Why Your Landing Pages Aren’t Converting

Why Your Landing Pages Aren’t Converting

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.

A landing page directs visitors to your form and the content that is relevant to them, rather than just the homepage of your site, where they may or may not navigate away. Need more convincing? Here’s why your B2B manufacturing website needs landing pages.

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.meme-when-you-sign-up-for-free-trial-and-it-asks-for-a-credit-card

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.

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Amp Up Your Email Marketing Strategy: Use Segmentation

Amp Up Your Email Marketing Strategy: Use Segmentation

You know by now that you need to be using email marketing. Maybe you even have a monthly email newsletter that you send out to clients and prospects.

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.

What is Email Segmentation?

Email segmentation involves separating your email list into groups based on their characteristics. Click To Tweet There are two primary ways to segment your leads, by buyer persona and by stage of the buyer’s journey.

  • 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.  

When it comes to email marketing segmentation, remember: different leads have different needs. Click To Tweet

And that means you should be segmenting them into different lists and providing them with specific, relevant content for their buyer persona and buying stage. For more on amping up your email marketing strategy, check out B2B Inbound Tips: Using Email Marketing Effectively and 8 Bad Email Marketing Habits that are Killing Your List.

And if you’re really ready to improve your email marketing strategy and bring in more leads, get in touch with Evenbound. We’re a growth agency with proven results in both email and inbound marketing.

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5 Reasons Why Your B2B Website Isn’t Generating Leads

5 Reasons Why Your B2B Website Isn’t Generating Leads

The primary goal of any business activity is to increase profit, and your digital presence is no exception. Your B2B website exists to market your company, products, and services to potential future customers and convert them into leads. For many B2Bs, those visitors and conversions aren’t appearing. Here are five reasons why your B2B website isn’t generating any leads:

#1 Your Website Isn’t Mobile Friendly

Teens aren’t the only ones addicted to their cell phones. Nearly everyone is accessing the internet from mobile devices rather than desktop computers. What this means is that people are seeing your site on a variety of different screen sizes, and your website needs to be adaptable to any size screen. If not, your site will be too difficult to access and people are going to quickly navigate away.

#2 Your Website Is Old and Outdated

You’d think that at some point, we could stop saying it, but that day has never come: there are a lot of B2B websites that are old and out of date. Your website needs to be more than just a digital version of your current marketing materials, a few static pages with no way to get in contact except your phone number.

To create a site that generates leads, you need beautiful and functional user-friendly design, mobile responsivity, regularly updated content (get a blog!), and lots of content for visitors and search engines to read. Click To Tweet (Learn more about making your website an actual tool for success here.)

#3 Your Website Doesn’t Have Any Calls-To-Action

If you never ask your website visitors to become leads, you can’t convert them to leads. That’s why you need calls-to-action (a.k.a. CTAs) all over your site. A CTA is often a button or link that asks the reader to do something, to “request a quote” or “contact us.”

These calls to action need to address the content they are surrounded by as well as the stage of the buyer’s journey that your potential lead is in. Some prospects might not be ready to give your sales team a call—but they might be interested in an ebook with more information on the topic you addressed in your most recent blog, and gladly give you their email address in exchange for it.

#4 Your Website Doesn’t Use Any Landing Pages

If your paid search and PPC ads are directing clicks to your website’s home page, you’re missing out on huge opportunities to convert visitors to leads. Landing pages ensure that visitors who click on specific ads are seeing the specific content that is relevant to them.

Additionally, landing pages are essentially one big CTA—they limit options for the visitors to navigate away from the page, offer them the information they want, and include forms for visitors to enter their contact information and convert. They’re also crucial for tracking analytics and gating your content offers. Learn more in our post Landing Pages: Why Your B2B Manufacturing Website Needs Them.

#5 Your Site Content Wasn’t Written With SEO and Inbound Marketing Best Practices In Mind

Like we’ve said before: print marketing copy does not website copy make. Click To TweetYour website content needs to incorporate strategically chosen keywords related to your products, services, and desired clients’ needs. Your site should also incorporate various types of content, including page content, blog posts, and content offers such as ebooks, PDFs, and whitepages. Read here for a more in-depth look at optimizing your B2B manufacturing website page content.

HA Digital Marketing is a growth agency: lead generation is what we do. If you’re looking to generate more leads with your company’s website through proven best practices, it’s time you get in touch.

Not convinced? Read how to make your B2B manufacturing website a lead generation machine, or schedule time with John to hear firsthand how we’ve worked with other industrial manufacturers to drive significant growth. 
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PPC for B2B Manufacturers: Everything You Need to Know

PPC for B2B Manufacturers: Everything You Need to Know

PPC advertisement is one of the quickest, most efficient, and most effective methods of getting your company name in front of prospective customers, driving traffic to your website, and converting leads. If you’re marketing your B2B in the digital space, you need to have a PPC strategy. Here’s what you need to know about PPC for B2Bs.

First of All, What is PPC?

PPC stands for pay-per-click advertising, which is pretty straightforward: it is digital advertising for which you’re charged every time someone clicks on your ad. Most of the ads you see online every day are PPC ads. There are three major kinds of PPC ads: search network (a.k.a. paid search) ads, digital network ads, and social media (e.g., Facebook and LinkedIn) ads. Click To Tweet

How Do PPC Ads Work?

Paid search ads make your site a top result when people search for your chosen keywords—these are the sponsored links you’ve undoubtedly seen before when searching for something on Google. You select the keywords for which you want to be a top search result and the area in which you want to be the top result (local, regional, national, etc.), and your link is in the top results for people using those search terms, which drives clients to your site or landing pages. (New to paid search? Freshen up on the basics in our Complete Guide to Outbound Marketing.)

Display network ads are text and image ads purchased through a specific network (like Google) and are displayed on affiliate sites, garnering lots of relevant views. These affiliates can include local news sites, mobile apps, or other popular sites.

Social media ads are effectively targeted ads, as native advertisements or sidebar ads, on a specific social media platform. Because the users of social media platforms provide so much demographic information, you can easily target your ads to your ideal client type.

For B2B manufacturers, LinkedIn ads are one of the most effective types of PPC ads. LinkedIn a) has tons of users, b) allows you to target users by industry, company, job title, and job function so you can specifically target your ideal customers, and c) provides stats on who clicked on your ads so you can determine whether your ads are effective. (Read more on LinkedIn Ads and B2B Marketing here.)

How Can I Use PPC Ads Effectively for My B2B Manufacturing Company?

First, know that you should be using PPC ads. Then, develop a keyword strategy. You need to determine the keywords that are relevant to your business and industry, the search terms your potential customers use when looking for your products or services, and the keywords that your competitors are using.

You can use that information to create ad campaigns that take advantage of certain keywords strategically, and to deploy PPC campaigns for those strategic keywords across relevant platforms.

For more manufacturing PPC tips, be sure to check out 5 Easy Ways to Maximize your B2B’s PPC Budget, which has lots of useful information on how to bid on brand, optimize deployment, and otherwise get the most bang for your PPC-ad-spend-buck.

If PPC for B2Bs is too many acronyms for you, HA Digital Marketing can help. We create and deploy optimized PPC campaigns that will generate leads for your B2B manufacturing company and increase your marketing ROI — that’s an acronym we know you love. If you’re ready to expand your digital marketing strategy to include PPC advertising, get in touch.

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Optimizing Your B2B Manufacturing Website Page Content

Optimizing Your B2B Manufacturing Website Page Content

Last month, we talked about why inbound marketing matters for B2Bs, specifically industrial manufacturers, and in that post, how crucial it is for B2Bs to have digital content that is optimized for search (if you missed Inbound Marketing for Industrial Manufacturers, read it here). Your website is your company’s primary representation in the digital world, and it’s important that your content is optimized to best attract future customers.

In case your manufacturing page content could use a little love, here are a few tips to optimizing B2B page content for the clients you actually want:

Website Page Content Is Not Print Marketing Copy

Many B2B manufacturers make the mistake of treating their website like it’s a brochure or flyer. Some even go so far as to directly copy all of the content from their print marketing materials right onto their new websites. While you might be able to gather some useful information and content ideas from your current print marketing copy, you shouldn’t just copy it. It’s not designed for the way people read websites. Click To Tweet

Additionally, digital content has many more capabilities than print, including linking, embedding video, and searchability. These are all capabilities you should take advantage of, as interactive page elements like links and video work well to gain viewers’ attention.

How Do You Optimize Manufacturing Page Content?

Like all digital content, your website page content should use SEO principles, specifically, by including the keywords that relate to that page and your business. These should be words and phrases your ideal customers are typing in when they search for your products or services. (For more on why SEO matters for B2Bs, click here.)

But unlike blog posts, content offers, and other digital content, the purpose and tone depends upon the type of page:

  • Blogs and the like are primarily informative, used to refresh your site’s content, optimize your site for relevant keywords, and provide prospective customers with information they need about your product, service, or industry.
  • Website page content is also informative, but it’s more explicitly promotional—it informs prospective customers about your specific products and services, as well as your company itself. Your page content needs to tell website visitors what you do, what you sell, how you do it, and who you are, and you need to do it in a way that speaks to the kinds of customers you want to attract.

How?

To truly optimize your page content, you need to have comprehensive pages on your products or services. Click To TweetThose pages need to include the keywords your future customers are searching. You also need to segment your customer base and create paths specifically tailored to each type of buyer.

Check out how we’ve optimized our site for our target buyers: in the main navigation bar under “Who We Help” we have each of our client segments— Manufacturing & Industrial Marketing, Developer & Home Builder Marketing, and Professional Services & Small Business Marketing.

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For each of those segments, we have page content that addresses how our inbound marketing and growth services will help clients in those industries meet and exceed their marketing and growth goals. These pages include links to relevant case studies, testimonials, and clients who are in the specific customer segment, to demonstrate our experience in the needs of the industry.

If your B2B manufacturing website is outdated or failing to generate leads, your page content could be part of the problem. Evenbound has experience working with B2B and industrial manufacturing clients to optimize page content and implement inbound marketing practices and digital content strategy, and we can create a website that will generate leads and foster growth. Interested in learning more? Let’s start the conversation.

Not ready to chat yet? No worries! Check out the case study below to see how our process delivers legitimate results for our manufacturing clients:

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