It goes without saying that your lead generation efforts require daily monitoring for optimization. Paying attention to key performance indicators like website visitors and leads everyday helps you meet the monthly goals you should regularly set. But what happens when the number of leads starts to fall below the numbers you need to reach your goal?
Well, that exact thing happened to both us and a client last week. When we logged into the HubSpot portals we noticed that, despite traffic exceeding the goals we set, the leads for both websites were sliding. In both cases, we were able to respond to the decline in a very short time period. So, how was it fixed?
Small Improvements Can Go a Long Way
In the case of the client, the fix was simple and took less than 10 minutes. A new low-performing call to action was the culprit. Once the issue was assessed, the call to action was updated so that a higher performing message was put in place.
You can see in the graph below when the leads started to slide and the day that they shot back up based on that quick update.
It’s great when small changes like this work. But they don’t always.
Be Ready for a Big Content Push
In the case of our website, we couldn’t just make a simple change to a landing page or a call to action. Instead, to capture new leads, we had to launch a new eBook, “Lean Digital Marketing.”
As a policy, we have a bank of lead-generating content that’s ready to go at a moment’s notice. (Right now we have one completed piece ready to launch when we need it, one being finalized and one being written.)
There’s a lot of preparation work for this:
- The content needs written and designed
- The landing pages and calls to action need to be developed
- Emails for promotion and lead nurturing need to be prepped
- A press release promoting the content needs written
- Online advertising campaigns need built
When you have each of those pieces ready to go in advance, you can quickly flip all the triggers and start the promotional efforts for that content. That’s the position we were in, and the results, which you can see below, were phenomenal.
Our website this month is not just meeting our goal, but also exceeding it by a comfortable margin.
Don’t panic when your leads start to slide. See if minor changes can make a big difference, but be ready to launch new lead-generating content if you need to. But above all, monitor your KPIs daily so you can optimize your marketing tactics when absolutely necessary.
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