You finally have an up-to-date website, ongoing PPC campaigns, and an accurate Google business listing. Your inbound marketing strategy is tight. The leads should be rolling in, right? But for some reason, your landing pages aren’t getting the results you hoped for. Why aren’t your landing pages converting?
You’re Not Using Any
You need landing pages if you want visitors to your site to become leads. Very few people are going to find your site then go to your contact page, find your phone number, and give you a call.
You Allow Visitors to Navigate Away Before Converting
Effective landing pages have limited navigation options—they are either nonexistent or hidden. This is to keep people on the landing page so that they complete and submit the form, providing you with their information. If your landing page has your website’s complete navigation bar accessible, some visitors will click away to other pages of your site and never convert by giving you their contact information.
Your Form Doesn’t Capture the Right Information
If your form doesn’t ask for the right information, you might not get as many conversions as you could. If your questions are too invasive and ask for highly personal information, visitors might not be comfortable completing and submitting the form. If you’re not requiring the most basic contact information in the form, like name and email address, you might not even be able to get in touch with your converted leads at all.
For your purposes, capturing the right information is important to turning the leads you do convert into qualified leads. If you only ask for visitors’ names and email addresses, you won’t be able to segment them effectively, and therefore provide them with content that is highly relevant to them and their stage in the buyer’s journey.
Consider also asking for their company name and their role or position. In order to help you determine the effectiveness of your various ad campaigns and calls to action, you might even consider asking how they heard about your company/product/service.
Your Content Offer Isn’t Worth Converting For
Ever tried to sign up for a free trial of something and then immediately been turned off when the site asked for your credit card information? Same.
If visitors to your landing page don’t think that your content offer is worth converting for, they won’t give you their personal information. Make sure that your content is relevant to the visitors you want to convert.
You should also make sure that the content is unique and valuable enough to get visitors to convert. It needs to be something that visitors want to take with them and reference later—otherwise, they’ll look for it elsewhere, where they don’t have to give up their contact info.
If you’re serious about implementing effective content offers and landing pages, get in touch with Evenbound. We’re a growth agency with proven results in lead generation and marketing ROI.
Want more info? Check out our Smartass Guide to Inbound Marketing for slightly hilarious tips on what not to do to grow your inbound marketing strategy.
Content creation. One of the easiest, cheapest ways to get your company name out there. For some reason, it usually ends up being the most difficult, too.
As a content writer, or as the person who writes the website, blogs, or content offers for your company, you probably already know that content creation is hard. There’s just no getting around it. Whether you’ve hit a wall coming up with new topics, or you’re struggling to keep to a regular writing schedule, it’s tough to continually put out quality content that you’re proud of, and that gets the job done.
If you’re at a point where you’re feeling stuck, here are a few tips to jumpstart your content creation, in a way that also helps boost your inbound marketing strategy.
#1 Write What You Know
The first, and best tip for any writing endeavor, whether you’re blogging, writing a content offer, or even writing the next great American novel, is to write what you know.
When you’re writing about something you’re interested in, and have a breadth of knowledge on, your writing is going to be more engaging and targeted without you even trying.
If you’re a B2B, write about your product and how it solves problems in industrial manufacturing settings.
If you’re a home developer, write about your community — that’s what people care about and want to know before they consider moving.
The point is, don’t try to write something just to rank for a keyword or key phrase. While that’s also an important aspect of content creation, it’s more important that your content is honest, true, and meaningful. That’s what will keep people engaged and coming back to read more.
This is not a perfect fix, but it can help get the creative juices flowing when you’re having trouble thinking of content ideas. Topic generators are usually simple bots that string together words, phrases and questions to come up with a blog topic or title for you. Usually, the ideas they come up with are generic and boring, but they’re also a pretty good place to start.
If the topic generator gives you “10 Myths about Penguins”, spin that to fit your company in a way that’s more engaging. “10 Unbelievable Myths About Industrial Manufacturers”
If you have a few content ideas in mind, it’s good to check out the keywords. Which of the topics you’re considering has the highest search volume, and the lowest competition?
I use the Keywords Everywhere tool, and Neil Patel’s new UberSuggest to determine which keywords have the most potential, and to see which phrases my competition is already ranking for. Then, I can hit the best key phrase topics with some great, engaging content.
Tools like these will give you a better idea of what to write, and more importantly, how to frame it.
They help you discover the intent of consumers — what they’re looking for when they search your topic keyword — which helps you write content your ideal buyer wants to read.
#5 Glean Ideas from Coworkers
If after using all of those tools you’re still stuck — hit the water cooler.
Ask your coworkers what some of their biggest frustrations are with clients. (It doesn’t matter what your company does, your coworkers will always have client pain points.)
Can you turn those frustrations into a blog post or content offer that could solve the frustration?
Let’s say your sales team gets frustrated when leads come to them without understanding the full range of products you offer. Creating a content offer or PDF download that lists out all of your products with a short description of each could solve this problem.
That PDF could be entered into a marketing workflow for MQLs, ensuring those leads have the right information before they’re transferred over to sales. Or your sales team can direct leads to that offer when they realize they don’t know about all of your available products.
Your coworkers, especially those who work directly with clients, will also have a good idea of the questions your clients ask all the time.
You can take those FAQs, and turn them into blogs, or even a longer FAQ page or PDF download that clients can be directed to when they have questions.
#6 Think About your Target Buyer Persona
With a few topics finally in mind, it’s time to get to the actual writing process. For most content writers, getting started is the hardest part. I like to give myself a little extra prep time by considering my target buyer personas.
Who are they? What are their pain points? What interests them in their day-to-day life? Is there a way you can make your blog post or content offer hyper-specific to their needs, wants, and business goals?
It’s always helpful to include examples in your content that speak to a specific situation that your target buyer might encounter. This makes content more immediately and obviously useful to them, which boosts conversions.
#7 Write an Outline — Seriously
If you’re a content writer, you’ve heard it a thousand times — write an outline.
Probably less than half of us do it less than half of the time.
If you’re like me, you might feel like structuring a blog post outline is a waste of time. You’re probably going to change the structure and layout when you finish anyway. But, an outline has a very significant purpose: it keeps us on track.
Even if you only start with four or five bullet points, it breaks up the work you have to do into smaller sections, making it easier to get started. And really, getting started is the hardest part.
#8 Block Out Time
Like I just said, getting started is the hardest part of content creation. It’s tough to work up the energy to write a full-length content offer or pillar page — they’re intimidating.
Sometimes, the best thing to do is just block out time, sit in front of your computer, and write. Make sure your coffee is next to you, turn off those Slack notifications, and shut the world out. Deep work is real.
If you’re thinking, “There’s no way I can block out hours on my schedule!” think again.
Schedule a meeting with yourself for a few hours on a day when your calendar isn’t already full of meetings. Make it public or don’t, but make sure the time is reserved for your content creation.
Content creation really all comes down to time. Time to research potential topics, time to research each topic’s keywords, and then time to write, edit, and refine each piece of content.
We hope these tips helped break that writer’s block! Content creation is key to a quality inbound marketing strategy, and while it can be difficult and frustrating at times, the payoff of qualified leads makes it worth it.
If you’re struggling to keep your content marketing strategy running, or if you have questions about content creation, let us know.
That’s a great first step, but there’s more to email marketing than just setting up a MailChimp account. If you’re ready to step up your email game to become truly effective with your email marketing campaigns, it’s time you learned about segmentation.
When segmenting by buyer persona, this means separating your various customer types. Say your company is a building supply company, you might have several different buyer types, such as contractors who buy from you wholesale and homeowners who are buying supplies for a DIY remodeling project.
When segmenting by stage of the buyer’s journey, you’ll need to separate current customers from leads, and separate your leads into marketing qualified leads (MQLs), which are leads who are interested in your product or service, but who aren’t ready to commit just yet, and sales qualified leads (SQLs), which are leads who are further along in the buyer’s journey and closer to making a purchase.
Why Segment Your Email Campaigns?
It’s crucial that you segment your email campaigns if you want them to be effective. Why?
Because without segmentation, your customers and leads aren’t getting content that is relevant to their needs. Instead, they’re getting information that is targeted to someone else at a different stage in the buyer’s journey, or they’re getting information that is just too general.
Your customers and leads are only going to be truly compelled by content that is specifically tailored to their pain points and where they’re at in the decision making process.
Delivering Relevant Email Content
And what happens when your email content isn’t relevant? You probably already know this one: it doesn’t get read.
Instead, it gets deleted, or worse, the recipient unsubscribes from your email list, and you’ve lost the ability to reach that customer or lead.
Think about it, if you’re planning to purchase something, but you’re still in the decision-making phase of the buyer’s journey and are still deciding on whether you need a product or not, getting messages like “Buy Now” and “Schedule a Consultation” aren’t going to appeal to you—you’re more likely to be interested in more information on the product and the manufacturers or retailers. An email that gives you that information, rather than pushing you to make a purchase is going to be much more welcome and effective.
Lead nurturing is any action your company takes to develop strong, trustworthy relationships with potential buyers at every stage of the inbound marketing flywheel. Most often, lead nurturing refers to the communication your company has with specific prospects — people whose contact information you already own.
What is Automated Lead Nurturing?
Automated lead nurturing uses automated marketing tactics, like email workflows, sequences, or even chatbots to build trust with leads. The goal of automated lead nurturing is the same, its approach is just a little different, and often a little easier.
In the past, we used to talk about lead nurturing primarily in the engage stage of the buyer’s journey. Now, with inbound marketing’s flywheel in mind, it’s clear that any interaction you have with any potential or previous customer can be lead nurturing.
When your company leaves a good impression on a potential client, you’re nurturing that relationship and increasing the trust they have in your company. The more trust they have in you, the more likely they are to choose your product or service.
Take time to sit down with other departments in your company and really flesh out your company’s individual buyer personas.
What are their pain points?
What are their business goals?
What are their personal goals?
What kind of content do they like best, and what channels do they prefer that content on?
Email, social media, blog posts, and even phone calls are all great examples of media channels you can use to deliver quality, lead nurturing content.
When you have a clear picture of who you’re marketing to, it’s easier to develop content that will solve their pain points and leave a good lasting impression, nurturing those leads closer to a sale.
Lead Nurturing Through Email Automation
With your buyer personas in place, you can get started on the actual work of lead nurturing.
Email automation — also known as email workflows, or email sequences if you’re a HubSpot fan like us, — is one of the most well-known ways to nurture leads. The basic concept is to deliver targeted content to a qualified lead in a way that pulls them through the buyer’s journey.
Here’s an example:
Step 1: A Lead Converts
Let’s say you’re a custom home builder, and someone on your website just downloaded a content offer about “6 Design Tips for Building Your Dream Home”.
Now, you have their email address, and given the content they’ve downloaded, it’s not too much of a stretch to assume that they might just be looking into building a new, possibly custom home, in the near future.
Step 2: Your Automated Email Sequence Begins
With email automation tools, you can set up an email sequence or workflow that’s triggered by this content download, and set up to deliver more relevant content to this buyer persona.
For this example, you might have your workflow send along a “Custom Home Budget Planner” a few days after they read the first content offer. Then you could send another email that asks if they’d like to see a few of your most popular floorplans, or even set up a free consultation with your sales or design team.
Step 3: Your Email Sequence Helps Nurture that Lead to Close
By delivering more content that’s relevant to what the lead has already shown an interest in, you’re offering great customer experience. They don’t have to go looking for the next step of information, it’s being delivered right to their inbox!
If the lead has already been delighted by your content and quality service, they’re likely to appreciate your effort. When they trust you as the best resource for home building information, you’ll be at the top of the list when they finally do decide to take the plunge.
Lead Nurturing Beyond Email
Lead nurturing has always been talked about primarily in the context of email. For the most part, that makes sense.
When you’re emailing a lead, you already know a little bit about them. You can ensure the message you’re delivering is personalized to that lead, which guarantees high-quality results.
Like we mentioned before, any action you take or resource you offer that improves someone’s perception of your company is considered lead nurturing. There are so many ways you can nurture leads outside of the small sphere of email. In fact, a multi-channel approach to lead nurturing is most likely to deliver the best results.
On the whole, it takes a consumer or prospect an average of 7 to 13 touches to convert to a lead or sale. Whether your marketing team reaches out to them, they see your product advertised on LinkedIn, or they see a paid search ad a few times while they’re researching, each of these touches helps you convert that lead.
And if the only place they’re hearing from you is through your email, you might not have huge success nurturing that lead. That’s where multichannel lead nurturing comes in.
A multichannel lead nurturing approach is one that makes use of all sorts of marketing channels, from social media and remarketing advertising to paid search ads to blogging and content promotion to direct calls from sales and marketing representatives.
Obviously, you don’t want to hit people over the head with your brand, or cold-call prospects before they’re ready to talk. However, delivering quality information, and remarketing products and resources people have already looked at is an intuitive method of lead nurturing on channels other than email.
If your email and automated lead nurturing strategies are already up and running, you might consider branching out into a few more channels. The more lead nurturing you do, the more warm, qualified prospects you pull into your flywheel. The end result?
Overall company growth, as a result of closing quickly on warm leads.
It’s all well and good to say multi-channel lead nurturing can help grow your company — but how? Let’s take a look at social media specifically because many people forget to consider it’s potential as a lead nurturing platform.
Can You Nurture Leads Through Social Media?
Sure! Any interaction your company has with a lead, from the time they come to your website and even after they close is a chance for you to continue nurturing that lead through to a sale.
Like we mentioned above, the best way to nurture leads today is to take a multichannel approach. Social media can play a big role in that.
Social media is the perfect platform to boost quality content, to implement remarketing ads, and to run ads that speak directly to your ideal consumer.
It’s true that social media lead nurturing will look a little different than email lead nurturing. For the most part, you’re going to be nurturing leads who you don’t know, and who might not know you. This is outbound marketing, but we promise that’s not a bad thing.
What makes social media viable, non-disruptive lead nurturing tactic is your ability to target your ads and conversations to your ideal buyer.
For example, remarketing ads are an excellent social media lead nurturing tool. They only target people who have already been to your site.
Other forms of social media advertising can also be lead nurturing. You can target people who already like your company, or who have an interest in your product or service.
Finally, boosted or promoted posts are excellent examples of lead nurturing through social media. For the most part, boosted posts only go to people who have chosen to follow you. By throwing a little money at the post, you succeed in making your post visible to a greater number of your followers.
If that post offers great content, solves a buyer’s pain point, or lets your followers learn a little bit more about your company, then it’s helping you nurture leads.
In the end, it’s just important to remember that you should be communicating with your clients and potential clients regularly. Any form of positive communication, whether it’s on email, social media, a sales call, or even a newsletter update, is a type of lead nurturing.
The better your relationship with your clients and potential clients, the more warm leads you’ll see flowing into your inbound flywheel. And when your flywheel is spinning, your company is growing.
Got more questions? Whether you’re not sold on outbound marketing, or you need a bit more info on lead nurturing or inbound marketing, we’re here to help. Feel free to reach out, or schedule a conversation with our team! We’d love to chat.