You've embraced content marketing to increase traffic to your website and keep visitors there longer. Your content is landing high SERP rankings, thanks to your improved SEO strategies, and you've even allocated more money in your marketing budget to creating a strong social media presence.
So why has your lead generation only gone up by half a percent? Read on to find out why your content needs a powerful inbound marketing strategy to really start generating quality leads.
Does Your Website Offer Useful and Unique Information?
Of course it does, you say. We've already worked on our content marketing, remember? The content on your actual website isn't the only valuable information you can offer, however. To really generate leads, you need to offer visitors something more, something that they can't find simply by reading through a few blog posts.
White papers, eBooks, downloadable videos or audio clips, infographics, Webinars, case studies, checklists, free samples, contests... have fun deciding exactly what you can offer your visitors that they can't find anywhere else. This is the first step in really engaging visitors, and you must have engagement in order to generate a lead.
Are Your Calls to Action Strategically Placed?
This unique and interesting content that you are offering is only accessible through your Calls-to-Action (CTAs). And when over half of your website visitors only stay there for 15 seconds, your CTAs have to be highly visible to catch the attention of that 55% who would otherwise click away almost as soon as they got there.
The most effective CTAs are visually striking, clearly define what you are offering and why it can't be found anywhere else, and are nestled snugly in the right column of the page, at the end of the article or post, and strategically throughout the post as well.
Are Your Landing Pages Short and Sweet?
Once a visitor clicks on your CTA, you've got yourself a lead. Now it's time for "lead nurturing" -- beginning the process of turning a lead into a sale. CTAs should direct visitors to a landing page, where they can fill out a short form to get the offer your CTA promised. Make sure this form is as simple as possible; name, address, phone and/or email, and maybe a short blip about how the visitor found you are likely the only fields you need. Clutter up your landing pages, and your leads will dead-end right there.
Remember that your home page is a landing page as well, so it needs to follow the same rule as your other landing pages: short and sweet. Place your CTAs where they will be easily seen, focus on one or two main ideas, and give visitors a chance to connect via social media.
Does Your Thank-You Page Encourage Further Engagement?
After signing up, registering now, or requesting their own free download, there's no reason that your new lead should leave your website just yet. Once they submit their information, direct them to a thank-you page that encourages them to engage further. They can "Check out our other offers," "Let us know what you think," or "Follow us on social media." You can also suggest blog posts or other articles they might be interested in, and always make sure they know you'll connect with them soon. Whatever you do, never let the thank-you be the end of the line.
Inbound marketing, the blanket term for an integrated marketing strategy that draws clients in rather than pushes your products or services at them, uses all of these tactics to generate plenty of leads -- and what's more, these techniques generate leads who are more likely to convert over to sales. To learn more about inbound marketing and how it can help you create a website that is truly a lead-generating machine, download our eBook, "Cracking the Code to Business Growth."