Because getting them back increases the likelihood of them buying from you
Whatever way people move from simply knowing who you are to becoming potential clients, they will be spending time on your website. Much of the time, they are checking you out; making themselves comfortable that you will be able to help them. Getting potential clients to return to your website will help them to become comfortable and start talking with you. Here’s 7 ways to get potential clients. back to your website…
How many people are returning to your website?
Before you start work on this, you need to know how many potential clients are actually returning to your site. After all, it may not be an issue for you. If you don’t know, Google Analytics is your friend. To find your stats:
- Go to Google Analytics – click here
- Go to Reports
- Click on Retention (highlighted blue in the image here)
1. Retargeting ads
You will have regularly seen adverts for something you’ve been looking at online. Those adverts are designed to get you back to their site and to buy the product. You can do the same to people who visit your site.
Google Ads and Facebook Ads are two key players in this area. You will need to set up the account(s) and you do pay a small amount per returning visit. Depending on how competitive your industry sector is, this cost per click (CPC) can be pennies, up to £1 or more. But it will be much less than Google Ads to get them to your site for the first time.
2. Email marketing
Email marketing is a highly effective way to get people back to your website. If they have given you their email address, make sure you are emailing to share latest content regularly.
Depending on what information you have collected, email campaigns can be:
- New case studies, particularly for people in their industry sector.
- New products or services that you now provide.
- New articles that continue to demonstrate your expertise and knowledge.
The wonderful thing about email marketing is that everything is trackable:
- You can see who is opening and clicking on what campaigns
- You can see the contacts who are highly engaged, and those who never open your emails
- Associated applications can even show you what individual contacts do after they’ve clicked from your email campaign.
If you have a telesales function within the business, assigned to follow up your marketing campaigns, this information helps them to call the right people. Those who have engaged should be the first people called.
Sending links to special offers or exclusive content is a fantastic way to really encourage people back to your website.
3. Consistent engaging content
Regularly adding high-quality content to your website can quickly get people coming back to your website. Once people have visited a few times, they get used to expecting useful information and content, so they return regularly to consume that content.
That content can be in the form of blogs, white papers, or videos – whichever format your target audience prefers. By posting useful content, you establish yourself as an authority, increasing your Domain Authority score and your search engine rankings.
4. Social media promotion
Your choice of social media platforms is determined by your target audiences. Whichever platform you use, social media is a great place to share new, and evergreen, content. New articles, case studies and promotions are all great outbound content. But don’t forget that a good chunk of your website visits can come from when you have responded. That can either be to people who have replied to your original post, or when you have commented on someone else’s original post. Social media is not somewhere to shout ‘Buy Me!’ – but that is another article…
5. Guest Blogs
High quality content that you post on other websites generates both quality inbound links (good for SEO (Search Engine Optimisation)) and more traffic. The fact that the other site has agreed to post the content is a good sign for readers. For people who have seen your site before, it is a further reminder that they can get valuable information (and good services) from your business.
6. Search Engine Optimisation (SEO)
Optimising your website for search engines will raise you up the search engine results, maximising the chances of people seeing your site again, getting them back to you and buying. Tools such as Yoast will help you get the on-site SEO right, ensuring you have:
- Good meta descriptions that tell people what they will find on your page.
- Catchy SEO titles to grab peoples’ attention as they scroll looking for answers to their search query.
- Internal and outbound links that guide people around your site and to places they can find good supporting information.
- That word counts are sufficient to give readers a good idea of what your business is about.
- And much more.
There are plenty of other tools on the market for SEO. We use SEMrush to further improve SEO performance for our clients’ websites because most of them are WordPress sites.
7. Make a great first impression
Perhaps this should have been the first way, but hey ho… A great first impression will get people coming back for more. If they like what they see and read first time, chances are they will come back again, particularly if they ‘bump’ into your brand in other ways.
To get people back to your website, your marketing needs to be consistent, and your brand needs to be seen regularly in separate locations online, and off.
Of course, if you need some help with this, get in touch. You can call us on 020 8634 5911 or complete the form here and we’ll call you back.