Is Your Website A 24/7 Marketing Machine?
by Jo Shaer, on December 5, 2015
In today's economic climate, there are THREE crucial reasons why you need to turn your website into a marketing machine, rather than leave it as a static brochure which doesn't earn its keep.
1. Business Growth - attracting the right type of visitors to your website, those ideal customers who are most likely to want your product or service
2. Building Your List - converting those visitors into leads by exchanging their email address for useful content.
3. Differentiation - showing those leads why you are better than your competition so it's obvious why they should become customers.
1. Business Growth - Attracting your Ideal Client
For your business to grow, you need to get found on the internet to ATTRACT those people who actually need your product or service.
- The biggest challenge B2B marketers face in regards to lead generation is generating high-quality leads (61%). (B2B Technology Marketing Community)
It's no good relying on email blasting people who filled out your contact form three years ago with your newsletter. If they haven't bought something yet, the chances are they never will. Indeed, many auto responder companies say that an individual who has not communicated with you for three months should be considered cold. Or, in other words, not interested.
- SEO leads have a 14.6% close rate while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. (Search Engine Journal)
It's not enough to have social media accounts that shout BUY MY STUFF on the hour every hour. And it's been shown that the scattergun approach of traditional marketing can be a drain on resources with little sign of a return on the investment.
- 79% of companies that have a blog report a positive ROI for inbound marketing in 2013. (HubSpot State of Inbound, 2013)
So your website needs to be working for you - 24/7! Getting your business in front of those ideal customers who are searching for the solution to their problem that your business provides.
- 81% of shoppers research online before buying (Retailingtoday.com)
Brochure sites, like physical brochures, have to be handed to people who have already found you. In stark contrast, the blog posts on your Marketing Machine website make themselves available to people actively researching on the internet.
Optimise your Service pages and blog posts so Google can rank them for the terms used in Google search. You will attract people who are most likely to buy what you sell.
However, despite what your web developer may say, most websites just don't do this straight out of the box.
In some cases, you can be paying a regular monthly fee for something which very rarely generates you any leads.
2. Build Your List - Convert those visitors into leads
You need to CONVERT those visitors into leads or enquiries. The difficult part is persuading people to hand over their contact details. Exactly how do you get that all important email address which signifies their interest?
- 71% of B2B marketers use content marketing to generate leads. (MarketingProfs)
The answer is simple. Many people are willing to exchange their contact details in return for the chance to download intriguing, helpful content that contributes to the resolution of their problem,
- 86% of consumers stated that using a search engine allowed them to learn something new or important that helped him/her increase his/her knowledge. (Pew Research Center, Search Engine Use 2012)
You must have a way of capturing their email address on your website, so you can market to these leads. Providing further help and proving expertise in your field.
3. Differentiation - Close those leads into customers because you are the best option
Obviously, you need to CLOSE more leads into sales/customers but what is going to make them choose you? Tell them what makes you different and the best choice for them.
- 82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly -- which, by itself, is still an impressive result. (HubSpot State of Inbound, 2013)
Regular blogging is the magic button that helps your business to differentiate itself from your competitors.
Blogging is the way that you address the everyday FAQs. The way you show your readers you feel their pain and, importantly, have the answer to resolving it. Social Media is another place to spread this message.
- Social media has a 100% higher lead-to-close rate than outbound marketing. (State of Inbound Marketing, 2012)
Social Media status updates are the breadcrumbs that bring your ideal customers to your website to get more information. But, critically, they are also the way that you nurture your relationships with existing leads and customers.
You can also nurture leads through well thought out email marketing campaigns. Another way to alert your leads to your marketing messages.
Wouldn't you like your marketing efforts to enable you to pass warm leads to your sales team?
If your website isn't a 24/7 Marketing Machine, it's a simple fact that you're leaving cash on the table.
Find out more about how Inbound Marketing can drive your business growth by clicking the button below.