B2B Articles - August 19, 2019
If you’re thinking about digital marketing conversions, your head is already in the right place. More than just a static brochure for your business, a business website can convert new leads and bring in business to your sales funnel. And improving those conversions should be a major focus KPI for every digital marketer.
Here are some tips for more digital marketing conversions depending on the current state of your performance metrics.
Low traffic can really hold you back from driving digital marketing conversions. If traffic is an issue, you are probably seeing fewer than several thousand visitors every month. It will be difficult to run meaningful tests. And even the best offers and conversion points will fall flat because not enough people will see them.
You should focus your efforts on driving more traffic, and at Ironpaper we recommend a combination of builder and driver activities. First, a quick explanation.
Builders are activities that involve the creation of high-quality assets, such as blog posts and content offers (like downloadable eBooks or case studies.) Creating landing pages and website copy also falls under a “builder” activity. While builders are important, they do not inherently drive more traffic.
Drivers are activities that drive new traffic into the funnel by paying for additional exposure, usually with a targeted audience. A driver activity could include paying for promoted content on LinkedIn, Facebook, or Twitter, and/or launching an AdWords campaign. Just like the name implies, drivers help you drive website traffic quickly.
So you have traffic, but your website visitors aren’t converting into leads on your website. This is an entirely different issue to diagnose than having a low traffic problem. If your website conversion rate for traffic to new leads is stagnating below 0.5% or even 1% for too long, you won’t see the same ROI from your digital marketing efforts.
When you have a low conversion rate, you may be facing one of a few different issues. First, you might be attracting the wrong traffic. You might be using keywords or content that is not pulling in decision-makers, or attracts the wrong audience altogether.
Second, you might not have the right conversion offers on your website. Your messaging might just not be resonating, or it may be very company-focused and not buyer centric. The only way you can improve this is to offer multiple conversion offers and test to see what works. Let the analytics be your guide for conversion rate optimization activities.
Are you seeing great traffic and a solid conversion rate above 1% or more? Great work! Now it’s time to scale your successful efforts. Scaling can involve creating more of what works, or putting your work and conversion points in front of a wider audience.
No matter your issue or the state of your current metrics, these tips for more digital marketing conversions will give you the next step to continue filling your funnel.
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Grow your B2B business boldly. Ironpaper is a B2B marketing agency. We build growth engines for marketing and sales success. We power demand generation campaigns, ABM programs, create B2B content, strengthen sales enablement, generate qualified leads, and improve B2B marketing efforts.