We’re all convinced of the importance of SEO and organic search.
With billions of websites online, we need all the help we can get in pointing our target audience to ours.
But what happens once our visitors get there? If we don’t have a plan in place, all that effort into SEO and search is useless. How do we convert those visitors into leads?
You’ve put a lot of effort into your SEO, whether paid or organic. You can tell by looking through your Google Analytics data you’re getting good traffic to your website.
But your traffic isn’t converting. People aren’t calling, filling out your contact form or emailing you to learn more.
My husband and two sons are avid fishermen. For years I’ve been hearing about leeches, minnows, Rapalas, spinners, rooster tails, and Swedish Pimples (yes, a real bait!).
I don’t know a lot, but I know this—you choose your bait based on the fish you’re after. And your bait needs to be tempting enough for them to bite on.
The same is true for your website. You don’t want your visitors showing up, looking around and swimming away, never to return.
Bait your hook
We’ve been fishing in the spring when the sunnies are so active they’ll bite on a bare hook. But usually we need bait to catch the attention of the fish.
Likewise, you want something on your website to catch the eye of your target visitors. Something that’ll keep them on your site longer. And especially something that’ll give them a reason to remember you.
Know your fish
How do you know you’ve got the right bait? You have to know your fish.
If you’re after a walleye dinner, you use bait walleyes love—like leeches.
For your target audience—those you want to attract—what’s their preferred
bait? What problem do they that you can help them solve? What’s valuable to them that you can offer?
For one thing, great content that offers information, how-to’s, inspiration, education—even entertainment. A blog or online articles are perfect vehicles.
Even better is a bait piece (also known as lead magnet). A free item—preferably a downloadable item—your target audience sees as valuable, and would love to have. A chart, a checklist, a guide, e-book, audio or video file. There are lots of possibilities.
Why better? Because…
Use your net
A net is handy for scooping up a fish that’s bitten the bait and been hooked, been reeled in close to the boat, and just needs to be landed.
In fact, without a net, it’s much easier for that fish to spit out the hook and escape.
When those in your target market visit your website, you want them not only biting the bait, but coming into the boat.
Your bait piece gets their attention and hopefully a bite. Asking them to fill out a sign-up form to get the bait piece is like having a net.
It’s a trade-off. They get the valuable bait piece. You get their name and email address (or whatever information you ask for).
This means you can stay in touch with those you already know are interested. When they’re ready to buy, your business has stayed top-of-mind.
So having ways to attract, hook, reel in and land those visitors who are looking for businesses like yours is invaluable. It’s the first step in building your in-house email list of prospects — in making full use of your SEO.
Using a bait piece to convert your visitors to leads is part of the lead generation process. For more info about that, click over to: Lead Generation Campaigns