How many of you have asked yourself the question, “How does online
marketing result in a phone call to my business?”.
As one who is
continually learning the whole online media phenomenon, I still ask
myself this question each and every day. I believe a substantial
majority of us believe that all the online marketing we do for your
businesses (search engine optimization (SEO), social media, content
marketing, link building and so forth) are all designed to direct
targeted traffic to our respective sites – with an end result of revenue
conversion.
Conversion means different things for different sites – for
some, a conversion rate may be the measurement by how many leads we
obtain; and perhaps for others, our conversion rated may be based upon
how many people sign up for the company newsletter; download links,
notes, documents, etc…
No matter how we are hoping to convert traffic, I have listed a few
proactive suggestions below that each one of us can do to potentially
increase our conversion rate. Please keep in mind, there are merely
suggestions – again, I will remind all who read this I am just a small
business owner who tends to ask the simplistic of questions that I have,
let alone, my inquires and questions of my clients. Some of these
suggestions may work, some may not. More to the point is specificity as
to how each us can at least try to generate calls to our offices…
Add Your Phone Number
Add your phone number to additional pages supplementing the “Contact
Us” page. Remember, if the goal of each of our sites is to generate
phone calls, why not remind our visitors of our phone number? We have
to make it easy for our visitors to act, and listing our phone number
instills trust. It conveys that we have legitimate businesses and
minimizes fears a visitor might have that you are trying to rip them
off.
Lead Form On Each Page
We need to lead our visitors to act and lead them down a
predetermined path of conversion. The addition of a lead form to every
page will logically encourage visitors and traffic to convert. Giving
your visitors easy access without having to think or search about it
will make them just a simple mouse click away.
Integration Through Navigation
Incorporate footer menus supplementing a side or top level navigation
menu. If we provide our visitors multiple ways to find the information
they are looking for, we enhance the overall customer experience. The
less time it takes a visitor to where they want to be on your site, the
less likely they are to get lost along the way.
Social Media Buttons
If it makes sense for your company, build a Twitter, Facebook,
Linked-In, or other feed into your website. Clearly, many of us have
already done this. Include share buttons to allow the content of our
sites shareable – visitors can publish your content without having to
leave your site. By giving your visitors access to social media, we are
encouraging them to get more involved with our business. The more
someone knows about your business and the more connected they are to it,
the better chance of conversion.
More Call-To-Actions
We need to incorporate strong and consistent call-to-actions into our
content – a random single link here and there is not enough. We need
to remind our visitors in every step of the sales process so our
visitors do not forget what you want them to do.
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