Everybody it seems is doing Content Marketing nowadays. Or at least thinking about doing Content Marketing. Whether it is through one of their social channels, or via their owned properties like their website. Content Marketing is 🔥
As a Content Marketer, though, it’s simply not enough to simply do research, write, publish, and then repeat the circle again. You must measure the impact that your Content Marketing is having on your business. This holds true when you’re just starting with your Content Marketing or just periodically. You need to ask yourself three important questions:
- What is the desired or anticipated outcome?
- What data can and will be collected?
- What are the indicators of failure or success?
Conversion Optimisation always has to keep in mind the conversation a person is having with himself as soon as he visits your website. A visitor arrives with a certain purpose on your website, and it is your task to guide this visitor in such a way that he or she succeeds.
If you don’t keep that always in the back of your mind, you’re only ending up trying out things in the hope that maybe one day someone will convert. In today’s article, we will look at four different steps you can start taking right now to improve your conversion rate.
This is a guest post by Kristina Pototska, CMO at TriggMine.
For many companies who are working in the field of e-commerce, marketing automation has long shifted from being desirable to being mandatory. If you are unable to convert potential leads into prospective customers, it’s about time to pay closer attention to your marketing automation strategy. It’s the only way you can increase marketing efficiency and gain a competitive advantage.
So where do you start? First of all, find a partner who is fully competent in software engineering, and can provide you with valuable content. But finding a competent vendor is not an easy task nowadays, for the solution market for marketing automation is growing rapidly every year.
Conversion Rate Optimization (CRO) is a practice that never stops. There are always new things you can try optimizing to get even higher conversions. Previous articles around CRO included “The Basics Of Conversion Rate Optimization In Three Simple Steps”, “What is Conversion Rate Optimization and Why Should You Care?”, “How To Do Conversion Optimization With Almost No Traffic”, to name a few.
However, when talking to people in our area about the potentials of CRO, we still find that there are a lot of misconceptions about Conversion Rate Optimization.
Internet Marketing today is much more challenging than ever before. Technology and tools available to everyone are getting better every day, but this makes it also easier for your competitors to start using these tools, not to mention the ever growing improvement of the knowledge of the buyers of your product. All of these end up, with making it harder to achieve your business goals.
Conversion Rate Optimization turns out, is no longer something nice to have, but it’s turning into a must for every company. A lot of marketers are a bit skeptical at first, though, about a service that sometimes sounds too good to be true. If you’re the person responsible for lead generation in your company, or if you’re running an e-commerce website, implementing different experiments and learning from the results can dramatically improve the number of leads or orders you’re generating from your site.
When implementing these processes in your organisation, you will find that although a lot of the tips and tricks online look rather easy, it’s not such a simple process as expected. If you’ve been thinking of implementing different experiments on your website, but still have a few reservations, this article will help you set some misconceptions straight so you don’t waste your time.
At one point in the life of your business (as long as your building or selling something useful), you will start to attract an audience to your website. After all, your website is the online hub of all your inbound marketing efforts. If you’re implementing a good Inbound Marketing strategy and executing on it, then you will start to drive traffic to your website and your landing pages.
With every visit comes an opportunity for you to convert visitors into leads and customers. How well you manage to get these visitors and convert those visitors into leads and customers depend all on how good you’re at optimising your website for the right metrics.
For any marketer, metrics provide a deeper insight into how your website is performing. They will tell you how many people are consuming your content, what they are doing with it if they like it or not. By looking at the right metrics, you can figure out which pieces are working and which pieces of content should be improved. If your organisation is already a bit bigger, it can also give you the credibility within the company that Inbound Marketing is powerful and that it is worth the investment.
If you’re trying to take your marketing efforts and your conversion to the next level, H. James Harrington in the above quote is certainly right. It makes sense then, to start looking for the insights from your website. There are a lot of different tools out there (including our own Inbound Rocket plugin). But let’s looks more into the essential metrics you should be tracking and how tracking these can help you optimise your website’s conversion performance.
This is a guest post by Miles Hobson from The Chat Shop.
Lead generation. A real pain in the…ahem, usually. Many marketing managers find lead generation to be a bit of an uphill struggle. You somehow need to convince potential customers that you are right for them while figuring out whether they are right for you.
So, let’s start with the obvious. You need to convince people that you are awesome, really clever and that you’re going to make them more money; no-one wants to hand over personal information unless they are getting something good in return. It doesn’t just end there though, to develop that name and email address into a hot lead you need to keep providing value and revealing how brilliant you are. Your marketing team needs to develop leads far beyond just a name and an email address or your sales team will waste a lot of time trying to sell to people that are nowhere near ready to buy.
Ok, second thing, deciding whether leads are right for you. Whilst you are proving your worth to a potential lead, you need to also decide whether they are any good to you. You don’t just need to generate more leads, you also need to qualify them at the same time. What a load of hassle, right? Not really. The real hassle comes when you don’t qualify leads. Unqualified leads eat up the super short time the sales team have in a day to deal with those potential clients that will help you to flourish. Unqualified leads also turn into poor clients – clients that you can’t do amazing things for and which end up costing more to manage than the amount of revenue that they bring.
Your product may be the best product in the world, with the most amazing features, your presentation to the outside world might be perfectly executed, and you have the best price in your category, but no one will ever know about all of these fantastic items if they don’t get past your high-level value proposition.
The value proposition is the number 1 thing that determines whether or not people are bothered with reading more about your product or hitting the back button. In this blog post were going to dive into the Value Proposition. What is it, what’s it not and how to create a winning Value Proposition for your business.
What is a value proposition?
In its simplest terms, a Value Proposition is a positioning statement that explains what benefit you provide for who and how you do it uniquely well. It describes your target buyer, the problem you solve, and why you’re distinctly better than the alternatives.
We already talked about the importance of Conversion Rate Optimization before and got the basics worked out for your company website to start with Conversion Rate Optimization. At its core conversion optimization is the idea of testing out different versions of your pages, different copy, different visuals, etc. to make the pages get as much conversion as possible.
“I have too little traffic to test; hence, I can’t do conversion optimization.”
However, to conduct a scientific test, you need enough visitors to increase your conversion rate and enough conversions to generate good results. According to Launchbit is saying that you need a minimum of 100 visitors to each landing page with at least 20 conversions for a test to achieve statistical significance (a recommended 95%).
But what if your website doesn’t quickly generate this amount of traffic and converts even less? This scenario happens to marketers quite often and leaves many wondering if split testing can be effective or if CRO is even right for their company.
The answers are: Of course it can and CRO is right for everyone. You just need a slightly different approach. Here’re a few ways that you can make CRO and testing more effective, even if you don’t have enough traffic.
One of the biggest challenges for a lot of B2B companies is generating leads. That’s why we started with Inbound Rocket in the first place, to help you as a business owner get more qualified leads from your website. But if your sales team struggles to follow-up on the leads you create as a marketer, then you’re effort are wasted.
When it comes to leads, traditional marketers would often wait for an optimum response time. However for online leads, this is a complete different story. When you get a new lead that comes from filling out a form after different page visits, those leads are still on your website and ready to start engaging. This means that these type of leads require a faster, more engaged response than a traditional lead which comes to you via offline conversions. You can easily compare these types of leads to incoming phone calls, for example, you would not let them wait for hours, would you?
In 2011, Dr. James Oldroyd performed a study called “The Short Life of Online Sales Leads”. In this study, he found that most companies are not fast enough in the way they follow-up leads. From the 2,240 companies examined, only 46% followed-up with a lead within 24 hours.
The speed in which your sales team follows up on the marketing lead is essential. A slow follow-up means losing business to a competitor whereas a quick follow up is more than likely to lead to a sale.
We’ve put together 4 easy tips to help you turn more website leads into paying customers.