We've been working on a lot of new websites for clients lately -- writing new copy and developing inbound and content marketing strategies along the way. And I've noticed a common trend for many B2B and B2C sites. Generally speaking, they all have solid copy and excellent content. But something's a bit off.
So, you have a content marketing strategy in place, and you're delivering content via your website on a consistent basis, but you're just not generating leads. What's up? Well, there may be several factors at play. Let's take a look at a few of them:
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If you're like most builders and suppliers, you are eager for sales and marketing results that you can count on. You want more website visitors, more leads...and ultimately, more customers. In the minds of many business owners, jumping in to tactics is often perceived as the fastest way to achieve those results and growth. The truth, however, is that inbound marketing approaches that begin by focusing on tactics tend to end in failure. The good news is that there is an easier way.
A genuine thank you can go a long way in the business and nonprofit sectors. Thanking your customers and your constituents can help deepen brand loyalty and engagement. Saying thank you can even offer your business a competitive advantage. But when it comes to online thank you’s, too often businesses miss out on valuable engagement opportunities. Perhaps the most overlooked online thank you is the post-conversion confirmation page, or thank you page. A thank you page is the page that a web visitor will see right after they’ve filled out a form, made a purchase, signed up for your newsletter, or taken some other online action (conversion) that your organization has identified as a priority.
When it comes to your website, you want to make sure that you put your best foot forward at all times. Although websites were previously used as a simple, digital storefront of sorts, websites require so much more effort and maintenance today when compared to its “set-it-and-forget-it” ancestors.
When you first begin your digital marketing quest and hear that you should be creating landing pages to generate more leads, you may ask yourself: “Why can’t I just send visitors to one of my existing web pages?” The answer is: you can -- if your product or service does not require extensive research or doesn't have an extended buying process, like ordering a clever t-shirt or a pair of work boots from an online retailer. If that's the scenario, go ahead and direct your online ads and links to a product page. But in the case of buying or remodeling a home, the process is complex, and homeowners are searching online to research the latest trends in design and construction. Linking directly to your "Contact Us" or "Schedule a Consultation" page from social media or a blog post does not provide homeowners with any additional content and most likely results in potential leads leaving your site. By creating landing pages for your marketing campaigns, you can target and nurture leads for specific purposes.
The Search Begins... We already know that most buyers look online when they search for a new home. In fact, 90% of them according to The Digital House Hunt, a study by the National Association of REALTORS and Google. But what exactly are home buyers looking for? How can you help them find your website when they're searching for the products or services you offer? What can you do so they stay on your website longer? If you haven't already read this post on an effective website, it's a good starting point. Additionally, there are three things we believe are important for builders and remodelers who want to be contacted by buyers who search for homes online.
It's an exciting time for custom home builders; new methods of construction and innovative materials are paving the way for cost-effective, energy-efficient designs. It's also a scary time for home builders looking to differentiate themselves in an evolving marketplace, especially if their website has been stagnant for a few years.
Driving traffic to your website may be one of the hardest things to do. To get potential customers through the online door, you’re usually tasked with implementing digital marketing tactics focused on SEO (getting higher rankings on search engines), social media, and landing pages just to get a bump in website visits. But once you get visitors to your page, how do you capitalize on this new found bounty of traffic?