Why it is often valuable to analyze web pages with few visitors
Why does a certain web page not attract more visitors? The subject matter may be very interesting for lots of people, across several industries, yet it fails to attract your target groups.
Here are some factors to consider as you analyze your web page:
- Do you use the words and terms that your target groups use? Has your page been properly search engine optimized to correspond with what your customers and prospects will search for on Google?
- Does the content of your web page have the right level of complexity for your target group? Is the text/information much too simplified, or unnecessarily heavy or technical?
- Does the text/information speak to the customer or prospect with their perspective in mind? Does it address their needs, challenges, and how you can help them?
If your web page does not use the most common, established terms in your field, it can easily be overlooked by Google, and also seem irrelevant to many of those who do visit it.
Make sure to keep these things in mind as you analyze your web pages, not least those that do not get the traffic you want. For more tips on how to make your online marketing appeal to your target group, we recommend that you read our related article on this very topic: [Länk till Kajsas artikel]
Tips when analyzing your online marketing on social media
Clearly, there is a lot that can be said on this topic. Social media can be a difficult place for actual sales, but it is nevertheless an ideal tool for content marketing. Moreover, it is an excellent channel for talking about – and attracting people to – the content marketing on your website, blog, etc.
Here are some tips that can hopefully help you make a better analysis of your marketing on social media:
- Are you using the right social media platforms for your target groups? If your customers are not on Instagram for example, or LinkedIn, it may not be worth pursuing them there.
- It bears repeating: does your content focus on your customers’ actual needs? Do your posts provide appealing, relevant links to the pages you want your target groups to visit? As with all content marketing, you must address the recipient in a way that makes him or her interested in what you have to say and sell. Once they feel that you have their interest at heart, not just your own, they will want to know more about you and what you have to offer them.
- If you are unsure of where and how to pursue your target groups on social media, it can be worth marketing/sponsoring your social media posts to these target groups. It will cost some money, but also show you how appealing your posts are to your target groups, in terms of outreach, clicks, likes, and more.
As a rule of thumb, we at Skapa recommend that companies that want to do content marketing on social media should sponsor most of their posts. It can frankly be difficult to get visibility and traction otherwise.
What effect or action does your online marketing seek to achieve?
It is tempting to think that talking about a product or service in an article, social media post and/or newsletter will result in immediate purchases. And that can of course happen. More often though, a customer will contemplate their purchase, and go through with it later, physically or digitally. That does not mean that marketing it the way you did was wrong – quite the contrary, perhaps – it just may just not be clear what led to a particular purchase.
There are certainly methods for following up on these things. Encourage your sales department and order recipients to ask a few related questions to the purchaser. These can be questions about what the most appealing thing about your product or service was, what marketing the customer had come across prior to their purchase, and if they regularly – or never – visit your website otherwise.
It is difficult to make generalizations about how best to do this. However, it starts with you having a clear goal of what you want your online marketing to achieve. Increased sales? Thought leadership? Awareness? It can all be done, but will require some tweaking, depending on who you want to reach and why you want their attention.
Want to know more about how to strengthen your online marketing? We help companies with everything from content marketing to technical solutions (such as webshops and other sales tools). Let us know what you like us to help you with, and we will take it from there!
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At Skapa, we are experts in content marketing. We help you create content that is adapted to your target groups and that resonates with your your customers. We develop a content strategy and plan for the production, publication and follow-up of your content marketing.
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