Digital Inbound Marketing Blog

If you have a business, you want people to find it, right? 

You want them to connect with you online, read the information, and call you to place an order, right? 

Topics: content marketing, web presence, marketing plan, traffic

Many believe that with all the new software based on content marketing and inbound marketing, that cold calling is a thing of the past. The real questions are:  Can either bring down the cost of acquiring a qualified lead?  Are the leads better using one method or the other, as  measured by the close rate by the same set of salespeople?  Can the cost of either be justified based on the worth of a new client and the cost to get and work the lead generated?  Finding the definitive answer to this will go a long way in determining which of these techniques a company should adopt.  

Topics: social media marketing, inbound marketing, content marketing, Google+, SEO, leads, traffic

Businesses around the world spend millions on developing, optimizing and promoting their company's home pages. To ensure that money invested in your virtual store front is spent wisely and will generate increased conversion rates and subsequent profits, it is crucial to develop a sound conversion architecture.

The four main elements to consider when developing your conversion architecture include:

• Homepage 
• Landing Pages
• Social Marketing 
• Lead Nurturing

Structuring and/ or managing these elements in the correct manner will provide an effective conversion architecture designed to turn marketing strategies into success without costs spiraling out of control.

Homepage 

Unlike dedicated landing pages, which receive targeted traffic from specific channels and offer specific messages with a clear call to action, home pages have to attract traffic from a diverse, large audience. This audience then needs to be engaged and educated sufficiently to be encouraged to explore the remainder of the website. To avoid high bounce rates and make your homepage an effective part of your conversion architecture, it should contain the following vital elements.

• Navigation - Clear and simple navigation links should be visible at the top of the homepage to provide visitors with an easy to follow path and reduce bounce rates.

• Headline - Visitors should be able to discern what the site offers within three seconds of arriving. This requires a simple, clear and fluff-free headline.

• Sub-headline - This should offer an original, brief and to the point description of what your company offers/ does and provide value. 

• Benefits - Potential customers need to know why your company's services/ products are relevant to them and what advantages/ benefits they provide.

• Features - Provide consumers with a list of your key features to create greater understanding of your services/ products. 

• Supporting Images - The majority of visitors responds well to visual input, such as images or videos of your products/ services and clear, simple graphics. 

• Content - Offering excellent content in the shape of a good white paper, guide or e-book will assist in generating additional leads and is vital within your conversion architecture.

• Resources - Offering the 96 per cent of visitors who are not yet ready to make a purchase a link to a resource center with more relevant information has also been proven to increase leads.

• Calls to Action - In order to drive conversions, your homepage should include a maximum of two or three calls to action - mapping to varying buying-cycle stages - above the fold. Additional calls to action should be placed near the bottom of the page.

• Customer Testimonials - Including some of your best customer comments/ reviews to your homepage is an excellent indicator of trust. Add names and/ or photos to make them more realistic.

• Awards - Awards and recognitions also form key elements of creating a good initial impression, and should definitely be displayed prominently on your homepage.

In short, your homepage should clearly answer who, what, why and where; include clear, attractive calls to action, meaningful images, graphics and proof of your value, and be easy to navigate.

Landing Pages

Dedicated landing pages are accessed by visitors following targeted links and typically have higher conversion rates than home pages, making them an essential part of your conversion architecture. Designed to get visitors excited enough about your offer to hand over information, landing pages should be free from excessive navigation and other distractions. What they do have to include is:

• Headline explaining what's in it for the visitor
• Clear offer/ product descriptions
• Explanation of the offer's value
• Minimum of one supporting image with caption text
• Clear call to action

Topics: inbound marketing, conversion architecture, web presence, leads, traffic

Generating traffic to your website is but a crucial first step to establishing a steady stream of paying customers. Traffic alone, especially for a B2B company, is not enough. Both SEOs and online marketers agree that the challenge in the post-Penguin world of search engine marketing is lead conversion. It’s a daunting yet very rewarding process. That’s why many would go to great lengths to convert traffic into leads or visitors into repeat buyers.

Topics: inbound marketing, content marketing, conversion architecture, SEO, leads, traffic

Topics: content marketing, SEO, search optimization, optimized page, traffic

Converting Website Traffic-to-Leads

There are several important considerations when it comes to marketing your business effectively. The drive to get more traffic, while ever-present, should be followed by increasing the conversion rates of each source of traffic. In the interest of maximizing the amount of time and money spent on this aspect of your marketing campaign, you need to make sure you're getting an acceptable number of viable leads from this traffic. After all; if the metrics you use to help you analyze leads suggest that certain sources providing all that supposedly optimized traffic aren't producing, then you might as well classify that entire portion of your program as un-targeted traffic, which has inherently lower conversion rates. Sometimes, using long-tail keywords (if you’re going for search engine optimized content) or PPC campaigns and simply letting the system run isn’t enough; you have to institute a program that helps you analyze leads to see which tactics are working best, so you can try and mold your other sources of traffic to obtain the same outcome.

Topics: inbound marketing, web presence, leads, traffic