5th Step in Jim’s Journey: Driving Website Traffic
If you followed the advice of Step 4 in our 8 Steps to Growing Sales blog series, your business website has been reviewed and optimized. Now it’s time to drive website traffic.
Our Dayton manufacturing client, Jim, asked us what the best approach was when we worked with him to redevelop his company’s web presence. We explained that there’s a big-picture answer and a one-step-at-a-time answer.
The “big-picture answer?”
30 Years ago, driving traffic to your door usually happened through a multi-channel marketing strategy. That meant deciding how much you were going to allot to a phone book ad versus how much to spend on direct mail or billboards or flyers. But today’s marketing environment is highly fractured and it’s becoming more so every day. The Digital Revolution fundamentally changed the game. “The Internet” has become not just a single channel — but a virtually unlimited group of additional, highly specialized, highly segmented sub-channels.
Consider social media for a moment, or for that matter, even just Facebook. Should you market your goods and services on a Facebook business page? Maybe use Facebook events to drive gathering-based sales or online “happenings?” How about using Facebook Live to market big moments or breaking news? Should you be using direct-to-consumer Facebook Messenger marketing?
All of these are subchannels to consider, based on the preferences of your intended audience. To effectively funnel customers to your business website, you need to know who your customers are, which media they consume, what they’re looking for, and when.
But, don’t try to develop every channel at once.
Here’s the one-step-at-a-time answer we suggested was a better fit for Jim. When it comes to picking the right channels for your marketing strategy, most small businesses know their customers well enough to be able to begin with some educated guesses. Start by thinking about where your customers are likely to look for business intelligence (BI).
Are your target B2B customers reading LinkedIn articles or following particular Twitter influencers to glean BI? Do they search for product demos on YouTube? And do they use Instagram or Pinterest to draw visual inspiration?
Do they, in their social media consumption, blur the line between the personal and professional (as so many of us do)? If so, that opens up a whole new front — you can devise clever means of marketing to customers when they’re off the clock.
Every company’s needs are different
For Jim, we focused on small wins.
As we discussed in prior posts, Jim’s company serves a particular niche in the automotive industry. For the most part, his products are sold B2B to manufacturers, to parts distributors and to logistics companies. His company has been doing so for decades — remember, he originally came to us because his “old school” marketing efforts (direct mail, print ads, cold calls, etc.) weren’t yielding strong returns on investment anymore.
With Jim’s brand and website fundamentals squared away, we began developing his multi-channel sales funnel. Given his limited budget, we focused on building this funnel one piece at a time. Instead of a fully developed, multi-prong marketing campaign, we set about building a series of small wins, one channel at a time.
First, we helped him tap into his own insights about his customers. Jim told us which industry insider sites he knew his intended prospects frequented. We did some research, reconvened, and advised him to make a small investment in sponsored online search results.
Within 30 days, there were several new leads. When Jim saw that, he increased his budget. Then he saw even more positive results. Over time, this approach became a great way to build out the broader strategy. We’d research and suggest a channel. He’d authorize a small spend. We’d show him the results. And, each time, Jim opted to augment the channels when they performed, because he could see that those channels were driving more traffic to his business website. He had more leads coming in and revenues were stabilizing.
And, now, people know what Jim can do for them.
We can drive website traffic to your business, too.
We’re B63 Line, a woman-owned business in the Dayton Region. We’ll drive your marketing and we’ll move people … right to your digital door.
Click here to learn more about our team and then schedule a free, two-hour consultation at: https://B63LineDrivesMarketingMovesPeople.as.me/. We’d love to meet you, too!