Note: this entry is part of a series about using marketing to generate leads and enhance brand awareness. To see previous post, check out the Sales & Marketing topic.
83% of Internet users say that a company’s website has made an influence on their purchasing decision.
Strategy-wise, you have to think of your website as a “digital salesperson.” As a California manufacturer, you may have sales representatives on your staff. Imagine if you gave your sales team one-year to generate new leads for your business. After a year goes by, you call your team into a meeting. Your team tells you that after all this time, they don’t have any new leads for your company and they’ve made $0.
My guess is that you would fire your sales team. The same thinking should apply to your website. If it’s not attracting new leads and converting sales, it’s not doing its job. It may be time to “fire” your website and develop a new website strategy.
The best sales representatives are “connectors.” They:
Well, your website should be doing the same thing! When a website is designed correctly:
And this should be the basis for your website strategy! Take a look at your website now and read through the main pages. Ask yourself:
Remember, the whole point of marketing is to generate leads and enhance brand awareness. If your company isn’t giving your team qualified leads on a consistent basis, it’s time for an update!
In Part 3 of the series, we’ll provide more strategy for developing website content. Stay tuned!