Up to this point with an Optimized website from the Best Website Designers, you presented a lot of front-end marketing to get people to your website.
However, we need to pull back a little bit and understand a bigger picture of what we can do to build your business.
In driving people to your website, most people will not take any actions whatsoever. Search will provide a significant amount of visitors to your site, but a lot of them are going to leave as soon as they get there, maybe because they saw their answer, or maybe because they didn’t.
In general, only a very small percentage of people will take action on your website and register/Sign up, subscribe, or buy something. And a lot of that is dependent upon how they found your website.
In the first place, content marketing is just the beginning of the process. It gets them to the website, but here’s the key. When they come to the website, it produces data.
What is a Web Cookie?
Now, this data is important because what happens is that a small file called a cookie is placed on the visitor’s browser.
Equally important, a cookie tracks your behaviour across websites, search engines, and your interactions with advertisements online. It’s how you can target people effectively.
So if you visited our example website, Top Safaris Uganda, you will have a cookie in your browser’s file. Now, it will help you to get better website analytics because I’ll know when your website visitor visited, what pages your website visitors looked at, how long your website visitors were at each of those pages, and if you looked specifically at any content. You can also see how your website visitor found your website, whether it was through a search, a link, or an ad.
Regardless of how your website visitor finds your website or find a landing web page, people who visit your website get a cookie on their browser. That tells you how your website visitor found it and what they looked at.
By the same token, because of that website cookie, you can now target your website visitors with an ad.
In like manner, you can show that ad to any person anywhere who has been to your website because they have that cookie on their browser.
You can do this by setting up an ad campaign that will only show these ads to people that have visited your website. This is called retargeting or remarketing. You can also do this in business-to-business.
This is the most basic start to gaining data on a potential customer and then nurturing the relationship to drive ultimately a conversion and further actions.
This type of marketing can be used throughout a customer life cycle. The content you generate is typically used as bait for these campaigns that then can be used to recapture leads. It can be used to retain customers or reward loyal customers.
You can’t look at content as a one-time activity that ends when you press Post.
At Trophy Developers to gain high organic traffic we see the content we Publish or Post as the beginning of the process to acquire new clients/customers. We have a plan for how to push, promote, and optimize the content.
We also have a plan to use that content to drive new prospects, educate visitors, recapture anonymous visitors who have been to the site but didn’t take action, reengages them, but also nurtures new customers. So content is just the beginning.
And utilizing data and technology, you can get your content back in front of people who have visited your website but not taken action.
This is important because they have expressed a need, they have seen your content, but something caused them to leave. By getting your ads in front of them or an offer they respond to, you can recapture that lead and bring them back to your website.