Let me start this post by asking some simple questions, the answers to which will set the tone for this post. I request the readers to make a mental note of their answers as they proceed.
Q1. What is the last line of all your company press releases? The one your boiler plate ends with.
Q2. Which is the digital address of your company you share with your contacts – on your visiting cards and email sign offs?
Q3. Name one place where a Lead or prospect can find all information about your company, its service/product offerings, management etc.
Q4. Name one digital address you never forget to mention on all your online and offline collaterals
The answer to all these questions is just one -
‘For more information please visit www.yourcompanyname.com/Your company’s website address’
In our highly digitized world, websites play a very important role. Websites are a Company’s virtual home in the virtual world, they house all information on the Company, welcome visitors, make them comfortable and make an attempt at be-friending them and understanding what they want.
Companies spend a lot of money to make their virtual homes engaging and interactive for their visitors, but only a very minuscule percentage of them actually view their websites as a source for generating leads.
If your answer to majority of the questions above was, ‘Company Website address’, then it would not be very difficult for you to envisage, the number of prospective customers you have been regularly sending/directing to your Company website.
Your website analytics tool tells you, there are thousands of people visiting your website every month, but you see very few actually fill in the contact form and disclose their identity – the other, almost 90% of your visitors (sometime back we did a research internally on our B2B clients and found – only 10% of the website visitors to a site, fill forms) leave your digital house, after consuming the information they wanted, without revealing their identity or their intent behind visiting your website.
It would be too optimistic on my part to assume that all of those unidentified visitors could have been prospective customers, but it would be safe to assume that at least 40% of those visitors would have been people interested in offerings similar to those offered by your company. Now if you could identify these 40% of the anonymous visitors to your site even if they failed to fill the forms, you could increase the number of leads generated on your website by up to 400%!
Converting your web traffic into Qualified Sales Leads does not require a magic formula, but a good Marketing Automation Software, which helps you to track the anonymous enterprise visitors/leads to your website, understand the intent behind their visit and based on its findings qualifies them as a potential lead or not, for you. Knowing what your lead wants surely makes it easy for you to approach him with a more targeted marketing or sales pitch.
In addition to finding leads among your website visitors, the marketing automation software also helps you measure the ROI of your Company’s marketing assets and efforts, including the website. It ensures you know exactly which marketing investments are yielding results by generating the desired number of leads.
If your company has a website and is not yet using it as source for finding business leads or if it struggles to keep its sales pipeline robust and healthy, then you should definitely attend the upcoming webinar by Henry Whitfield, where he promises to show the participants, how they can double, triple, or quadruple their website ROI and provide an ongoing flow of qualified leads for their company’s sales team.
To attend the webinar on March 22, 2011, you can register here - http://www.leadformix.com/webinar/mar22_11/index.html
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