Most businesses fail to increase leads in a meaningful way because they don't focus on the whole picture.
Here’s what we’ve found these companies have in common:
- Their online marketing only focuses on getting new people to their website using SEO or ads.
- They don’t test regular changes to their website in an organized way to see what gets people to take action.
- They don’t have a system in place to get the right people back to the website.
- They spend too little on their online marketing and don’t reach enough prospects to make a difference.
- They have no idea how to start marketing online so they never try.
There are a lot of marketing companies out there who will take your money, work on just SEO and promise you big things. Here’s the truth: doing just SEO, an email newsletter or running ads isn’t enough to move the needle in a meaningful way.
Yes, you need the right people visiting your website. And you may get a couple new leads out of it.
But you’re going to continue losing sales and have extremely slow growth if you rely on just one part of the process.
We have a process developed that solves these problems.
Our lead generation program helps you get more leads and more sales. It’s not just about getting people to your site. But it’s about constantly improving how well your website and marketing gets those people to do what you want. And staying in front of the right people all the way through the buying cycle until they buy.
Here's our method for getting more leads and sales.
Getting the right people to your website. If you look at the screenshot, you’ll see a year-over-year increase in visits to the website from both SEO (organic search) and Google Ads (paid search).
This is where most marketing companies high-five themselves and go get beers. Mission accomplished. But this didn’t make a huge difference by itself until the other parts of the process were added. See below.
Testing changes to the website to increase positive user actions. When you get this right it feels like winning the last puzzle on “Wheel of Fortune.”
This is called “conversion optimization” and it’s the single biggest improvement for websites with traffic but not enough leads.
If you look at the first column, second set you’ll see a conversion rate going from .99% to 10.11%. This is for paid search visits from Google Ads (from the screenshot in Part 1). So there’s a doubling of visits and 10 times the leads from those visits. That’s a huge increase in the number of people filling out contact forms.
This is why we say just getting people to the site is meaningless if you’re not testing your website conversion rates. You’re going to waste a ton of money.
In the last section we’ll show you how to get even more for your marketing dollar.
Continuing marketing off-site. We use ad platforms to serve specific ads to targeted visitors of the website after they leave our client’s site.
Have you ever looked at a pair of shoes online and then every site you visit shows you that same pair of shoes? It’s exactly like that, only you can do this for a lot more than shoes.
Take a look at the screenshot. 117 total conversions for $2,115. Each conversion is worth $250. That’s a 13 times return on investment. $30,000 for a $2,115 spend. And this is only what could be tracked from ad clicks, it doesn’t count phone calls or direct emails.
Without this phase of the process you’d most likely lose these prospects to other companies.