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{Smart Marketing}: The Return Visitors

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When it comes to assessing the effectiveness of your website, there are a lot of ways to determine how well your marketing strategy is doing, and one of the best ways is through Google Analytics {check out the “Analyzing Google Analytics” article in the ISS Magazine!}. But more than just our traffic numbers or keywords or even page views, one of the most important things to consider is the number and frequency of return visitors to your website.

Think about it – couples have many choices when it comes to wedding vendors, and even though you are obv the best choice :), these couples are probably not going to book you or buy your products on their very first visit. They’re going to take some time on deciding whether or not you are the best choice for them, and as a result may come back to your website multiple times before actually determining that they are going to choose you. Take advantage of these return visitors, since there is obviously something about your site or services that have attracted them enough to come back! You can actually track the keywords that these couples are using to find you and return to you, and you can see where they are coming from {whether it’s search engines, other wedding websites, pay per click advertising, etc). If you see that certain keywords are being used more than others for return visitors, up your marketing strategy to utilize those keywords even more effectively! If you see that these visitors are coming from your social media pages, post a special offer on your Facebook or Twitter sites to help make the decision to go ahead and hire you even easier. Are visitors coming to your site but not returning? That’s important too! You can take a look at your website and marketing strategy based on your keywords and where these visitors are coming from and determine what may be keeping visitors from coming back to check you out again.

The goal is always to convert a potential client into an actual one, but you don’t have to just hope that this will happen, or expect that it just naturally will. You may have a great product or the best services to offer, but you need these return visitors to make your website the final one they come back to in order to book you for their wedding.

Stacie in the comments below, and your question may appear in the next issue of ISS Magazine!

 


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