Is your website driving leads for your business? Real leads that your sales team can close?
Most B2B companies are facing issues with the strategy of online lead generation through their website. They’re unsure where to begin, or how to begin. But like all companies, they know they need leads — better leads, and more quality of them.
According to a recent survey of B2B marketers:
“The #1 challenge for B2B companies is generating high quality leads.”
Getting leads are getting harder to come by using traditional marketing techniques like ads and tradeshows. With less quality leads coming in, and many marketing budgets remaining frozen, the cost per lead is expanding. Advertisers at B2B organizations are progressively turning to online method for deals lead generation.
However, where does a B2B marketer start to explore the unpredictable universe of online lead generation? There are such a large number of trendy expressions to learn (inbound, tweet, impressions, convert, bounce rate, etc.), and so many acronyms to interpret(SEO, SEM, SMO, PPC, etc.).
Let’s start with leads : What is a lead?
A lead is a person contacting you interested in purchasing your B2B Company’s services or products. These leads are one way where people coming to your website and filling out forms to get in touch with you or dialing your telephone number to call you.
Before we go any further, let’s all get all requirement on same page about the “lead”. This is how a lead generated from our website looks like:
In general, a lead should be a prospective customer or client who has a need in the near future for your product or services, and has a budget for this. Ideally the lead is interested in a follow up call or meeting. This is a lead. This is valuable to us as a B2B company.
Where do the online leads come from?
At First, Your website. Everything begins with your website. If you don’t have a website of your business, it will be difficult to generate leads online. Your website should be the center point of all your future online marketing and thus online lead generation programs.
Here’s the basic flow of how B2B website leads are generated online:
With your website being the focal center point, it’s up to your marketing team to utilize online marketing strategies to drive qualified traffic into your website.
Once the traffic is driven into your website, it’s your website’s job to convert those website visitors into leads. This is called “Lead converting.” This means you convert a website visitor (who doesn’t know you and your services) into a lead you can follow up with in that response. A website converts a visitor (stranger) into a genuine lead by getting that visitor to provide their name and contact information on the website form.
Every website has a “conversion rate.”
This is simply the aggregate number of leads generated from your website divided by the number of visitors to your website over a set timeframe.
This makes sense, right? This is basically how online lead generation via a website works. Generally in B2B industries, conversion rates are between 2% and 6% (varies by specific industry).
What versed marketers will immediately notice is the opportunity to increase the first two variables in this equation. You can (1) increase Website traffic, (2) improve conversion rate.
This is the focal point through which all businesses should view online lead generation.
These are the two questions all businesses should be asking their marketing agencies:
1. How will you increase quality traffic to website?
2. How will you improve my website’s conversion rate?
The more Traffic you generate on website plus the more you represent your business into your website, will increase the leads conversion. It’s important to note, the traffic needs to be quality and relevant.
After understand the scenario you might ask, “how do I actually go about increasing my website traffic and improving my website’s conversion rate?”
Great question. Let’s explain!
How do I increase my website traffic?
You increase your website traffic through “traffic generating tactics.” These include:
- Blogging — Writing blog posts (“blog articles”) is a great way to rank your website in search engines. By using target keywords into blog content will help to rank the website page. These posts can also use for social media sharing and sending emails.
- Search Engine Optimization (SEO) — Use all the recommended technical aspects into your website at development phase so it’s easy for search engines like Google to crawl. This includes technical, trendy expressions like setting up 301 redirection, optimizing images, meta titles, descriptions, and fixing canonicalization errors. This also includes improving the overall usability of the website for the user that is caller UI.
- Social Media Marketing —By Posting helpful content and participating in conversation on social media like LinkedIn, Facebook, and Twitter in which your targeted customers having interest. That will increase the customer interest in you as well. By posting helpful content on social media, you can help drive those social media users back to your website.
- Email Marketing — Sending helpful, informative content/posts by emails to a qualified email list will drive those people to your website to learn more information. A quick email to tell them about a new blog post on your website will drive them to your website to read a blog post they want to know about.
- Referral Traffic — When you create helpful content (such as blog posts, webinars, or eBooks), and you tell the world about it via social media and email. Then other websites may then link to it as a reference and you will in turn receive traffic from their websites.
These methods, implemented successfully, can increase the quality of traffic visiting your website. And the key here is quality traffic. Not all traffic is created equal. Therefore not all traffic is quality traffic. Inbound marketing focuses on driving quality traffic only. When you drive quality traffic, the statistics are hard to ignore:
- Companies who blog as part of an inbound marketing strategy have 64% more website traffic compare to others who do not.
- B2B companies that blog generate 75% more leads in compare to those who do not.
Implementing all these techniques together as a part of one extensive strategy is known as an inbound marketing strategy. Inbound marketing strategies are focused on generating quality content that will rank high up on search engine results pages, be shared on social media, and then emailed to a dedicated email list through a trusted email service provider.
How do I improve my website’s conversion rate?
Let’s say you’re driving more traffic into your website, Great job! And let’s say your website have 2% conversion rate. To get more quality leads out of your traffic you need to improve your conversion rate.
There are many ways to improve the conversion rate on your website, here are three examples:
1. A/B Testing
Promptly answer it: Are our website’s visitors more likely to click red buttons or green buttons?
I am sure “you don’t know”.
Next One: would more website visitors fill out your “Contact Us” form if you did not ask for their phone number on it?
May be you don’t know.
Don’t feel bad! Most of businesses don’t know these things as they have not paid attention to how visitors behave on their website. But they should. By testing two different versions of the same website pages, business can learn what elements of a website will drive more leads.
Do you have forms on your website with a button that says “Submit?”
According to online lead generation research, website forms using the button text “Submit” have lower conversion rates than those who used other wording like “Contact Us Today” or “Send Request” Or “Let’s Start”
Can you believe it? By simply changing the wording of submit buttons you can enhance your transformation rate and in this way the quantity of leads you produce.
Furthermore, adjusting certain elements such as removing the navigation bar, writing better headline copy, and include customer reviews, a website’s conversion rates can increase more.
A/B testing certain elements on your site will permit you to convert more of the website traffic you already have. That’s the advantage of A/B testing. It seeks to convert more of your existing traffic, therefore getting you more conversions without needing to send more traffic. Most in the inbound marketing world refer to this as optimized conversion rate.
2. Add Testimonials and Case Studies To Your Website
Your website visitors need to know that you’ve been successful with your current clients before they purchase your product or services. By adding testimonials and case studies to your website, you show your website visitors that others have come before them, are happy with you, and trust you. It adds validation to your business.
This is called social proof. This is the concept that people will conform to the actions of others because they believe those actions represent successful behavior. Basically, if other people are doing it, and those other people are trustworthy, then they should be doing it.
For example, if your target buyer is an HR director, they will feel more comfortable with your business after viewing testimonials and case studies featuring other HR directors they can relate to. These testimonials and case studies basically fill in as references for your business.
3. Add Micro-Conversions
Most B2B websites offer their visitors one opportunity to convert and it’s usually via their main “Contact Us” form. That’s typically the only form on the website.
Let’s say out of 100 website visitors, 2% of them fill out that contact form, and because that one form is the only conversion opportunity on the website it sets the conversion rate for the entire website.
But what if you added another form on your website? Let’s say this new form allows your website visitors to get Free Experts Constancy, Offer on first purchase, free book/article and many more. And in order for your website visitors to offer any of these items, they must first fill out a form providing their name, email, job title, and company name. Bingo, you just get a new genuine conversion opportunity.
We call these things “micro-conversions,” because while they may not have filled out the main “Contact Us” form, they did fill out a form that provided your sales team with enough lead information to follow up on.
There it is. By adding more opportunities on your website for visitors to convert, you generate more potential leads.
With that, here’s what your new website lead generation equation looks like:
Now that you understand the basics of how to get more online sales leads through your website, you’re ready to dive deeper into the world of inbound marketing.
And like all other companies, Vital depends on these leads to thrive and grow. We understand the importance of having an effective lead-generation strategy that leverages quality content and thought leadership. This is what makes us among the top inbound marketing agencies.
Contact us today to know more strategies on how to increase website traffic and improve conversion rate to create more leads.