For any business that is in a growth mode, there’s nothing scarier than not having enough leads and new business. Some companies have a very strong sales process and the ability to close new business, but they struggle when it comes to bringing in leads.
Many of our clients invest in a new website with the intention of getting more leads, but unlike The Field of Dreams, if you build it, they may not come.
In other words, a high-quality website is a very important piece of the puzzle, but there are several factors to consider in order to achieve a successful marketing process.
1. Are you blind as a bat with your marketing?
If you don’t have any analytics tracking on your site, you are essentially flying blind and hoping your marketing efforts are working. Google Analytics is one of the best free tools for tracking site traffic.
After setting up an account, you’ll need to install the tracking code on the site. If you aren’t sure if this is set up on your site, reach out to our team.
Even if your business is dependent on referrals & word-of-mouth, it’s still important to have tracking on your site. With analytics, you can see the most visited pages on your site, how long visitors are spending on a page, and if certain pages have a high bounce rate.
2. Are your marketing methods a rotting apple?
Relying on 1 marketing channel/source is very risky for any business. We often work with clients who have relied on ‘word of mouth’ for the entire life of their business, but now the flow of referrals isn’t as steady.
It’s important to have multiple active marketing channels (referrals, strategic partners, Internet leads, etc.) We also see clients make the mistake of trying to switch from getting all their business from referrals to relying 100% on Internet leads. You don’t need to pick one over the other. Internet and web leads can take time and more investment to generate.
It’s better to having multiple channels so that your business isn’t in jeopardy if one channel stops working.
3. Is your site scaring away potential clients?
We’ve said it many times, but it is still true – your website is typically the first or second impression of your business to new clients. Even if your business is based on referrals, consumers often search for a business online before reaching out. An outdated web design can make a business look unprofessional and untrustworthy.
A high-quality web design is one piece of this. Having clear messaging and navigation on a site is just as important. If a website visitor gets confused and lost on your site, that creates a negative experience and may cost you a lead.
4. Is your online presence & reputation Frankenstein-like?
In addition to checking your website, a potential client will very often check for any online reviews about your business. According to consumer survey reports in 2017, 85 percent of consumers trust online reviews as much as recommendations from a friend or family member.
Take a moment and search for your business name online and see what comes up in the listings. Do you have bad reviews out there? Do you have any reviews at all? Having no online reviews actually can create the wrong impression of your business.
If your business is reliant on referrals and word of mouth, you need to nurture the online reputation of your business because it can have a huge impact on getting and winning new business.
5. Are you testing new marketing tricks & spells?
It’s difficult to know whether a marketing channel or idea will deliver results for your business, unless you test it. Testing is also important because marketing campaigns can take time to perfect & mature. You don’t want to wait until you are in a panic for new business.
Whenever possible, test a new idea and start with a limited budget. It’s best to get help from experts when venturing into a new marketing area, and any marketing agency or consultant should help you run a valid test with a minimum budget.
Don’t be surprised if a particular marketing channel doesn’t deliver results. The goal is to find those channels that work and then turn up the investment. Over time, you’ll find a great combination of different marketing channels that can have a huge impact on your business.