[Dealer Guide] Promote your Mobility Products Online and Increase Traffic

April 4, 2019 By Navarre Dickson

Promote your Mobility Products Online and Increase Traffic

Websites are hard to manage, especially if you’re busy selling your products and services offline. You may find yourself hiring web developers or a digital marketing agency to take over your website to save you the hassle, but the truth is that sometimes if left unchecked, these teams can take advantage or simply not prioritize your needs.

So how do you make sure you or your developers are doing everything that can be done to maintain your web presence? There’s no easy solution. You will need to spend some time learning how things work. The good news is that this guide will give you a basic working knowledge of what needs to be done. (Tip: Give this page a bookmark in your browser so you can easily reference it when needed.)

1. What’s the goal?

The key to being successful online is knowing EXACTLY what you want from your website. You want to start at the end of the user’s experience and work backwards. If you’re reading this, your goal is most likely selling or generating leads for your mobility equipment. Pick only one to start. If you don’t have an eCommerce system in place, I suggest starting with lead generation.

Now that you know your goal, it’s time to assess your website.

  • Is it easy for users to contact you?
  • Is there any added incentive for someone to contact you?
  • Can the user get to this info easily from anywhere on your website?
  • What can be put in place to make it even easier?

Try to put yourself in the shoes of someone who wants your products (or may want them in the future). What would this person need from your website? If you really think hard about this question, you’re going to stumble upon the next step in our backwards user experience...

2. “Content is key”

This phrase was the mantra of major newspapers for decades. The reason is that without good, interesting, reliable and meaningful content, no one is going to want their paper. Getting people to read your website content is no different. Content acts as the magnet that draws in your audience, who will then convert into your goal.

Your content could be articles, mobility product pages, web applications…really anything unique to your business, services or products. The important question to keep in mind here is “If I didn’t write this content and saw it online, would I be compelled to share it with someone after reading it?” It can be a tough question to answer, but you need to be honest with yourself. If the answer is no, that doesn’t mean you’ve wasted your time. It simply means that you need to find a creative way to improve it.

3. Seeking out traffic

In an ideal situation, having great content would be enough, but unfortunately, it’s not how things work 99.9% of the time. The next step is to make sure people know about the content. This can be done multiple ways:

Email marketing

One of the easiest ways to reach potential customers is to maintain a mailing list. If you allow people to subscribe on your website, you know that they are already interested in your products / services. Typically, the service you use to send mass emails will also have a simple snippet that you can paste on your website to allow subscriptions.

You will need to put some time into making sure your subject line is attractive and that the purpose of the email is clear. Every time you send an email you will have a percentage of readers unsubscribing, but don’t let that discourage you. Try to balance the frequency of emails so that your messages don’t become an inconvenience.

Search engine ranking

This channel is the trickiest. There are a lot of technical factors that go into ranking in search results. If you make sure your content is good, you already have a head start on ranking. Some other things you will want to look at are:

    • Can search engines read my pages? You can find this out using the search engine’s online console. Sometimes the way your website has been created can cause problems with search engine bots indexing your pages. If your website isn’t indexed, it’s not going to show in search results.

    • If you have ever hired an agency to help with your website and they used questionable methods to take advantage of search engines, you may be getting penalized in search results because of this. The tough part is that it can be difficult to tell if you’re being penalized without consulting an expert. If you feel adventurous, you may want to investigate your link profile and/or your domain authority. A lot of spammy links to your website or a very low domain authority could be a sign you’re being penalized.

  • Be sure you publish new content on a regular basis. Search engines monitor your website’s “content freshness.” If you go long periods of time without publishing new content, it can affect your ranking.

Socal media

If you aren’t already actively promoting your website content on social media, you should certainly start. A significant social media following can be invaluable. If you’re promoting the same content across multiple platforms, make sure to tailor the presentation of the content to fit the platform.

Ad campaigns

If you know you have great content but it’s going unnoticed, there are inexpensive ways to boost your content so more people see it. Most search engines have advertising networks to help draw additional visitors to your content. Social media platforms typically offer ways to boost content posted on their platform for reasonable rates.

Events & old-fashioned networking

Don’t forget to make sure your website address is everywhere – your business cards, your transactions, your product documentation, brochures, catalogs, etc. If you are exhibiting at a trade show, you can even print your web address on your booth or find creative ways to reward people for visiting your website or social media.

4. Don’t stop

It can be tempting to hang back and reap the rewards of your website efforts, but you can’t stop. If your website stops growing, your traffic will suffer. Stay focused on your goal.

I used lead generation as our example goal, but you can follow this guide with any goal in mind – sales, content views, subscriptions, file downloads, etc. As always, if you have any questions for us, don’t hesitate to contact your local Loh Medical representative.

Navarre Dickson Marketing Manager

Navarre is a graphic artist, web guru and creative problem solver with a soft spot for coffee and new technology.

Location: Clarks Summit, USA Contact
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