In today’s online world, a business needs to have a good online presence that is sought out by as many potential customers as possible. Sure, there are times when things are slow, but it’s usually nothing to worry about.
However, there are times when things have been slow, for quite some time and you need to know if it’s just a blip or if it’s the death knell of your online presence. Read on to discover four signs your online presence is disappearing and how to get things back on track.
1. There’s Nothing New
If your website is offering your customers nothing new at all; products, services, content, engagement, then your customer growth is sure to be zero, too. Of course, there are times in many businesses where new things are being developed and only the existing offerings are available and that’s fine.
However, you need to make some changes and update your website regularly to help keep your rankings afloat and encourage new customers to take a look. Without a popular website or social media presence, your customers and engagement will at best stagnate and at the worst sink, very quickly.
Luckily, this can be a pretty easy detail to fix. Options include:
- Having a website revamp
- Add some special offers
- Create a regular social media chat or competition
- Get a fun or relevant blog going
- Begin highlighting relevant news articles
- Encourage customers to share their views on your products/service
You can do one, some or all of these and they should have a positive impact on your online presence. By keeping your website regularly updated and securing a stream of visitors – both new and returning – you’re supporting your rankings and doing your best to keep your website up high.
It might take time, but provided there are signs of new content on your site and new visitors too, you’ll know you’re moving in the right direction.
2. You’re Doing Too Much and Not Satisfying Anyone
In many businesses, the founding team learns new skills or can see profit in adding an additional range of products or services. For general sale or service websites, that’s a positive. But, for specialist brands or industry firms, it can put potential customers off.
Customers often want to know that the company they’re using for something specific, is an expert in that field. And while they might put up with some expansion in similar and relevant offerings, if a company begins looking like a jack of all trades, master of none and is only interested in profit, it will show.
Once you’re existing customers begin to look elsewhere, you’ll also likely struggle to attract loyal, high-spending new customers too.
There are a few options, but the two we like are, either to stick with what you’re good at, or to branch out on a separate website and business, but with close links to the original.
If you’re looking for a fresh challenge, rather than alienate your existing customers and jeopardize the growth of new customers, put your energy into improving your current products and services. Ask your customers what they want from you and work on trying to deliver it.
Or, if you’re confident your new ideas will work, give them their own, separate identity. Create a new website and support and advertise it on your existing one. That way, you can show your loyal existing customer base what else you can offer, without pushing your pre-existing business to one side.
3. Organic Traffic Has Fallen off a Cliff
In the wonderful world of the web, there are times in most businesses existence that organic traffic falls close to zero for a week or two. That’s fine and often happens without any real reason. If, however, you notice this has gone on for more than a month, you need to investigate as there is likely to be a problem that you want to know about.
You can easily measure your organic traffic with Google Analytics. Click the acquisitions button and you’ll be able to clearly see how many site visits you’ve had from organic sources. If the long-term growth pattern is upward, then you should be ok. But, if there’s a sharp drop that isn’t showing signs of recovering, you need to take action.
Rectifying the problem might be a bit more involved than you might expect. A good place to start is by:
- Checking your keywords.
- Analyze your content optimization.
- Make your brand more visible on social media.
- Encourage reviews on your site.
While in some cases you can recover organic traffic growth relatively quickly, it’s not always that easy. But, don’t be disheartened – you’ve done it before and you can do it again. A quick way could be to employ a reliable agency to undertake a content review for you. Or, if you have the time and expertise you could conduct one yourself.
Once you have fixed any initially pinpointed problems, you can work on improving your organic traffic marketing strategy. If it’s done well, you could end up with a superior organic traffic growth rate than you had in the first place, which would be a very welcome result!
4. You’re Not Retaining Customers
Where once you were able to attract new customers and turn them into loyal returners, this process appears to have come to an end. Not only are you struggling to attract new customers, but previous ones haven’t visited our sites in an age.
Customer retention is as important as the ability to attract new ones. After all, you already know you’ve got a product or service an existing customer likes and is willing to spend money on, so work on making them feel valued. If you appear to be focusing all your efforts on new customers and not enough on your existing ones, you’re going to lose out.
While it will often take more than a loyalty bonus or special offer to keep your customers hooked for the long-term, it’s a good place to start. Combine a special loyalty discount with further gifts or discounts for increased spending or regular purchases.
Another option could be to create an exclusive club for returning customers. Give them access to content you know they’re love, freebies they want and social media engagement that will thrill them.
Make your existing customers feel important to your business in any way you can, that’s also relevant to your company and your customer’s needs.
Source : http://hongkongseohk.com/4-signs-your-online-presence-is-dying/