If You Want More Leads, Add More Educational Content to Your Website
Almost every day, business owners ask us to look at their websites and give them some suggestions. One of the most common problems we see on websites today is that there are no offers.
Most businesses are still operating online brochures. If you want to know if you have an online brochure, just answer this question.
Do you get 2-3 leads a day from your site? If the answer is “no” you have an online brochure.
Today, there will be hundreds of people who visit your company’s website. They will look around for a few minutes and then leave. Why? Not because they didn’t like what they saw but because there was nothing else for them to do. They didn’t want to Contact Us, they didn’t want to Speak with a Sales Rep, so they just left. They might be back, one day—but the site failed to offer them anything else.
Every website can generate leads for their owners as long as long as they have offers for visitors at the top of the funnel, middle of the funnel and bottom of the funnel. If you want to add these offers to your site consider the following steps to identify, create, add and track offers on your website.
Identify the Content You Need
To figure out what offers and what content you need on your site, ask questions. What questions are your prospects asking your sales people? Make an inventory of those questions. Make sure you know what questions prospects are asking up and down the funnel.
Create Professional Materials
Create educational content that answers the questions your prospects are asking. Plan to create a variety of educational content. Since this content is for people make sure you have video, audio and printed content. Make sure you have longer content like eBooks and shorter content like infographics.
Make sure the content is professionally produced. It has been written by professional writers, designed by professional graphic designers and posted by professional interactive experts. If your content has typos, looks unprofessional or doesn’t download properly, you are going to tarnish your brand beyond repair. It only takes one mistake to turn off a prospect.
Add New Content to Your Site Monthly
Plan to add a new piece of content every single month. There are must have elements associated with publishing content. You need a landing page for every piece of content. You need a graphic CTA button like the one at the top of this post. You need delivery and confirmation pages, so that you can continue the conversation with your prospects.
Consider what happens after. Getting a prospect do download the content is great, but that’s not the goal. The goal is turning them into a sales opportunity. Every single leads needs to be nurtured and each piece of content needs its own lead nurturing email marketing campaign. Create a series of three emails, delivered personally from you, with links to more educational content to help your prospects. Your lead nurturing emails can be automated with marketing automation software like HubSpot or Marketo.
Track and Test Daily, Weekly and Monthly
The last step might be the most important. If you track the performance of your content you will quickly start to see what content is turning visitors into leads and what content is being ignored. Adjust your content plan accordingly. Swap out under performing topics in exchange for high performing topics. If your Tip Guides aren’t working, drop them in exchange for a format that is working.
What to Expect
More good news here too. We’ve seen immediate improvements in lead generation when adding offers to a client’s current website. So even if the messaging is off, the website doesn’t look great, the business isn’t remarkable and maybe you don’t even have a blog, by adding offers to your site you can turn your online brochure into a lead generating machine in days—not weeks or months.
For more information on how to use Inbound Marketing to generate leads for your business, download our newest eBook, How You Can Crack The Code To Inbound Marketing and Generate Leads For Your Business.