The Importance Of The Website In Inbound Marketing, We already know that
nowadays, every company must be in the network, since more than 80% of
Americans carry out their daily actions through the Internet, such as banking
transactions, purchases, leisure, and entertainment.
But it is not enough
to have a web page, to which we pay little attention or that is not subject to
the marketing strategy of the company. If so, it is as if we were not directly
online.
For this, the first thing we must do is to be clear about what
function we want our website to fulfill. It will not be the same a web of a
B2B company (that sells to companies) that B2C (that sells to final consumers)
and neither the same marketing strategy.
Once we have clear what we want to sell and who we want to do it, it is time
to design our Inbound Marketing strategy, to which we will adapt the design of
our site so that it fulfills its functions and stands out from the
competition.
The first thing that we must establish in our Inbound strategy is a good segmentation of the target audience, that is, define the buyer
person to whom our products or services are directed. In this way, we will
know how to give the necessary guidelines to design an attractive and
functional website that draws the attention of our user and facilitates the
work when it comes to finding what you are looking for.
The next step in
our strategy will be to define our buyer journey and our conversion funnel,
which will guide the user through the contents of our website, driving it
through all the stages, making his experience satisfactory so that he can buy
our products again or services and even become a promoter of our brand.
1. Attract
As we can see, the first phase of the conversion funnel is to
attract the weird user with the aim of turning it into a visitor.
For
this, it is necessary that our website has a blog. In this blog, we will use
the keywords to write SEO content, so that users who seek a solution to their
problems or an answer to their questions, come to us.
A blog is necessary
to attract and increase the traffic of a website, because thanks to the
positioning in search engines and the supply of quality content, users will
reach our website through the blog.
2. Convert
Once we have managed
to increase the number of visitors, it is necessary to convert them into
leads, or potential customers, and we will continue to do so through the
design and content of our website.
This is possible thanks to calling to
action, which should be integrated into the articles and sections of your site
that are aimed at attracting customers. These calls to action offer the
visitor additional content in order to capture their attention and solve their
doubts about our products or services.
3. Close
The third phase of
this funnel is the closing of the sale, in which the leads that we have
achieved thanks to our Inbound strategy will become customers.
To do
this, the design and usability of our website play a very important role: they
must drive the user so that he finds all the necessary information to contract
our services.
4. Loyalty
Finally, the fact of transforming the
client into the promoter of our brand has really been done during the previous
process, offering a pleasant experience during the purchase.
Even so, we
must continue to monitor your comments, opinions, questions or complaints and
resolve them as soon as possible, offering a good after-sales service that
will make the client satisfied with our work, recommending it to his circle of
contacts and on social networks.
Once we have defined our Inbound
Marketing strategy, it is time to design our website.
As we said before,
we must adapt our website to our
type of company, so if we sell products online we will have to develop an
attractive e-commerce, or if we want to show our product we will have to
develop a website in which we show what we sell in a very visual.
Here
are some examples of different web pages that have adapted their design to
their marketing strategy, achieving the objectives that have been proposed
from the beginning:
Product exhibition website
In this web, the
predominant design is in which the user is shown the product or service
offered by our company.
For this, good photographs with high quality are
essential. You can enter videos or drawings related to our company and give
the information that the user needs, without spreading too much or falling
short.
A website that exposes your product should offer a pleasant user
experience, making it easy to tour the web and the actions that the visitor
must develop to contract their services or buy their product.
Web for B2B
companies
A website for b2b companies should be focused on potential
customers who buy the products or contract the services to sell them to their
own clients.
These websites must contain detailed information necessary
for the customer to know our products as technical files, detailed
descriptions, useful information and a catalog to download, which will allow
us to turn this visitor into a lead.
B2C Web – Ecommerce
B2C
companies oriented to the sale of their product to the final customer should
focus their attention on capturing users and selling their products.
An
example of this type of web is an e-commerce, in which a design that shows the
products that are sold to the public without distractions is important.
Photographs in good quality, detailed descriptions of the products,
eye-catching buttons to “buy” or “add to the basket” … all these elements of a
good design, combined with the ease of purchase and the security of entering
your personal data, will make the user has a pleasant shopping experience and
visit us again on future occasions.
As we explained in this article,
highlighting the competition on the internet is not an easy task, but we can
achieve it with the combination of a good web design adapted
to a well defined inbound marketing strategy.
