It’s no longer a numbers game. Thousands of hits or traffic to your website, likes on Facebook, followers on Twitter or connections on LinkedIn don’t really amount to much if they’re the wrong people. Nowadays it’s all about quality instead of quantity.
So attracting the right people is paramount – but where are they and how do you reach them?
The key to this is to first think of them as ‘people’ and not a number, a statistic or even a demographic. To turn strangers to visitors we need to communicate to them as people with relevant, timely content that is valuable to them. Let’s start with Blogging.
People generally use the internet for two reasons – education or entertainment, so your Blog should speak to them within one of these contexts. Understanding who you’re talking to makes writing your Blog posts so much easier and in turn, more effective. Think in terms of the traditional magazine. Imagine if Australian Women’s Weekly ran an article on ‘Great Rides for Motorcyclists’ – would it really be that relevant to their audience? Probably an interesting article nonetheless but just not ‘relevant’ to their target market.
Decide who you’re talking to and who’s subscribing to your Blog, then speak directly to them. When they read the subject header or the title, it has to have relevance to their life, their goals or of course, their pain points. Make your blog regular – either weekly, bi-weekly or monthly, but above all, make it awesome! Your goal is to reach your target market, ideally solve a pain point for them and make the content so good that they want to share it. Make all your posts remarkable and easily re-shareable.
Next is one of the biggest challenges of all for most businesses today in one way or another – Social Media. What to post? When to post? Which channel to post on? How often? … and on it goes. Social media needs to be part of a strategy – a piece that fits into a wider jigsaw puzzle. But then again, it has to be relevant to your buyer persona and resonate with them. It’s not about likes or follows, its about relevant rich content. Social Media is again about rich content but with a personal twist – your take on something topical, a conversation angle around a recent Blog post or a light hearted snap of content that is relevant to your audience – and remember this last one doesn’t need to even be about your business or industry, just about something that is ‘relevant’ to them, not you.
You want to have remarkable content that is then shared – so make it easy for people. Include CTA’s (Calls To Action buttons and prompters) and clickable hyperlinks – this will help you reach out to a much wider audience.
With every piece of content you put out be always helping your SEO efforts. Use your main keywords (the words or phrases that people looking for you are going to put into Google Search to find you) to help build your SEO organic profile.
Next to your website itself – this needs to be a source of information for your visitors. Actually no, it needs to be ‘the’ source of information for your visitors. Your website should always be delivering the right content at the right time to the right people. By 2020, it is predicted that customers will manage 85% of their relationship without ever talking to a human, so this may be the only chance you have.
Include social sharing buttons that are easily visible on your site and articles and include a ‘top of the funnel offer’ that is valuable for your visitor. For today’s consumer, your website and content has to be mobile friendly too – accessible and readable across different devices from Smartphones to Tablets to iPads.
Design your website to resonate with your buyer persona – ask yourself: “if I were them what would I prefer to be looking at?” A prospect focused, uncluttered website will attract and convert strangers to visitors every time.
Finally, to events – getting out in the real world and hosting events or even attending events gives you an opportunity to make connections and generate leads. Drive these leads to your website, get them to subscribe to your blog, your vid-casts, e-newsletter, social channels and give them the opportunity to share what you do to help grow your reach.
Your goal is to drive visitors (not strangers) to your website so they will engage with your content and your offers so that you can get their details to gently lead nurture them by solving their problems and pain points with your content, expertise and then eventually your product or service.