Imagine two stalls selling the same products at a busy market. One stall is unmanned and has a few fliers spread over the table. The other has a friendly salesperson and a sign out front that says "free cakes here".
Which stall is going to do better?
Most businesses in Hong Kong are running their websites like the unmanned stall. They're just passive displays of products or services that do little to entice interaction. They do nothing to actively acquire new leads.
These "business card" websites as we call them do not deliver the value that can help the business grow. They do not attract enough of the right customers and there is little in place to convert or capture visitors.
The lesson here is that we need to conduct our online business in the same way as our offline business.
A website can be an important tool to generate new business and far too often business owners do not put in place the tools to maximise the returns.
So why don't businesses make the most out of their websites?
The first reason is that many business owners are not aware of the full potential of their website. They are not aware of the difference between simply having a website, and having a website set up to generate business.
The other reason is that business owners feel they are too busy to be working on time-intensive digital marketing! And we get this. Over the years the mantra of digital marketing agencies has been "content is king" and they provide instruction to produce monthly, if not weekly, blogs!
Over the years we have worked with over 50 Hong Kong business’s on their website development and under 5% have kept an up-to-date blog.
Hong Kong is a super busy place, and we are all short of time, so writing a blog quickly gets pushed to the bottom of the priority pile. Its too time consuming to write blogs and there is no evident return on the time invested! For most businesses, its a big ask to produce regular original content that stands out.
That is the crux of the problem. It is SO DIFFICULT to stand out from all the noise! The amount of content being generated online is immense! There are 80 million new blogs published every month on WordPress websites alone! This is just a fraction of total websites and on top of that, there are podcasts and videos galore.
A report by Buzzsumo's report, Content Trends Report 2018 identified that sharing of content on social networks was well down, and the mean number of backlinks to blogs is zero! That's right, there is so much content out there that the majority of it never gets shared!
But don't give up. There is a way to reach your audience, and engage with them- and you don't need to be a prolific author!!
In this blog, we are going to run through the steps needed to generate highly qualified leads from your website, and the best part is that this will not be reliant on generating heaps of new blogs and running time-intensive marketing campaigns.
We are going to take advantage of the flipside or silver lining to the content saturated online market place.
That is that digital advertising tools such as those provided by Facebook and Google Adwords allow you to target very specific people. Search engines work the same way, they will show websites that provide information about specific problems.
Its all about specificity and finding your target audience.
It is possible to set up systems that encourage engagement, and then track it, so that you can nurture interested parties and convert them into customers
We are going to go into the intricate details of how this is possible - how you can use your website to cut through the noise, target your audience and capture potential leads - without the need of a massive marketing budget or becoming a prolific writer.