Starting in January, Chrome will begin showing warnings on websites that collect credit card and password information but don’t have HTTPS. While this change won’t affect a standard B2B website, it shows a trend by large tech companies like Google and Facebook to make the web a more secure place.
Considering that in 2016 Google also started looking at HTTPS as a ranking factor in the search results, securing your website with an SSL certificate is becoming increasingly important, and you’re better off being ahead of the curve than behind it.
If you’re already a Pronto client, connect with our team to learn more about our SSL options for your website.
Make sure your website is mobile-friendly
For the last several years, having a mobile-friendly website has become increasingly important, and for the last couple of years, it’s been an absolute must. If your current website isn’t mobile-friendly, you’re long overdue for an upgrade.
Make sure your website is up to date with your business
We like to say that your website is never done. It should always be a work in progress. As your business evolves and grows over the years, your website should evolve with it to accurately represent the story and benefits of your business.
It’s easy to neglect your website when you get busy running your day-to-day operations, but it’s also important to consider how it should change when you make adjustments to your strategy or service/product offerings.
If you’re already a Pronto client, we’re here to help with updates to your website. Just let us know!
Invest more in inbound marketing
Write at least 2 articles on your blog per month
Content is one of the best investments you can make in the long-term health and success of your online presence. It essentially functions as the fuel for your marketing engine. Without consistently producing new content, you’ll find that many of your marketing activities get delayed or don’t get off the ground at all.
Blog articles give you more content resources to draw upon for your marketing efforts, but each article also functions as an additional opportunity to bring more organic search traffic to your website.
Build high-quality links from other websites to your website
Search engine optimization (SEO) has been a crucial part of online marketing for years and will be for many more to come. It’s very important to make sure your website is correctly optimized for keywords that are relevant to your business. But on top of that, you need to work on building links from other high-quality websites to your site.
In short, search engines view these inbound links as votes of confidence in the quality of your website. The more quality links you have, the more likely your site is going to rank high for its target keywords. If this sounds confusing, check out our webinar on the fundamentals of SEO.
Write at least 1 guest blog article on another site per month
This is somewhat related to the item above, as it is often used as a tactic to earn new inbound links. But by writing a blog post for another website in your industry, you get the added benefit of being exposed to an audience you wouldn’t normally reach.
Make sure your website has a clear conversion path
It might be obvious what you’d like your website visitors to accomplish, but it won’t necessarily be so obvious to them. You need to make sure your website has strong, clear “calls to action” to tell your visitors where they should go, what they should do, and what they should expect when they do it.
Make sure all the pages on your site work toward achieving your goals
Having a clear conversion path also means making sure your visitors don’t get lost or distracted along that path. Every page on your site should help guide or convince your visitors to take your desired action.
This doesn’t mean turning all your pages into hardcore sales pitches, but it does mean that all your pages should either describe the benefits of your services/products, display your expertise in your industry, or educate your prospects on why they need your services. Consider dumping any unnecessary pages.
Use an eBook to collect more leads
Often, website visitors aren’t quite ready for a consultation or a talk with your sales team. In these cases, offering an educational eBook for those who are still researching their options can be a great way to collect their contact information and start nurturing them until they are ready to speak with you.
If you're a Managed Service Provider, Pronto can help by creating branded eBooks to add to your website and promoting them on your site and email newsletter. Our program is now launched and you can read more details about it here.
Another great option for those who aren’t ready to connect with you directly is subscribing to your email newsletters. Tools like SumoMe and OptinMonster can do this through unobtrusive pop-ups that encourage your visitors to subscribe.
Expand your outbound marketing efforts
Build relevant email campaigns for targeted audiences
Email is still one of the best ways to reach your prospects and customers to provide them with information about your business.
On a basic level, this means making sure you’re sending out an email newsletter each month. Beyond that, you might also want to send out emails to specific segments of your audience. Maybe you send an email to prospects that have gone cold, encouraging them to reconnect with your sales team. Or perhaps an email to clients who haven’t sent a request to your support team in 90+ days, reminding them that you’re there to help.
Reaching out to your audience on a more specific, personal level leads to a greater chance of starting a conversation with those people, and from there, you can steer that conversation toward a sales discussion.
Use AdWords to generate more qualified traffic and leads
If you’re looking for a quick bump in traffic and leads, AdWords is the fastest way to accomplish this. With Google’s paid search advertising platform, you can put your business at the top of the search results right when your prospective clients are looking for help.
Building a successful AdWords campaign can’t be done overnight. It’s a continual process that involves analyzing data and making adjustments to your strategy. But when done correctly, it can be a dependable, consistent source of new leads. If that sounds like a lot of work, we can create and manage your campaign with our AdWords Management service.
Invest in retargeting
If you’re putting time, money or resources into any sort of marketing, you should also consider launching a retargeted ad campaign. Retargeting allows you to display banner ads to people who have previously visited your website as they browse other sites across the web. If you’ve ever viewed a product on Amazon and then seen ads for that product on another website, you’ve been retargeted.
Most website visitors don’t convert into leads on their first visit to your site. But with retargeting, you get a second chance at that conversion by remaining “top-of-mind” as they browse the internet.
Review your traffic, keyword ranking and form submissions
Having detailed data on how your website is performing is incredibly important for improving your marketing strategy. It allows you to see which marketing channels and promotional tactics have had the biggest impact on bringing new leads and business.
If you can supplement this information with sales data from your CRM platform, you can get detailed ROI calculations that will help you make better informed decisions about your sales and marketing.
Invest in call tracking to know which online campaigns make your phone ring
Let’s say you’re running an AdWords campaign. Someone clicks one of your ads and reaches your site, but instead of submitting a contact form, they pick up their phone and call you.
Usually you’ll have no way to determine if that incoming call is because of AdWords or some other marketing campaign. But with call tracking in place, you can connect your offline phone lines with online traffic sources, giving you even more information about how your campaigns are performing.
Plan your execution strategy
In the end, a great marketing strategy involves putting hard work into several channels and promotional efforts. Come up with a realistic plan for how you’ll actually follow through on your strategy and all the marketing tactics you want to invest in. This could involve building in-house marketing team, using your existing resources or outsourcing to agency like Pronto.