The flywheel approach: how to get traffic to your website
There's an old saying in business that there are only four ways you can increase your revenue:
- get more customers
- increase the average customer spend
- encourage repeat customers
- charge more for your product or service
In this blog, we're going to go through the first point on that list: attracting more customers.
No matter if you're a dedicated online store or you're an established company that's new to the internet, inbound marketing can work for businesses of all sizes and in all industries. Using HubSpot's flywheel approach we can unveil the ultimate guide to attracting, engaging and delighting our customer base.
What is inbound marketing?
The why people interact with businesses has changed – again. The internet's rise three decades ago did more to change the landscape of business than anyone could have imagined in the 1990s. And now inbound marketing is making it happen again.
Inbound marketing entices people to come to your website by offering them something of value, unlike outbound marketing which is about disruption and forced brand awareness. Inbound marketing has a 'pull' effect on your target audience, whereas traditional outbound marketing has a 'push effect'.
Both techniques have their uses, and often work in conjunction, but inbound marketing is fast becoming the preferred focus in Australia.
How does inbound marketing attract customers?
Content is king online, but it has to be content that's actually of interest to potential customers. Two of the best ways to make effective content are to write regular blog posts and create videos.
In this part of the process, the idea is to create something of interest to customers and potential customers. Depending on your audience, these can be entertaining, informative or a mix of the two.
Then, through search engine optimisation, social media and targeted advertising, you can make sure that you're reaching out to the people most interested in your business who have problems you can solve.
Using personas to target the right people
Before you start creating content for your site, you need to work out who it will appeal to. To do this, you should create customer personas.
These personas describe the types of customers you have. Although every single person is an individual, you'll often find that they fit into groups of similar people who buy from you.
Many businesses will have a few different personas, which is ideal. It helps you to target campaigns more accurately, which improves their efficiency and gives you a better return on investment.
How do you get more people to your website?
Perhaps the best way to bring people to your site is to create content that is problem-centric.
In essence, most businesses exist to solve a problem. A mechanic fixes a broken car, a hotel solves a tourist's accommodation woes and a bank helps people look after their money.
By offering information for free to people experiencing problems, you can build your brand's strength and trust. Then, once you've shown you understand their problem, who better to fix it than you?
The next step in the process
Getting more people to your website is only the first step. Once you've increased the number of potential customers making their way to your site, you need them to take the next step and engage with you.
This article is the second in a series for website owners and marketers looking to increase online business. Read more on the attract, engage and delight process in our first article, Rethinking Customer Engagement.
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