Inbound Marketing Is About Results; Optimizing Your Current Website Produces Immediate Demand Generation
If you’re looking to drive short-term increases in your marketing program’s performance, the first place to look is your current website. A number of website upgrades associated with your marketing optimization efforts help to produce immediate results.
Keep in mind that these tactics will not immediately improve your website visitor numbers. Those are longer-term initiatives, and even if these tactics do have the ability to increase visitors, they will not do so in short order. The tactics included in this article are better suited for sites with over 1,000 visitors a month. For sites with fewer visitors, these tactics will increase leads generated from your site, but you’ll need additional tactics to drive up the number of visitors.
Here are five impactful lead-generating tactics to help your existing website drive more leads today.
1) Change Your Story
When we look at websites, the first area we notice is the home page messaging. Does your site tell a disruptive, emotional and compelling story in 10 seconds? If not, you need a new story and a new message. The good news is this is usually an easy upgrade and one that doesn’t take a lot of money or time to implement. It does, however, take time to come up with the right words to tell the right story in a very short time frame.
A lot of agencies (especially website design and development agencies) don’t do this type of work. They ask you what you want your home page to say and they build it. Big mistake. You want an agency that is going to challenge conventional thinking and come up with messaging, stories and differentiation to make your site stand out from all of your competitors’ sites.
Remember, buyers are spending 75% of the buying cycle on their own collecting information and visiting your competitors’ websites. Your site should stand out, tell a better story and provide a better educational experience.
2) Add More Content And The Right Content
Shhhh, here’s a secret: The more content you put on your site, the more leads you’ll generate. It’s that simple. Unfortunately, you just can’t put any content on the site; you have to put the right content on your site.
You should know all of your prospects’ questions and be able to answer them with educational content. You’re going to need role-based content, industry specific content and content designed specifically for those people at all three stages of the buyer journey (awareness, consideration and decision-making).
If you miss any of these content types or misfire on them, you’ll be leaving leads on the table. But if you produce the right content for each persona at each stage of their buyer journey, you’ll be converting around 5% of total website visitors. If you have 1,000 visitors a month, that translates into 50 leads a month. That’s significant.
3) Change The Perspective Of The Site
Another big mistake on most websites is that it’s all about you instead of being all about your prospects. Why is this important? Think about it this way: When you go to a party and meet someone new and all they do is talk about themselves, how do you feel? If you met someone at that same party and they asked a ton of questions about you, how would you feel? Who would you be more likely to consider interesting and spend more time with? The person who asked about you, right? The same is true with your website.
Your prospects don’t care how long you’ve been in business, how many trucks you have or how big your building is. They only care about how you’re planning on helping them and others you’ve helped who look like and sound like them. Make sure your website has five times as many references to your prospects as it does to you or your business.
4) Put Your Blog Under A Microscope
You probably have a blog (most businesses do), but you might not be using it correctly. If it has news and information about you, your products, your services or your company, you’re one of the businesses not using it correctly.
Instead, make your blog about thought leadership. Take a stand, promote an opinion or share a perspective. Publish some study or interesting findings you’ve uncovered. Make sure you tie it all back to the people reading your blog — your prospects.
Each of your blog articles should be a short course in something your prospects need to do better. It should provide guidance, advice and education in bite-sized chunks. You not only want the blog to be a ranked and indexed page, but you also want your blog content to get people to subscribe. The better you write and the more frequently you publish articles, the more organic visitors and the more leads you’ll generate.
5) Use Your Website As The Centerpiece Of Their Experience
Google research reports that 90% of people will visit your website before calling or contacting your business. That means the “click-to-close” experience is in play. Your website is going to be the very first impression almost everyone has of your company. If the site doesn’t work right, if it doesn’t tell the best story and if it’s missing educational content, people are going to hit the back button and move to your competitors’ sites. Welcome to marketing in 2017. You have 10 seconds to impress people, and you need the right website to do that and do it elegantly.
Get your website wrong and you might be looking at months of weak marketing performance. We had a client that redid its website with a traditional web design firm. The firm neglected on-site search engine optimization and lead generation with content. This business was seeing 100,000 visitors a month and missing out on thousands of leads. By adding a handful of educational content offers, we created a stream of over 700 leads a month in 30 days.
Today, all of the marketing tactics must be strategically connected to each other. In other words, they need to be orchestrated like a beautiful symphony. If you’re managing your website independently of your marketing and sales activities, or if you’re looking at your website redesign as an independent project separated from search, content, conversion and prospect experience efforts, then you’re making a major mistake. All of these tactics need to be orchestrated for performance.
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