Let’s assume you have the perfect website. It has everything a marketing team could dream of. It looks amazing! It has fancy animations, call to action buttons everywhere, and tons of customer love. Don’t get me wrong… that’s wonderful. But the real question is where is traffic coming from? What exactly are you doing to generate leads online?
Your website requires – among other things – a steady stream of traffic to do its job. What steps are you taking to get strangers interested in your services to look at your website? Do you have a strategy?
The Mirriam Webster dictionary defines Strategy as: a careful plan or method for achieving a particular goal usually over a long period of time.
So the first thing needed here is a goal. How many visits, leads and customers are you aiming for? Need help setting goals? Check out my blog post explaining an easy way to get started with setting goals.
What is your strategy?
Today’s latest marketing data (based on nearly 4000 data points) tell us that when correctly employed it takes twelve months for a successful marketing strategy to show results.
To summarize from another post:
The numbers above are quite promising. The only problem with getting to these numbers is the amount of work, dedication, and skill required to get there.
Online marketing best practices tell us to blog twice a week. Over the course of a year that’s 104 blog posts. Before writing however, you must also conduct keyword research and pick keywords to rank for. Armed with the right keywords, you must now write the 104 blog posts optimized to those keywords.
On top of the blog posts, each will require a set of call to action buttons, landing pages, thank you pages, and content offers.
On top of all that, the data also tells us that to achieve success you must be consistently monitoring your results. We recommend at least three times a week.
No battle plan ever survives contact with the enemy.Helmuth von Moltke the Elder
Thank you Field Marshall. That is precisely why the best strategies are the ones with flexibility. The ability to process, react correspondingly to unpredictable unforeseen circumstances is the best strategy.
At its simplest, we employ a tactic, measure its efficacy, learn form it, adjust the tactic based on the lessons, then try again. If this sounds familiar, it’s because it was first pioneered by Toyota and Edward Deming from 1948 to 1975. It’s a simple concept that is actually quite difficult in its execution. Just ask Ford and GM.
Deming called it the PDCA loop. Plan, Do, Check, Act. It is the father of the popular Lean, Scrum, and Kanban software development movements. We use this approach.
Foremost this approach requires an utter, total, and ruthless commitment to improvement. Most often in the business world the highest paid person’s opinion is often the one that counts… Deming was reputed not to suffer fools which is why after Toyota’s success his all too honest style rubbed American car executives the wrong way.
In practice this may look like:
How to generate leads online:
1. Compose an eBook your prospects find useful and want to download
2. Build a corresponding landing page whose objective is to trade your eBook for the prospect’s email
3. Write a blog post and include a call to action button with a link to your landing page
4. Spread the word about your blog post on social media
5. Email your list of contacts about your blog post
6. Create a workflow to automatically send emails to people who sign up for your blog and ebook
7. Analyze everything!
Learn, and draw conclusions
In God we trust; all others must bring data.W. Edwards Deming
A website is not enough to generate leads online
Your beautiful shiny website may be the best looking website among the one billion websites out there.
But if it doesn’t get leads online, in time you will go out of business. And as that sad days arrives, your beautiful website will no longer grace us with its beauty.
This is why a website on its own is not a strategy. A website is a first iteration. A website is a platform for your marketing strategy or another member of your team. A website requires a steady amount of content that is measured and optimized over time to meet your goals.