ATTRACTION STAGE IN INBOUND MARKETING
As you already know, in the ATTRACTION STAGE, we focus on getting the greatest number of strangers to visit our website and, in this way, turn them into sales opportunities and, depending on their process, into paying customers.
However, we sometimes make many mistakes when trying to attract these visitors because, in most cases, we focus on the product or service we offer and not on the needs or interests of our customers.
That's why today we're going to look at what we should not do when attracting customers.
MISTAKES IN THE ATTRACTION STAGE
As we already said, the attraction stage is one of the most important in the Inbound strategy, not only because it is the first stage, but also because it determines whether we can obtain Qualified Sales Opportunities, since if you don't have visitors, you obviously won't have people to turn into paying customers.
When attracting visitors to your Website, we make simple mistakes, often without realizing it and other times because we focus on our product and not on the customer.
It's important that the strategy you use to attract your visitors focuses mainly on their needs or interests, so that they are the ones who come to you and you are not the one who has to go looking for them.
Let's talk about these mistakes:
WEBSITE
The first step to attracting customers is, without a doubt, Having an optimized website. You may already have your company's website; however, it's important that you take on the task of optimizing it frequently, because otherwise it could look unprofessional and would not be of interest to your customers.
No matter how simple your website is, you should always focus on what your customers like and what they are looking for when they go online.
Remember, your website is your calling card to visitor-customers. If you don't update it constantly, your visitors may lose interest in seeing it, and that means they may lose interest in your company.
CONTENT
Every website must have enough content so that it isn't just one more page on the internet. That's why you should generate plenty of content, such as Blogs, Ebooks, etc...
The more content your page has, the greater the chance that visitors will browse your site.
The content you generate on your website must be Valuable Content for your visitors. That's why you need to focus on publishing content that interests your customers.
Publishing only content focused on your product or service can be good advertising for you. However, your visitors probably have no idea how the product you're offering could help them in their everyday lives.
You need to research or analyze your customers' needs, and you may even need to run marketing campaigns with Surveys, Social Media Monitoring, etc...
That way you can discover what your customers are looking for and publish content that they not only like, but also share with their contacts, so you can generate new customers from the ones you already have.
It's very important that you focus on Educating your customers before offering them your products. That way, when they decide to do business with you, it will be because they understand perfectly that your company or your brand is the solution to their problems.
CTA
CTAs, or Calls to Action, should be eye-catching and simple, and blend in with your content in such a way that they don't interrupt your customers' reading, but they still notice them on your page. This way, they will be tempted to click on them to receive the offer you're making.
Remember to try several changes to your Calls to Action to improve their performance. A 10% effectiveness rate would be an excellent goal for CTAs.
FOLLOW-UP
Don't let your visitors leave without giving them a reason to come back. The more time a person spends on your site and the more clicks they make, the more likely you are to turn them into a Qualified sales opportunity.
Always give them very good reasons to stay on your website.
BUYER'S JOURNEY
Finally, it's extremely important that you keep in mind the Buyer's Journey, since you need to know which stage of that journey your Leads are in.
This way, you'll know what type of content you should publish, which Email you should send them, and even when to make them the business offer, without the risk of being rejected by the buyer.
We hope these tips have been a big help to you. Don't forget to leave us your comments and questions in the box below this post.
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