I recently had the distinct pleasure to co-author a book that features contributions from over 20 world-class marketers.
As marketing is essential for business success, the book is aptly titled “Creating Business Growth.”
The New Year being a time for many to create new resolutions, many business owners will be setting new business goals.This book is a perfect read to start 2015. And it will actually be free on Kindle for the first few days of the year prior to going back to its normal price (you can get the launch notification by signing up here).
It’s impossible to convey the amount of value that is in this book. And certainly hard to summarize in just one article.
However, I’d like to share with you just six takeaways – six things you can focus on – that will completely change the way you drive business with your website.
Marketing, especially when it comes to your website, is driven by content. So when it comes down to creating the content for your website, focus on these six things…
1. Focus on your customers…
Most businesses make the mistake of taking a “me” approach. It usually translates across all marketing channels…ads, networking events, and, of course, websites.
But the truth is, your customers are also taking a “me” approach. They don’t care about “you.”
By switching the focus away from what your business does, and rather on what your customer is searching for, you can instantly enter the conversation in their minds, stand out from competitors, and make more sales.
Of course, in order to do this, you have to figure out who your clients are in the first place. What are they looking for? What can you do for them?
2. Focus on their problems…
You’ve probably been told a million times over that you should think positively.
That’s a great idea…except for when it comes to sales. When it comes to generating leads and making sales, looking at the negative side – the problems – is often what gets the better results.
Businesses exist to solve problems. And your quickest path to success is identifying exactly what problems you solve for your clients..and then communicating it clearly.
3. Focus on value, not features…
Directly related to the previous point, when communicating what your company can do for a potential customer, focus on the value that you can deliver.
Explain the benefits of using your product or service rather than highlighting the features of what you have to offer.
This is akin to answering “why” rather than “how.” No one really cares how you’re going to solve the problem. They just care that you are going to solve it. And they want to know what their life will look like once the issue has been resolved.
4. Focus on lead generation…
The truth is, no matter how great your content is, and no matter how much you focus on the things listed in this article, you will never convert all of your visitors into customers.
And this isn’t just a function of the fact that not all visitors will be ideal targets. Even people that do want what you have to offer are likely not going to buy from you on first visit. This can be for any number of countless reasons.
It is up to you, then, to get them back to your site. Stay top of mind. That way, when they are ready to buy, yours is the business they buy from.
5. Focus on search engines…
It’s no secret that I am a huge fan of SEO as a marketing method. I offer it as a service. And my chapter in the book focuses on the topic. As someone that ranks #1 for “Cleveland SEO,” I feel that I can speak with a level of expertise on the topic.
However, there is a reason that I placed this “focus area” down at #5 on the list. Without a focus on the customer, search engine rankings will get you nowhere.
For this reason, work on creating content that speaks to your target audience first. Then edit the content to optimize it for search engines. This will allow you to get the best of both worlds.
Remember: write for humans, edit for search engines.
6. Focus on design…
To complicate things even further, it’s not just enough to deliver great content, but how you deliver it also matters.
Design matters. Studies have shown that it is huge for establishing trust and credibility. But design is also huge for conversion rates.
For example, we’ve already touched on generating leads. If you are collecting email leads through forms, where you place the forms can make a difference in your conversion rates (the percentage of visitors that sign up). Even the colors of the forms can make a difference.
These differences may or may not be large. But even the small differences add up. And extrapolated over many visitors, the tiniest percentages in conversion rate changes can have drastic effects on the bottom line.
Go beyond the surface…
This, of course, is just a tiny slice of what the book discusses. But it is an important slice nonetheless…one that can make a drastic difference for your business.
I would highly recommend picking up the book to get the rest of the insanely valuable information – especially because you can pick it up for free for just a few days.
6 Things To Focus On That Will Change How Your Website Drives Business by Eugene Farber