Early this year, it is imperative that we all roll up our sleeves and focus on lead generation and better conversions for all our websites.
There’s just no more time to lose, no more extra time to stay relaxed with websites that are amassing expenses, but are not profitable.
With Web diligence comes profit, and increasing leads can be simpler than you think. Here is Netmark’s first cheat sheet on increasing leads through your website in 2019.
1. Know where your traffic is coming from.
This is fundamental to any lead generation effort. There are typically four places where possible leads can come from:
• Email marketing – Traffic from emails that you or a partner has sent out with your website’s link on it. Effective emails will not be deleted or junked, but instead, read in full, with the bonus of people taking action. If this isn’t familiar with you when you write emails to your list, you’re probably doing it wrong.
• Social media – Do you have a Facebook Page, Instagram account, or Twitter profile? Good. Make sure that you remind your followers how to reach your main website, where all the goodies are. Generosity goes a long way on social media, and your main website can be the main conduit for ‘free’ stuff like white papers, videos, and other useful downloads.
• Live chat – Further information can be collected through your website’s live chat feature, or through your chatbot. Chatbots are a huge thing this year because they are fully automated and can deliver vital information without the aid of a human.
• Blogs – Blogs are definitely here to stay, and traffic from useful and well-researched blogs is usually warm, quality traffic. Get that in your bucket list if you aren’t blogging at all.
After identifying where most of your traffic is coming from, make sure that your traffic is landing on pages where their interest will be piqued quickly. Give them a reason to stay, and give their details (name and email are important, of course).
Next: find out your website’s most popular page and keep it updated. Also, invest in long form content (no less than 2,000 words) and keep updating that page.
Typically, websites have pages that Google simply loves because of the mix of the right elements (on-page and off-page) and there is no harm in updating that page frequently to keep people coming back. If one of your pages has becoming highly relevant for a high traffic and quality keywords, maximize that page’s potential. Keep improving it.
2. Know how your traffic goes from cold to warm
Warm traffic will increase your chances of conversions and increasing leads through your website. Your website needs to be optimized to create clear paths for your traffic to turn to leads.
The first element will be the pages that your traffic are landing on. What are your website’s most popular pages, and where are people gravitating to? Next, identify the offers on your page and how they relate to your content.
The second step is so easy to get wrong. For example, your content might be about “RPG gaming strategies” but one offer on the page is about skincare. This type of faux pas can make people ignore offers on your page because they’re not there for those offers. You don’t go for skincare when you are researching RPG gaming strategies.
In short, the offers associated with specific pages and content need to be relevant to what the page is about. You mustn’t mix offers that are not relevant to what your traffic is looking for in the first place.
3. Learn to measure the output of your lead generators
A page that has a specific function like collecting emails, or selling something to traffic, is called a lead generator. Preferably, each lead generator should be measured in terms of output or conversion.
There are several ways to do this, but the simplest one is checking the actual traffic and the number of sales or leads you get from that specific lead generator. You can branch out and make the effort more sophisticated at this point: you can perform split testing, too.
Split testing is testing at least two pages with slightly different content to see which one performs the best. The changes to a page can be cosmetic, as in changing the colors or images, or deeper, as in changing the content completely.
Copywriting is an art, and it takes time for beginning copywriters to get it right for each niche. Instead of guessing or just hoping that people will respond to copy, test your copy to the bone.
4. The more, the merrier
Current stats show that companies that have thirty or more landing pages on their websites convert seven times more than companies that have five or less.
This is a huge, huge difference in conversions and the difference shouldn’t be ignored, especially if you are doing search engine marketing – your cost per lead should follow a generally downward trend, especially when you are monitoring your lead generators and tweaking your content regularly.
Unlike traditional marketing, digital marketing allows us to make fast changes to the way we do things.
Even an entire WordPress blog can be changed in a matter of hours if you want to try a completely different aesthetic. Content can be wiped quickly, too, and replaced with better content. Not adapting to the behavior of your traffic will be disastrous to your overall efforts.
5. Don’t forget your thank you emails
Thank you emails or “kickback emails” got more than double the engagement than the primary emails sent to promote products, events, and services. Do not underestimate the power of the thank you email, and the thank you page, too. Among the things you can do with a kickback email/page are:
– Add social media buttons for fast sharing.
– Make a last minute offer or upsell.
– Offer an upgrade to the current offer.
– Make a related offer that might interest the user.
Thank you pages shouldn’t just contain links for download, or tracking information – they should be tweaked so they can be just as effective as landing pages.