Last Tuesday at Carmarthen’s Yr Egin, Eddy Webb of In Synch Tech gave a crowded room of local business owners a whole host of insights into best use of digital for business.
The first myth he blew was that investing heavily in time and money on social media may be of great value.
Eddy says that the best means of converting interested people into customers is through e-mail with a website and lead magnet – something of value for which people will trade their e mail address. Eddy has a 'measure, measure, measure' mantra, meaning for most of us using Google analytics or some similar form of measuring how people visit our sites, where they come from and what they do when they get there.
Eddy talked about vanity metrics – the fact perhaps that you have a large number of followers to your Facebook page for instance but not much genuine connection and engagement.
Our personal story may not be that interesting to potential customers and clients. What we put online in terms of content should focus on what we do in our business: people are online to find something out, do something, or buy something and what we offer should meet those needs.
You don’t want people to need to think too hard at your website, and what you do and offer should be absolutely clear, as well as clearly evident contact details. 25% of Google searches include locality, so if you want people to know about where you are, then flag up your location clearly, too.
You should have identified key words for your business and one of the best ways of doing that is via Google Ads. These key words can go in all sorts of places on your websites and in aspects like image tags. Eddy showed us how features like wrong image size will slow down website speed, and maybe disadvantage our businesses in search.
Eddie emphasized for client and customer conversion:
1. Prioritize your website
2. Then how you reach people via quality e mail
3. And finally, consider social media, where it is better to post higher quality content with less frequency.
This summary here maybe covers a tenth of what Eddy covered in a fascinating and packed-with- usefulness session. So thanks to him, Nat West for sponsoring and Yr Egin.
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