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Although it sounds gross and lowly, the humble waste management industry forms an important part of society. This institution has a pivotal vital role in getting rid of waste materials in order to maintain a clean, sustainable, safe, and healthy society.

In general, most of the work in a given location is done by government agencies in charge of sanitation and waste disposal. However, there are many private entities whose main line of business is waste management. Many are specialized in cleaning up specific wastes such as medical, hazardous, or radioactive waste. Some even have created a name for themselves for their professionalism, quality of work, new technologies, and specialties.

How to Draw Your Customers to Your Digital Platforms

Businesses create strategies to draw more customers. More clients mean more activity, greater revenues, and more room to develop the business. This is a cycle every business is constantly striving to achieve. A waste management business is no exception.

A business can maximize the use and effectiveness of its digital tools, specifically the website and social media, to reach goals and get more viewer traffic. It’s all a numbers game: the more traffic in your website or social media accounts, the more business you generate.

If you’re operating a waste management business, a sound inbound digital marketing strategy, or drawing customers to your online platforms and boosting organic search rankings, should be part of your overall strategy. This can be done by following 3 fundamental solutions:

  • Generate interesting content
  • Visit online venues where your market congregates
  • Remove obstacles that prevent users from taking decisive action.

Generate interesting content

When you create evergreen, relevant, and useful content that solves a problem for people, people will flock to your website. Whether a blog that presents the latest medical waste disposal guide, a video that explains the benefits of recycling, or a podcast that discusses an important environmental issue, high-quality content helps put you in a position of authority and a trusted provider of your industry or service. Producing quality, keyword-rich content is a vital part of search engine optimization (SEO), and content marketing.

  • Research the right keywords that you can incorporate in your content. Keyword tools such as SurferSEO, SEOMoz, or Google Adwords are effective tools to determine which keywords you should use.
  • Use captivating headlines. In the Net, people have very short attention spans. A great headline helps you capture that attention and bring you the right kind of traffic.
  • Offer freebies, discounts, downloads, and other items in exchange for engaging and putting up a community.
  • Provide different types of content. A good variety keeps your content fresh and interesting.
  • Link your content to other content in your website. This directs people to other pages of your website where you want people to visit. The longer they stay in your website, the higher your chance of converting them to clients. And get this: Google loves internal links!
  • Develop a link building strategy that allows you to link your content to other content in authoritative websites (outbound links). This cements your credibility as well as allows link juice to flow to your website, improving your position in a search engine results page (SERP).

Visit online venues where your market congregates

You’re creating excellent quality content, but nobody’s looking at it. It can be discouraging, and sometimes, you might think of stopping the content creation.

The most effective technique is to present your content in front of people where they are. Thus, you have to study the online habits of your audience and use them to improve your business.

  • Be familiar with using analytics tools to determine when most of your potential customers are online. Then adjust the publication of your content. Analytics also shows you the demographics of your audience, the keywords your viewers used to arrive at your website, which pages on your website are most and least frequently visited, and much more. Use this data to compose or adjust your strategy.
  • Compose and publish interesting content on your social media posts that leave your potential customers wanting more. Great videos, nice photos, and e-flyers are some types of such content. Or you can ask a tantalizing question then provide the answer only if they click through the link.
  • It may be more labor-intensive than social media, but a well-crafted email campaign can send lots of traffic to your website. And an email feels more personal as well.
  • Invest in online ads. Spend some money so you can reach out to a targeted audience and ensure that they see your ads.
  • Be friendly and engaging in social media, email replies, chat replies, and other online venues. You want to create a sense of community so your audience feels engaged. Encourage them or make them want to share your content or say something about it.

Remove obstacles that prevent users from taking decisive action

The nature of the Internet is that you only have an incredibly short window—just around 7 seconds—to make an impression on viewers. If your website takes a long time to load, if it and your social media platforms are confusing, or if viewers can’t find the exact thing that they’re looking for, they’ll readily leave your website and go somewhere else. It’s just natural: people have neither time nor patience to figure out something that’s not clear.

  • Hasten the load times of your web pages. That includes images, videos, page structure, or third-party plug-ins. In fact, do you know that Google penalizes slow-loading websites?
  • Ensure that each web page is exactly what it claims to be. Avoid fluff and go directly to the point. For example, if your page enumerates your waste management services, don’t include anything that has no relevance to your services in that page.
  • Optimize your website for mobile viewing. People now browse the web, communicate with each other, and perform online transactions with their mobile devices. You would lose out a huge portion of your market if your website looks clumsy or is hard to use in mobile devices. In fact, Google now considers mobile responsiveness as a ranking factor for websites. Use this tool to check how mobile-friendly your website is.

Creating and maintaining a steady flow of qualified leads and clients is challenging work. However, by doing the above things correctly, your online presence starts working for you. You will have customers who will readily spend on your waste management services. The good thing is that all these strategies are achievable.

Jennifer Hahn Masterson

Written By Jennifer Hahn Masterson

Jennifer Hahn Masterson is the Lead Content Strategist at Spread the Word Solutions, holding an MA degree in business communication. She is always doing her best to help her clients find their place in the ever so competitive business arena, insisting on long-term sustainability rather than on some questionable get-rich-fast scheme.

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