Your website is out marketing your local business 24/7, right? If it’s doing a good job, you’re getting a lot of visitors. With a good call to action, hopefully a fair majority of your visitors are taking an action on your website.
As positive as any action a visitor takes on your website is, a simple visit to your site does not make this individual a solid lead. Instead, you have the opportunity to re-convert this individual (or in other words, convert him or her). After a number of the right interactions with your site, this individual begins to develop into what could be a solid lead.
Additionally, if you put the right opportunities in front of this individual, he/she may take the initial step to engage in a purchase or trial of your product. That’s great news, right?
In this article, I’m going to share five ways your local business can reconvert its website’s viewers.
1.) Create a call to action within a download (or other call to action piece). You’ve enticed a viewer enough to request a download of your information or some other giveaway. How do you further build upon the initial interest expressed by the viewer? To request another action of the individual and provide another example of the great content you can provide!
2.) Develop an easy to find central source of offers and information. This step is a great way to ensure those who find your site and have an interest in your content truly find what is of the most value to them at a particular point. There is no reason to create a lot of great and helpful content if you site viewers can’t easily find and access it.
3.) Leverage follow up emails as a succeeding call to action. A potential client has expressed an interest in particular content you have by requesting a download of it. Try offering up a similar content to further develop a connection between your organization and the potential local business customer.
4.) Utilize your top performing information pieces. If you’ve found particular content pieces which resonate most strongly with potential clients lead with these. Give customers what they want – simple, right?
5.) Provide ample opportunities for your local business customers to respond to your calls to action. Create them throughout your website – meaning on every page. Don’t make them annoying, but do be clear as to what your business is providing to potential customers and what’s in it for them as much as possible.
Ultimately, the reason reconversion matters is it creates a potential buyer who is more engaged with your site, understands more clearly what you offer, and allows you to understand how best to target your marketing efforts. More great tips can be found in Pamela Vaughn’s Hubspot article, 11 Clever Ways for Marketers to Reconvert Leads.
What about you? Do you have any tips to reconvert leads? What works for your local business?
About The Guest Author: Chris Marentis is the founder and CEO of internet marketing firm Surefire Social and is a recognized expert in the field of local business marketing leveraging website development, local search engine optimization and social media marketing to generate leads and brand local businesses throughout the digital web.
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