If not, is should be.
In this blog post I am going to share with you why your website should be your best sales tool. I’ll also share how this website was a lead producing machine while I was opening Christmas presents in California.
It’s 2014 and a “brochure” website is simply not enough anymore. It hasn’t been for a few years but it’s now more important than ever to have a website that work for you. Your website needs to be dynamic, producing valuable content and generating leads for your sales team.
I have blogged about this before, but your website needs to be your main hub for all your online marketing efforts. All your other web properties should drive traffic back to your website. Of course, your social channels are to connect with your audience, but when it comes time to promote something, it should be to drive traffic back to your website.
Why Is Driving Traffic To Your Website Important?
You do not own your fans (Facebook), followers (Twitter) and/or subscribers (YouTube). When driving traffic to your website, your goal is to turn those visitors into leads.You do this by offering them a piece of premium content (ebook, case study, video series, e-course, white papers, etc.) in exchange for their contact information, typically their name and email address. This is considered a lead and someone you can follow up with using marketing automation. If you’re not familiar with marketing automation, it can be very powerful when set up properly. It help shorten the sales cycle, among other things.
Online marketing can be broken down into two components:
- Traffic (you need traffic to your website)
- Conversions (you need these website visitors to convert into leads)
That is online marketing simplified, I wrote a more detailed post about that here. Of course you need to close these leads and turn them into revenue, but that is the sales process. This post is to highlight the power of a website that generates leads 24/7/365. A well optimized website with benefit driven content (make it about your audience, not you) will work for you. Yes, traffic is needed, but a website built to generate leads is the foundation of your online marketing. You must have this in place before doing any other marketing. If not, you are wasting a lot of money.
Recommended for YouWebcast: Sales and Marketing Alignment: 7 Steps To Implement Effective Sales Enablement
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More Content = 55% Increase in Leads?
Last month, December, is a hectic month with the holidays. I figured website traffic would be down, so I upped the content creation. Last month this website generated 31 leads. I did publish 12 blog posts which is 3x more than I normally do. Traffic in December did increase 61% from November. We generated 20 leads in November, so we also saw a 55% increase in leads from November to December.
What is interesting though is we went to California to visit my family for Christmas. We left on the 24th and returned on the 28th. I did not promote this site in any way during those 4 days. This site generated 7 leads in those 4 days. See, this site is working 24/7/365.
See how powerful a well optimized website with helpful content can be?
Now, I do not use any type of paid advertising for this site, so money wasn’t invested. It did cost me a lot of time with planning the content, coming up with ideas, researching, writing, editing and promoting the content. As I have said many times before, the work I put in in December will pay off for years because the content is always working, or it should be. Google Adwords costs money every month, so does SEO, billboards, TV, radio, mailers, etc. Just about all advertising is an ongoing expense and that is why content marketing is so powerful.
It might appear that more content = more leads. Sometimes that is certainly is the case. That is not the point I am trying to make though. Yes, we did see an increase of 55% in leads while publishing more content, but not all those leads came from last month. Huh?
Let me explain…
Of the 31 leads that were generated in December, only 16 of them came from blog posts that were actually published in December. So 48% of the leads generated in December, came from posts that were published prior to.
Here is the breakdown of the leads generated in December, from content that was published in;
- July – 7 leads
- August – 1 lead
- October – 2 leads
- November – 5 leads
Are you seeing the power of inbound marketing? A blog post I wrote 5 months ago (July) is still generating leads.
From this data, I can tell posts from August/September have not converted well, at least not in December. Maybe that content is not resonating well? Maybe it wasn’t that good? I can now go back and review those blog posts and see how I can make improvements in the future. You always have to track, tweak and test your marketing. You cannot improve what you do not measure.
I hope you see the benefits of inbound marketing and having a well structured website can do for your business. Having a website that generates leads 24/7/365 will ensure your business’s pipeline is always full. We all know the lifeline of any business is leads, so you might want to start blogging.