Not everyone can be a web marketing rock star, right? Sure they can, when the right things are in place. Chances are good that you probably have a website and may even be doing some sort of marketing such as SEO, PPC, maybe social media...but what are you missing? Are your marketing efforts just not hitting the mark? There are probably a few things you are probably missing.
The first web marketing item that many small businesses fail to do is to actually have conversion opportunities! They may have a simple contact form on your site or even an RFQ page, but how many conversions are you missing because there is nothing collecting soft leads or even directing visitors to read more content or connect on social? The truth is everyone that arrives on your website won't be in the buying stage yet and may need nurtured into a more qualified lead. Start paying more attention to the actions that your website visitors are taking and if there are no top-of-funnel or middle-of-funnel conversions, you may be missing out on opportunity to generate more true leads and sales expecting the person will just remember to come back when it is time to actually buy. By nurturing these leads you'll stay top-of-mind and likely be dealing with a more educated buyer.
Pay attention to these items when creating your website and afterwards by looking at your Google Analytics data.
You may consider content marketing to be a buzz word, but as long as I've been an SEO professional the phrase "content is king" has been around. There are many reasons to implement a content marketing strategy including:
Did you know that a B2B company with a content marketing strategy will generate 67% more leads than one without one?
Why are landing pages so good at lead generation? If done right, a landing page has one specific purpose and it is to create a conversion. They should have few distractions, be to the point, explain the benefit, and capture the lead all from one page. Landing pages can be used in email marketing, social media, search engine optimization, pay-per-click advertising and more. Landing page optimization is considered to be the MOST IMPORTANT tactic for a high performing sponsored advertising strategy!
So why aren't you using them? It's partially because this is different than what most businesses have been doing for years. Traditionally a small business would have their website pages, a contact page and that's it. Well, that is just not good enough anymore. As you probably know, people get very distracted online...capture a conversion before the distraction happens? Another reason SMBs don't use them is just due to lack of knowledge. They don't know how powerful they can be or how to create one...we want to change that! Below are 6 articles that will get you 1 step closer to becoming a landing page expert!
Now that you know where your online marketing strategy may be lacking...what are you going to do about it?
