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Is Your Website A Lead Generation Machine Or An Online Brochure?

Inbound Marketing Gives You The Instructions To Build A Lead-Generating Site

Back in the day (a few years ago) websites were an electronic version of your corporate brochure. Remember the corporate brochure? It was mandatory. Everyone had to have a glossy, 10-page brochure with their company history, executive team and mission statement. We did our fair share of those when we started the agency.

When the web took over, companies simply converted their printed corporate brochure to the web. The same pages, same images, same headlines and same copy, only on the web instead of in a printed brochure. I guess it made sense at the time.

However, the world is a different place today. Your prospects buy differently and marketing has evolved, which means your website strategy needs to evolve too. Its time to upgrade your website from an online brochure to a lead-generating machine that feeds prospects materials to move them through a buyer journey and down into your sales funnel as high-quality, qualified sales opportunities.



One Move To Make Today To Improve Lead Generation With Inbound Marketing

If You Make Your Inbound Marketing All About Your Prospects, Your Perspective Changes Dramatically

We live in a fast-food society. Everyone wants instant gratification for everything. We’re annoyed when it takes us more than a few minutes at the checkout line. We’re annoyed when our websites don’t load in seconds and we’re all expecting marketing to produce results today — not next week, not next month and definitely not next year.

Unfortunately, unless you have 100,000 visitors to your website every month, you can't do much today to help with inbound leads later this afternoon. But there is one simple adjustment you can make today that will more than likely improve the performance of your program tomorrow.

To generate fast results, you have to leverage the assets you already have first. This means your current website and the visitor traffic you’re already getting. Unless your site is brand new, even if you only see a few hundred visitors a month, you can turn those visitors into leads with the right deployment of inbound marketing upgrades.



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.



6 Ways To Increase Your Inbound Marketing Leads By A Factor Of 10

Inbound Marketing Delivers Leads And Business Results

Yes, I said it: a 10x improvement in leads. If you’re getting two leads a week, when your inbound marketing program is up and running you’ll be getting 20 leads a week. If you’re getting four leads a month, you’ll be getting 40. It’s a very attainable goal, and one we’ve delivered for countless clients over the past 14 years.

However, there are just as many CEOs, VPs of marketing and business owners who have attempted inbound marketing and not seen this kind of impact on their business. So clearly this isn’t as easy as it sounds. It’s not easy, but it is doable.

These six tactics, if planned, implemented and optimized properly, will contribute to lifting your inbound leads by a factor of ten.



CRO: 6 Hot-Off-The-Grill Inbound Marketing Tricks To Drive Lead Gen

Inbound Marketing Is 100% Quantifiable, And CRO Delivers Leads

If getting leads for your sales team is your thing – and it should be – then inbound marketing demands a focus on conversion rate optimization (CRO). The bad news: CRO is a specialized skill set. It takes years of experience to know exactly what to do, when to do it and how to do it.

But not to worry: Inbound marketing, when executed properly, comes along with a built-in CRO component that we call the optimize phase of our engagement. During this phase, you want your inbound marketing team to be spending at least 10%-30% of their time (and budget) on improving your lead generation.



How To Increase Leads With Inbound Marketing TODAY

Yes, Virginia. In Certain Situations, You Can Add New Leads To Your Pipeline Today With Inbound Marketing Techniques.

You might have noticed a theme to many of my recent blog articles. So many people and so many inbound marketing agencies are talking about inbound and practicing inbound marketing but producing only modest to non-existent inbound marketing results. That's why I think it’s important to arm CEOs, VPs of marketing and business owners with proper performance expectations.

Having been doing inbound marketing for clients for over 10 years (before inbound marketing was even a thing), we have massive amounts of data on what works, when it works and why it works. When you gain insight like this it allows you to know exactly what to do and the expected results from that effort. Equipped with this information, we have the ability to deploy a number of inbound tactics and produce new lead generation for your business today.



10 Reasons Why Your Inbound Marketing Agency Won't Generate Leads In Month One

Just Because You Want Or Need Leads Doesn’t Mean You’re Going To Get Them — No Matter What Anyone Says

Put points on the board early! Get me leads and then we’ll talk! I need leads this week! I know I only have 200 people coming to my website, but if you’re so good at inbound, get me 50 leads this month.

I could fill up this article with sayings from prospects and clients like these above. If I’m being positive, these people are trying to challenge us to see what we can do. If I’m being realistic, they’re being unreasonable.

Some inbound marketing agencies are telling clients they can get them leads in the first month. In some cases, that’s a reasonable and responsible promise to make. In other cases, it’s a sales promise that won’t be delivered. It's not because the agency didn’t try hard and it's not because they didn’t know what they’re doing — they didn’t get the leads because inbound isn’t automatic.



Need Leads? Then You Need Inbound Marketing

Top Inbound Marketing Tactics To Produce A Steady Flow Of New Leads

I see a lot of companies that think they are successfully executing a marketing program, but I also see a lot of underperforming programs. I see even more companies disappointed with their results. There are many solid reasons behind a failed marketing effort, and the fixes aren’t usually quick.

However, one of the benefits of moving to inbound marketing is that the tactics focus on lead generation and positive results from your marketing investment. Instead of buying a billboard ad and hoping it drives sales, help your business get found when a prospect IS searching for businesses like yours. Then tell the prospect a compelling story, drive them to your amazing website and turn them from a visitor to a lead – all in about 60 seconds.

That’s how quickly it happens; that’s how long you have to get your prospect’s attention. And inbound marketing is the only way to make it work.



How Many Different Kinds Of Inbound Marketing Leads Are There?

Inbound Marketing Leads Come In All Shapes And Sizes; Does It Matter?

It used to be a lead was a lead. But today there are all different types of leads. Does it matter? Should we care? Should a salesperson ignore certain types of leads to focus on other types of leads? Are some more valuable than others? Who knows?

Good news, we know. Since it’s the Friday before Memorial Day weekend and at least most of you are looking past today’s work and toward either the beach, BBQ or backyard beer, let’s keep today’s article short and on the light side.

Inbound leads come in a variety of flavors. Here are a few of the most popular types of leads and what you should consider doing with each type.



Website Strategy Needs An Inbound Marketing Orientation

Thinking About A New Website For 2016? Read This Before You Do Anything

If you spend even two minutes looking around at people, you’ll see them staring down at their devices. Today, we do everything on our phones, tablets or laptops. Right now, your prospects are searching for you on their phones, paging through your site on their phones and reading your content ON THEIR PHONES!

Then, when they get back to their offices or homes, they’re back on your site looking around again. The multi-visit, multi-device experience is here to stay. Your website needs to be designed and built to deliver this experience for your prospects so they quickly get to know your business and convert from anonymous visitors into new leads for your sales team.

The key to this is inbound marketing strategy. By applying inbound strategy to your website project, you’ll get a lead-generating machine instead of an infrequently visited online brochure.