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Click Fu: How to Double Your Conversion

9/29/2010

Take a few minutes and watch the video about building websites. Where does your eye look when it goes to a website?

How Do You Get Customers to Land Where You Want Them To?

9/15/2010

Where do your customers LAND somewhere when they search the Internet?

The Common Actions Desired of Your Company Landing Page:

Get a visitor to click (to go to another page, on your site or someone else’s.
Get a visitor to buy.
Get a visitor to give permission for you to follow up by email or phone.
Get a visitor to register for a newsletter or updates.
Get a visitor to tell a friend.
Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback.

Ok, Now let’s take a look at your options to drive traffic to your website:

Do you have any idea how MANY social media sites there are?!??! Take a Look at this link on a List of Social Media Sites.

Which ones are best for your company?

Before you get overwhelmed let’s dig a bit into the Big names:

Facebook
Twitter
LinkedIn
YouTube

Facebook
It started in 2004 and was originally limited to Harvard students. In 2006 anyone over the age of 13 could join. In 2007 Facebook created an area called Pages that enabled companies to create profiles for themselves. And in 2009 they introduced a LIKE button for users to click on and let people and companies know what they liked.

Top Insights from January 5th, 2009

The 35-54 year old demo is growing fastest, with a 276.4% growth rate in over the approximate 6 months since we last produced this report
The 55+ demo is not far behind with a 194.3% growth rate
The 25-34 year population on Facebook is doubling every 6 months
For those interested in advertising alcohol on Facebook, there are 27,912,480 users 21+, representing 66.3% of all users.
Miami is the fastest growing metropolitan area (88.5%) and Atlanta (6.4%) is the slowest
There are more females (55.7%) than males (42.2%) on Facebook – 2.2% are of unknown gender.
The largest demographic concentration remains the college crowd of 18-24 year olds (40.8%) which is down from (53.8%) six months ago.

Take away? Parents and professionals are rapidly adopting Facebook. Companies should be paying attention to this but it may not yet be ready for prime time.

A sidebar note worth thinking about:
The real interesting thing happening with FACEBOOK is the bleed of the Gen Z and Gen Y demographic. As the older folks have embraced FB the younger folks have begun moving to more specialized sites that meet there unique individual needs and interests. This is typically a footnote in most of the analysis.

“Facebook has just gotten too big & too commercial, I won’t “friend” a company and let them see all my info, but I’ll still Fan a page, You just gotta watch” I recently heard a 20-something say to me.

Remember when I said earlier that the whole concept of social media is evolving? It is.

Ok, so you’re probably wondering what the difference is between a PAGE, a Group, and a Community on FB. You may want to check out Marketing Your Business on Facebook: Group or Page?

We have elected NOT to use Facebook for industrial clients yet as the demographic we are targeting, At this time, industrial buyers are not using FB for research. That could change.

Twitter
Twitter is a free social networking (micro-blogging) service that allows users to send and read messages known as “Tweets”

“Tweets” are text based posts of up to 140 characters displayed on the author’s profile page and delivered to the authors subscribers “Followers”

We are we using Twitter for industrial marketing.

Why?

Remember the search engine optimization stuff?

LinkedIn
LinkedIn is fast becoming THE business tool of social networking. Rather than summarize why just click this link to find the 33 Ways to Use LinkedIn for Business

At a minimum create a company profile page for your company.

You can take a look at the company profile we created for Highlander Tool Company here. It’s pretty simple to create. One thing you will notice is that we have taken our brand message very seriously. The message we set up is to communicate what we do and who we are. …and we’ve used essentially the same message for every social media profile. (So once you create ONE you can cut and paste, albiet with some editing, for all of your Social Media sites.

YouTube
Creating a YouTube channel was really driven out of necessity.

Below is an excerpt of an email I sent to everyone in our company when we launched our YouTube channel:

“I wanted to make you aware that this weekend I worked on finally getting a central place where you can show customer’s product videos from their computer while visiting their facility."

This presents some pretty big cross-selling opportunities!

So, How Do You Get Customers to Land Where You Want Them To?
Each one of the above social media website always you to let people who follow you about new products and to direct them back to the exact landing page you want.

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Click Fu: How to Double Your Conversion

How Do You Get Customers to Land Where You Want Them To?

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