For a prospect to become a customer , the company must first be highly visible . And since we are in the digital age the web is the ultimate means of visibility .
traditional prospecting techniques are becoming less and less effective. The future of marketing now lies in online prospecting , which provides a 360° view for both B2B and B2C . Given the competition , every organization must develop a solid strategy to acquire more customers.
Work on your SEO
Ranking first on Google for every search query is the goal of every business with a website. But to achieve this, you need to optimize your SEO effectively .
Since search engine optimization (SEO) involves creating content optimized for search engines like Google, it has many criteria to meet. You must therefore take these into account if you want relevant results for your query. However, just like user behavior, Google's criteria also evolve.
So, here are some points to improve, not only regarding keywords with a rich semantic field, but also regarding technical details:
- SSL certificate (https instead of http),
- Page load time,
- Mobile version available
- Local SEO with Google My Business (GMB).
Aside from rich, optimized content with relevant keywords , quickly address the aforementioned details to improve your SEO. Google prioritizes HTTPS , meaning yours won't be visible as long as it uses HTTP your page load times and compress images if necessary.
Finally, create a mobile version of your website to please Google if you haven't already. A (GMB) is an asset for SEO, but also for reputation. If you're a 5-star business , Google will certainly display you more prominently in search results.
Optimize your content and work on conversion
Keep in mind that content can be text, video, or infographic, and that each prospect may have a preferred type of content. Yours can therefore be optimized if it's tailored to your target audience.
Furthermore, an internet user might stumble upon your content. Ideally, in this case, they would see your future posts and then become a lead. This explains the importance of focusing on conversion in your content. You need to convince the internet user to take a specific action, such as:
- a subscription (newsletter, YouTube channel, Facebook page…),
- a download (white paper, menu, map…),
- signing up for an offer.
All this to say that you need to carefully craft your call to action . If a user performs one of the actions mentioned above, they will become a prospect and will see your content more frequently.
For example, blog posts are the most common way to generate leads. First, they need to be well-optimized for search engines to be visible. The structure of your posts should follow a logical pattern to highlight the call to action (CTA). To do this, you can use the inverted pyramid technique. This is a proven technique for encouraging internet users to take action.
READ ALSO: Guide to automating my prospecting
Being present where the customers are
Your company's future customers are online, yes, but where exactly? The answer is obvious: on social media. Nearly 4 billion people (51%) are active social media users.
With such an impressive figure, it's an opportunity not to be missed. It's incredible, but many internet users are starting to search for consumable products on social media. So, which social network should you be present on and where should you take action?
You should choose the most popular platforms , namely Facebook, Instagram, and Twitter. You also need to consider your target audience, products, and services. For B2B prospecting, for example, LinkedIn is the appropriate social network. For fashion and luxury goods, Instagram and Pinterest seem the most promising. However, since Facebook is the number one social network in Europe and worldwide, it's unnecessary to be present on all of them.
Showcase your products to potential customers and stay in constant contact with them. Internet users always appreciate fresh content, so don't hesitate to keep your page or account more active. Social media offers the opportunity to gain visibility and build a reputation with potential clients.
Promote your website through social media
With the right techniques, you can use the social media platforms you're present on to generate leads for your website. You need to redirect your followers to content on your site.
Simply adding your website address to an account profile isn't enough. The most common technique, which still works very well, is blogging. It's very simple! You share a link to an article on your website. You can easily find plugins to install on your site to facilitate this. From time to time, depending on your strategy, you can also include a link that leads directly to a product or a description of your service. It's all about the call to action.
Important ! The page you redirect users to must be high-quality and load quickly. Also, keep in mind that over 90% of people active on social media use mobile devices. That's why having a mobile version of your website is essential.
The key to your online visibility is having a responsive website with high-quality content. Think SEO when writing your text. Pay close attention to your call to action (CTA), as it's crucial for the success of an inbound marketing . Social media platforms are your best allies for being present where your future customers are.
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