Kestio

4 étapes clés pour attirer des visiteurs sur votre site !

Site vitrine, site e-commerce, site institutionnel, blog, vlog, … peu importe la catégorie : la présence d’une entreprise sur le web est aujourd’hui un impératif, motivé par la nécessité de générer des leads afin d’alimenter l’activité commerciale.

In other words: a website must be seen as a machine for making incoming contacts.

However, sometimes this objective is not achieved. Because the profile of visitors is not within the target. Because the site does not succeed in getting users to interact. Because the content does not meet expectations. Becauseit is too static. Becauseit doesn't build loyalty... and if this is the case, you need to quickly rethink your copy: it's business that's evaporating! 

 

First of all, it is necessary to keep in mind two key principles in order to understand how digital has reversed the way of seeing:

 

  • Demand VS Supply

It is important to understand that digital media are first and foremost media that respond to demand, whereas traditional media (TV, radio, press, etc.), as well as commercial and outgoing communication actions, remain supply-side media.

 

"I need a new CRM tool, I am looking on the web for the best solution": the internet will answer my request

 

"I receive an incoming call or an e-mail offering me a CRM tool, I will eventually study it if I have time, even though it is not my initial request": I am subject to an offer .

 

Between these two approaches, it is clear that the process is reversed and that it is essential today to be attractive enough to be identified in the first example. Consequently, two prerequisites are essential to exist on the Internet: firstly, to be seen by those who are looking for my product or service, and secondly, to be attractive enough for them to choose my offer.

  • Content Vs Design

Today, although graphic quality and design deserve a minimum of attention, they are not differentiating elements. Firstly, because the standards available on the market make it possible to develop navigable sites, and secondly, because Internet users no longer come to admire technical achievements: they are looking for real content! Once the minimum requirements have been met, it is better to concentrate on the content and animation of the site to develop its attractiveness and make it an effective tool.

 

Attractiveness: What are we talking about?

There are two important concepts for a site: traffic and conversion. Traffic is a quantitative indicator that measures the volume of visitors. Conversion is more of a qualitative indicator, indicating the number of actions carried out by an Internet user on the site.

 

The quantitative and qualitative aspects are measured thanks to the site's navigation indicators which make it possible to identify the most relevant content, both in terms of content and form. For referencing, an easy test consists in checking the results on certain keywords. 

A site with a lot of traffic but few conversions will be considered ineffective: its publisher will not get any return, very few leads. On the other hand, a site with little traffic but a lot of conversions will not develop a large figure due to a lack of visitors.

Attractiveness that is useful for the sales strategyThe attractiveness that is useful for the marketing strategy, the one that generates inbound leads for the sales teams, is therefore at the crossroads of these two indicators, and there are four steps to achieve it!

 

4 steps to a winning attractiveness strategy

1. Define the target, describe the personas

If you don't know who you are looking for, you are unlikely to find them! Therefore, in order to have an effective site, it is necessary first of all to qualify the target, to describe the typical profiles of customers (the term "persona" is often used). By specifying the personas, we answer the question of their needs, their expectations and their demands. We describe the core target by reviewing everything that may be characteristic: age, sex, social class, location, interests, etc. One of the keys is therefore to ensure that the target and the site's content/form mix are appropriate.

 

2. Using the customer journey to purchase

The customer's buying journey is divided into 4 main phases:

    • Awareness
    • Consideration
    • The purchase 
    • The use 

 

It is necessary to define precisely the content and channels used for each interaction. Indeed, the objective differs at each stage and to be effective, it is necessary to adapt. For example, for awareness, a short but impactful piece of information on the homepage or landing page will leave a lasting impression on the future customer!

 

3. Create content

The attractiveness of a site is directly linked to the quality of the content that is proposed. Thus, inbound marketing consists of distributing quality, targeted and regular editorial production, with an added value perceived by the Internet user. This value builds loyalty and contributes to lead generation. Of course, this strategy requires resources in terms of time and editorial skills. 

 

4. Disseminate the content

Once the content has been written, the personas and the buying journey defined, the last step is to distribute the web content. Far from being trivial, this step is important because even quality content that is poorly distributed will have a considerably reduced reach and impact. Therefore, for each content to be distributed, it is necessary to define :

 

  • the best channel to reach the persona at the right moment in the buying cycle.
  • secondary channels to increase the visibility of content (e.g. social networks)

 

 5. Combining marketing and sales

To better visualise the issues at stake, we can imagine the website as a stand at a trade fair. If we want to make the investment in the stand profitable, it must be well placed (referencing), relevant (with a coherent and readable offer for visitors), attractive (with a design that attracts), interesting (with relevant information for visitors) with animators, salespeople who make the stand dynamic (site animation). The possibilities offered by digital technology are so wide and complex that many professions have developed around the internet. And to a certain extent, you can no longer do everything yourself.

The first step to ensure the success of this approach is to have a sales organisation that fully integrates the developments and specificities of digital. Is this the case for you?

 

Is optimisation your watchword? Then find out in this webinar how to maximise the performance of your sales staff by saving them 50% of their time:

Pensée pour s’intégrer parfaitement dans votre quotidien d’entrepreneur et vous accompagner dans votre développement

Du commercial traditionnel au

commercial augmenté !

Jeudi 30 mai de 14h à 15h

Animé par Fabien Comtet, CEO de Kestio

Newsletter Kestio : Toute notre expertise commerciale et marketing à portée de clic !