You’ve just built a new website, but you don’t have any idea how to get customers to your website.
Well! The good news is that you are still far ahead of all those people who are hoping that customers will somehow come to their websites magically.
Both you and I know that it doesn’t work that way.
Customers don’t just come. They need to be brought.
How do you bring customers to your website?
Before giving you any straight answers, I would like to ask you two questions.
- Who are your customers?
- Where do they hang out?
Yes, you need to think over that.
If you don’t know who your customers are, then you will never know where do they hang out. And, if you don’t know where do they hang out, you will never be able to reach them.
Before I go any further, I would like to give a very important piece of advice.
Don’t trust digital marketing agencies blindly
Business owners have a tendency to hire a digital marketing agency to bring customers to their website. I won’t advise you against it. If you have some money, go for it. But I would certainly add a word of caution.
Don’t trust them blindly.
If you happen to hire a digital marketing agency, chances are they will ask to invest in some of the following things:
- Search Engine Marketing (SEO)
- Search Engine Optimization (SEM)
- Facebook Marketing
- LinkedIn Marketing
- Pinterest Marketing
- And, whatever medium is hot during that season
I am not against the above mentioned marketing campaigns. They work, but there is a catch:
They will work if your customers hang out there.
For example, suppose you are selling ethnic designer suits for women.
Now, would you still pursue LinkedIn marketing?
Of course not. Because, your target customers are not hanging out at LinkedIn.
In fact, they are hanging out at Facebook & Pinterest.
So, a wise approach would be to build a Facebook & Pinterest presence.
What about Search Engine Marketing?
What about Search Engine Optimization?
Well, before investing upon the above two things, it would be wise to understand the difference between the two first.
Search Engine Optimization (SEO) involves all those technical activities on your site that helps you get free traffic from Google. If your customers search Google for the product you’re selling then you have to do the SEO stuff. In almost all cases, SEO is a must for all website owners.
Search Engine Marketing (SEM) involves getting paid traffic from Google. It is expensive and you need to keep in mind your profit margin before trying the SEM stuff. And moreover, if you don’t have a big marketing budget, you just can’t afford this one.
The first step is building a Buyer Persona
What is a buyer persona?
I’ll explain this with the help of an example.
In the above mentioned case, you’re selling ethnic designer suits.
Just image who could be your customer?
Let me guess.
- Your customer will be a female
- She will be Indian
- She will belong to 25-40 age group
- She spends at least 25 minutes per day on Facebook
- She spends around 30 minutes on Pinterest as well
- She often searches for the term “ethnic designer suits” on Google
I just created a buyer person for you.
And, I did this by asking myself the following questions:
- Who is my customer?
- Where does she hang out?
- Where does she belong to?
Just answer the above mentioned questions and you get the buyer persona of your customer.
Work on SEO to get free traffic from Google
Most people can’t afford paid advertising during the early stages of online business. Under such circumstances, it would be wise to target free traffic from Google.
SEO is an ocean in itself and chances are, you’ll get overwhelmed during the initial stages.
You can either hire an SEO agency or you can do the SEO stuff yourself.
Even if you’re planning to hire an SEO agency, I would suggest you to learn at least the fundamentals of SEO first, so that you do not get cheated by an SEO agencies.
I hate to admit it but most SEO agencies out there are scammers.
If you don’t want to get scammed, you better learn basic SEO first.
So, my suggestion is that you learn basic SEO first. Implement them on your website and again learn in the process.
A time will come when you’ll realize that you need an SEO expert. By that time you’ll be well versed in SEO as well, so you will be able to make wise judgement in hiring an SEO agency.
Prepare a social media strategy
Based on where your customers are hanging out, you need to prepare a social media strategy accordingly.
The following are the major social media players:
It may happen that your customers are hanging out at all the above mentioned sites. Does this mean that you should build a social media strategy targeting all the above?
Just begin with one. The most important one. Get good at it. See some good results coming. Only then spread out to other sites.
For example, if your site provides “corporate training packages”, then it would make sense to target LinkedIn first. Because, that’s where you will get most of your valid leads.
Once, you get a solid hold of LinkedIn, you would want to target Twitter.
However, on the other hand, if you try to target all them at the same time, you will end up becoming frustrated. Because, that wouldn’t give you the kind of results you need.
In this post, I just scratched the surface of getting customers to your website . My intention was to educate you about the strategies, professionals use to get customers.
Keep on coming back & I’ll teach you how to go about each one in detail.
In the mean while if you have any doubts, you can always contact me.