When it comes to optimizing digital engagement, there is a very important — but often overlooked — difference between traffic and leads.
Traffic refers to all people who visit a website, and is typically broken down into categories such as unique visitors, page views, referring page, and so on.
Leads refers to people — either businesses (B2B) or consumers (B2C) — who have micro-converted, which means they’ve traded their contact information (typically their name and email) in return for downloading an asset, such as an ebook, report, white paper, checklist, widget, app, and so on, or in some cases accessing an event like an on-demand webinar or presentation. What essentially matters is that leads:
- Perceive the asset (e.g. ebook, webinar, etc..) as having sufficient value, and is therefore worth trading for their contact information.
- Can access the asset immediately — which in the inbound marketing world means they can get it automatically and digitally.
Given that leads are legitimate prospective customers vs. potentially “just stopping by,” it’s easy to understand why businesses want (or need) to increase the volume of leads in their pipeline. Here are 3 efficient ways to make this happen:
1. Offer Great Content
Offering great content may seem like advice destined for the Captain Obvious file, but it’s nevertheless the most efficient — and most important — way to increase website leads. And it’s also the most overlooked!
Here’s the thing: potential leads aren’t going to download an ebook or report simply because a business asks them to (even if does so very politely). Potential leads must reach a satisfying answer to WIIFM? (“What’s In It For Me?”) That means the content has to be relevant, targeted, professionally written and designed, and offered in a compelling way. In other words: it has to be great.
2. Blog, Blog and Blog (and then Blog More)
In the big picture, blogging is still — by far — the most efficient way to increase website leads. There are two levels to this.
The first is that blogs can tie into lead generation assets like eBooks, white papers, and so on. This can be done at suitable spots in a specific blog post, or in the Call to Action that comes at the end.
The second is that regularly publishing high-quality, well-crafted blogs substantially improves Search Engine Optimization (SEO), which translates into more traffic — and a larger pool from which to draw and develop leads. According to research by HubSpot, businesses that publish at least 16 blogs per month generate 450% more leads than businesses that publish 4 or fewer blogs per month.
3. Pay-Per-Click Advertising
When pay-per-click (e.g. AdWords) campaigns are developed and optimized properly, they can play a significant role in increasing website leads — and quite cost-effectively as well. For example, businesses can create landing pages for each of their assets (e.g. ebooks, reports, etc.), and assign specific keywords and ads/ad groups.
To learn more about increasing website leads so that your sales team is spending more time engaging legitimate prospects vs. perpetual “window shoppers” (or folks who are just bored and don’t mind wasting other people’s time!), then contact the Leap Clixx team today. Your consultation with us is free.
For more information on how to turn your website into a lead generation machine, download our FREE eBook:
Topics: Lead Generation