However, chances are your competition has also researched the same things you have. What’s to stop customers from clicking on the next site, deciding to buy from a competitor rather than your business?
Incentives can help you out with that. Provide clickable offers that save your customers money or provide them with the chance to test out your product for free. That makes your credibility soar as almost everyone is more likely to buy a product if they know for sure it’s a good one. So, give them a chance to test it and make sure that it is.
This one can be appropriate for nearly any industry. Gaming, food and drinks and even specific service-based businesses can all benefit from giving a little to get a lot. For example, say you own a restaurant. Why not give someone a discount incentive to come in for a meal? Make a niche discount like a date-night discount of 50 percent, promote it on your website and social media, and customers will flock to take advantage of it. If they like your restaurant and have an enjoyable time there, they’ll keep coming back, regardless of whether they get a discount.
The same holds true for services like software development. If you offer plugins or other services, give them away for free for a period of one month. Interested parties will, of course, flock to try out your services. Once they come to understand how good your development services are, they’ll come to rely on them – and be only too happy to make a purchase when their trial period ends.
Forward-thinking iGaming brands can also attract customers with free trials, and bingo is an excellent example of this. Brits love their bingo, so intelligent providers offer them the chance to play bingo online with no deposit. So, it ends up being free play. That way, potential new customers can get the hang of how the game works and discover if they like the site. That offer is especially alluring because it holds the possibility to win some money without making a deposit, ensuring that they pique the potential customers’ interest. It’s the iGaming version of a no-risk free trial.
You should consider the impact something like this could have on your customers and work to integrate it into your marketing strategy. At the end of the day, it builds your credibility to offer something for free, so don’t hesitate to do so.
Establishing Brand Voice and Authority Online
Note that establishing a brand voice and a reputation as an authority takes time and patience. Therefore, you should use your local reputation as much as you can, asking customers in-store to help you out with some online reviews. These, of course, need to be genuine, or they serve no purpose. You may find that many customers are already loyal and are happy to help you out.
Post testimonials from your current clients on your website and social media to strengthen your authority further. Consumers are much more likely to listen to those who have been in the same boat they have, and they trust others more than you because ultimately, you are selling something.
Each review, testimonial and another piece of content you produce should help you establish your brand voice further as an entity and your authority as a vendor. Your brand should have a definitive personality, and your content needs to reflect that. Radiate a personality that reflects your largest sales demographic and appeals to your customers, and your business will thrive.
Now that you know what to do, you can lay the groundwork for a successful website this year. Follow these tips and tricks to attract more clientele, satisfy your customers every need and make online marketing a breeze in 2019.
