Website Traffic & Lead Generation 101.
Author Polly Buckland
Tues 29th May 2018
A State of Inbound study states that 63% of marketers say their biggest marketing challenge is generating website traffic and leads… sound familiar? The certainty here is if you commission a website and think that the job is done the day you go live, you’re going to be bitterly disappointed. Turning strangers into leads takes research, consideration, and expertise. In the wake of the dreaded GDPR, there will be many businesses that can no longer bask in the vanity of outdated databases of uninterested, unengaged recipients. By readdressing your inbound marketing strategy you can attract traffic and start to rebuild a database of genuine, interested leads to feed into your sales teams.
“Tactics without strategy is the noise before defeat.” Sun Tzu Click To Tweet
Start with Strategy.
Our below recommendations are based on the assumption that you have created a segmentation map for your audience based on research, have decided on a target audience & found your niche. You understand your positioning and now need to apply the tactical marketing actions to reel in relevant traffic with a focus on converting them. If you haven’t done this, don’t panic. You just need to take a step back and review the foundations of your marketing. While this is perhaps the least tangible of all of your marketing activities, it’s undoubtedly the most valuable process.
Your Tactical Toolbox
Now you can begin to consider the tactical marketing actions needed to increase website traffic and focus on lead generation. Of course, in order to understand how you are performing, you need to measure the effectiveness of your inbound marketing efforts and use analytics to help inform ongoing activity.
“There is no replacement for a website that is properly set up for quality SEO – it will make every other tactic you use to improve your SEO much more impactful.” William Harris. Click To Tweet
On-site actions to increase website traffic
To ensure you grab as much organic and relevant website traffic as possible, do not assume keywords. 99% of the time you’ll miss the mark or worse still leave a phenomenal traffic opportunity untapped. Keyword research is an art. There’s no doubt about it. Once you have the ammunition, use your long tail keywords to build a robust content strategy… read more here. When building new pages and creating blog posts, you can not forget your on-page SEO… SEO is for life, not just for your site build. The most common missed opportunities that we come across when auditing websites are:
- Non-Optimised URLS
- Huge blocks of text that don’t make best use of <H1> & <H2> Tags
- No Alt Tags
- Slow page loading times
- Missing meta descriptions
DRAW IN THE TRAFFIC / BE USEFUL
SOCIAL. You can generate leads directly on social, sometimes you don’t need the traffic if the initial contact can be made on your chosen platform. Daily we receive Facebook messages, tweets and LinkedIn messages, about 50% of which turn in to a qualified lead. Don’t forget to keep an eye on your DM’s and answer in a timely manner. Try and gain as much information from prospects at this stage, so you can follow up with meaningful content with a view to conversion.
Our social media blogs are full of actionable advice. You can read them here.
EMAIL. Speak with an engaged audience (cleansed database) via direct email. Provide them with useful information, use compelling copy and direct them to your website. Just because someone has signed up to your database, doesn’t mean by any stretch that they are a sure thing. Nurture your leads once you have them, use the data you have on them to segment your lists and create communications that target them specifically.
But how do you get your now plentiful traffic to convert into qualified leads?
Making sure that your traffic is relevant and the content you are publishing answers the questions being asked by your audience… you’re halfway there. The more relevant optimised content… the more relevant traffic you have the opportunity to convert.
Start the conversation now.
In the fast-paced world we live in – instant gratification is on the up. A phone number on your contact page is no longer enough to do the job I’m afraid. “44% of online consumers say that having questions answered by a live person during an online purchase is one of the most important features a website can offer.” inc.com Click To Tweet Be approachable, be present and learn from the questions you are asked via chat, if you’re commonly asked similar questions, adjust your site content to reflect the information that your visitors are asking for… removing one more barrier to conversion.
Give a little
In order to build up your qualified leads list, you can offer FREE information in return for valuable prospect information. The more specific the content on offer is to your target, the more powerful the data is that you will be collecting.
Often known as ‘Lead Magnets’ these valuable slices of information/resource can come in the form of:
- White Papers
- Digital Tools
Use an easy to use front-end form to bring in the lead. Some choose to stop at name and email, while other businesses use the opportunity to qualify the information further asking for a company name, job title, telephone number etc…. Make sure that your form adheres to GDPR regulations and that you obtain consent for email in the future… your lead will be useless without the ability for you to communicate with them. In short, the quality of research & content on offer will always prevail. Use it to your advantage.
If you are affected by any of the topics in today’s blog get in touch.
We look forward to hearing from you. In the meantime, we recommend taking a look at our blog, which is full of marketing insight and guidance.
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