Your website is the most important tool you have for turning prospects into customers.
There are plenty of ways to increase the number of people visiting your site, but unless you convert these visitors into leads, you won’t be able to ultimately get new customers. As a result, your business won’t be able to grow at a healthy rate.
What does being in a “content rut” mean to you?
Perhaps the words remind you of writer’s block, when you couldn’t think of fresh topic ideas. (We’ve all been there.) Or maybe it makes you think of those days, weeks, or even — horror of horrors — months when your content seems to be falling kind of flat.
When it comes to website design, creating a page that is visually appealing, aligned with your brand, and optimized for lead generation is no easy task. After all, there are a lot of mistakes you can make in the process.
For many businesses, the key to making sales is to first generate leads.
Leads are valuable because they’re the people who have indicated organic interest in your content and your business by giving you their information in some way, whether it’s by filling out a form to download an ebook, completing an online survey, or something else.
From blog posts to landing pages to job postings, your website may be made up of tens, hundreds; even thousands of individual pages.
But regardless how many pages you have on your site, you’ll find that the vast majority of your traffic comes in to a few, very specific pages — often your homepage, your “About” page, your “Contact Us” page, and maybe one or two of your most popular blog posts.
As inbound marketers, we care about creating lovable experiences for our website visitors — but we also want to generate as many leads as we can for our sales teams. Most of the time we can do both without any problem. But when it comes to pop-up forms, conflict does emerge.
Most marketers have one goal in common: increasing the amount of traffic to their website. There are various tactics for accomplishing this goal including search engine optimization (SEO), pay per click advertising (PPC), blogging, social media marketing, etc. The problem is that SEO takes times, PPC is expensive, Google is becoming oversaturated with blog content, and social media has always had a problem proving ROI.
Most marketers know by now that Facebook is an important business tool for companies of every size and industry. With a daily active user base of 1.13 billion (1.03 billion on mobile alone), you know it can help you reach new audiences you may not have been able to reach otherwise. It can also help you get found more easily in search, create a community around your business, promote the content you create, and develop a strong brand identity.
Whether you’re new to marketing or decades into your career, conversion rate optimization is an ever-changing topic and necessary asset in your marketing playbook.
Looking to learn more about your audience? Want to manipulate your existing resources to improve their performance? How about growing your business by improving lead flow? Wouldn’t that be nice?
It’s the beginning of the quarter. You just set your team’s new lead goals, and you’re starting to think about what steps you’re going to have to take to achieve them.
While whipping up some compelling content and placing lead generation forms in all the right places sounds like a feasible strategy, rest assure that there’s more to be considered.
Want to earn money for your business? Want to generate leads for your sales team? Want to accelerate sales for your online store? Want to do anything for your business that actually matters?
Well then you need calls-to-action. Without them, we wouldn’t be converting our website visitors or social media fans into actual leads for our sales team.
Business blogging “best practices” instruct bloggers to include a relevant call-to-action at the bottom of every blog post. This is nothing groundbreaking — it’s how you convert visitors to your blog into valuable inbound leads for your business.
But are those end-of-post calls-to-action (CTAs) really the best option? After all, any conversion rate optimization expert worth their salt knows to take industry “best practices” with, well, a grain of salt.
For inbound marketers, “offers” are the golden ticket for lead generation. Not only do they feed your list of new contacts, but they are a critical tool for nurturing existing leads into a position that makes them more sales-ready.
But, let’s face it … creating an offer is complicated. For starters, you have a choice of format: templates, kits, workbooks, and even interactive websites. The most common, however, is the ebook.