Company websites serve many purposes, but brands who design their website with lead generation strategies in mind will see the most ROI from their investment. While some industries only require that businesses use their website to communicate who they are and details about their products and services, in today’s digital age, every website should be set up to capture a lead if a prospect wants to interact online. When a website serves as a hub for inbound marketing, lead generation strategies like search engine optimization, conversion optimization, and content marketing to build an email marketing database, the company can save thousands of dollars on outbound sales in the long run.
Can your existing website serve as a lead generation strategy for your business?
Yes! Review your website and answer the following questions:
- Does your website support your business goals?
- Is the sales team or customer service team prepared to handle more leads by phone and by email?
- Does the website help your sales process at every stage of the sales funnel?
- Is there an opportunity to gain market share by being perceived as a market leader or offering better online service?
- Does your website offer content for existing customers to reconnect with your brand and order additional products or services?
If you answered YES to all of the questions above, you’re ready for a conversion optimization audit. Fill out this short form to get started:
Ensure Your Website Supports Business Goals
At the heart of every business, closing more sales is the key to staying in business and growing. The goals that lead to more sales looks different for every business. Your brand’s website should reflect the goals that generate success at the sales level.
Goals: Narrow the Focus
For example, most sales teams will agree they need more leads to close more sales. Not only do they need more leads, they need high quality leads. One of the most common mistakes when it comes to lead generation strategy is to design a website strategy that casts a wide net to capture ALL of the leads possible. At first, it feels right. Sales teams are busy, emails are coming in, and phones are ringing. While this strategy may work for some businesses, it can have a negative impact on the B2B space, where “time is money.” Instead of focusing on casting the widest net possible for lead generation from your website, drill down to goals that align with drawing your BEST and most profitable leads to your website.
Use the Right Tools to Manage More Leads
While design changes on your website can give your brand online advantages, they will only work if you have the right tools in place to manage an increase in leads. Outside of retail, the sales cycle can take several weeks or several months from the first time a prospect visits your website. You should have the right tools in place to help your brand stay engaged with every prospect.
Here’s the short list for effective lead management:
- Forms should sync up with auto-replies and drip-campaigns.
- Your website should integrate with a CRM so that your sales team can manage leads at every stage in the sales funnel.
- Implement analytics tracking to monitor the performance of your content and activity of your website visitors.
Content serves many goals for websites; it educates visitors about the brand, it builds trust, it nurtures the audience, but most important, it drives engagement. Content motivates prospects to take action by filling out a form, signing up for a newsletter or download, or making a phone call. When website content is designed for the buyer journey as part of a lead generation strategy, your website visitors can find what they need at every stage of the sales funnel. This approach has proven a winning value proposition time and again for successful brands; showing value through your willingness to educate and engage, well before your prospect pulls the purchase trigger.
When you attract the right audience and provide information to give them what they need upfront, it makes perfect sense that they ultimately will align to your brand with fulfilling their needs with your products or services.
Thought Leadership & Online Services
What type of content will position your brand as a thought leader in your industry? In many cases, it’s a combination of news, announcements, and in-depth information such as long-form blog posts, articles, white papers, eBooks, and video. As you consider the types of content that will position your brand as a thought leader, what types of services or products will appeal to your audience and set you apart from the competition? Consider the restaurant industry. Ten years ago, most restaurants still took their to-go orders by phone. Some of them offered online ordering portals, and soon pizza franchises who didn’t offer an online ordering option were left in the dust. Now, restaurants who don’t offer Door Dash or Uber Eats are losing out to competitors who do.
What types of products or services would your audience like to obtain in a digital environment? Even if your brand is too sophisticated to offer an item or service to purchase without a personal touchpoint, can you offer something useful to help them remember your brand? Consider these ideas:
- A checklist
- A guide
- A free eBook
- An on-demand webinar
- A list of industry events
Lead generation strategies to capture new leads is important, but using a strategy to retain and engage existing clients is just as smart. Keeping a customer as a repeat costs 5-25 times less than it costs to capture a new one (HubSpot).
When it comes to retention content, sales and marketing teams should work together in a transparent fashion, so that the potential in marketing strategies can be fully unleashed to benefit sales. Sales team members understand your prospects and how to attract them, nurture them, and meet their needs to make the sale, and keep them coming back.
To get started with this approach, identify the items from the list above that are missing from your website. Work with an experienced inbound marketing agency or team who has a proven track record for hitting it out of the park for launching and maintaining lead generation strategies.
Diona is a managing partner at Knowmad. Her areas of expertise include digital marketing strategy, project management, brand management, search engine optimization (SEO), pay per click advertising, inbound marketing, content marketing, conversion rate optimization, social media marketing and website design.