Organic Search
The most cost effective way to attract quality prospects to your website is through search engines such as Google . The prospect types in what they are looking for in the Google search bar and websites and links related to the search are displayed. Once your website is on the first page of the results there is a 92% chance they will click into your website. In this case you did not pay to get ranked on the first page, it was free and this is called Organic Search .
Getting to rank on the first page does not happen automatically , Google search engine ranks your website using an algorithm based on factors that changes regularly - some of the main factors are 1) Domain Authority 2) Links from other websites 3) website traffic . Read More...
Hence, when building your website you must consider the design and content you want to become an authority in and ensure the website is optimized to get on the first page ranking certain marketing platforms have tools to ensure your website is optimized and adjusts according to Googles changing algorithm. In addition to optimizing your website, having a website blog is very important in increasing your ranking to gain authority in a given topic or area . Blogs are like adding new pages to your website and the search engines like Google is looking for new content. Certain platforms have Blog tools to help you select popular topics prospects are searching for so you can reach audiences relevant to your topic
Social Media Publishing
Publishing on social media should include posts from your Blog and include a call to action that directs the prospect to a landing page on your website so the prospect can register and provide an email , name and other information to convert to a lead. Some platforms allow you to easily create CTA ( offers ) ,Landing pages and easily copy posts from your website blog to social media posts. Using one platform to mange posting allows you to track which social media sites are converting the most prospects.
Paid Internet Advertising
There are other means of attracting prospects to your website using paid internet advertising. You can advertise and invest in 1) search advertising such as Google Ads, to ensure you get on the first page of a search results 2) advertising on other high traffic websites in the form of banner ads 3) social media sites such as Facebook and Instagram.
However, you must must ensure the target audience is selected carefully and measure the conversion of prospects to leads that will provide their email and other information , then track which leads will convert to a purchase by an email campaign . Measuring conversion (some platforms offer - Attribution reports ) allows you can review the return on your Internet advertising investment - Example : What social media site gave me the best Return on Investment Facebook or Google Ads ? How much sales did we generate and by whom ?
How do we measure Paid Internet Advertising campaigns?
In order to measure your paid advertising investment and track which customers responded to an internet paid advertisement , it is a good idea to consider one platform to collect all digital campaign channels that tie back to a customer or lead in your customer database. Having one tool to measure this allows you to see the ROI by lead or customer .
So far we have discussed three different ways of attracting quality prospects to your website, HubSpot platform has the tools to manage most of the features described in Organics Search , Social Media Publishing and Paid advertising .
Our next Blog will talk more on website and website Blog optimization.