Website effectiveness blog

Get more sales leads for your website and make it a lead generation machine

17 Apr 2014

How to Write Premium Content Your Prospects Will Salivate Over

How to Write an Premium Content Your Prospects Will Salivate Over

What if I told you that by investing a few hours and a few resources, you could have a dedicated salesperson on your website bringing you leads and closing them faster, 24/7?

You’d probably think I was talking about taking on an intern and working them to death. But the fact is that far too many B2B businesses overlook a low-cost source of sales and leads that they could create themselves: premium content, such as resource guides and ebooks.

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15 Apr 2014

This Statistics Roundup Will Improve Your Email Marketing Strategy

This Statistics Roundup Will Improve Your Email Marketing Strategy

Email marketing is constantly evolving. You need only watch the headlines to see that. But as the market adapts, it also reveals different ways in which you can improve your email marketing strategy one tweak at a time — and identifies the true best practices.

Here’s a look at four common email marketing pain points and the data you need to see to make educated decisions about your campaigns.

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12 Apr 2014

Keep Competitors Close With SiteAlerts by HubSpot

Dharmesh Shah at HubSpot just launched SiteAlerts, a new free dashboard that lets you to get reports and alerts on a website or company. The tool makes Google Alerts almost extinct and lets you monitor competing companies/websites like never before, alerting you when:

  • Someone is talking about you or your company online
  • A company you are tracking has received venture funding
  • Organic and paid keywords a website is optimized for changes
  • Fluctuations occur in followers on social media

SiteAlerts also allows you to see what technologies are used on a website, similar to BuiltWith.

You can monitor up to 5 websites (yours plus 4 competitors) for free with SiteAlerts.


A look at our dashboard on SiteAlerts.

SiteAlerts is a follow-up to Signals, a tool HubSpot built last year to notify you when people open your emails or visit your website (and see what pages they visit).

10 Apr 2014

Can Google Help Potential Customers Pick Your Company?

Can Google Help Potential Customers Pick Your Company?Search engines run the world of online business. It makes sense, then, that businesses are always looking for an edge that will bring in more of that valuable search traffic.

Looking for ways to encourage Google to send more users your way? The answer lies in wooing the powerful search engine using its very own Search Engine Optimization Starter Guide.

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8 Apr 2014

How Does Open LinkedIn Content Affect Your Business?

How Does Open LinkedIn Content Affect Your Business?LinkedIn has been attracting major attention since it first started posting original content in 2012. The newest update opens the floodgates with an open-network approach to submitting and publishing content.

“Content for all” is touted as a welcome approach to publication, even empowering. After all, the sentiment goes, we’ve all got something insightful to share based on our experience and unique perspective within our own industry.

Here’s a look at the upsides and downsides of LinkedIn’s open publishing network so that you can use the platform the best way for your business.

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3 Apr 2014

Is Marketing Automation A Good Fit For Web Lead Follow Up?

Is Marketing Automation A Good Fit For Web Lead Follow Up?

Who has time to follow up on all of the web leads you’re getting? Why not automate it?

“Help, we’re getting so many leads from our website!”

You are one of the fortunate companies that gets several leads and business opportunities from your website each day. You aren’t equipped to handle the volume of leads that you’re getting from your website, so how do you follow up and still have time in your day to manage everything else?

Enter marketing automation — a technique that can help you recapture time in your schedule or reduce a staffing burden.

Following up on web leads

The fact of the matter is that many web leads don’t need personal follow-up.

If you’re in the midst of an inbound marketing program, you probably have several landing pages on your website that offer detailed guides, checklists, ebooks, demos or other “premium” content.

Because many people on your website are probably in the early stages of the sales process, you probably get as many (if not more) web leads/contacts from people downloading these materials as people requesting price quotes or a sales call.

These web leads should go into a marketing automation queue for follow-up.

What is marketing automation?

Marketing automation is a buzzword in the marketing industry that really boils down to the process of automating follow-up with leads.

It’s quite simply the process of nurturing your potential customers to a point of sale. This can happen through email, social media, and other contact points. It’s most traditionally done through email.

What marketing automation isn’t

Marketing automation isn’t a sure-fire fix for all of your marketing problems. It’s not a completely automated process that will instantly generate new business leads with absolutely no work from your marketing team.

Marketing automation supports all steps in the marketing funnel — the points where potential customers are researching your company’s product/service and have indicated that they have some interest in your solution. It’s not a tool to fill the top of your sales funnel with new leads.

It also doesn’t work with email lists you’ve purchased from advertisers or third-party sources. Don’t expect to “drip” emails to your rented email list and expect that those contacts will eventually be sales ready.

Is marketing automation a good fit?

For companies producing great content and getting a steady flow of leads from their websites, marketing automation could be a good solution to the problem of timely, effective follow-up. Here’s a list of things that you should consider when deciding if marketing automation is right for your company:

  • Do you have a steady flow of leads from your website?
  • Is your existing sales or marketing team too busy to follow up on both web leads and offline leads?
  • Is your sales team comfortable giving marketing control of the initial contact for most leads (through automated messaging)?
  • Does your company understand your customer well enough to know what questions potential customers ask during the sales process?
  • Does your company have a customer relationship management (CRM) system in place?

If you answered “yes” to most of these questions, marketing automation might be right for you.

If you think marketing automation might be a good fit for your company, would you like us to show you how it might work for you? Let us know.