Success in marketing, like any business activity, must be measured. As marketers, our performance is measured by the number of leads we generate, and often the number of those leads that become closed business.
Lead generation from your website is pretty simple, right? You have a lead magnet offer. Check. You set up a landing page with your offer on your website where visitors can download that offer in exchange for their contact information. Check. And then...silence. What went wrong? Where are all the leads you've promised to deliver?
Lead generation is the “raison d’etre” for the marketing function. Generating a flow of highly qualified leads is what the sales team and your boss are expecting. But how can that happen if you’re a one person marketing department?
Is getting more business from your website your goal for this year? If you’re meeting your goals. Congratulations! If not, maybe it's time to assess your website’s lead generation readiness.
Blogging, PPC ads, social media posting, email blasts - everything you do to get traffic to your website, is a waste.
There. I said it. That hard work you're doing is not building your business - unless.
Unless, you're also using a lead capture tool to turn your traffic into qualified leads for your business.