As one of the top HubSpot agencies in Colorado, we know that if there’s one eternal truth about the best ways to get website visitors to convert, it’s that there’s no eternal truth about the best ways to get website visitors to convert! As a marketer, what you must do is revisit the constantly evolving best practices and review your website regularly in light of them to ensure you’re maximizing your chances of turning visitors into leads—and ultimately into customers. Interestingly, this “never rest” approach falls right in line with the growth-driven design (GDD) concept that we're such fans of.
You’ve started producing a consistent stream of fresh, engaging content for your inbound marketing program and are leveraging it through a marketing automation system like HubSpot. At long last that material is beginning to draw increasing numbers of visitors to your website.
You give your team a much deserved pat on the back as you wait for the new leads to start coming in. But they don’t. At least not in the numbers your growing web traffic would seem to suggest that you should expect. “What’s going on?” you ask.
If you happen to be someone who has been, or is about to invest in, reading our blog (certainly a sign of keen insights and wisdom), you undoubtedly recognize that we talk a lot about buyer personas, inbound marketing, content marketing, conversion optimization, marketing automation, analytics tools, social media marketing, search engine optimization, custom application development, and growth-driven design. While each of these independently is an important tool for serious marketers today, when they are all employed in harmony, it is truly a beautiful thing.
Your website is the cornerstone of your marketing efforts. You have, no doubt, spent countless hours and expended tremendous resources to bring it to its current state. And you will, in all likelihood, spend more hours and consume more resources to update it less than two years from now, even if it just went live. That is, unless you adopt an approach called Growth-Driven Design (GDD).
Generating qualified sales leads can be one of the most challenging jobs of any sales or executive team, and almost always the most important. Historically, filling the sales funnel required either a lot of cold-calling, or a lot of dollars spent on advertising, i.e. outbound marketing. That doesn't have to be the case today, as so much has changed with the way consumers buy. Today, with inbound marketing and content marketing, you can see a great return on investment, as inbound leads cost dramatically less than outbound leads. Here are eleven ideas on how to generate more leads with inbound marketing:
If only people who are interested in your product or service would buy it the first time you offered it to them. Unfortunately, that’s rarely the case. More often than not, you have to "touch" them with your marketing outreach anywhere from 5 to 10 times (or more) before they finally make a purchase decision.
Abbie is on a website landing page reading information on one of the many companies she’s researching as she looks for a product that meets her needs. She’s left other, similar landing pages without ever engaging further. But here, the word choice, button color, and other aspects of the call-to-action (CTA) cause her to click through and move further into the "sales funnel." While she’s not consciously aware of it, the well-crafted CTA has given this company a chance to win her business.
Technically, any page on a website where visitors can arrive or "land" is a "landing page." However, when marketers use the term, they are typically referring to a page that is distinct from the rest of a site and created for a specific purpose—to generate leads by enticing visitors to supply contact information, to give visitors details about a company’s offerings before sending them to a "shopping cart" page, etc.
Okay, in the name of full disclosure, I'm going to say that the following steps are not only the best way to select a marketing and advertising agency, they are also the direct way to our front door. Having said that, any CEO, business owner, CMO, or VP or Director of Marketing is bound to find this list helpful, especially if you have limited experience in working with an agency.
The costs and benefits of requiring prospects to provide their contact information before receiving your content—also known as “gating” your content—have been debated for as long as there has been the technology to do so. You produce content for the express purpose of getting your prospects to engage with your brand. But if they are never required to provide any information about who they are and why they are consuming your content, are they really engaging or just… well… taking?
In 2013, KISSmetrics posted a great blog on 100 Conversion Optimization Case Studies (and yes, they actually show 100 success stories). Most of it can be summarized in the following:
You may say I’m a dreamer, but I’m not the only one. I dream of conversion rates that soar to the 30-40% mark. While not every industry can realize that level of success, we’ve actually seen those kinds of numbers with our customers. However, regardless of industry, you must be willing to invest in conversion optimization to attain substantial increases in conversion rates—and most businesses simply don’t yet see the value of such an investment. The truth is, there are few expenditures that can provide such an enormous, ongoing return.
I recently scanned a major trade publication and was surprised to see that virtually all of the ads directed readers to the advertiser’s primary URL (e.g., their home page, like www.acme.com). The missed opportunity associated with this one-page-fits-all practice is significant.
Regardless of whether you are advertising in print or broadcast media, using a URL unique to the ad allows you to:
Did you know...?
While we all know a great customer experience when we witness one, many marketers have yet to make this critically important aspect of branding and marketing a key focus of their efforts. I continue to be baffled by marketers that have been doing marketing and advertising essentially the same way for the last 50 years, as if fashioning oneself after Mad Men's Don Draper will reverse the trends of the last 20. Not only is this a wildly inefficient way to spend limited marketing dollars, it ignores some of the most compelling new data on the profitability of customer experience engineering.
Did you know that consumers will not only demonstrate dramatically higher customer loyalty, but will also pay more for a great customer experience?
One of the most promising tools that has the potential to dramatically impact your inbound customer experience is the development and deployment of custom applications. While an investment is required to produce them, here are ten compelling reasons why every business that is committed to growth should seriously consider making that investment.
Long before there was a World Wide Web, I was clicking on hyperlinks to navigate HyperCard stacks. HyperCard was Apple Computers' breakthrough product, released in 1987, that was way ahead of its time. For those not familiar with HyperCard, probably the best way to describe it would be Web-meets-PowerPoint. Hypercard used the metaphor of a stack of 3"x5" cards, each of which could contain text and images (and eventually video and animation). One of its most creative technologies was the ability to jump from anywhere within the stack to anywhere else in the stack, simply by clicking on something called hyperlinks. Clicking was a new advent that came with a computer mouse... you see mice were new to desktop computers back then. Hyperlinks would most often be graphical representations of a button, or a clickable word (called hypertext, which usually was underlined).