It happens to the best of us. We may have one week where we noticed that our leads in at least one category – say, organic traffic – may slip a bit. But then the next week you may notice that not only are your leads decreasing for organic traffic, but your paid searches and referrals are beginning to slip. By the end of the month, most if not all of your different online lead sources seem to be lacking far more than they did three months ago.
To make matters more confusing, the decline in leas generation may not even be due to lack of traffic. In fact, a lot of our clients will have an increase in traffic and yet a decrease in leads when this sort of situation arises. What gives?
Before you begin to panic and consider scrapping your whole inbound marketing campaign, take a deep breath, step back, and take a good hard look at the stats that your analytical software has given you. Chances are that it isn’t as large of a problem as you may think. When situations like these arise, usually only an adjustment is needed to re-engage your visitors and turn them into leads.
So how do you do that? Here are some of the best tips that we at IMPACT give our clients:
Make Clear Call-to-Action Statements
When clients come to us and ask us to help boost their lead count, one of the first things that we look at are their call-to-action, or CTA, strategies. The place where an appropriate CTA suffers the most is almost always the company’s blog. Blogs present you with a great opportunity to encourage people to do something – to join a newsletter, an email list, or to even complete a purchase or sign up for your service. You want to make a very clear CTA that will lead your readers to a landing page which has the potential of turning them into a lead.
Look at your Blogging Strategy
While we’re on the topic of blogs, as we say in our free Ebook “How to Start a Business Blog”, there are good ways of creating blogs and sharing them, and then there are better ways. First, the topics: you want the topics to be trendy and current at least once or twice a day during the work week. Having trendy topics will encourage more visitors to click on and check out your blog. Secondly, sharing: some of my clients will have all of their blogs shoved onto their social media accounts all at once during the day. When posting to your social media accounts, you need to space them out. Leave at least a few hours between each blog share or post on your social media account so that people have a chance to see and read each blog entry.
You’ve got to regularly optimize your landing pages. Make sure that you’re keeping up with your A/B testing, as this will allow you to continually learn about what works and what doesn’t when it comes to converting visitors to leads, and leads into customers.
Go Outside the Box
Every now and then it’s important to explore what options you haven’t taken advantage of yet. What haven’t you done yet to try to promote your page? Have you tried launching a mobile marketing campaign, or an email newsletter, or a vlog?
Review All Advanced Content
Three months ago, one of the things that may have driven in more traffic and leads was your advanced content. But if your downloads, Ebooks and videos are getting old and stale, that may be having a huge effect on the amount of leads that you’re driving to your site. It’s always a good idea to update your advanced content at least once a month. Add a new webinar or tutorial, or create some new Ebooks and whitepapers.
Don’t Forget about Lead Nurturing
You may think that you have a great lead nurturing campaign set up, but if your lead numbers are decreasing, then something’s seriously wrong. Don’t think that setting up some sort of scheduled email marketing campaign is enough; revisit your lead nurturing tactics and messages and continually see if there’s something that you can do better.
If you’re noticing a decrease in your lead count, here are some things to consider:
- Include trendy blog topics 1-2 times a day and share blog posts a minimum of 3 hours apart from one another on social media
- Continue with your landing page A/B testing to see what works and what doesn’t
- Make your CTAs clear
- Think about adding some new advanced material to your arsenal
- Try something new to try and attract new leads
If you’re interested in generating more qualified leads but are having trouble getting started, contact us today to schedule your free marketing analysis.