How To Fix An Inbound Marketing Strategy That Leaks Leads
This is a guest post by Gabrielle Sadeh, a freelance blogger and social media marketer based in Tel Aviv. She is a devotee of the Silicon Wadi ecosystem and the power of SaaS branding.
It’s a common scenario in inbound marketing. You’re publishing impressive articles and infographics. You’re active on all the top social networks. You’ve done everything by the book, researching keywords, creating SEO-friendly content and building relevant backlinks.
You’ve got visitors coming to your site, and traffic continues to steadily climb… but they’re not converting like you expected.
You’re leaking leads. What’s going on?
Even when your SEO is a stone cold match to your page content, on average just 2% of your visitors will convert. The remaining 98% will leave without sharing any contact information with you. So why does everyone say that inbound marketing is the way to go?
While you can certainly nurture those 2%, let’s look at three tactics to get more leads into your funnel and advancing towards purchase.
1) Get more qualified traffic by leveraging your VIPs (very important pages)
Google Analytics will help you uncover which pages are converting best for you.
First, set up a conversion goal in your Analytics account. Choose a goal with an actual conversion event, like a visitor reaching a “thank you for signing up” page, or clicking for a free trial offer.
Once your goal is set up, monitor the traffic and check the conversion reports. You’ll be able to see both the conversion rate for your entire website, and the rate for the individual pages that drive these conversions.
Finally, uncover the keywords that send the most traffic to your top pages.
Use this information in two ways:
1) To help you more effectively promote your best converting pages in your next round of SEO strategy; and,
2) To help you create new content for this high-performing keyword traffic.
2) Improve page conversions by observing visitor behavior
If you’re dissatisfied with the leads you’re capturing even though you are generating traffic, you probably have one of these three problems:
– High unique traffic, low conversion rates
– High conversion, low unique views
– High bounce rates, no matter how much traffic
Don’t forget – just because people are visiting your pages doesn’t mean they’re the right people. If you’re marketing an enterprise analytics platform but it’s mostly high schoolers who are ending up on your site, then you’ve got an audience targeting problem, and it’s no wonder they aren’t sharing their contact information with you.
In this scenario, you’ll want to modify your marketing strategy to draw more relevant traffic. To do this, spend some time researching your target audience through interviews, surveys, empathy maps and personas, then rework your content, ads and SEO strategy based on what you’ve learned.
When traffic is low but conversions are high, you can fairly quickly boost the number of new leads by doubling down on whatever tactics are working well for you, sending highly targeted traffic your way.
Google Analytics can show you many of the keywords referring people to each landing page. Find these top performing keywords and strategically place them in your existing content to increase keyword density – without going overboard, of course. Also consider creating your next round of blog posts around these keywords, to continue to drive fresh, qualified leads.
Your Analytics reports can also show you the social networks and sites that are driving your most relevant traffic. Spend more time on the platforms that are already bringing you these good results.
But regardless of the traffic volume your site sees, people often bounce out without browsing around and converting, or they may begin populating your opt-in forms only to head elsewhere before clicking on the “submit” buttons. Often abandonment rates are high just because your forms aren’t working properly. Test them to be sure the sign-ups are getting through. If they’re working fine, you may need to make some changes to the forms themselves – or to their placements on your pages.
“When it comes to optimizing a lead generation form, most people know that placing the form above-the-fold usually yields results because the placement instantly draws your visitors’ attention to your CTA,” notes Neil Patel. “This in turn leads to great conversion optimization.”
3) Mine the remaining 98%
In B2B commerce, 94% of business buyers are doing a significant amount of research before they purchase, meaning your best prospects have likely already visited your site, but left without converting. What’s more, as mentioned above, only 2% of those visitors on average will actively convert to a lead on their own.
Give people options to get to know your brand better before expecting them to convert as leads. Offer them push notifications when you publish new articles, or to follow you on social media. Keep them clicking around your site by promoting relevant related pages.
It may also make sense to invest in a good traffic intelligence tool too, so you can mine more leads from the 98% of visitors who don’t leave their contact information.
The data you glean will help you know what companies your visitors are with, so you can move them into your CRM, connect with them on social media and nurture them with relevant content and targeted ads.
Now, plug those leaks
Your content and visitor data is powerful, and often overlooked. Sometimes all it takes are a few simple changes and a data-driven approach to have a profound impact on your ROI.