So, you’ve built a killer website and done everything by the book to increase its visibility in the online world. You’re optimizing for relevant keywords, writing valuable content, and building links on authoritative sites. You’ve also invested in building a solid brand promotion strategy across multiple channels, from social networks to business directories.
Still, your conversions are not satisfactory.
The answer is simple.
Your Inbound Marketing Leads Are Leaking Out
In other words, people are constantly visiting your site, but they leave it without sharing any contact information with you.
But, don’t worry. There is a way to fix that.
Leverage the Pages That Are Converting Best
Not every page on your site is equally important. Some pages are converting better than the rest and, as such, they play a vital role in your marketing strategy. To get the most out of them, you first need to know how to identify them.
This is where Google Analytics can help.
First, you will have to set up a goal. In Google Analytics, goals let you focus on and track user interactions with your site, be it content downloads, submissions, or something else. There are several goal types to choose from in Google Analytics, like destination, duration, pages per session, etc.
Always pick the goals that have a clear conversion event. For example, if you want to track how many people sign up for your contact form, you also need to create a “thank you” page that loads once the form gets submitted. In this case, you will enter the URL of the “thank you” page in the Destination field in Google Analytics.
Once you set the goal, you need to go to Behavior< Site Content < Landing Pages. You will see that your pages are sorted by popularity. Now, to find those that convert best, you need to click on the Conversions column and select your specific goal.
This is important, as you will find out what your best-converting pages are and, therefore, focus on promoting them via multiple channels to generate loads of qualified leads.
Observe Your Visitor Interactions
There are three common problems marketers face when generating inbound marketing leads.
1. Their unique traffic is high, but conversion rates are poor.
There is one thing marketers need to keep in mind: When observed in a vacuum, website traffic means nothing. Just because people are landing on your site, this doesn’t mean they’re the right audience for you. For example, if you’re selling a CRM software but it’s mostly teenagers that are visiting your site, then it’s obvious you’re targeting the wrong audiences. Once they realize that your site has nothing to do with them, they will leave it without sharing any information.
In this case, you need to tweak your marketing strategy. Start by segmenting your target audiences and building solid buyer personas. Analyze them thoroughly through surveys, quizzes, social media polls, interviews, social listening tools, empathy maps, and so on. Based on what you find out, adapt your SEO, PPC, and content strategies to the right people’s needs.
You should also rethink your keyword planning strategy. Using the wrong keywords means appearing in front of the wrong people. And, getting the wrong people to click on your site results in poor conversion rates.
So, what to do?
- Use keywords that bring value. To target the right keywords, you need to understand search intent. This is where long-tail keywords shine. Even though they have a lower search volume, they target the people ready to make a purchase. For example, if you’re offering a content marketing tool, then optimizing your pages for “content marketing tools price” instead of just “content marketing” may be a more powerful option.
- Branded keywords can make your specific products or brands more visible on Google and attract people interested in buying them.
- Locational keywords are critical for local businesses. If you’re offering services for a specific market, then you need to focus on your getting more visible to the right audiences. You could even consider working with a local SEO agency that understands the demands of this specific market. For example, if you’re expanding your business to Hong Kong, then working with a Hong Kong-based SEO agency may help with localization and the choice of the keywords that convert.
2. Their conversion rates are solid, but their unique views are low.
The mere fact that your conversion rates are high means that you’re targeting the right people. Most importantly, the content you create resonates with your target audiences. Your only problem is that you’re not promoting your content enough. Therefore, you just need to double down on your content promotion channels that work for you to send more traffic to your site.
With Google Analytics, you can see the keywords referring users to your landing pages. Your goal is to find those top performing keywords and optimize your existing content for them to increase keyword density. Of course, you shouldn’t spam your content with keywords. Make sure they are added naturally. You can also optimize content for LSI tools (the ones with the same context) to avoid Google penalties. This is also a great opportunity to create new content around high-performing keywords, too.
3. Their bounce rates are constantly high.
If your bounce rates are constantly high, it is a clear indicator that visitors don’t consider your website quality, relevant, or appealing enough. You will need to work on optimizing your site extensively to minimize these bounces.
Here are a few strategies that may help:
- Optimize your sign-up forms. If they’re working fine, maybe you just need to simplify them and make them easier to fill out. You should also place them above-the-fold to make them more visible.
- Boost your content readability. Choose legible fonts, break the text up into smaller chunks, use headlines, and leave lots of white space.
- Write relevant and engaging content that brings value to readers.
- Remove distractions, like intrusive ads and popups.
- Create a compelling CTA that is easy to spot, unique, and highlights the value you bring to customers.
- Use storytelling to humanize your brand and evoke emotions.
- Write attractive meta descriptions to let people know what your pages are about before clicking on them.
- Make your site mobile-friendly, as most of your searchers come from mobile devices.
- Boost your page load time. Your visitors will wait for your site to load for 3 seconds and then kick it.
Build Meaningful Relationships
Most of your website visitors will decide to leave your site without converting. So, how can you engage them?
For starters, make your site more interactive.
- When a reader clicks on an article, recommend your similar blog posts.
- Ask them whether they would like to get notified when you publish a new article.
- Make the links to your social media profiles visible and get them to follow you there.
- Create highly targeted ads.
In other words, inspire readers to click around your site, explore your content, and connect with your brand. Let them see the value you bring to them and inspire them to convert on their own.
Over To You
Building a powerful SEO or content marketing strategy is pointless if your inbound marketing leads are leaking out. Poor lead generation results in unsatisfactory ROI. Precisely because of this, you need to take the data-driven approach to your inbound lead generation efforts. Track your data regularly to understand the search intent and the trends that work for you, and focus on them to boost conversions.
This is a guest post by Raul Harman, Editor-in-Chief at Technivorz, a website dedicated to all things tech related, written to cater to people for whom a dose of technology is as important during the day as breakfast, lunch and dinner. Connect with Raul on Twitter.