The pandemic has been hard for almost every business. Things that we used to do and things that used to work aren’t working anymore. Pipelines have dried up, and leads are hard to come by. Even though things are different, you don’t have to let the pandemic control you. Learn how you can get your marketing back on track and make 2021 a good year for your business.
Tips to Convert More Leads From Your Existing Traffic
Capitalize On Your Website
Your website is getting traffic, but are you getting as many leads as you could? You spend a lot of money building these beautiful websites and sometimes make the mistake of thinking that if you can just get this dazzling website out there, then all of a sudden, leads will just be there. Unfortunately, that’s usually not the case, and that’s because of a couple of reasons.
Reason #1: Bad Messaging
Too often, websites suffer from word bloat. We simply use way too many words to describe what we do or what we have. This is also sometimes called the curse of knowledge. You know so much about your product or service, and it’s hard to get that message pared down to where it’s very easy to understand.
The solution is to make sure your website passes the fifth-grade level test. If someone came to your website right now, and they didn’t know anything about you, could they understand what you do? If they don’t, then that’s an opportunity right now for you to get your messaging right and convert more of that traffic into leads for your business. Just remember to keep things simple and speak to the pain points of the customers.
Reason #2: Wrong Hero
We all want to be the hero of our story. We want to talk about how we can be the hero for our customers. But the reality is that our customers are trying to be the heroes for their own businesses. Instead of making ourselves the hero, we need to talk about how our business is designed to help our customers be the hero and accomplish their goals. The solution here is to make sure you are the guide, and the customer is the hero of the story.
Profit From Your Call to Action
If you want to do one thing today that will generate more leads for your business, go look at your website and make sure you have an active call to action. Not something like “contact us” or “learn more,” but a very active call to action in the top right of your website.
Customers are reading your website left to right, so you want to make sure the top right corner of your website houses a call to action button. This button needs to stand out and be a different color. An effective call to action button is going to be your cash register, driving more leads for your business.
When people come to your website, they need to be able to quickly answer three questions:
- What do you do?
- What’s in it for me?
- How do I take the next step?
When people come to your website they need to understand the answers to these three questions, and all the answers should be easily found in the header area of your website. Then, you’ve got to lead them in the direction to help them get their problem solved. Just by cleaning up the messaging above the fold on your website and getting that active call to action, you’ll get more leads from your existing traffic.
Generate Lead Magnets
You’ve updated your website, you know you’re getting the messaging right, now what else can you do? Lead magnets are another way to convert more traffic that’s coming to your website today. Lead magnets:
- create reciprocity
- establish you as the guide
- move buyers along the decision process
- generate an opt-in lead
Lead magnets are an excellent way to provide value to customers while generating opt-in leads. As you are giving customers a lead magnet, they’re giving you their email address. Lead magnets are great mid-funnel opt-ins, and you probably already have content you could be using.
What are op-in leads?
Opt-in leads are leads generated from content you created that require viewers to provide their personal contact information in order to access the free information. This type of targeted lead is beneficial because the lead comes from a potential customer who is interested in the industry knowledge you shared with them.
Lead magnets can often be assets that you may already have produced that you can repurpose. For example, if you have recently had a live webinar that saw good success, turn it into a lead magnet. Take the replay and put it on your website behind an opt-in form. Promote the video to your audience by putting calls to action on your website to watch the on-demand video and take a look at the results.
Repurposing content means you don’t have to spend any additional money or put in extra work. You just need to put that content on your website with a form, and make sure people know that it’s there. It’s another great way to convert more of that traffic that’s coming to your website right now into real qualified leads.
Know Who’s Visiting Your Website
What if you could have a caller ID on your website? B2B sales cycles are long, and for the most part, buyers are on a self-guided journey. That means that often buyers come and go and come and go, which is why you want to make sure that you’re informing them with content and information. You want them to find information from you. Feeding your buyers while they’re on that self-guided journey with all that content and information is how to convert them into becoming a paying customer.
However, even with feeding your visitors all that great information, 95 percent of the traffic that’s coming to your website is not going to convert. Even if you’re a great converting website, five percent or less might convert. So what if you could know who that other 95 percent is? If you know who is visiting your website, you have an opportunity to convert them into a lead.
Just like you have caller ID on your phone, you can have website visitor identification for your website. This allows you to know the businesses that are coming to your website even if they don’t fill out a form. Imagine being able to pass that kind of information off to your sales team? That’s really powerful and a great opportunity for you to convert more traffic.
Knowing who is visiting your website allows you to
- identify early-stage buyers
- monitor buyer behavior
- track arm performance
- route leads to sales
If your sales team is targeting specific accounts and you’re seeing these accounts hit your website, you’ll be able to notify your sales team and let them know what page, content, or information that account was viewing. From there, the salesperson has an opportunity to go out and follow up with that contact. Vende Digital can help you with this software for your website.
Get the most out of your existing traffic. From creating a better call-to-action to repurposing content for lead-magnets, convert the traffic that you’re getting today for free into more leads for your business. At Vende Digital, we understand the current challenges facing B2B marketers. Contact us today to schedule a complimentary Discovery Meeting where we’ll review your digital footprint and provide you with fresh ideas and actionable insights.
Convert More Leads: Key Takeaways
- Capitalize on your website traffic by eliminating bad messaging and focusing on the right hero.
- Repurpose content for lead magnets to convert more traffic.
- Know who is visiting your website and convert them into leads.
- Vende Digital understands the current challenges facing B2B marketers.
