How To Convert More Traffic & Visitors
Unless you’re just starting out, there’s a good chance your business gets plenty of traffic and visitors. But it’s just as likely that your sales funnel isn’t doing as well as it should at getting the most out of that traffic.
To maximize your traffic and take advantage of each opportunity, let’s take a closer look at the top of your sales funnel and some things you can do to get more visitors and nurture more leads.
Generally speaking, you want the top of your sales funnel to cast the widest net possible. The more visitors you get to your store or website, the more chances you have to create new customers for your business.
The problem for most local businesses is that they rely on very few things to generate traffic and know even less about actively converting the visitors they do get into customers. Of course there’s a large percent of visitors that are at your business to make a purchase, but there’s a lot more you can do right now to increase both your amount of visitors and the percent that make a purchase.
How do you get more traffic to your local small business?
First, think about the ways you discover new businesses. Internet searches, referrals from friends, newspaper and television ads, and even just walking around town are all common ways locals find new businesses.
Now think of ways you can help locals discover your business using the methods above.
Improve your signage and window displays to draw in more foot traffic. Create contests and events to create a newsworthy angle and send press releases to local news outlets. Develop coupons that require sharing on social media to redeem.
And above all, optimize your internet presence. Doing so generates more “warm” traffic for your business and plugs many of the leaks that drive your potential customers right to your competitors.
Here are 6 free or cost-effective ways you can plug these leaks fast and help more customers discover your business.
6 Ways To Plug Your Traffic Leaks
- Optimize Your Display Ads – If there’s one thing local businesses tend to do to get more visitors it’s buying display ads in local news publications. The problem is that 99% of the ads in the newspaper are ineffective because they lack the most important parts of a good advertisement. And fixing your current ads won’t cost you any additional money — you can literally get twice as much traffic for the same price. Make sure your display ads include a headline and a specific call-to-action in addition to your address, phone number and website.
- Pay-Per-Click Ads – You may or may not be using pay-per-click advertising on Google, Yahoo, Bing and Facebook, but you probably should be and here’s why — you only get charged money if and when someone clicks your ad and visits your website and because it’s all online, you can learn vast amounts of valuable information about your customers, products and headlines that you’d never know otherwise. PPC also guarantees your business shows up on search result pages related to your business. Make sure you perform adequate keyword research to lower your costs, bid on searches of your business name just in case your competitors are and retarget ads to those who have previously visited your site.
- Publish Your Own Content – Creating your own content is the most effective way to earn better search engine rankings, which helps you capture more clicks to your website. It’s also free if you’re willing to do it yourself. Listen to your customers for topic ideas and focus content around the keywords they use to search for your products and services online. Develop content that positions your products as solutions to your customer’s pain points instead of just talking about your business.
- Claim & Optimize Your Google+ Page – You probably already have a Google+ page and don’t even know it, but claiming your page might be the most important step in plugging your online leaks. And it’s completely free. Simply head over to Google+ and do a search for your business. Once you find it, click “I own this business” and follow the directions. Your goal is to complete your profile to 100% and include pictures, videos and product information to give visitors a full view of your business.
- Participate On Social Media – If you think your customers aren’t using social media to find local businesses, you’re wrong. Social media sites like Facebook, Twitter, Pinterest, LinkedIn, Youtube and Instagram have attained complete saturation among American consumers, who expect their favorite businesses to be using these sites, as well. But having a presence on these sites is just the first step. You must also participate on these platforms and answer customer inquiries in a timely fashion or risk losing sales to competitors who do.
- Get More Customer Reviews – As time goes on, online customer reviews are increasingly becoming the most valuable social currency available and the main factor in why people choose to do business with a company. Claiming your Google+ page is a good start, but you should also focus some time to claim and optimize your Yelp profile. Then think of creative ways to get your customers to leave you their honest reviews on Google, Yelp and Facebook. Those with the most positive reviews will get the most traffic.
Remember to cast your sales funnel net as wide as possible. Think of all the places and ways you learn about new businesses and fill in those same gaps for your business.
Be consistent with your message across channels and optimize your online presence to get more traffic and maybe more importantly, lose less traffic.