Yesterday we looked at Inbound Marketing through the “You Had Me at Hello” scene from the movie “Jerry Maguire.” Today I want to continue on to our next major theme.
We first encounter this theme towards the beginning of the movie. While riding the elevator together, Jerry and Dorothy observe a deaf couple signing to each other. When Jerry wonders what they were saying, Dorothy, who knows sign language because her aunt was hearing impaired, tells him that the guy told his girlfriend "you complete me". As there is already a bit of unresolved sexual tension between the two of them, much awkwardness ensues.
What does any of this have to do with Inbound Marketing?
As business owners, we have been told over the last 10 to 15 years that we need to have a web presence and more importantly that our sites needs to LOOK GOOD. Over the years, billions of dollars have been spent on slapping together websites - they come in all shapes and sizes and forms……….beautiful customized sites, large corporate drone sites, homemade websites cobbled together from cheap templates. You name it, it’s out there.
Guess what, the success or failure of your online marketing plan has little to do with how good your site looks! I will say it again; THE SUCCESS OF YOUR ONLINE MARKETING PLAN has little to do with HOW GOOD YOUR SITE LOOKS!
The problem with most small and mid-sized company websites is that they are INCOMPLETE. What’s missing? You guessed it………..INBOUND MARKETING!
Before taking a meeting with a new customer, the first thing that we do is evaluate their current site. Customers consult with us because even though they may have invested in sophisticated web design, their sites are not driving traffic or more importantly generating calls and leads.
More often than not, what is missing is an adequate amount of Calls to Action (CTA), Landing Pages, forms and a database to track the leads that you collect.
Why are these elements important? They are the secret sauce needed to transform your site from a sophisticated MARKETING CATALOG into a LEAD GENERATION MACHINE!
Here is some more detail on each element:
Calls-to-Action- Calls-to-action are buttons or links that encourage your visitors to take action, like “Download a Whitepaper” or “Attend a Webinar.” If you don’t have enough calls-to-action or your calls-to-action aren’t enticing enough, you won’t generate any leads.
Landing Pages- When a website visitor clicks on a call-to-action; they should then be sent to a landing page. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. When website visitors fill out forms on landing pages, they typically become leads.
Forms- In order for visitors to become leads; they must fill out a form and submit their information. Optimize your form to make this step of the conversion process as easy as possible.
Contacts- Keep track of the leads you are converting in a centralized marketing database. Having all your data in one place helps you make sense out of every interaction you have had with your contacts — be it through email, a landing page, social media, or otherwise — and how to optimize your future interactions to more effectively attract, convert, close, and captivate your buyer personas.
Today’s questions: Is your site complete? Do you have a way of tracking who is interested in your product or service? Have you created anything to entice your ideal prospects to let you know they are interested? Do you have a way to keep track of your leads directly and automatically from your website?
If the answer is NO, your website is not COMPLETE!
TOMORROW’S THEME: “Show ME the MONEY”
Bill is the CEO and Founder of InTouch Marketing. Bill drives the vision and direction of InTouch except when England's playing in a soccer tournament, because everything stops!