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Why Your Website Isn't Generating Leads And How Inbound Marketing Can Fix It

Your Website Has ONLY ONE Goal — To Generate Leads

If you’re still thinking about your website like it’s an online brochure for your company, it’s time to start thinking differently. The only goal of marketing is to generate leads. The only goal of sales is to convert those leads into new customer revenue. If your website is a marketing tool, then the website needs to generate leads, too.

With that out of the way, let’s look objectively at your website strategy. Does it produce leads day in and day out? If the answer is "no," you have an issue that needs immediate attention. Your website should be turning between 1% and 3% of total visitors into leads. That’s industry average, but we have clients that see 5%, 7% and even almost 9% site-wide conversion rates. But I digress.

If your site is getting 1,000 visitors a month, you should expect between 10 and 30 leads a month. If you’re not getting this type of performance, you need to look into it.



7 Reasons Marketing Strategy Is Still Causing Your Inbound Marketing To Fail When It Comes To Producing Results

Time And Time Again, Marketing Strategy Is Missing From Inbound Marketing Engagements

Over the past few months, we’ve seen a major increase in the number of prospects asking us to review their current inbound marketing efforts. Most of them are with other agencies and coming off their first year, but some are working on their own.

The one common denominator across all these situations is — you guessed it  no marketing strategy. No compelling messages, no stories, no differentiation and no connection of the inbound marketing tactics. The results speak for themselves. If you skip or don’t value the marketing strategy work, you should be prepared to expect less-than-stellar results.



Inbound Marketing People Love Advertising, If It Works

Show Me The Numbers And I’m All In On Advertising

One of my favorite ad campaigns (and perhaps it’s one of yours too) is the Dos Equis "Most Interesting Man In The World" campaign. Some of you might know they’ve decided to end the decade-long campaign in exchange for some other options. This prompted me to wonder, “How successful was it?” Not from a branding or awareness perspective, but from a “did it drive sales?" perspective.



The Top 5 Inbound Sales Trends

Inbound Sales Is On The Rise

Proactive sales managers are starting to realize that the sales tactics of the early 2000s are just not matched to today’s buyers.

Regardless of your business, industry, product or service, your prospects are in control of the process and the last thing they want is to be sold to by a sales representative. In fact, the last thing they want to do is talk to a sales rep.

Instead, they want to be guided through their own individual buyer journey. They want to be advised, counseled and coached through that process. But most importantly they want to be educated. Every buyer wants to make a safe purchase decision and, as sales leaders or salespeople, your job is to make your prospects feel safe enough to say “yes, we want to hire your firm.”



#Countdown2Inbound Recap: 50 Inbound Marketing Tips

We've reached the halfway mark of our #Countdown2Inbound, our list of 100 inbound marketing and inbound sales tips leading up to HubSpot's annual user conference, INBOUND 2016. It should be noted that all of these tips are strong on their own, but when used together, amazing things can happen. Inbound marketing is all about testing, trying new things and applying newfound lessons as you go.

Read below for a recap of the first 50 inbound marketing tips in our #Countdown2Inbound campaign.

Make sure to follow us @square2 as we count down the remaining 50 tips leading up to INBOUND 2016.



Why Inbound Marketing Demands I Never Reply To Unsolicited Emails

If You Sent Me One, Now You Know Why I Haven’t Responded

I’m no different than you. I'm going about my day and trying to get my work done when I get an email notification (you know, those annoying pop-up windows that alert you to a new email). The email looks like it’s in response to something I sent, or it might look like it’s from someone who knows me. So I click on the alert.

But it’s not either of those scenarios. It’s an unsolicited email, from someone I don’t know, trying to sell me something I know nothing about and might not even need. Who came up with this tactic? Who decided this was even close to a good idea? It gets much worse, and I’m sure everyone reading this is going to know what I’m talking about.

When I delete the email, I get another one in a day or two, followed by another and another. Each one sounds a little more desperate and attempts to make me feel a little ruder for not responding. Some people even resort to adding animated GIFs of Oprah, Spiderman or some other celebrity. I guess they think this will get my attention and get me to ask to speak with them.

I know marketers ruin everything, but this is ridiculous. If for some reason you have your sales and marketing team executing a similar tactic, here’s why this will never work.



How Agile Marketing Means Never Having To Go Through A Major Website Rebuild Again

Inbound Marketing Gives You The Tools And Agile Marketing Gives You The Methodology

We’ve all had to endure that six-month website rebuild that takes longer than expected, is missing some key functionality, goes over budget and is flat-out painful for you and your agency. It’s no one’s fault. These projects are usually complex and expectations are often misaligned.

But I have some very good news. You never have to go through that again. Today, leading digital marketing agencies don’t do big website rebuilds like this anymore. Inbound marketing and Agile marketing have provided the tools to create smaller website launches that can be done in 30 days, with new features and new pages launched every 30 days.

This allows the site to launch sooner, start generating leads sooner and generate ROI sooner. Plus, this approach allows the site to get smarter immediately, as you use data from the site to prioritize new pages and features month over month — forever. Never rebuild your site again!



Website Traffic Down? 3 Inbound Marketing Fixes That Pay Off Big!

Need Traffic This Week? Here Are Inbound Marketing Tactics To Put People On Your Site Today

Inbound marketing is great, but what are you supposed to do if you need to increase website traffic and visitors to your website? No matter how many offers you add, if you’re only seeing 300 visitors a month even the best-converting sites would deliver a meager 10 leads. And if only 10% are sales-ready leads, that’s just one sales opportunity a month. Not the kind of mind-blowing results inbound promises.

The answer is to quickly drive new visitors to the site and maintain a high conversion rate. This might require an extra budget, but if the return is there you should be comfortable investing a little extra money to get a big return in a short amount of time.



Are You Optimizing Your Most Critical Conversion Point?

Don’t Underestimate The Significance Of Your Headline

It’s easy to minimize the importance of your headline. For whatever reason, even the savvy content marketer sometimes fails to grasp its complete significance.

It’s not simply a title – it’s a critical conversion point. In fact, it’s your most critical conversion point.



Video Improves Inbound Marketing Results — Roll The Video!

Here are some insights that might help you get on the video marketing bandwagon, if you’re not already on.

  • YouTube is now the second-largest search engine, which means if you’re not posting content on YouTube, you’re missing out on major website traffic sources.
  • 75% of executives admit they watched business-related videos on websites they’ve visited over the past week.
  • Adding video to your landing pages can increase conversion rates by 80%, and 50% of execs say they’ve done additional research after seeing a video online.

This is very compelling data. Thanks to Insivia for those stats. But data is only going to get you so far. We’ve already established that marketing is a person-to-person exercise, and that means you need compelling stories to tell these people so they leave their status quo behind and make the decision to start a conversation with your company. Video is one of the best storytelling tools on the planet.