So many different businesses fall into the B2C category. If you are a B2C business then you know how important a business tool your website is in generating traffic through your door.
Customers, patients, or prospects find your business online, look at your online reviews, visit your website and then determine whether to place a call or complete a Contact Us form. Thus, you should have a great website that in most cases can only be built by one of the small business web design companies.
So traffic is a problem. The primary reason why so many small and midsize businesses have a problem generating traffic is because they don’t direct their content (ads, landing pages, blogs, case studies, videos and so on), to where people’s attention is focused.
If your prospective customers, clients, or patients are on Facebook, YouTube, Google or Yelp, then that is where your content needs to live and in high-enough volume. If you aren’t doing this, it will explain why you are not generating enough traffic.
Again, volume is also key, as Google gives preference to companies that have plenty of content providing information or answers to the questions everyday people ask (of/about your business/industry).
Our favorite formula to address this topic is “TAWA” or “They Ask We Answer.” In other words, your website should be answering all of the questions your prospective customers, clients, or patients are asking (or reasonably would ask). Your social media posts should also be answering these questions.
For instance, an orthodontic practice might have a prospective patient ask the difference between Invisalign and traditional braces applied by an orthodontist. This question could, and should, serve as the foundation for that orthodontist practice to craft online content that directly answers this question.
Go through a list of questions prospects have asked of you or others in your industry. Where are they looking for these answers? TAWA provides a framework for you to attract more qualified leads.
When people see this type of content, they understand that it’s for them. They like what they see, because it is helpful.
Many of our own videos and blog posts are content that provides solutions, free of charge. It is not crafted with the intent to sell something, rather it intended to help someone. This is a huge difference between high-performance organizations and the rest.
For example, one of the offers I could make is to: “Download a checklist on how to get more B2C leads through your website.” Or, I could say: “Schedule a zero obligation meeting with me or someone else on my team to discuss how your website could generate more B2C leads.”
Do you have to buy anything to consume those offers? No. Do you have to buy anything for us to do this for you? No. We’ll just give it to you free of charge. If you like it and see value in it,, then you might convert. It’s an investment of your time, and it is worth it.
I recommend that every B2C organization follow this format. Create content that answers common questions. Post that content in video format and written format (blogs, web pages, social media posts, and so on).
I understand that writing is not for everyone. Video is not for everyone. Find the way that you communicate best, the medium in which you feel the most comfortable and confident. Or perhaps designate someone from your team to produce content for your business. In either case, someone must create content because that is the nature of the market today. If you’re not creating content and your competitors are, it’s a game over for you in the near future.
Unfortunately most small businesses fail to create content. Just like the late great Jim Rohn said, “What’s easy to do is even easier not to do.” So you’ve got to do this because the future of your business really depends on it.
Aside from creating meaningful content, the next on your priority list must be to optimize your website for traffic, conversion and user-friendliness. It should be easy for visitors to consume your content.
Video is very easy to consume. Long paragraphs are desktop or worse, mobile devices are not easy to consume.
You must ensure that your business website is following the best practices of content for the web. For example, never create paragraphs that are longer than 100 words. In fact, an ideal paragraph is fewer than 70 words and has no more than three sentences.
Make content that is digestible for any type of person who may be viewing, or reading as many people skim through content looking for meaningful nuggets.
By the way, because we have short attention spans and we prefer video to written text, it would behoove you to create both video and then convert it into a written article or blog. If you would like to know more about how we do this, please contact us.
Once you deploy all of that content it must also include lead generation magnets through which people can convert. You can follow-up with these prospects automatically by attaching what’s called a marketing automation module to your website. Don’t do this at home. Enlist a professional to do this.
I am not a technical expert, but we have many brilliant techs in our agency who can set this up for your website. This tool will actually follow up with people automatically by delivering more useful content to their inbox.
And, after a prospect visits your website and you know what they’re in the market for, make sure that you have an advertising campaign in place that targets the various platforms your prospects frequent. When they are ready to convert, your offer will be conveniently placed for them to do so.
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