There is an old saying in that ‘you can bring the horse to water but you cannot make them drink’ and never has one been so accurate when talking about web traffic…
From an SEO or Social Media point of view, getting traffic to a site is the first big goal, but it has to be the right sort of traffic and then the site must do its job and get them to engage, taking a ‘sip’ if not a big gulp.
The Engagement Process
A part of this ‘engagement process’ is of course down to design, it has to appeal (very quickly) to the browser, or risk loosing them in those vital first seconds.
The next thing of course is the content of the page. Is it what the customer wants?, your Bounce Rates will tell you (and Google too if they come from a search) so need to be constantly rewiewed, just in case you are not doing things the way that your customers want, these after all being the final arbiter…
The site’s content and the way it approaches it’s customers is therefore key. It does not matter how many potential customers (horses) you deliver to a site if the ‘water’ does not look good and tasty.
Getting on the Customers Shortlist
But what is ‘tasty?’ A very good question and one that will change depending on what the site is about and where in the buying cycle your customer is. The article below covers this in one of it’s points saying in effect that those who are just starting in their quest are looking for very general data and thus don’t want the full nine words on your product / service, but just an initial description. If you get on their shortllist they will be back..
Besides the issue of good ‘useful’ content, there is the matter of Re-Engagement. This is another topic and one that we will come back too in the future, but it is important as just because the visitor does not buy today, does not mean that they might not buy tomorrow, so keeping in contact and reminding them that you are there waiting to serve them, is a good idea.
For the full article on Why your site is not converting, please click the link.
The cheese moved. The buying process has changed. Technology to support and further that change continues to grow and evolve. Communicating through the vast array of digital channels (website, SEM, social, email) is no longer an option. It is a must-do.
The online presence of your business must attract and convert prospects. It must engage with leads through a variety of channels as users travel through a longer and more complex buying cycle.
How we market and communicate online has come a long way from static, brochure-like internet pages and “spray-and-pray” email blasts. Unfortunately, for many, online marketing is still failing to reach its full potential.
Pointing a finger at the underlying technology would be easy, e.g., marketing automation, content management systems or any of the tools and solutions laid out in Scott Brinker’s Marketing Technology Super Graphic.
It’s easy to say the technology is failing, so the marketing effort is failing. But the reality is more complex. Here are four of the biggest reasons why your online presence is failing to drive sales.
Engagement For The Wrong Reasons
Using engagement tactics that are not aligned with business goals is a huge waste of time and money. Too often, I see engagement for engagement’s sake. This results in leads stagnated in the buying cycle and low-volume sales funnels.
Having a high number of Twitter followers or a successful content syndication program is great, but that is not success.
CMOs are being judged on sales. And following your brand or downloading an asset is not a sale.
Social followers matter. They are your advocates. They can extend your message.
But focusing on the number of followers and not their engagement and conversion ratios results in negative ROI for the money spent to generate them. It also takes the marketing eye off the important goal of a sale.
Weak Commitment To Prospects
Generating new leads through content syndication or SEM is the start of the buyer’s journey. Most leads are not ready to buy at that point.
So not using retargeting or nurture programs to bring them back for further communication is a waste of the money spent to find them to begin with.
When they fail to travel along the pipeline because they are left to rot somewhere between the marketing and sales organization, it reflects negatively on the organization.
Lack Of Good Content
Everywhere I look, the numbers show an increase in content marketing spend and usage. Businesses are spending millions to have content developed — to tell their story, engage with their prospects, and help convert their leads through the buying cycle.
And yet much of what is used to attract and engage leads is sales enablement content. It’s all about features and functions. Or it’s focused on selling something, rather than trying to educate.
Take, for example, the content used in top-of-funnel nurture programs. More times than I care to remember, I’ve seen programs use 45-minute product webinars or 20-page product briefs.
Breakdown happens when leads don’t engage, and the prospects in the funnel dry up. This is because leads in the early buying cycle don’t want to know everything about the product, and they don’t want to be sold to. Rather, they want to know what the options are and what to consider as they do their research.
Marketing Teams Are Not Living In The Now
Stagnating means not going to where your customers are by using better ways and different channels to communicate with them online. It results in low communication. And poor communication results in low sales.