In today’s complex and noisy marketing landscape, you can’t just rely on good website design to get your business leads. Nor is digital marketing on its own the silver bullet solution to your sales goals. But great website design with digital marketing, now that’s a sure route to business success.
In this blog post, we’ll explain how good website design and digital marketing work together to boost your sales. We’ll also provide you with a process for figuring out a digital marketing strategy that’s tailored to your small business.
How website design with digital marketing works
Website design is an art. It’s not just about making your website look good, it’s about functionality, usability and search engine optimisation too. When customers visit your website, they need to be taken on a clear journey through the sales funnel to purchase. Otherwise, you could lose them.
Digital marketing is an effective way to bring potential customers to your website, whether they’re at the top of the funnel or closer to the point of sale.
Simply put, great website design followed by relevant and targeted digital marketing is a complete structure to generate enquiries online.
Digital marketing can generate website traffic pretty quickly. Nurturing those visitors into leads and buyers is a process that can take a little longer. However, if you have a properly planned and functional website with great design, coupled with digital marketing that’s tailored to your business, you stand the best chance of being able to lead your visitors to purchase as quickly as possible.
Planning your digital marketing strategy
As a general rule, the best combination of digital marketing tactics to generate organic and paid leads is through Search Engine Optimisation (SEO) and Facebook advertising.
Read our blog posts about Facebook Advertising and why Website Design with SEO is the key to your marketing success.
But as with any form of marketing, digital marketing success lies in your planning and detailed market research. Don’t forget, it’s all about your audience. Who are they? What are they looking for? Where are they coming from?
Answers to all of these questions can be found through thorough examination of your website analytics.
If you’re not already using Google Analytics to monitor traffic to your website, we highly recommend that you start.
Google Analytics is the foundation of your digital marketing
We live and operate in an age of “big data”. Modern businesses require an arsenal of tools to convert their customer data into meaningful information, allowing them to make better decisions. But if you only use one tool, let Google Analytics be it.
Google Analytics is probably the most sophisticated and widely used tool for monitoring and analysing your website traffic. You can learn a huge amount about who is visiting your site, what they are looking for, and how they are getting to your site.
It’s essential for any business looking to grow their business online through a deep understanding of their digital customer base.
But because Google Analytics is so sophisticated, the sheer amount of data it provides can be overwhelming. Particularly if you don’t have a Data Analyst on your team.
So, to make life easier for you, here are the key metrics you should be focussing on:
Where your website traffic is coming from: organic, paid ads, social media.
- Analysing the data from Google Analytics to know what traffic your website is getting and where it’s coming from can help you to plan your digital marketing accordingly.
- For example, if you’re getting organic traffic from Facebook, consider boosting that reach with Facebook advertising.Conversions through Google Analytics Goals: you can track anyone that becomes a lead via your website.
- If you’re spending any money on Facebook advertising, Google Adwords, or other digital marketing, through GA Goals, you can track how many of those visitors became leads and how many of those leads became customers. This is pretty handy for determining accurate ROI.
- For example, you can set a Goal to track your contact us page and get insight on the leads you get there.What your audience is looking for: Google Analytics monitors and reports on the search terms visitors to your website are using in order to get there.
- Understanding what your customers want can help you to provide them with valuable information or services. It can also help you to refine your audience.
If you really want to take your digital marketing to the next level, explore Google Analytics Funnel Visualization. This allows you to identify any problems in your customer sales journey through the funnel.
Once you’ve established a Goal, set up the typical Funnel Visualization journey people would take to get to that Goal. For example:
- Visit the Homepage
- Navigate to the download Landing Page
- Complete the form and arrive at the Thank You page
With Funnel Visualizations, you can see how many visitors achieved each point in the journey. If lots of people are navigating to the Landing Page, but hardly any make it to the Thank You page, you know to examine the Landing Page for issues.
Digital marketing and Google Analytics can seem overwhelming, but it’s easy to get results if you know where to look. Conveyz, based in Brisbane are specialists in website design with digital marketing. So ask us if you have any queries and we’ll do our best to help you out!