eMarketer reports this week that the corporate website is second only to referrals in terms of lead generation for B2B firms. Yet more than 4 out of 5 (84%) said that their website was not performing to their expectations in terms of generating leads. And not just leads, but quality leads.
Well, what do we expect? As B2B organizations, we typically take our website for granted. We build it, make updates every once in a while… maybe when Bob quits or Jane joins the company we update it, or maybe even throw up a press release.
What do you WANT your website to be? If it is simply a brochure on the Internet, then you can leave it alone, wait for your sales reps to point people to the site… and cross your fingers that it supports your efforts.
OR you can look at a website as what it should be – a lead generation engine. This takes time and investment. The type of time that I am taking to write this blog for example. Writing blogs, creating content is the number one way to drive traffic to your site. And not just traffic – qualified leads. Individuals who are searching on the topic that you are writing about.
In this case, Keystone Marketing Communications builds websites, and ensures their high performance and ROI over time by regularly “ghost” blogging for our clients – creating thought leadership and more importantly, incoming leads. A website should be delivering sales opportunities. If yours isn’t, you have work to do. And I get it – no one wants more work… but we want and NEED sales. You work at getting sales… right?
This requires offering compelling, free content in the form of blogs, white papers, and e-newsletters – and sometimes requiring registration for access.
If you’re interested in learning more about how your website can drive sales, please drop me an email and I’ll share more with you about how Keystone can turn a small investment into big business.