Most of the work that our team performs on a day to day basis is anchored in a desire to grow leads for the businesses that we support. From designing custom, eye-catching websites to providing Search Engine Optimization (SEO) and email drip campaigns our end goal is to drive more business for our clients.
Inbound marketing is also a fascinating look at Minority Marketing. As a marketer, we know that 96% of the visitors to any client website are NOT in a position or have a desire to buy. That is a BIG number!
This means that if your website is driving 1,000 visits a month, 960 of those visits don’t have any intention of filling out your form or buying your product/service.
Minority marketing defined would be the marketing efforts put forth only to engage the 4% of the visitors to your site that does have an ability and/or willingness to convert. That’s right… We could care less what those 960 visitors saw because they are not in “buy mode”. With our focus on just 4% of the web traffic to the site, there must be other means of capturing these leads.
Data Driven Marketing
We can learn a lot about those that visit our client’s website when we initiate the events that got them there. Meaning, we either must have created an advertisement or generated a referral (via social media, email, other) that pings a tracking code/pixel on the client website letting us know, “the ones we were looking for, have arrived”.
Now.. what about the 3-5 visitors within the bundle of 40 visitors to the website, that were NOT tracked by advertisement or referral? How did they get there? Where did they come from? This is a most elusive bit of information that even Google doesn’t do a good job of displaying for us. After all, when we are focusing on just 4% of your web traffic, we want to make sure we have good data on THE ENTIRE 4%, not just part of it.
Enter Lead Gen Tools
We’ve been happy with using a lead gen tool called Leadfeeder. This tool connects to the Google Analytics account, and converts the IP addresses of the visitors to a client’s website, and presents the actual company name and detail of the visit. So, beyond those visitors that we are specifically targeting with our marketing efforts, there are those that have a genuine desire to buy, and find the website link organically using Google. Now we know what company they come from, who works at the company we are linked to using an integration with LinkedIn, as well as the “buyers journey” they took through the website.
Well, if the newly identified visitors did not convert on their initial site visit, we are now able to identify the decision-makers at the company (using LinkedIn) and then directly market to them using all the data tracking ads, emails and social media posts we do with the rest of the 4%.
Tools like Leadfeeder allows us to capture the knowns and the unknowns like never before, while also allowing us to follow-up with the entire segment of web-visitors that are near the bottom of the sales funnel, and just require some encouragement to make that buy decision.
You carefully craft a well-written blog post, choose a perfect keyword, optimize it for the search engines, and share it on social media. What should happen is that your post starts ranking on the first page of Google. What actually happens — many times — is that your post lags behind on the second, third, or fourth page of Google. Being on the fourth page isn’t much different than being on the tenth page, but don’t despair! If Google likes your post enough to put it on the second page, it won’t take much more for them to put it on the first. There are many on-site and off-site search engine optimization techniques that you can use to boost that post’s rankings. Let’s get into them.
With each passing year, businesses look for more innovative ways to reach out to potential customers. And as these options increase, so do visitor expectations. In the past few years, website chat functionality has gone from a novelty to a vital part of how many businesses communicate with their target audience. As it turns out, there’s a reason for that trend.
Understanding and utilizing design trends is crucial for businesses who want to stay current. If a company’s web properties start to look dated, this can leave a bad impression in the eyes of your customers. Here are a few important website trends that are becoming more prevalent in 2017. Employing just a few of them could improve your brand position and increase your attractiveness to online customers.
Do you have a venue where you want people to congregate and interact with each other? How about a venue where you want to build “stickiness” and keep customers in your facility for a longer period of time? Social TV from Upshow has the ability to bring new customers in the door, as well as keep them there and engaged. Read More »
Most people associate web design with aesthetics. But while the most memorable sites likely have engaging designs, what businesses really need is a size that looks nice and performs even better. In this article, we’ll explain what happens when the aesthetics of your site compromise its performance.
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If you want to rank high in the search engines, you need to build high-quality backlinks to your site. Backlinks will always be an integral part of Google’s search engine algorithm; links from one site to another are what connect the internet and make it what it is.Read More »
It’s always great when you can rank for that super keyword, but let’s face it: Only 10 websites will make it to the first page of Google, and only three websites will make it to the top three. Considering that the top three search results get 70 percent of the search traffic, it can be quite depressing if you’re not ranking for the keyword that will bring in the most sales and customers.
Many of today’s Baby Boomer business owners find themselves wondering and worrying what to do about the future. They’ve spent plenty of time and effort building their businesses from the ground up. Chances are, they have a staff that relies on them for employment, benefits, and other necessary support. What does that mean for the business when retirement approaches? Having a clear succession plan in place can make it easier for your employees to figure out what to do when you’re ready to make that big move down to Florida–or wherever else it is that retirement takes you.
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