As a San Diego Web Design company, we know creating a company website is a huge stress when trying to map everything out. You might be asking yourself, how do I attract new customers to the website? The answer is with the Buyer’s Journey. This is the track your customers will follow from becoming a visitor to lead, lead to customer and customer to a promoter. A common mistake is trying to capture visitors as customers too quickly. This may be too pushy for the visitor, causing them to leave and not return.
What is Inbound Methodology?
Inbound Methodology is a process that maps the journey of a visitor to your website. The ultimate goal is to turn your visitors into customers. The process starts with attracting users to visit your website. The visitor becomes aware of your offer(s) and becomes a lead. Leads are promising because they can be converted into customers.
TOFU
Take your time, and follow the marketing funnel. Provide value to your visitors at all stages of the buying cycle. For example, grab visitors’ attention at the Top of the Funnel (TOFU) by offering free blogs, guides, eBooks or whitepapers. The key is getting customers to enter their contact information before downloading these attention-getting points. This turns the visitor into a lead.
MOFU
You can move down to the Middle of the Funnel (MOFU) once you have noticed visitors have read your content and given you their information. These people are in the consideration stage, and they are learning about solving their problems. They have a strong idea of what you do, and they are developing a solution to their needs. This is where you can deliver solutions to them. Offer content to these visitors, such as how-to videos, comparison charts, white papers and expert guides.
BOFU
If visitors in the MOFU stick around, they are in the decision stage or Bottom of the Funnel (BOFU). In other words, they have a clear answer on how they want their pain to be solved. More importantly, they are probably considering purchasing the solution soon. Of course, most people will window shop with competitors to find the best fit, price and service. As a result, comparison sheets of other services, testimonials of current clients, case studies or even a trial and live demo can make your company look more attractive.
Remember, once this is all finished, the work is still not over. Your focus should shift to turning your customers into promoters. Word-of-mouth advertising is big in business! For example, your customer takes to Facebook to tell everyone about how great your product is. Therefore, your customers can attract many new visitors. Keep up with them by asking them to subscribe to your blog or fill out surveys of your products. In fact, just checking in with them can be the catalyst to a series of positive Facebook posts about your business. It is a constant loop, and you still have competition. Even once you have customers to promote your business, do not lose sight of the importance of attracting new visitors!
Now that you have a marketing plan set for your buyers, you have to find out how to get them to see your content! Next week we will show you benefits of SEO and how to get users attracted to your site. As a San Diego SEO company, get a free audit today! If you don't want to wait for our next blog, download our full B2B Website Design guide below.
