In times past, a salesperson would go out knocking on doors to educate people about their products and services. Have you ever let the Kirby guy in your door? He’ll clean a good portion of your carpet so well you will be dying to buy his extremely expensive vacuum cleaner.
Nowadays, people search for products and services almost exclusively online. Is your website, (if you have one) educating your prospects about how you will solve their unique problems, or is it simply sitting there waiting for the phone to ring? As we all know, a salesperson that does not get out in the field to address the needs of their prospects, and position themselves to stand apart from their competition, gets very little, if any, sales.
The advantage of using WordPress (a blogging platform that can be configured to look like an expensive website) is that it has all the gadgets and gizmos to serve your clients in a way that creates interaction and conversions. If you are a small business owner, on a limited budget, then WordPress is essential for online success.
The problem many people have with WordPress is that they set up their site and let it sit there like an online brochure. Their reasoning for using the platform is to not be a slave to tech support. There is nothing wrong with using it for that reason. However, upon checking their Google Analytics, (a service that shows you how many people are visiting your site) they are probably seeing very few visitors unless they are driving traffic via webinars, social media or from offline events.
The problem is: how long are they going to stay once they get there? Google analytics will also show you your bounce rate. If there is nothing interesting to look at once they arrive, the bounce rate will be rather short.
Those who create content, on a regular basis, via blog posts, generally see their traffic begin to build and their bounce rates improve. This does not happen overnight, obviously, but with consistent posting (at least once per week) the content will begin to be indexed by search engines and viewed by those who are interested in that particular topic. This is not always the case if your content is:
- All about you
- Not interesting or valuable
- Always on the take – Attempting to sell at every opportunity
- Auto blogged
A blog enables you, the business owner, to give prospects a sense of who you are. It’s important to speak in your own voice to let your personality and your purpose come through. If anyone attempts to convince you that auto blogging works, run for the hills.
Begin by setting a goal to make your site a place that people want to hang around in.
If you have a sidebar full of banner ads flashing, they will be tempted to click off to find the next shiny object or get turned off because you are on a mission to sell anything and everything.
If you have a new website and a small list, focus on growing your list FIRST
Include a call to action to subscribe to your mailing list at the end of each blog post. If your content is interesting enough, prospects will want email updates on a regular basis. Rather than encourage an RSS feed, in which you do not have control of your list, instead offer a blog broadcast. A blog broadcast sends updated posts via email to your list as they are posted or at scheduled intervals, that arrive in a newsletter format This is easily accomplished using aweber, which is the email marketing service of choice for many professional online marketers.
Open up your blog for comments.
Make it easy to interact with your clients. We use the Comment Luv plugin on this blog. When a reader, with a blog of their own writes a comment, a link to their latest post is displayed. This is a nice way to syndicate each other’s content and encourage interaction.
Your words are much more important than your site design.
The advantage of WordPress is its affordability. There are many beautiful templates to choose from and making tweaks to match your branding is not particularly difficult. The most important thing is to make sure your site is easy to navigate and your content is compelling. Images, charts videos and audios give readers eye and ear candy to appeal to various learning styles and personalities.
Develop your website for your particular audience.
Think about what your clients would like to see and read rather than what is hip and flashy. Although many marketers will attempt to convince you that pop ups or auto play videos are the way to get people on your list, for most audiences, they are a total turn off. Hard sell markets such as Internet Marketing, or even some network marketing sites may get conversions using these methods, but if your audience wants to know, like and trust you, this is not the way to go.
It is better to have a few products or services than attempt to promote everything under the sun. People get confused and do not know what it is you are really about. If they cannot describe what you do from simply going to your homepage, only promote one or two products or services. As your list grows, you can slowly dribble in a few more. Specialize in your particular niche.
For more information on how to build a list and grow your business check out Nicheology.com. They will give you a step by step action plan to grow your list that has had 7 years of proven success. Sign up to receive their free pdf downloads which are free from hype and very informative.
Would you like to get your WordPress site up, running and optimized or need help with your existing blog? Check out our services HERE. Why not get started today?
(We can transfer your Blogger site content into WordPress to give you a more dynamic and professional looking site)