New technologies have evolved faster than the way companies use them. In barely 10 years, everything has completely changed: it is no longer enough, as in the past, to entrust the creation of your website to the neighborhood IT intern to feel like you exist on the Internet.
Here are four key steps to successfully develop your business on the web.
Prospect: SEO, partnerships and advertising
Too often, the issue of online visibility is reduced to a list of 10 keywords on Google.
On the web, to find your audience, first try to answer the following questions:
- Who are my customers?
- How can I reach them?
- How do they use the web?
- Will they spontaneously search for my product or services?
The answer to these questions will make it possible to build an effective SEO, partnership and advertising strategy.
There is nothing shameful about having a budget for sponsored links: you will never be in the first position on Google organically for every query related to your business.
Convert: websites that sell… and those that don’t
Once prospects are on your site, you need to get them to take action: request a quote, send their contact details, buy a product or service…
Unfortunately, many websites are designed primarily to please the company, not the visitors. How many websites highlight their company instead of talking about the benefits of their products or services?
Believe me, prospects do not care that your premises cover 500m2 and are located alongside the A92 motorway (except for a road transport company…).
Don’t explain… sell!
Also read: 5 tips for creating your e-commerce site
Get recommended
In sales, the best prospects are those that come from active referrals, meaning they have been recommended by satisfied customers.
On the web, this recommendation can take several forms: messages in forums, use of social networks, customer testimonials on your site… reassure your visitors!
Also read: Product recommendations: the complete guide to boosting your site
Build loyalty!
Finally, to retain your customers, use the resources at your disposal: CRM, Facebook “Fan page”, private customer area on your site…
At the loyalty stage, emailing can be an interesting way to stay in touch, provided it is consented to by the customer and not perceived as intrusive and abusive spam.
