Every brand has a website, even if it is one that has been left to fester over a number of years. The problem with websites is that some brands feel that the only work that needs doing on the things is what happens when they are created. That’s basically it.
Someone creates a website for a company and that site is then ‘live’ for people to visit and buy stuff. Unless your clients are huge and they have been selling things via their websites for years and years, you will know that taking on a client with a website usually produces the same result. The website does nothing to market the brand, and it hasn’t been updated in months.
You can take care of the update thing as an agency by creating content. But then you have to bring people to the site. The best brands have websites that bring traffic and then convert that traffic into buyers. As a digital agency, you have to be confident that you know how to send traffic to the site in the first place.
To get the most out of the potential traffic, a digital agency needs to know how to divert it, funnel it and use it. The very first aspect that a digital agency has to be on top of is the guiding of the traffic to the right place. Many brands feel that if they get traffic to their homepage, that is the right thing to do and will result in better engagement and ultimately conversion. This is not the case, and the most successful brands out there send traffic to specially chosen places.
If a prospect hits one of your links, then sending them to a blog post that elaborates further on the content that got them there in the first place is adding immediate value, and making the engagement case much stronger.
If you’ve posted a link on social that grabbed their attention, then sending them to a quality blog post that adds even more value is a certain way to make them even more likely to engage, and then enquire about your services. It’s all part of that expertise building that every brand has to nail before digital marketing really takes hold.
Sending visitors from a great piece of social media work to your homepage only succeeds in boring them quickly. Make it a logical leap from link to content. Send traffic to your value, your blog posts and your reports. That is what they expect. A clear journey. If your agency is sending people to a client’s website, send them to where they expect to go. Otherwise, the bounce rate will continue to be high.
That human thing, again
Most people who engage with a brand on social do so because they find it attractive or useful to them. They also imagine (perhaps subconsciously sometimes) that the brand is ‘talking to them’. This means that brands have a way into making more people on social media go from there to Go to the full article.
Source:: Business 2 Community