Leading change to Lead Generation: Why Is It So Hard?
Get found, Convert, Analyze - Increase sales, Targeted results.
Business owners need value to understand Lead Generation for website performance
Change involves some serious things; this one is probably the most significant for companies that haven't taken the next step with the internet.
The absence of a major and visible problem or crisis.
If your website looks good, it must be ok, the problem has to be elsewhere, Wrong! The lack of measurable information indicating bottom line sales is what matters.
If the team within the corporation does not know about how they can leverage themselves via performance based lead generation, well then they can't fix what they cannot see. Plus it may involve conflict internally, and when your getting paid anyway, why not make it easy.
Let me explain what I am talking about.
Business X sells the same products and services just like business Y.
However, the sales of business X is flat, following the economy, they have re-designed their website to improve it. Without any structured measure approach, what are they improving? Mostly internal feel good about having a great looking website. Weekly stats showing useless data (because it is not measured against anything) Hits, visits, time on page, bounce rate, etc.
Now, Business Y considers their business objectives, they are realistic and attainable. By what measure?
Profits are up 5% over last year for both companies. Now, here is what wasn't said:
Profits were down 30% from 5 years ago, and industry wide profits are actually up 8% from 12 months ago.
You have two choices: More information or more complacency.
Business Y considers to look deeper into how they can compete / increase their effectiveness online with solid information (content) & lead generation (YES, change).
The sales cycle for both companies is 3-4 months. Business Y decides to bring in professional help to develop the internet as a revenue generator instead of a feel good site. 'Our brand is doing well, we need to increase sales'.
From the list presented last week for conversations / conversions, the missing pieces are really in-house but kept for the sales / tech teams to present. In today terms waiting to educate one on one will get you much lost time/sales and a frustrated sales team. Give as much information to your web visitors in a format that they relate to. (Inbound marketing)
This is about inbound marketing, why not present solid content / useful information for every step of the buying process online. This stuff works for you 24/7 and reaches 1000's instead of 1:1. The real answers lie in the testing and coordination of how people (decision makers) like to receive information long before they actually buy or not.
I have talked with business owners who just add information to their site (yet no one can find it or it takes too much work for the visitor, the owners tell me that it doesn’t work). They are absolutely right, it doesn’t' work until you present it to the visitors in a way that 'they choose' to receive it.
After 3 months of testing (live and on their site), their website is now a lead generator with multiple ways to get found, multiple ways to add value to searches 24/7 within their target market (conversions) + strong analytics to show where to improve.
Results for business Y:
- 25% increase in bottom line sales by the end of 6 months.
- Leads that once were cold are ready for discussions when they reach our sales / tech team.
- Customer satisfaction reaches the decision makers in hours not weeks / months.
- Sales leaders are encouraged to provide valuable feedback to the core information presented online, and they actually do it.
- The process for sending people information is automated, thus saving countless hours per month mailing information out.
Sales have increased, customer satisfaction is up, and our ability to react to changes in the marketplace are found quickly.
Now, what is wrong with this picture? Business Y enjoys measurable results and is willing to invest in it, meanwhile Business X continues to exchange information manually, and hoping for the best.
Tru-Market is all about giving your online visitors the information to be educated, nurtured, and motivated to become customers, it's GPS For Business
Bottom line: Change is hard, doing nothing and expecting the economy to improve is worse.