Now you have a beautiful website, your brand is out there, and you need to attract customers, so you need traffic. Driving traffic to your site is digital marketing. Every web business owners want to be on the first page of Google. Right?
So let’s first define digital marketing.
Digital marketing is linking your website, content, products, and services for each below option:
– Google search
– SEO (Search Engine Optimisation)
– Content marketing
– SEM (Search Engine Marketing)
– Social Media -Facebook, Instagram, Twitter, LinkedIn
– Video marketing (YouTube)
– Blogging will reinforce your credibility in your field; this is why you need to create fresh and unique content on your site via blog post. Plus this great content will be shared on your social media.
– Email marketing is an email system (MailChimp) to communicate regularly with your customers and to your potential clients
– E-commerce – online shop
– Google advertising, Google Ads Words. Google Analytics
– Facebook advertising
– Free resources. To be able to collect people’s emails it’s always a good idea to give back something first for free such as a report, infographic, PDF or an ebook. Your subscriber list is essential because they are your potential future clients.
Webmaster & Marketer
Is your head spinning?
Not only I’m asking you to become a webmaster but now a digital marketer.
So let’s reset. Lets’ start again with your beautifully designed if your visitors stay only a few seconds on your homepage. It merely means the design or your business message is not strong enough to retain people or you don’t tell them what to do such as a call to action (CTA).
I used to create a beautiful website first, then do all the digital marketing I can. I thought it was enough to sell. How wrong I was. I was struggling to drive traffic back to my site and then to retain visitors to keep browsing the information I was offering.
But it doesn’t work like this anymore.
So, I decided to step back from my company and change the way I was thinking about digital marketing and transform my strategy entirely – and to be honest, it wasn’t easy, but it was a GAME CHANGER for my clients and me!
Please see below how I had to change my designs completely to fit my audience needs and how I was able to convert 5% of my visitors to 46% in less than four weeks.
There is no magic there. I tortured my brain, and I had to put on the side all the things I knew about marketing and web design in the last 15 years. It was evidently a challenge.
Too much fluff or frictions on your site will distract visitors, and at the end, they will not understand what you are asking them to do.
To be honest, it can be a painful transition, but it will change your business strategy entirely, and within weeks you will be able to see real positive results. The data is always right.
See below a screenshot of Digistylist Google analytics I finished creating my site in January 2018. I was doing thousands of things in same time (the whole marketing scheme) and then I had a little time to check the data but when I did. I was depressed looking at the graphs and not seeing constant traffic to my site. I had to rethink my whole business.
I wanted to cry and thought OMG all those months of work for nothing… Not true, my biggest mistake I did is that I forgot the first rule in web design or design in general: Less is more.
I was spending hours on social media, writing articles for my blog, doing my makeup for videos, writing scripts, participating to other facebook business pages by giving free digital marketing advice, and the list goes on. I was working seven days per week, spending money on my business and making a little ROI. Hard reality check!
So I decided to back up from the business. I know digital marketing like the back of my hand, this wasn’t my first business, and I successfully worked with the most prominent brands.
But the data was telling me I wasn’t doing the right thing anymore.
I decided to instead of doing thousands of things per day, was first to look at my site and the data.
I did many searches about data, software to help me to understand how people react to my site’s content. How long do they stay? Where do they click, or don’t click? How far do they scroll on pages?
I had nothing to lose, and I’m not a quitter. I know for a fact many prominent sites such as Mashable, Facebook, Google or YouTube change their algorithms all the time because they are data-oriented and they run on their site tests all the time. Each page, images, title, content, pop-up, button, menu, and call to action.
So did I.
Small Data is Better Than No Data
In fact, simplifying your website, by removing all the fluff, does help your visitors to focus on one thing at the time. For instance, changing the subscription form (form two optins to one optin), simplify the visitor experience on your website.
Making those tests sound like a lot of work, and in one way it is but no so much because it will help you to take back control of your website.
Conclusion, it can be challenging to step back from all the marketing fluff (I know it wasn’t easy for me), but on the long term it pays off because I got my website working for me and websites I created for my clients – and you can do too.