Why you need to read this blog
You’ve decided to invest some time in creating content for your business, perhaps you’ve even hired a new member of staff to help you write blogs, film video content and create infographics. But if you want your content to be helpful and engaging, aiding problem solving and presenting a solution, you need to know what’s going through the heads of people when they are at the different of the buyer journey.
What are the stages of the buyer journey?
In simple terms these are:
What we tend to find is that business are good at getting prospects to visit their website and are then very good at asking them to commit to a conversation or to a purchase. However, much like going on a first date with an engagement ring, this is coming on a bit strong. The longest stage in the buyer journey is the bit in the middle – consideration. In fact, on average, for a high consideration purchase (one that takes some thinking about) the average time between first touch of a website and conversion is 123 days – 4 months.
With this in mind what you do in the middle to keep them engaged is the most critical part of the journey. Now clearly, they aren’t sticking around on your site for 4 months straight so the key to managing this part of the journey is ensuring you offer them something they are willing to swap their data for when they first arrive. This process is made even more complex by the multiple ways a customer can interact with your brand – website, social media, messaging, email and so on. Ask yourself, how many steps in your customer journey result in a data capture that doesn’t result in a member of your sales team immediately calling them to try to close a deal? If the answer is not many – read on.
What is the solution?
So, how can you get into your customers’ heads and find out exactly what they want and need at every stage of their journey? Unless you’re Amazon and have petabytes of behavioural preference data to help you, we would suggest you spend some time mapping the customer journey. A customer journey map is actually a visual representation of the process a prospect goes through to achieve a goal with your company, not just in terms of touchpoints, but the cognitive journey they go on. As they progress from awareness to making a decision your map will show you how what they are thinking and doing changes markedly. With the help of a customer journey map, you will be able to better understand your customers' motivations - their needs, challenges and pain points - to ensure your journey is providing them with the information they need, at the exact moment they need it most.
But I know my customers perfectly well already!
You probably do – after all, you know the questions you get asked most often as people move down the sales funnel, and you know the range of problems your product can help to solve. We would say this to you - by breaking down the customer journey into different phases you will see things slightly differently. You know so much about your company, so perhaps you struggle to see what it looks like to someone who doesn’t know what you do at all. Are you creating content for those people, the ones who have only just found you?
What else can this do for my business?
Mapping the customer journey delivers other, exiting benefits you’ll want to get your paws on, such as:
How do I map the customer journey?
First up define the personas for your business. Who are the people you want to sell to, and where do they get their information from? What are their goals, challenges and pain points? These are your personas, and they form a big part of an effective inbound strategy.
You will then need to review all the touchpoints, those places where these people interact with your business. That will include your website, social media channels, email marketing, telephone on hold messages, brochures, landing pages, popovers... and so on!
Spend some time with different departments talking to the staff about their customer interactions, capturing the questions they get asked and the problems they help solve. It’s worth investing enough time and resource to do this as thoroughly as possible as the results of this exercise will be the bedrock of your content going forward. And the end aim of superb content and a solid inbound strategy? ROI!
Still a little lost? Drop us a line to see how we can help you!
It’s a pattern we see a lot here at EnquiryLab – a business has a good product and has worked hard to ensure their digital marketing has been set up well, but they’re just not getting very many leads. They have solid branding, an SEO-optimised website, active social media channels, a blog and an email marketing list. They have decided that the next step is to push out the message that they are there, to tell the world about what they do, and digital advertising seems like the obvious next step. Yes, they think, ‘we will capture people when they google relevant keywords, show them our stuff, and lo, they will buy it!’.
The businesses we work with come to us because they simply can’t understand why, after spending thousands on digital advertising, they have seen no tangible uptick in sales. What happens next might surprise you - we advise them to spend less on PPC. In this blog we’re going to share our reasons why we do this, and hopefully enlighten you to a different, better way to share your product with the world.
1. Digital advertising alone isn’t a marketing strategy
Focusing your budget on digital advertising alone and getting in the habit of checking the stats all the time means you are at risk of neglecting the organic channels such as content, email marketing and social media. We’ll look at why focusing budget and energy on content is so important in more detail in just a moment. Putting digital advertising at the core of your strategy will get you caught in an expensive cycle.
2. Clicks, clicks and more clicks… but no conversions
If you’re getting people clicking on your adverts but your conversion rate is dire, you’re paying for nothing at all. For Google Ads your cost per click will remain staunchly high if your engagement rates are low, and you’ll get trapped in a cycle of paying lots of money for clicks you feel like you need to have, but with no ROI. In addition to that, ¼ of the spend on display advertising ever actually reaches a person – another potential waste of your budget.
3. The audience doesn’t know you
Just because someone is searching for keywords related to your product doesn’t mean they will be full of delight when you pop up in the results. They’ve never heard of your brand and they probably won’t trust you straight away – but they might well click on the result and therefore cost you money.
4. Buyer behaviour has changed
The internet has clearly revolutionised the way we sell, that’s why you’re reading this blog about how to more effectively sell your products online. But buyer behaviour has changed as well, with people in B2C and B2B markets realising they have a problem and taking it upon themselves to find the answer. Your job as a marketer in 2019 is to ensure your website, social media and content is helpful and engaging so that it helps to guide buyers towards a solution to their problem and builds that trust and reputation at the same time.
5. We’re heading for saturation point for PPC and display advertising
So many businesses have had the same idea as you, to use digital advertising to spread the word. Some will do it badly and some well, others might employ an agency with a full-time PPC and display advertising expert focused on optimising the adverts for them. Either way, there are a lot of companies competing for the most popular key words. In addition, there’s software available that can block adverts from the screen and people automatically scroll past Google paid results in search of the first ‘real’ information. Why would you focus lots of budget there?
If you think we’re on to something here, and you’d like more information about how inbound marketing works and what tools are available to supercharge your marketing efforts, why not take a look at our Introduction to Inbound webinar? It’s less than ten minutes and it’s packed with stats that you can use to persuade the team that a new approach is needed… Just thank us when you see that lead conversion rate rocket!
If you're not already creating content to tell people what you do and why you're the very best at what you do, you're behind the curve. Even back in 2016 90% of B2B companies claimed to have incorporated content creation into their marketing plans, and there's no doubt that number will only have grown. If you are investing time in content creation but don't feel it has made any tangible impact on your leads and conversions, chances are you could be doing it better.
What is content?
Content is any media that you create and own, encompassing written, visual and downloadable material – that’s easy enough, isn’t it? Your content tells people who you are and what you do, and, most importantly of all, how and why you do it much, much better than anyone else.
If you are delivering an online marketing campaign for your business then you will no doubt be creating plenty of content, but do you have a strategy in place that drives what format the content takes, when you will push it out and where it will be posted?
Why should you create a content strategy?
A content strategy will give you a vision and a plan that will ensure your time spent creating and deploying content will reap the greatest rewards. The content on your website is so important – it drives what you are found for in a search, who finds you, what they do (or don’t do) once they arrive. If you have the right content in place at the right time you will not only increase web traffic but also increase the number of leads and the rate of conversions.
A well-thought out content strategy will help you identify the key information about your customers that will supercharge your inbound marketing efforts for example:
An inbound marketing campaign can seem like a huge task, but a content strategy will help you break it down so that you, the marketing department, can manage the process of content creation and distribution. A successful inbound campaign relies on information from the wider business, as you will need buy-in from sales, product development and customer service teams.
How to create a content strategy
There are multiple stages to creating a content strategy, so we’ve broken these down into subheadings for you:
Goals: How will you know whether your campaign has succeeded if you don’t set goals? Sounds simple, but so many people miss this step out. Spend some time working out what you want to achieve, how you want to go about it and set some SMART goals (SMART stands for Specific, Measurable, Attainable, Relevant, and Time-bound). Make sure you review your goals at regular intervals to ensure you are tracking toward success, and if you aren’t then make changes right then.
Persona research and development: You need to know who your ideal customer is for your inbound marketing strategy to succeed, and persona research and development is the very best way to go about this. Personas are semi-fictional representations of your ideal customers based on data, facts and some educated speculation to will help you identify theirrole, goals, challenges, company, and more. By getting to know your audience as well as you can, you’ll be able to create content that they will find relevant, trustworthy and valuable.
Existing and future content: Make sure you audit what you already have – no one says you have to get rid of the content you have already created if it ticks any of the boxes we’ve already identified. Then plan the content you do need to create and who else you need to call on from the business to make it happen.
There are so many different types of content that you can create to suit different topics and audience types. Here are some ideas:
Using those personas we mentioned earlier, decide where you will deploy your content – will it be on your website, are there going to be links from social media? Will you capture the data of people when they download something? Are there any opportunities to place your content on external websites?
How to implement your content strategy: Get started! The best laid plans will never bear fruit unless you put them into action: write, create, publish, manage, review, tweak if needed and repeat. Create a content planner to track what you need to create and when and utilise tools such as an editorial calendar to ensure you don’t miss important dates or events.
Want to talk to an EnquiryLab content expert to find out more? We live and breathe inbound marketing, so planning and creating content that drives the right people to websites and boosts conversion rates is what we do all day long.
The big day has arrived, your agency is revealing your new Christmas campaign, it’s an exciting moment and as you are ushered into the agency boardroom by your account team you can see the foamex boards face down on the meeting room table. You know the creative team has been working long and hard to give you three options to choose from, your pretty sure the one they like is the final one, it nearly always is. But what will it be and more to the point, how do you know it is going to help you hit the sales target that has been agreed with your Sales Director and MD?
The truth of it is, you don’t. You hired an agency you love and trust, and their creative team is second to none - there is even a Cannes Lions award in reception - but what does the creative process actually look like? Now, there is a caveat here - every agency is different, but I have worked both in and with agencies large and small, and this is what I have seen:
The creative process:
I imagine this sounds pretty thorough, with lots of opportunity for feedback and review to ensure everyone is happy - so what's the problem, you might ask? Well for me it comes down to the fact that this is an artistic process the success of which depends on how well the Creative Director leading the process understands the brand, the product and the customer, and how effective his account team contacts have been at feeding him this information.
What would this process look like if its foundations were in science and not art? Let’s take a look at ‘The Laboratory’, a process we can run for you at EnquiryLab, and how the application of neuroscience can turn “how can I be sure this is going to work?” into “this has been proven to work, and this is why”.
The scientific process:
I hope that at this stage you are thinking “well, that makes sense (kind of), but what are these mystery scientific tools you are using to explore my customers?” Ultimately it is one big tool-set called Neuromarketing, and the individual tools very much come down the job at hand, but here is an overview:
In simple terms the application of these three data-sets to our creative process gives us the evidence to prove what we need to say, how we need to say it, and the way this information needs to be presented visually to be effective.
So why don’t more companies and agencies use these techniques?
Well ultimately the four most common objections we hear come down to:
We get this and we understand that to change the way ‘we’ have always done things is tough, but we would say if you plan a little further out (think weeks not months), consider the ROI not the invoice value of the research and use a trusted partner, then it really isn’t that hard. Attitude, however, is more tricky - the psychometrics tell us so!
For those creative teams who feel that being told what to say, how to say it and how a layout should be arranged is hampering the creative process I totally sympathise, nobody likes being told how to do their job. My response is to suggest that ‘the job’ is changing and getting on-board earlier in the process to become a part of the testing of a validation process will become the new creative process, and those that do will be unstoppable in their delivery of measurable success.
A prediction: In 10 years time neuromarketing won’t exist, we will just call it marketing and those companies who are slow to adopt it won’t be around to see the change.
To discover how we could do this for your company or agency, just give us a call.
Neuromarketing - what is it, and why you really should care if you are responsible for generating leads for your business...
Let me ask you a question - how much effort do you really put into crafting your messaging? Your instant answer is probably, lots! After all, you sweat over your copy crafting beautiful prose, editing, refining and then editing again, and then getting buy-in from all of your stakeholders from sales to product development. So, perhaps let me ask you a different question - when you finally release your carefully sculpted new campaign into the wild are you SURE it is going to really resonate with your desired prospects and deliver you the sales result you are hoping for? The answer here may be - well how can you ever really tell? You might say that great copywriting is an art, not a science.
When the great retail magnate John Wanamaker uttered that now famous quote: “I know half my advertising doesn’t work, I just don’t know which half”, this was undoubtedly the case. But over 100 years on, the huge advances made in the field of neuroscience have given rise not just to new knowledge, but a new(ish) term in the marketing lexicon - neuromarketing. With neuromarketing, we can turn the art of copywriting into the science of message creation.
The good news is that whether you realised it or not, you have probably been applying some sound neuromarketing techniques to your campaigns for years. This is because unless this blog is being read a lot further afield than expected then we are, of course, all human. We are (most of us) blessed with common sense and an instinct for what will really resonate with our prospects. A good example is the ‘free gift, a time-honoured hook to reel in prospective buyers. And we just know that this works, right? Well, using neuroimaging techniques such as fMRI (functional Magnetic Resonance Imaging) we now know that parts of the brain actually light up when we are presented with the ‘free gift’ and we have an actual chemical response that compels us to take advantage of the offer.
What does this mean? It means we can, if needed, use tools such as fMRI, which measures large areas of brain activity and EEG (electroencephalography), which measures external brain activity, to prove which messages will really work.
You expect me to do what!?
Don’t all leave at once! We are absolutely not suggesting that every time you pen a new Facebook ad you should be stuffing some unsuspecting member of the public into a brain scanner to A/B test the copy and design! Luckily there have been a myriad of studies published since the turn of the millennium that give us clear and actionable information we can apply when creating our own campaigns. Watch out for our upcoming neuromarketing tips and tricks series that will give you some experiments that you can try for yourself to supercharge your content creation.
For the latest instalment in our series of blogs penned by our staff about their particular area of expertise, we hear from project management lead Christina and PPC expert Lee on what’s rocking their world in the workplace this month.
Google Responsive Search Ads
Google has recently given us access to a BETA advertising format called responsive search ads (RSAs). The difference between the two formats is as follows:
Current – Expanded Text Ads
Headline - 2 lines up to 30 characters each
Descriptions lines - 1 line of up to 80 characters
BETA – Responsive Search Ads
Headline - 3 lines up to 30 characters each
Descriptions lines - 2 lines of up to 80 characters
RSAs also allow you to:
- Create up to 15 different headlines and 4 different description lines;
- Select the order which you’d like these headlines & descriptions to appear;
- Allow Google to test which combinations perform best.
The RSAs offer you a greater chance to get the message across about your brand including any specific details about products and services, as well as any special offers. Due to this additional information, the adverts take up more room on the search engine results page (SERP), pushing lower ranked results further down the page.
I have tested the RSAs in the accounts which have been approved for the BETA and have seen the following results:
Expanded Text Ads
Click through 0.92%
Conv rate 3.75%
Responsive Search Ads
Click through 1.34%
Conv rate 4.24%
Click through +48%
Conv rate +13%
So the takeouts here are:
- Ads are bigger, clearer, more informative and more appealing to click on;
- The user is more informed when they visit the site and therefore more likely to convert.
The trial of RSAs is a major play from Google in their continual shift toward AI, machine learning and automation and it’s been fascinating to try them out.
Lee, PPC Whizz
Hello Trello and Goodbye To Do List!
EnquiryLab has joined the Trello movement and we have to say, it’s pretty darn good… I’ve been told I have to be brief on this one so bring on the bullets and here is why (in order of significance) I really, really like Trello and why you might like to consider using it too:
- No re-writing of the to do list. I don’t know about you, but I find that non-urgent or particularly boring actions can appear on my to do list for several weeks in a row, never making it to ‘done’! Not only is this a quick way to feel like a failure but it is also a waste of your precious time. Not managed to hit the deadline on a task in Trello? Just reschedule the due date or maybe even break down the task into steps to encourage yourself to make a start.
- You can assign tasks to your team, assigning members and also colour code the cards for each department/function. This means that people can see at a glance what they need to crack on with and who they need to work with to get jobs done.
- Time tracking. Lots of time tracking software syncs with Trello to allow you to the track time spent on a job so that you can reconcile with billing or departments at the end of the project.
- You can add power-ups. Depending on the project, you might want to add a calendar view to help you schedule work, or integrate with team communications platforms such as Slack. Trello enables you to select from a whole tonne of integrations to make project management communication as easy as possible.
- Filtering. It’s easy to filter boards to see what tasks have been assigned to you or see what tasks a member of your team is working on.
This is only a light-touch overview of all the wonderful features and functionality Trello offers. Free in its most basic guise, I’d recommend giving it a go to anyone looking for a project management tool that generates action and not just Gantt charts..
Christina, Project Management Lead
Earlier this month thousands of sales and marketing professionals gathered in Boston for Inbound18, the festival of HubSpot and everything inbound. The event coincides with peak product launch season at HubSpot, when tweaks to existing products and brand-new functionality are both announced alongside keynote speakers and analysis of the latest inbound trends.
As a HubSpot partner agency and proud to be helping businesses across Europe get the very most out of HubSpot, we were naturally on tenterhooks to find out what the latest tools to play with would be. And they did not disappoint - let’s take a look:
Flywheel instead of funnel
Those familiar with HubSpot and inbound marketing theory will understand the marketing lead funnel, which sees a business mapping out every stage of the buyer process from awareness and interest to consideration and purchase. It’s a key tool to ensure that the content on and user flow of a website are both carefully planned and designed to help people take those steps as easily as possible.
The latest thinking from HubSpot is that the funnel doesn’t allow a business to exploit its biggest asset – existing customers. By reworking the funnel into a flywheel with growth at the centre, businesses are guided to keep serving content to customers once they have purchased, not just while they are in the funnel. This ensures customers are served useful resources and extras that encourage referrals and help identify friction points in the post -sales cycle before they become an issue…
Video is everything in 2018. Social media platforms are investing non-stop in video serving capability and it’s proven to accelerate marketing success. Video marketers get 66% more qualified leads per year and can achieve a 54% increase in brand awareness versus those who ignore this content type. It is therefore no surprise whatsoever that HubSpot rolled out a whole range of video creation, analytics and management features at Inbound18. The features of HubSpot Video include on platform video hosting, in-video calls-to-action, a video creation tool and the ability to serve individuals personalised videos. YouTube integration is another key upgrade that’s sure to delight HubSpot users everywhere. Want to know more about HubSpot video? Look out for our follow-up blog focusing on this new functionality and going into more depth about its features and benefits – coming soon.
For businesses keen to keep an eye on the bottom line (so that’s all of us, then!) the announcement of a new stacking offer from HubSpot has gone down very well indeed. If you go down the route of the new Growth Suite and choose to stack marketing, sales and service together, you’ll receive a 25% discount and ensure your business benefits from end-to-end HubSpot goodness.
HubSpot’s tools are designed to ensure HubSpot works for all sizes of business from start-up to large multinational company. This is why Growth Suite is available at Starter, Professional and Enterprise levels, meaning HubSpot has the software to support your growth around the entire flywheel whatever your size, and with a useful discount to boot.
The HubSpot CMS is a website creation tool powered by the HubSpot CRM allowing you to customise the entire buyer journey, streamline marketing and sales processes and deliver true closed loop reporting and attribution. This long-time pillar of the HubSpot ecosystem is now available as a standalone product with an easy to use drag and drop builder, inclusive hosting with SSL enabled browsing and a world class CDN all included in the price.
Enterprise Level Features
Last but not least, the Enterprise level has a host of new features across marketing, sales and service giving large and multi-brand businesses an even more robust and sophisticated set of tools with which to grow their businesses. A taste of these below:
· More advanced campaigns with Facebook Messenger tools
· Continuous A/B testing
· Email throttling
· Automatic call transcription
· Integrated sales playbooks
· Quote approvals
· Workflow extensions
· Health scoring
· Goal setting tools
Overall you will enjoy greater flexibility, deeper integrations and less complication than ever before, meaning you can get on with shaping winning strategy safe in the knowledge your toolset is going to be there to help you seamlessly deliver.
To learn more about these and the myriad other features enjoyed by HubSpot users just pick up the phone for a chat or say hello using the live chat function on the site. Speak to you soon.
EnquiryLab always have one eye on the future. Marketing is changing at a rate more rapid than ever before, so each member of the team is absorbing news and educating ourselves on the latest trends, so we know everything there is to know about our specialist area. Naturally we want to share that insight with you, because what better way to show you that we really do know what we’re talking about?
‘Getting back to the basics’
In a post-GDPR world, brands, and by proxy marketers, are now far more accountable to consumers and can no longer rely on the ‘drug’ that is big data to deliver relevance to their prospects. Where before purchased data, partner category targeting and vast CRM databases allowed highly precise targeting of prospects, we must now get back to the basics of strong propositions and well-crafted messaging to make our message resonate with our target audiences. That’s not to say we have been plunged back into the 1960's, but the focus the mad men of Madison Avenue had on the value of great copy writing is certainly something we must recapture. In fact, some of the most enduring ad copy of all time was penned in that era, with lines like the ‘Pepsi Generation’ still as relevant now as they were 50+ years ago. In my opinion, inbound marketing will be the strategy to rise from the post-GDPR wasteland, with the technology (and content) that powers it providing the answer to the ongoing requirement to deliver timely and relevant information to consumers. If you want to discover the art of making customers come to you, then give us a call.
Chris, Strategy Lead and Co-Founder of EnquiryLab
‘The unstoppable rise of eBooks’
eBooks...they've been around for years. Once upon a time, they were the latest and greatest content feature, enabling you to get across all the information you needed about a subject at a reduced cost. Easily distributed via email or websites, eBooks cut out the need for expensive full colour print runs, postage, page number limits & minimum print runs. The ease of production of an eBook also meant that even more content could be produced and added at any time, then distributed to every far-flung corner of the world. And even better, a business could track clickthrough rates in real time. eBooks have never really gone away, thanks to their multiple benefits, but they are making a noticeable comeback now with interactive features that make them a content marketing must in 2018.
In addition to the features mentioned earlier, eBooks now bring some new features to the party:
Easy to read now or save for later and so useful as a tool to capture prospect’s contact details, I think eBooks are the comeback kid of 2018 – and at EnquiryLab, we make great eBooks.
Tash, Senior Creative
Close working and integration between sales and marketing should be high on the wish list for a marketing manager, but not always easy to implement in reality. However, if you want to create insightful content that works hard for the business, helping transform visitors to your website into qualified sales leads, then it will have to become a reality.
If you follow our content creation plan then you’ll not only get some fantastic information to help you create a content strategy, you’ll also transform your sales staff into an extension of your marketing team, actively noting customer pain points and where content is required to fill in the gaps in the information on your website that supports the buyer journey.
Ensure the sales team understand why content is important
Your sales team will have the insight you need to kick-off your content creation strategy, they just may need a little education to understand how good content will help generate qualified sales leads for them – understandable, the inbound methodology isn’t much known outside the realm of the marketing manager. You will need to do a light touch overview of inbound marketing (after all, how else will those prospects find your content?) then take them through content pillars, personas and customer pain points so they can see how content should be crafted to educate and assist different types of visitor.
Put together a list of customer and prospect FAQs
Hold a meeting with all levels of sales personnel and ask them to compile a list of all the questions they can think of that they’ve ever been asked by customers and prospects. This list will become a comprehensive bank of blog themes and ideas as you build up content that educates visitors to your website and positions you as a trustworthy and knowledgeable voice on your subject matter.
Map the buyer journey
Another exercise to work on with your sales team is to map out the customer journey (and this may differ between different products or territories so be prepared to map out several versions), making sure you have or have planned content that supports every stage of the journey and answers common pain points along the way.
Make sure your content is available in a format that works for everyone
Your sales team should be able to use content in their sales strategy too, so it is well worth talking to them to see whether they would like email signature banners with links to current relevant content, or an eBook that will be the perfect content to send a prospect sitting in the middle of the sales funnel who has a list of questions that need answering. Perhaps your customers are located around the globe, and your content needs to be clear and easy to translate into multiple languages – whatever your sales team needs, make sure marketing is listening.
Don’t be afraid to ask questions
Regardless of who you are talking to in your business, ask questions. We guarantee you will find out more about how the operation works and that in turn will mean the content you create is more informative and more insightful.
Repeat ad infinitum
The pain points and common questions will change over time, so even when your website is a lead generation hub thanks you the content you have worked so hard to create you cannot rest on your laurels. Make sure you keep that key alignment between sales and marketing, scheduling in regular meetings with the sales team to ensure you have the crucial business intelligence and customer insight that is so critical to content generation.
Once you’ve completed the steps above, the next step is to get writing and start deploying your content. Then you’ll be able to see what works and what doesn’t seem to resonate, and tweak accordingly. If you’ve enjoyed this blog and want to find out more about lead generation, why not download our eBook of The 30 Greatest Lead Generation Tips & Tricks?
So, your website is a fabulous shop window, featuring your logo, corporate colour scheme, information about your products or services and provides contact information and a few blogs. So why isn’t it converting visitors into sales leads?
Here are the five things every website that’s a well-oiled machine, churning out leads that keep the sales team busy has in common.
1. They have contact forms and the most engaging content on the pages that get the most visitor traffic
If you can use an analytics tool to work out where people are landing on your website, this will not only help you to carry out a useful audit of what is driving visitors there in the first place (email marketing, blogs, social media, search engines), but which webpages are the most popular. This brings two key benefits for lead optimisation – firstly, you can place content that has a natural flow from that which brought people there in the first place on these pages and secondly, you can place contact forms and downloads on these popular pages. Your aim is to keep them on the website as long as possible, by serving them information that has a natural flow from the content that got them there in the first place and to capture their contact information, so you can speak to them in the future. If you want to take this up a notch, then utilise a heat mapping tool to understand where on each page your visitors look and place content and calls to action accordingly.
2. They have scaled up every stage of the lead generation process
Make sure that your website makes sense from the point of the visitor. If they are interested in your blog regarding ‘The 7 biggest pain points in cloud software deployment’ then make sure there is a relevant e-book or webinar that goes into more detail for them to download to find out more about that topic and crucially asks them to part with their contact data to obtain it.
Ensure there are calls to action (CTAs) on every page, bespoke landing pages and thank you emails when people do enter their details. These thank you emails, also known as ‘kickback’ emails, are incredibly powerful – they can demonstrate up to twice as much engagement as a standard marketing emails in terms of click through rates.
3. They include personalised content and CTAs
There are some powerful marketing tools out there, and they offer incredible levels of personalisation for websites. Each unique website visitor can be served a bespoke experience based on their previous interactions with your website, their interests and what they may have purchased from you before, with different buttons, images and content appearing for them. Websites with personalised CTAs convert 42% more traffic than those without, so while personalisation may take some effort and investment, it will pay off.
4. They offer content and e-books that educate and take the visitor further down the pipeline to become prospect and then customer
In order to truly generate good quality sales leads you need to have educated the website visitor on what you do and why it is important to them as individuals. This can be through a combination of blog posts, e-books, videos, images, and long and short format webinars. Make sure you create content that is designed to take website visitors from simply browsing your website to wanting to discover as much as possible about what you do and how you do it. Your aim is to help them get to know your brand, without forcing your branding down their throat. Crucially, make sure you are capturing this information and modifying their journeys accordingly.
5. They have a solid lead nurture framework in place
Even if the website itself is working hard and you have implemented everything on this list so far, if you don’t nurture the leads that come in, you will miss out on sales. It sounds simple, but ensuring that follow-up emails are personalised, timely and filled with content that leads prospects closer to becoming a customer will reap rewards. After all, only 25% of leads are sales-ready, the remaining 75% will need nurturing and educating in order to convert. In fact, considered B2B purchasers can take 123 days from first touch of your website to interacting with your sales team, that’s four months. What you do for those four months is often the difference between selling and not selling.
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If everything you’ve just read is stretching your grey matter a little more than you’d like, why not call on the experts to help? EnquiryLab’s lead gen experts can help you decide what’s the best fit for your business, just fill in the form below to say hello.