Consider this scenario:
You, the marketing and sales-driving maven that you are, can increase traffic to your website with the snap of a finger. In terms of internet marketing, you’re pulling out all the stops – your social media profiles have hundreds (or thousands) of likes and your audience is so loyal that it tattoos your brand logo to their bodies, your search engine optimization skills are so targeted that you not only have the top search result for your keyword, but the entire first page, and your email marketing is so successful that you have more clickthroughs than recipients you sent to!
Traffic is coming in droves, but for some reason or another, people are not converting. Are people not interested in your product or service? Are they not finding the information they expect to find? Can they not find the product detail page, request a quote page, or other conversion?
44% of clicks for B2B organizations are sent straight to the homepage (don’t believe me? Read Marketing Sherpa’s report here). Don’t get me wrong – I’m sure your home page is wonderful and clients regularly comment on how impressed they were, but the nature of home pages is to communicate successfully to a broad range of visitors. Your home page might be built for potential clients, shareholders, stakeholders, vendors, partners, and employees, and as a result, whatever messaging you have is going to be watered down amidst the clutter.
When someone clicks a link, they come from somewhere. Whether it’s a Facebook post to a blog entry, an organic or PPC link, or an email marketing campaign, you have specific information about each click, so why not customize an experience to a potential customer’s needs?
You may have had a valid excuse a few years ago, but the wonderful thing about technology is that innovation is everywhere – now there are tools to use even if you don’t have programming knowledge! One of my favorite organizations, Unbounce, has a great landing page creation tool. There are other tools out there as well.
Welcome to 2013 – if you’re not converting the way you the way you think you should, make a resolution to yourself, your potential clients, and your organization to get your internet marketing in shape, on the treadmill, and performing to its full potential.
Lead Generation, Email Marketing, B2B Marketing, B2C Marketing, Content Marketing, Web Development