It turns out that common strategies, like putting extra effort into search engine optimization and social media campaigns, may spell the death of your site’s conversion rate. If you want site visitors to interact with your web page and become leads, you’d best ignore standard wisdom and employ a few targeted tactics that, while perhaps not raising your unique hit count, will amp up your conversion rate. Once your conversion rate is at the level you want it to be, it’s safe to fall back on social media and SEO.

“Conversion Rate” is an online marketing term that means, quite simply, the number of people who take a desirable and measurable action, such as contacting you or signing up for a newsletter, as a result of visiting your website. Before you spend more money on advertising and marketing, consider reframing your site from the reference point of this key measurement, turning visitors into clients, and clients into loyal repeat customers.

 

One of the Internet’s fastest-growing social networks is good for more than just casual socializing--strategic use of Twitter can help businesses grow their brand and online presence, turning a steady following into a loyal clientele. Tweets alone won’t suffice in these endeavours, however; rather, a well-planned approach, careful monitoring, and thorough research together can push a company in the right direction.

The business benefits of Twitter are many: it’s instantaneous, versatile, cost-effective and global in scope. It’s a great way to spot trends and competition, and find top influencers who may be willing to help promote your brand--or, at the very least, serve as an example of the do’s of the Twitterverse. And ultimately, it can’t be beat for networking. But before you embark on a Twitter marketing campaign, consider a few key actions:

Photo courtesy of MDG Advertising: Social Media V. Search Engine Marketing

What you need: Lead generation.

What it is: Stirring up interest in your products and services and satisfying customer inquiries.

What works best: Search marketing trumps social media when it comes to lead generation.

Why?: If a customer is actively looking for a product or service, he or she is much more likely to search for it in a search engine, than to hang out on a social media site. The goal of the company is to use the customer’s search to guide them to your company website. SEO is much more effective in directing a keyword search to your website than a search on a social media site.