The advantage of putting together a successful online marketing and search engine optimization campaign is that your business website can deliver new leads, sales, and inquiries to you every hour of the day, every day of the week.
There is a downside, however, beyond the investment of time and money it takes to get to that point: that your business website can deliver new leads, sales, and increased revenue every hour of the day, every day of the week.
What we are getting at here is that being “busy” isn’t always the same as being successful. There is a huge difference between getting a steady flow of high-quality leads from qualified and interested buyers versus being overwhelmed with people who are simply there for free advice, for rock-bottom prices, or to waste your time. In other words, it isn’t just about the amount of attention you’re getting, but who it’s coming from and where it leads.
Having too many visitors to your business website, even if they aren’t exactly the ones you’re looking for, might sound like a good problem to have, and in some ways it can be. But, since time is money, and there are actually certain types of online orders that can cost you more than they generate, it’s important to factor these considerations into your lead-generation campaign.
Here are three things to consider:
It’s a good idea to be selective. Most businesses aren’t built to handle orders and accounts from every type of buyer, so make sure that everything about your online marketing plan – and especially your keyword targeting and sales messages – are pointed at your best buyers.
Let buyers know what to expect. What happens when someone calls you, or signs up for your e-mail newsletter? Will they get an e-mail in return, be forwarded to one of your salespeople, or stay on your list for years to come? Let visitors to your website know what will happen when they take the next step, and you’ll find that more of them are prepared to follow up with you.
Track all levels of conversions. Turning a high percentage of visitors into call-in leads, for example, is a good first step. But until you know how many of those phone calls are turning into actual appointments or sales, you can’t make good decisions about your online marketing campaign or accurately figure your ROI. Track conversions at every level, and you’ll have the information you need.
It’s great to be popular online, but it’s also important to be sure that you’re attracting the right kinds of buyers, and that all of that traffic is ultimately profitable. Call or e-mail us today to set up a free consultation and find out how you can maximize the ROI from your Internet marketing plan.