The enquiries we get on a daily basis thanks to our targeted lead generation activities fall into one of a few categories, the most common being denial, borderlining on anger. The anger is about the lack of search engine rankings and traffic being generated and it usually goes something like this.
Red Evolution Opinions & Musings
It's that time of year again. The time when, instead of putting the kettle on to avoid the ads, we are actively searching for them, sharing them and talking about them. They stop being an interruption to the main event, and become the main event in themselves.
A recent enquiry we received via our website went something like this, "If you get me leads I'll be able to pay you to get me leads". In other words, they had a website that didn't do any effective lead generation, it didn't generate enquiries.
No rankings in Google™, no traffic, no enquiries, no leads. This, in turn, meant they had no money to invest in search engine optimisation (SEO) and Inbound Marketing, activity that brings customers to you instead of you going to them. If this sounds familiar, then you're almost certainly not ready to hire an agency to help you.
According to the HubSpot State of Inbound Report 2016, the top marketing challenge is generating traffic and leads, with 65% of companies putting this challenge well above other common issues like securing budget, managing websites and hiring talent.
Lots of blog posts, including ours, are quick to tell you what you're doing wrong with your website management and overall web strategy. But you know what, if you're getting any traffic from Google, no matter how little, and it's converting into customers, no matter how few, you're doing a good job, well done. Getting this stuff right is bloody hard work!
While we all know that social media is a vital part of your content marketing tool kit, it can be easy to get carried away and rush off in the wrong direction, spending large amounts of time and effort doing the wrong things on the wrong platforms.
If you work in marketing you'll be well aware of the importance of understanding your customers, your target market, your audience... whatever you choose to call those people to whom you are reaching out in the hope of getting them to buy something from you. While it sounds strange to many of our clients, we have found that persona development is a great place to start.
We get plagued with calls and emails from companies offering their web development and SEO services. I guess that's kinda funny given web is what we do, but when you've deleted the 10th email that day and answered the 5th call, it starts to irritate. I'm sure you're in a similar boat and you're also pretty much done with the whole cold calling brigade.
Is it possible that's how your potential clients feel about you? Are you bugging people at the wrong time, in the wrong way? Or worse, are the efforts of your marketing spend simply being ignored?
When I was a kid and the ice cream van came round it was a treat. When the vendor squirted the soft ice cream into the cone and asked if me if I wanted crushed nuts, it made me laugh. Life was simple then and silly things amused me, they still do.
Imagine if you could find out what your competitor's websites rank for in Google. Imagine if you could see just how valuable the traffic they get from Google really is. Well, you can with this great tool from SEM Rush.
I feel privileged to work in what I believe is a dynamic and exciting industry and I'm lucky to work with a diverse range of businesses, large and small, throughout the UK and beyond. I've been doing web stuff since 1995 and I still think it's amazing, it still excites me.
Inbound Marketing or Lead Generation Agencies specialise in helping businesses generate revenue from their websites. However, hiring a lead generation agency isn't for everyone. In much the same way as some businesses like to build their own websites, something that seldom goes well, so it goes when it comes to making that website work for the business.
If you'd prefer to build your own team here's an overview of the skills you're going to need to stand a chance of success.
Marketing is not an exact science, and it's usually a fairly major slice of your business costs. So if you're not getting the results you want, you need to do something about it, and fast. The great thing about marketing online is that you can measure and change everything, as often as you like. You just need to know what questions to ask.
With some obvious exceptions, most businesses don't need a website, they need enquiries. The thing is, strategically planned and executed website projects are AMAZING at generating enquiries or leads. In fact, for some businesses their website is all they need to generate the leads their business feeds off.
The reason I used the controversial title for this post, the whole "You Don't Need A Website" thing is because even today many businesses build a website, not a scalable, predictable lead generation machine that makes their KPI graphs go up and to the right, like ours. As a lead generation agency we're on a mission to change that and here's how.